2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
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From Britney Spears to Burger King: Incorporating the<br />
<strong>Public</strong> <strong>Relations</strong> RACE Process into Current Event Discussions<br />
Teresa Mastin<br />
DePaul University<br />
tmastin@depaul.edu<br />
Kelly B. Everling<br />
Michigan State University<br />
everling@msu.edu<br />
Abstract<br />
In response to the vast number <strong>of</strong> varied outlets students use to stay connected to world<br />
news and popular culture, we <strong>of</strong>fer an assignment designed to incorporate analysis <strong>of</strong> current<br />
events—regardless <strong>of</strong> genre—into daily classroom discussions. Recognizing that students need<br />
to become consumers <strong>of</strong> news to be successful in public relations, we illustrate how public<br />
relations topical discussions can be generated from all news items. For example, one day’s topics<br />
may include the launch <strong>of</strong> a Burger King promotion, the antics <strong>of</strong> Britney Spears, and the<br />
introduction <strong>of</strong> an innovative technological device. By introducing and illustrating the use <strong>of</strong> the<br />
public relations research, action, communication, and evaluation (RACE) process through its<br />
application to a range <strong>of</strong> daily news events, students develop a thirst for current information<br />
while learning to think critically about key components <strong>of</strong> the strategic management planning<br />
process.<br />
Introduction<br />
In response to the vast number <strong>of</strong> varied outlets students use to stay connected to world<br />
news and popular culture, we have created an assignment designed to incorporate analysis <strong>of</strong><br />
current events—regardless <strong>of</strong> genre—into daily classroom discussions. While recognizing that<br />
students need to become (or remain) consumers <strong>of</strong> news to be successful in public relations, we<br />
also seek to illustrate that discussions <strong>of</strong> public relations topics can be generated from all news<br />
items. For example, one day’s topics may include the launch <strong>of</strong> a new Burger King promotional<br />
campaign, the antics <strong>of</strong> Britney Spears, and the introduction <strong>of</strong> an innovative technological<br />
device. By introducing and illustrating the use <strong>of</strong> the public relations research, action,<br />
communication (RACE) process through its application to daily news <strong>of</strong> all types, students<br />
develop a thirst for current information while learning to think critically about key components<br />
<strong>of</strong> the strategic management planning process.<br />
Literature Review<br />
Pr<strong>of</strong>essional and academic publications <strong>of</strong>ten stress the importance <strong>of</strong> using varied<br />
techniques in the classroom in order to effectively prepare future business pr<strong>of</strong>essionals. Recent<br />
public relations publications have featured articles outlining innovative classroom techniques and<br />
assignments, designed to improve students’ quality <strong>of</strong> writing, customer service and critical<br />
thinking skills (Johnson & Sallot, 2006; Misra & Ballard, 2003; Berger 2002).<br />
In particular, Berger (2002) created a real-time merger project with students in his<br />
integrated communications course that enabled students to conduct on-site research, data<br />
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