Description
Research Paper #1 – The Public Relations Department (100 points) ~ Due Tuesday, Week 2
How should a public relations department ideally be set up? What functions are required? How does it differ from marketing, journalism, and advertising? Using your textbook, the online course modules, conference topics, and any appropriate outside resources, write six-page paper (double-spaced) based on the following scenario.
Scenario
You work for a small company in Bellingham, Wash., that expanded quickly after developing transportation management system software for ferry operators. It now services light fleet managers and urban mobility solution providers. Your goal is to work in public relations at a big firm one day, but you’re still a student at UMGC. Nevertheless, when the company’s COO announces plans to add a public relations person to the staff, you decide to apply for the job.
This is the first time the COO has considered expanding the staff to include a public relations function. Up until now, he has seen no need for it. However, the company has recently won a number of awards for its inventory management software. It is trying to secure local government contracts in competition with Axopjn, Descartes, Onfleet, and Salesforce, to name a few.
The COO has the idea that the new public relations person will write two to four press releases per week and send them to local newspapers and broadcasters, business reporters, and technology writers. He believes those should set the record straight. He’s looking for someone with strong writing skills. He tells you that he plans to hire a journalist or an advertising professional because those people have the same skills that a public relations technician needs, and he figures there’s no such thing as a “true public relations professional.”
When there are no news releases to write, the new staffer will work on marketing the company’s software and wrap-around services. The job title will be “public relations writer,” and the new employee will report to the COO’s assistant, who also serves as the company’s office manager.
The COO is surprised to discover how much you have already learned from JOUR 330 and decides to consider you for the job, even though you do not yet have a college degree.
He says all he wants is someone to write press releases and get marketing information out to the public, so therefore a degree is not essential.
Is the COO on the right track for the job search? Your response should address:
The job the COO plans to assign to the new public relations person, compared with the role of the public relations practitioner at firms that use that talent most effectively.
The supervisor and job title of the public relations practitioner. Discuss the rank of the person in the eyes of this COO compared with the actual practice in the field.
The education and experience requirements for the new job and of the candidates being considered. Be clear about the differences among communications jobs.
The COO’s plan to have the new person write press releases and marketing material. What is this kind of communication called? What’s missing?
Your recommendations to the COO. Make them at the expense of losing the job yourself. Comment on the parameters of the job, the ideal job candidate, the job description, and the work the new staffer will do.
This assignment can be in the form of the actual letter, a detailed outline of what would be said in a letter you would propose to write, or some combination of the two. Neither format carries more weight than the other, but the questions above should be answered in either format. Also, if you only submit an outline — be sure it is clear phrases or sentences, not just lists of words. “Etc.” is NOT an answer. Don’t assume the instructor knows what you are thinking.
Write and edit carefully; excellent style, grammar, and mechanics are absolutely essential to the PR practitioner. Consult the library’s digital copy of the official Associated Press Stylebook for guidance.
This assignment is worth 100 points toward your final grade.
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Rubric Name: 2023 Copy of Research Paper #1 – The Public Relations Department
Print
Criterion 1 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
States a thesis or draws a conclusion about whether the COO of the hypothetical firm is on the right track with his hiring plan.
Score of States a thesis or draws a conclusion about whether the COO of the hypothetical firm is on the right track with his hiring plan.,
/ 10
Criterion 2 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Compares the job that the COO plans to assign to the new public relations person, with the role of the public relations practitioner at firms that use that talent most effectively.
Score of Compares the job that the COO plans to assign to the new public relations person, with the role of the public relations practitioner at firms that use that talent most effectively.,
/ 10
Criterion 3 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Addresses the supervisor and job title of the public relations practitioner. Discusses the rank of the new person in the eyes of this management executive compared with the actual practice in the field.
Score of Addresses the supervisor and job title of the public relations practitioner. Discusses the rank of the new person in the eyes of this management executive compared with the actual practice in the field.,
/ 10
Criterion 4 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Explains the education and experience requirements needed for the new job and by the candidates being considered. Clearly describes the differences among communications jobs.
Score of Explains the education and experience requirements needed for the new job and by the candidates being considered. Clearly describes the differences among communications jobs.,
/ 10
Criterion 5 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Assesses the COO’s plan to have the new person write press releases and marketing material. Explains what this kind of communication is called. Accurately describes what’s missing from the plan.
Score of Assesses the COO’s plan to have the new person write press releases and marketing material. Explains what this kind of communication is called. Accurately describes what’s missing from the plan.,
/ 10
Criterion 6 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Makes recommendations to the COO that explain the appropriate parameters of the job, the ideal job candidate, the job description, and the work the new staffer will do.
Score of Makes recommendations to the COO that explain the appropriate parameters of the job, the ideal job candidate, the job description, and the work the new staffer will do.,
/ 10
Criterion 7 Exceeds Standards
20 points
Meets Standards
17 points
Needs Improvement
13 points
Does Not Meet Standards
10 points
Criterion Score
Writing is clear and fluidly organized, with proper spelling, punctuation, grammar, and syntax.
Score of Writing is clear and fluidly organized, with proper spelling, punctuation, grammar, and syntax.,
/ 20
Criterion 8 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Writer supports analysis with credible sources that are properly documented with in-text citations and end-of-text references according to American Psychological Style rules.
Score of Writer supports analysis with credible sources that are properly documented with in-text citations and end-of-text references according to American Psychological Style rules.,
/ 10
Criterion 9 Exceeds Standards
10 points
Meets Standards
8.5 points
Needs Improvement
6.5 points
Does Not Meet Standards
5 points
Criterion Score
Meets minimum page length (4-6 pages).
Score of Meets minimum page length (4-6 pages).,
/ 10
TotalScore of 2023 Copy of Research Paper #1 – The Public Relations Department,
/ 100
Overall Score
EXCEEDS STANDARDS
94.5 points minimum
(A to A+)
MEETS STANDARDS
69.5 points minimum
(C- to A-)
NEEDS IMPROVEMENT
59.5 points minimum
(D)
DOES NOT MEET STANDARDS
0 points minimum
(F)
