CMN 3144 Public Relations


CMN3144 – page 1 de 3
Take-Home Exam
CMN 3144 Public Relations
Professor : Natalie D. Montgomery

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Instructions:
The take-home exam will be posted on Brightspace Tuesday
March 20. Paper copies will also be distributed.
You must submit a printed copy of your take-home exam by
Tuesday April 17 at 4 pm in the Department of
Communication, 11 Floor (55 Laurier Avenue East), in box
#41 (Natalie Montgomery) room 11120.
The exam counts for 30 % your final grade.
No late submissions will be accepted, unless submitted with a
medical certificate.
Your exam must include a title page with the following
information :
• Take-home exam
• Your name, student number
• Course name and code
• Professor’s name
• University
• Date
The exam must be typed, double spaced, Times New Roman, 12
point font, margins of 2.5 cm and written in combination of
complete sentences, sub-headings and point form.
This is an individual exam. The course material – readings,
lessons, and noted can and should be used while writing it in
addition to other academic and media sources. Referencing must
follow APA guidelines. Submission of this exam is subject to
the University of Ottawa’s academic fraud and plagiarism
guidelines.
Students must demonstrate a solid understanding of the theories,
concepts and approaches discussed in class. Moreover, a
successful paper will show links by putting theory in to practice.
CMN3144 – page 2 de 3
The objective of this question is for students to demonstrate their ability to understand
how to develop a public relations response (of your choice) for an organization and an
issue (also of your choice). It is important for you to use deductive reasoning, and
creativity and your answer in addition to the course material and your own research.
Minimum Maximum length : 7 pages, double spaced. Graded on 30 points.
References : A minimum of 3 academic references (one including the textbook)
Choose an organization of interest to you that has a public relations mandate.
QUESTION A (15 points)
Develop an organizational profile (no more than 3 pages) for the company you chose.
1. The Organization (5 points)
• Mission, vision, values, leadership team
• What does your company do?
• How does your organization approach public relations?
2. Publics (5 points)
• Identify at least two key audiences that are impacted by your
organization
• Who are they, where are they from, what do they do? Why do they
matter? What is their role? How do they feel?
3. Issues Scan (5 points)
• Public record – what are people saying about X in news media? Social
media? Provide examples, headlines, content
• what is the nature of the issues your organization currently faces? (at
least three examples) . Which of these issues is most prominent and
how?
• Which one will you focus on in your response?
• How is this issue perceived by the publics you identified?
• What is your organization doing on this issue? (you can talk about
what they are actually doing or come up with your own “response” for
bonus creativity points!)
CMN3144 – page 3 de 3
QUESTION B (15 points)
Develop ONE aspect of a public relations approach (consult the list of choices below)
for this organization and the problem you identified.
A properly planned response must answer the following questions
1. Generally speaking what is the importance of your approach and how does it
influence the public relations process ? Please provide an example and
elaborate on what this example means for your organization. How can you
use this approach to your organization’s advantage?
2. What is the desired action you are looking for in response to the issue you
identified in QUESTION A? Which key publics are you engaging?
(5 points)
3. What is your approach in response to this issue? (10 points)
Choose ONE amongst
a. Research
– how is research being used to understand the problem OR evaluate the
response?
– must include sample overarching research question
– specify when it would be used (pre or post planning)
– specifics on types of tools and how they were chosen
– sample questions (at least three)
b. Strategy and Objectives
– what type of strategy are you using to showcase your organization’s
response, rationale for choice
– strategic statement (what type of approach, what results are you
looking for)
– primary objective
– secondary objectives (2)
c. Writing
– 3 key messages
– a sample tweet (that incorporates messaging)
– a sample press release headline and introductory paragraph
(that incorporates messaging)

To get your Assignment/Homework solutions;

Simply Click ORDER NOW and your paper details. Our support team will review the assignment(s) and assign the right expert whose specialization is same to yours to complete it within your deadline. Our Editor(s) will then review the completed paper (to ensure that it is answered accordingly) before we email you a complete paper

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