PR Specialization Report (Please do report on Media/ Entertainment)

Please do report on Media/Entertainment

STEP 1: Industry
Consider what industry (or specialization) you are most interested in and prepare a report to provide a glimpse into how public relations works in that industry. Ideally, this will be the industry or specialty you want to work in, but if you arent sure what you are most interested in pick one that seems fun. Consider the following (but you are not limited to these):
Agricultural/Mining Energy Insurance Technology
Automotive Environmental Media/Entertainment Travel/Tourism/Hospitality
Banking Fashion Nonprofit/Association Utilities
Brokerage/Investment Food/Beverage Pharmaceutical
Construction Government/Military Retail
Consumer Products Health/Medical Sports
Start your report with a brief overview of the industry you select. Describe what it is and why you selected it (yes, you can use first person here if you would like). If you need help identifying organizations, Fortune 500
(Links to an external site.)
has a good list that you can search by industry.
STEP 2: Company Overview
Once you pick your industry, pick an organization in that industry to focus on for the bulk of your report. This is an organization – not a PR agency. You can use a for-profit or a nonprofit. You can even get creative and write the report on a political figure or sports team (but know that the report will be more challenging to write). Begin this section with an overview of the organization. What do they do, who is part of the C-suite, where are the headquarters, where do they conduct business, etc.? Who are their customers? Do they provide a mission statement? How about a code of ethics? Review their About us section of their website for other important information.
STEP 3: Current News
Set a Google Alert for your organization to keep an eye on any news about your company over the rest of the semester. In this section of the report you should review what topics have been covered in the recent media and what the general reputation of the organization seems to be (as told through the media). Did they have a crisis this semester – if they did and you don’t address it you will loose 10 points.
STEP 4: Website Review
Review what they have on their website. Of most importance is a section likely called Press, Media, or News. Do they provide their press releases? If so, what are some of the recent topics? Do they have any press kits, if so on what? Do they have any video or audio available? Who are the media contacts? If they don’t have this section then explain why you think they don’t and what the website would (or should) contain if they did.
STEP 5: Purpose/CSR
Do they identify a corporate purpose? If so, what is it? Do they provide examples of CSR efforts, if so what? How about sustainability efforts, if so what? Do they connect to the UN Sustainable Development Goals? If they don’t have any CSR or purpose efforts identified, identify what you think would be a good CSR focus for them.
STEP 6: Social Media
Review your organizations social media presence. This is first done by identifying what accounts they have then complete a thorough review of how they are using their account(s). Do some social and visual listening. This should include but is not limited to identifying: frequency of posts, common post topics, typical post format (text, video, pictures, or any combination), typical time of day, number of followers/page likes, if they engaging, etc. Is there a consistent look and feel for the different social media accounts. Be sure to address each type of social media they have.
Review what people are saying about your organization on social media. This includes info on their accounts comments on their Facebook page and @replies on Twitter, etc. Also, consider what people are saying on their own accounts. Specifically, look at how people are talking about them, what the tone is (are people happy or mad are the comments/posts positive, negative, neutral or mixed, etc.), what are they talking about (common topics), etc. Does it look like they use influencers? If so, who and what type are they?
If they don’t use at least three types of social media, be sure to address how you would recommend them to use three (you pick the most relevant and explain why and how they should use each (if your organization uses one then you should address two, if they have two you would recommend one more). If your organization uses three or more be sure to still address if you think these are the right/best for them to use and if you would do things differently.
STEP 7: Finalize the Report
Be sure to stay focused and organized. Include links and citations (any style).
Include visuals and highlight the big important stuff. Clips from the website and social media posts make great visuals.
There is not a length requirement, but I expect to see a good overview of your organization!
You have weeks to work on this report so dont wait until the last minute. We will use Turnitin so do not just copy text from online or submit what students have used in the past. Please do your own work and make this a report you are proud of.
DUE: June 18 by 11:59 PM on Canvas

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