Question Details

BUS 300 The Practice of Public Relations CASE STUDY
Professor Treisha Thorpe
CASE STUDY - 100 points
Relate to your text in Chapter 1-2: (submit to the DROPBOX)
You are required to use at least two sources plus your textbook and at least one (1) example to complete this assignment.  The acceptable format for this paper is the APA Style along with the requirements stated on your syllabus.  All references or sources used must be cited correctly in-text and the correct information listed for these sources on the reference page. Use the Research paper grading rubric in doc sharing as a guide to complete the essentials of your research paper.  All sources used must have a personal author listed. 

EXERCISE:  

Stakeholders make decisions about organizations and their potential in the marketplace based on several factors. The perception of public relations in the organization and the extent to which such publicity affect the bottom-line of an organization is an example of such a factor. Recently, several corporate crises have occurred which first began as an ethical dilemma. Martha Stewart was under investigation for benefiting from insider information. WorldCom announced the biggest adjustment in accounting history and analysts suspected the result would be impending bankruptcy. What are the strategic implications of Public Relations? It is critical that corporations recognize that good Public Relations Practice is not only the right thing to do-it is also best for stakeholders in the long run.

INSTRUCTIONS:

Collect articles from various sources in the EBSCOHOST DATABASE (e.g., journals, newspapers and magazines such as Fortune, Business Week, and Newsweek, etc.) about situations where public relations highlighted issues affecting stakeholders of an organization or a company.  It may be those situations identified in your text such as the Martha Stewart and Scanlon stories.  Cases you can choose from include WorldCom, Enron, Tylenol, Walmart, Nike, and other scandals.  

Write an assessment of the Case identified and address these questions: 

1) What key public relations principle did the company violate?
2) What was the impact of such poor decisions? 
3) Considering the different viewpoints discussed in your text, how was “spin” used in your public relation- case
4) How does society respond to public relation scandals in a corporate environment? Why? 
5) How has the situation affected the company- reputation and how can they avoid this in the future?

Case Instructions:

	The case set up in APA format:  title page… abstract…  content (introduction, body, conclusion)… reference list.

	Address the questions using the different viewpoints and approaches mentioned in the text.  This is not an essay or short answer assignment.  This should be done in research paper format using the APA style.  The questions given should be used as a guide to develop the paper.  Students must use appropriate case titles for their papers and save their document as (Name BUS300) before submitting it.

	Please follow the case guidelines as outlined in your syllabus (copy of the syllabus is in “Doc Sharing”), follow the research paper grading rubric in doc sharing and use the dropbox to submit the paper.

	Give credit to all the sources (including the text) that you use to support the information in your paper.

	The reference, abstract and title pages are not included in the 3-5 pages for the paper. (Hint: they are additional pages)

Notes:  

These are some of the APA Style main points that I think everyone needs to pay close attention to which will make the case successful.   

•	You are required to use more than two sources and at least one example, which will help to make your argument more convincing and compelling.

•	You are to provide an analysis of the case you choose based on the questions given (do not only provide a summary of the case)

•	Take careful note of your headings and headers (in word doc go to view, headers and footers, type in your header); proper in text citations; use proper format for reference page sources and also in text and reference page web source formats.

•	Use proper paragraphing, indentations (5 spaces), line spacing (double), fonts (Times New Roman) and margins (1 inch). See syllabus.

•	You should use the word “Running Head” on the title page, with the paper title in all capital letters.  The other information on the title page should be centered top to bottom on the page.

•	Do not long quotes, try to paraphrase (use your own words).

•	Do not use dictionary or blog sources or Wikidedia.

•	If you use long quotes in your paper, use the APA format and indent the quotation.

•	Cite your sources “in-text” when you use quotations or paraphrase an author- work.  

•	An abstract and an introduction are different.  An abstract is an overview of the paper, emphasizing key points and briefly explaining the questions you are going to address in the paper and the conclusion.  In an introduction, you describe or clarify what the case is about or give a brief summary of the case.  Your paper will need both.  Read different research papers to improve your skills.

•	Always begin your paper with an introduction and an introductory heading.

•	Do not write the paper in the “first person”.  Do not use the word “I”.

•	Ensure that your sources on the reference page all have complete information so that I can check the sources.

•	You can use subheadings to direct the reader through the paper, but each section needs to connect.

•	Always close your paper with a conclusion, whether in the final paragraph of the paper or under a heading called “Conclusion”.  This should consist of a final summary of your opinion on the key points in the case. 

Please use all the APA resources provided in the course room doc sharing and webliography.  This case will be graded with a lot of expectations, as everyone is expected to become familiar with the APA style and what the paper content should deliver.  Plagiarism, otherwise known as academic dishonesty is not tolerated, see syllabus.  There will be no credit given to work found with plagiarism.  Please seek a tutor for help if needed.
 
LATE ASSIGNMENTS WILL HAVE A 20% LATE PENALTY.



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