International Social Issue Project
Due Date: Per presentation dates assigned for last week
Total Points: 50 points
RATIONALE AND GOAL
As PRSA notes in communicating the value of public relations’ today:
“Public relations has served immeasurable public good. It has changed attitudes and behaviors toward some of the world’s most pressing social issues, from breast cancer awareness to drinking and driving to smoking and obesity. The public relations industry also has prevented consumer injury and illness, raised awareness of products that have improved our quality of life, advanced worthwhile causes and provided pro-bono services for institutions that needed public relations assistance but could not afford it”
(Access article online at:http://www.prsa.org/Intelligence/BusinessCase/Communicating_Public_Relations_Value]
Your final assignment for the course is in alignment with public relations’ goal of serving public good.
In the International Social Issue Project you will:
- Present the social issue and your PR plan on your IPR website.
- You may utilize the PR organization and issue-based links on our course website as well as add to the pool of resources on the website.
- Identify and select a social issue of global importance in a specific region that speaks to you (Note: you can always choose one that is relevant in the context of your country profile).
- Research the context, history, cultural background, socio-political dimensions of the issue. You may use Sriramesh and Vercic’s framework for this purpose.
- Identify the key stakeholder publics involved in the issue (use Mitchell’s framework to break stakeholders by power, legitimacy, and urgency).
- Use the ROSTE framework to outline and create your Goals–>Objectives–>Strategies–>Tactics–>Evaluation.
Implement your PR Plan using Strategic Communication Principles
- Write the mission statement
- Draw a calendar timeline, budget
- Focus on any one goal from the first section above.
- Implement one strategy–>tactic to achieve one objective in your community.
- [In your local community =>your key target publics could be SU students, your neighborhood association, your city council, your county, and so on]
- For example, your goal can be to increase awareness of illiteracy among urban immigrant children in India,
- Your objective can be to: gather funds for school supplies to enable families to send their children to school
- Your strategy can be to: draw attention through visual and personal means to the plight of immigrant disadvantaged children in urban areas of developing countries.
- Your tactics can be to: [enact a play to gather donations, write a blog, send out a news feature to the local newspaper, collaborate with a local NGO to set up peer mentors etc., plan a special event: “Sending a child to School Day” in your community and so on.
Evaluate the success of your IPR initiative
- Propose a means to send your assistance to the target publics.
KEY REFERENCES TO BE CONSULTED
Augustine, I. (2000). Understanding the Cultural Patterns of the World: An imperative in implementing strategic PR programs. Public Relations Quarterly, 45, p. 38
Zaharna, R. S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27, 135—148.
Kent, M., & Taylor, M. (2001). How intercultural communication theory informs public relations practice in global settings. In N. Bardhan & C. K. Weaver, Public relations in global cultural contexts: Multi-paradigmatic perspectives (pp. 50—76).
Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts.Academy of Management Review, 22, 853—886.
Sriramesh, K., & Vercic, D. (2001). International public relations: A framework for future research. Journal of Communication Management, 6, 103—117.
As the final project in your portfolio, this assignment will be assessed on the basis of your ability to bring together the semester’s key concepts (intercultural—PR frameworks—stakeholders—development communication) to analyze, strategically plan for, and assist a disadvantaged group in an international context. The measurable success of your plan implementation will be evaluated. Your ability to generate passionate involvement in your community on your issue will be assessed. Finally, the contribution of this project to its overall goal of applying PR in the service of larger public good will be assessed.