Respond to the following: ? What are the implications of your chosen PR campaign for culture, society, and the public? ? Given what you have learned from critically analysing your chosen PR campaign, which criticisms of the PR profession and industry do you think hold the most merit and why? Which criticisms do you consider problematic or unconvincing and why? You may focus on the private, public, or not-for-profit/activist sector. Consider local, national, and/or global audiences. This assessment requires you to engage critically with relevant scholarly debates and to draw on key concepts discussed in no fewer than three of the ten weekly themes examined in the module. For instance, you might choose a campaign that helps you to examine problems in 1) cause-related related marketing and corporate social responsibility; 2) the risk society; AND 3) PR, media, and the promotional industries. Alternatively, you might use your campaign analysis to explore: 1) activism and grassroots communication; 2) PR and democracy; AND 3) PR, identity, and diversity. Students are encouraged to visit office hours and discuss their ideas about cases and topics in advance. Requirements for reading/references: You are required to draw on at least 6 seminar readings; at least 3 supplementary readings (though you are welcome to use more); and at least 9 peer- reviewed journal articles/book chapters that you have found independently. These readings should be relevant to your specific topic and case, and must come from academic journals and books that specialise in critical media and communication studies and critical PR scholarship. You must also draw on and formally cite relevant non-academic sources (press releases, trade press, newspapers, websites, corporate reports, etc.). Do not use business-oriented/non-critical PR, marketing, or management journals. For guidance on case studies, you may wish to consult Robert K. Yins Case Study Research: Design and Methods (optional).
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