Understanding the role of media and public relations strategies are critical to success. By scanning
current events on a broad range of topics, you will have the opportunity to analyze how the particular issue/topic is being managed publicly. To that end, you are to submit one current event + press release summary, focusing communication strategies, or concepts apparent in the article, as well as the original announcements made by the organization (including messaging on social media). You will rely on your judgment as a PR specialist to analyze and make recommendations on the issue/topic in the article. This course allows for a wide array of topics – our purpose will be to analyze how the issue is being managed in the media. The analysis should be no less than 600 words using MLA style with reference page. Format:
b. Introduce topic and credit source
c. Analyze the key issue and discuss the communications strategy as it relates to the content of the
article (note that not all strategies may be present – analyze what’s there)
i. Press announcement strategy/ issue (press conference, breaking news, scandal-usually
reactive or “no comment while investigating”)
ii. Crisis management issue (Baylor is a great example – will analyze that in class for
format)
iii. Public relations campaign (was there a follow up strategy to change public opinion or an
attempt to demonstrate that the organization has remedied the problem?)
iv. Social media strategy or issue (provide examples of how the issue is discussed in this
domain – provide recommendations to manage for positive publicity – use SEC example
about social media use in stadiums)
v. Do you think this strategy is effective? How would you capitalize on, add to, or change
the strategy to maximize positive publicity? How would you diffuse negative publicity? Ongoing strategy – what do you recommend for ongoing public relations and media relations strategy (one-on-one exclusive interview, press release updates, CSR program).
Text: Stoldt, G.C., Dittmore, S.W., Branvold, S.E. (2012). Sport Public Relations: Managing Stakeholder Communication. Champaign, IL: Human Kinetics.