2008 PROCEEDINGS - Public Relations Society of America

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into the gun culture. In addition, there is word that the mayor of New York City is against the idea. You are the PR representative for the NRA and must decide whether you will accept an invitation to talk about the restaurant issue on the Today show and if you do decide to go on the show, then you will need to develop talking points in light of the published opposition to the idea. You have also been told that the Today show will interview a member of the Violence Policy Center. The next step in the case study preparation is to develop a series of questions that reflect those asked by the interviewer during the actual news segment. Using the NRA story discussed above, a list of potential questions is displayed below. Thank you for agreeing to the interview. I would like to start by asking you why has the NRA decided to build a restaurant in New York City’s Times Square? The mayor of New York City has already expressed concern about your plans hinting that the theme of your restaurant may not play well with the “community standards” provisions for the type of businesses approved for the area. How do you respond to those concerns? We have just seen a rash of shootings in different parts of the country. Isn’t this announcement coming at a bad time? Gun control advocates charge that you are using this restaurant idea as a way to get kids back into the gun culture. How do you respond to those arguments? And finally, those same advocates say your restaurant will become a magnet for gun control protests, which won’t be good for the other Times Square businesses. What is your response to that charge? As an additional element for later discussion, the news program’s website could be accessed and the story’s treatment on the site captured to be viewed as part of the discussion at the end of the exercise. Case Study Execution Now that the preparation work has been done, it’s time to execute the case study with all of its components. Depending on the size of the class, it could take up to 90 minutes to complete the assignment. Students should be divided into teams and introduced to the case study write up. They should be instructed to discuss the write up and decide whether or not to appear on the Today show as well as to develop the “talking points” that might be used if they do decide to appear on the show. They should be given a specific amount of time to come to a decision. Once the time limit has been reached, each team must explain why it decided to accept or decline the interview request. If a team decides to accept the offer, then team members must discuss what their “talking points” might be for the interview. In phase two of the case study, a student from one of the teams that would agree to the interview request would be selected to participate in a mock interview. Students would not be told ahead of time that this is going to happen. A second student from another team would be selected to serve as the interviewer and given the list of prepared questions. The student being interviewed must follow the talking points developed by his/her team. Once the mock interview has been completed, a group discussion would be held to review how the student did both in terms of the talking points and any non-verbal behavior that might have been observed. The student might also be asked to describe how it felt to be interviewed while trying to stay to the talking points. 182
Finally in phase three of the case study, students are shown the actual recorded segment of the story and the web presentation of the story if captured. Students would be asked to assess how their efforts compared to those taken by the individuals in the actual news story and the observations are then related back to the earlier lecture points. 183
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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RESEARCH PAPERS 5
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many researchers and professionals
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evenue, or activists provide suppor
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Results PR Effectiveness In respond
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Applied Context In answering RQ 5,
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Figure 8. Distribution of PR effect
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fifteen years, and it is now a grow
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Ni, L. (2006). Relationships as org
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Based on a review of public relatio
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Barriers to Online Course Delivery
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and “Learners are able to track a
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an excellent tool for collaboration
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audiences. Further, it is critical
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course site. Develop projects so th
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Examples of student blogs can be fo
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Technorati. Retrieved on May 15, 20
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Characteristics of Organizational o
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Table 1. Summary Definitions of Cri
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Table 3. Organizational Image Resto
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Table 5. Hierarchical Rankings of E
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strategies public relations profess
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Stephens, K. K., Malone, P. C., & B
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Testing Crisis Response Strategies:
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example Coombs & Schmidt (2000) emp
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Table 1.0 Tactics And Examples As O
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Discussion The purpose of this rese
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Benoit, W.L. (1995b). Sears repair
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IMC and its Integration into Progra
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umbrella. This arrangement more clo
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3B: How do institutional factors pr
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academic units. Responses were code
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RQ3A: How do institutional factors
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The lowest mean scores, ranging fro
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In this study, respondents’ perce
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At this juncture, the challenge for
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education. Journalism & Mass Commun
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However, many inside the public rel
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Core Determinants UTAUT contains fo
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H5a: Computer self-efficacy will NO
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Table 2 Descriptive Statistics for
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Although hierarchical multiple regr
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Table 8 HMR Results for Facilitatin
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use blogs. In fact, nearly 86% of r
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Venkatesh, V. (1999). Creation of f
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What’s Guiding the Profession? An
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process. Arnett, Arneson, and Bell
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The interview process was guided by
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chef’s feelings or the server’s
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If you’re going to work with [com
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Professionals, however, offered sev
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Hemingway, C. A. (2005). Personal v
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Causing Our Own Problems? Women as
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What’s Critical About PR and New
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• PR strategy is still developed
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Discussion in Terms of Strategy, Et
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How the PRSA’s Certification in E
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1) How did the PRSA certification e
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Frances Lilly in a similar white pa
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Concerned that its sexual harassmen
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All respondents agreed that e-learn
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DL 3.0 were simple text and graphic
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technology that we lose sight of th
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Lowery, S. A., & DeFleur, M. L. (19
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Page 135 and 136: all had the same instructor, the sa
Page 137 and 138: Table 1: Thematic Analysis Results
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Page 143 and 144: How to Win Friends and Impact Stude
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Page 147 and 148: The pre-assessment survey results s
Page 149 and 150: messages and she never even called
Page 151 and 152: Who Should Teach Investor Relations
Page 153 and 154: Relations Society of America (PRSA)
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Page 157 and 158: governmental entities. The professo
Page 159 and 160: Show Me! Portfolios as Instruments
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Page 163 and 164: Gill, K. (ed.). (1993). Process and
Page 165 and 166: Courses of Study The courses in the
Page 167 and 168: Table 1. Cluster Comparison of Grad
Page 169 and 170: Appendix Name________________ Semes
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Page 173 and 174: innovation; (2) Successful collabor
Page 175 and 176: Breaking Ground In A Public Communi
Page 177 and 178: O A Video Documentary O A mini-vide
Page 179 and 180: Reflection as an Assessment Tool in
Page 181: Creating a Multi-Layered Case Study
Page 185 and 186: Example 2 Online Assignment: Studen
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2008 PROCEEDINGS - Public Relations Society of America

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