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2. MKT 438 Entire Course MKT 438 Final Exam Guide MKT 438 Week 1 Individual Assignment Defining Public Relation Paper MKT 438 Week 1 DQ 1 MKT 438 Week 1 DQ 2 MKT 438 Week 1 DQ 3 MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper MKT 438 Week 2 DQ 1 MKT 438 Week 2 DQ 2 MKT 438 Week 2 DQ 3 Complete the Final Examination. 1. The objective of public relations is to sell: 2. The R-A-C-E approach to defining public relations includes the following components: 3. The job of public relations professional is very much that of an “interpreter,” where he interprets: 4. Which of the following trends contributed to the evolution of public relations in the United States?

3. MKT 438 Week 1 DQ 1 MKT 438 Week 1 DQ 2 Should a company be concerned with public opinion? Why or why not? Which PR communication tool do you feel is the most effective? Why?

4. MKT 438 Week 1 DQ 3 MKT 438 Week 1 Individual Assignment Defining Public Relation Paper What role does PR play in your organization? Explain your answer. Resources: University Library, Internet Write a 700- to 1,050-word paper in which you define PR. Include in your paper: Explain your personal definition of PR and definitions from three different sources, such as the Public Relations Society of America, textbooks, and so forth. Compare and contrast these definitions in your paper. Explain why you think there are so many different definitions of PR.

5. MKT 438 Week 2 DQ 1 MKT 438 Week 2 DQ 2 What are some positive and negative aspects of publicity? At what stage of the PR campaign should evaluation occur? Explain your answer. What are three types of evaluation techniques used in PR? What are examples of each?

6. MKT 438 Week 2 DQ 3 MKT 438 Week 2 Team Assignment Public Relations Campaign Overview Paper How would PR research impact a PR team? Give an example Resources: University Library, Internet, and the Virtual Organizations can be found on the student website at http://ecampus.phoenix.edu Select a PR scenario from the following list: An organization is planning to introduce a new product or service in another country. An organization wants to position itself as a leader in embracing diversity in the workplace.

7. MKT 438 Week 3 DQ 1 MKT 438 Week 3 DQ 2 What PR tools are critical in building long-term relationships an organization's publics? What are the advantages and disadvantages of these tools? What is your organization's relationship with the local, regional, national, and global media? How does it impact your organization's PR coverage?

8. MKT 438 Week 3 DQ 3 MKT 438 Week 3 Individual Assignment Functions of Public Relation Paper How critical is the internal communications process in PR? Explain Resources: University Library, Internet Select an organization with which you are familiar, and identify an issue within that organization that would have both organizational and societal implications.

9. MKT 438 Week 3 Team Assignment Public Relations Campaign Strategy Paper MKT 438 Week 4 DQ 1 Resources: University Library, Internet Write a 1,250- to 2,000-word paper in which you recommend strategies to build media relations and generate publicity for the organization selected in Learning Team Meeting One. Address the following in your Strategy Paper: List objectives for the PR Campaign. Identify the organization’s publics. Why is it important to integrate anticipated crisis responses in an organization's proactive PR planning?

10. MKT 438 Week 4 DQ 2 MKT 438 Week 4 DQ 3 What potential effects can a crisis have on an organization? Explain your answer. Read the case on the Exxon Valdex. What do you see as the top PR problems from this case and what would you do differently if you were in the PR department?

11. MKT 438 Week 4 Individual Assignment Effective Communication Case Study Analysis MKT 438 Week 4 Team Assignment Public Relation Campaign Progress Report Presentation Resource: The Practice of Public Relations Select one of the following case studies located in The Practice of Public Relations or a case study assigned or approved by faculty: The Tylenol Murders, Ch. 2 Exxon Corporation’s Bad Good Friday, Ch. 5 The Katrina Kalamity, Ch. 13 Wendy’s Fingers a Hoaxer, Ch. 19 Resources: University Library, Internet Prepare a 5- to 7-minute oral Progress Report Presentation accompanied by 8 to 10 Microsoft® PowerPoint® slides illustrating the work completed on your PR Campaign up to this point.

12. MKT 438 Week 5 DQ 1 MKT 438 Week 5 DQ 2 How has technology impacted the dissemination of information to global publics? How can the power of PR influence and change your point of view? Is this ethical?

13. MKT 438 Week 5 DQ 3 MKT 438 Week 5 Individual Assignment Managing a Crisis Using PR Simulation Summary How has globalization, technology, and diversity affected PR in the past five years? Resources: the simulation Managing a Crisis Using PR located on the student website. Complete the simulation. Write a 600- to 900-word summary answering the following questions: What does proactive planning mean? What feedback mechanism would you develop in this situation? What is an ineffectual way of deploying this plan? Provide some examples of what not to do in this situation.

14. MKT 438 Week 5 Team Assignment Final Paper and Presentation (PR Campaign Kudler Foods). Resources: University Library, Internet Prepare 15 to 17 Microsoft® PowerPoint® slides with speaker notes illustrating the strategy and tactics of your PR Campaign. Write a 3,750- to 4,500-word paper integrating revised versions of your previous Learning Team Assignments. Include the following elements in your PR Campaign:.

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