The purpose of the final paper is to demonstrate what you have learned in this course by
applying its concepts to the analysis of a PR campaign. It is worth maximum 40 points, or 16%
of your grade. Select a recent PR campaign which promotes an issue, or an existing good
reputation of an organization or its products/services (rather than a campaign aimed at repairing
damaged reputation after a crisis). You cannot use examples from lectures, videos, or textbook
for this assignment. Gather as much pertinent information as you can and critically analyze the
campaign. While your paper will include a description of the situation, strategy and tactics, the
majority of your essay should be devoted to evaluating, not describing, the campaign. Explicitly
refer to the relevant course concepts as you address the following questions:
1. What research informed the campaign? Discuss external and/or internal factors relevant
to the campaign.
2. What seem to be a goal and objective(s) of the campaign? Who was the primary public
for the campaign? What are their relevant characteristics?
3. How was the campaign implemented? What tactics were used?
4. How was the campaign evaluated? Was it successful? What recommendations would
you make if this organization were your client?
Use the above questions as subheadings to organize your analysis in four sections. Include the
list of references and images that illustrate the campaign. Your analysis must be at least 1200
words excluding subheadings and list of references. Format your essay in APA style (no
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