Choose a contemporary public relations campaign on;
Option #1 (PR Campaigns)
Blue Origin’s “Fly to Space” campaign
Van Moof’s “Ride the Future” campaign
The Trudeau government’s assault rifle buyback
Burger King’s “A Day Without Whopper” campaign
Carlsberg’s “Adopt a Keg” campaign
COP26 and the “phase down” vs. “phase out” of coal
Once you have chosen your campaign of interest, actively follow its digital promotion and the campaign’s use of its websites and social media platforms as public relations tools.
In essence, you are to follow and analyze the digital promotion of your chosen public relations campaign.
Write up your analysis as a paper (10 to 12 double-spaced pages in length), being sure to integrate the any of the following concepts:
Framing Theory
The CEO Celebrity,
Tribal Marketing / Cult Branding
Market Orientations
Corporate Social Responsibility (CSR)
Open Branding / User Generated Branding
Gruning & Hunt’s (1984) Four Models of PR
The Public Sphere, Civil Society, & Social Capital
Pseudo Events
Hashtag Activism
As well as at least eight (8) additional relevant sources
Use the APA citation style.
How should your PR paper be organized?
Introduction & Background, Introduce your topic of study. Tell us why and
how it fits into either Option #1. Establish the background and context of your topic.
Theoretical Framework. Which concept(s) are you going to utilize to analyze your topic of study and why?
Findings & Conclusions. Analyze your subject matter using the concept(s) and
give the reader the key points/takeaways from your analysis. Be sure to answer
the all-important “so what?” and “who cares?” about the relevancy of your project
and its findings.
