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Dr. Linda M. Perry The objective of this extra-credit assignment, if you choose to accept it, is for you to learn how to watch for issues as they develop that may affect your employer, your profession, your country or you. This is a crucial first step of issues management. For this project, you should watch for issues that would respond to public relations tactics that you are learning in this class, or that affect public opinion at home, nationally or globally. Remember that an issue is subject to debate. It involves a controversy, a problem to be resolved. The issue may involve a business, a business person, local, state, national or international public officials, or organizations. Some examples: The war on terrorism has caused some constraints on access to public information. . The corporate securities fraud and mismanagement scandals (Enron, K Mart, Martha Stewart, etc.) Gov. Jeb Bush is up for re-election, and the campaign is sure to have plenty of controversy surrounding it. Campaign finance reform. Gun control. Tobacco. The list is almost endless. Watch for an issue and try to settle on one by September 23. You may meet with your instructor for a brainstorming session or to check your choice. Watch at least one major daily newspaper for developments in your issue. Excellent reports will be taken from several news sources. Clip all articles you can find about the issue, or print out articles found online. Write the date and source on each clip. If your issue dies, pick another quickly. You should have about 12 to 15 clips. The clips will be turned in with your report. Write a short summary for yourself about each development. If you were issue-tracking for an employer, you would track several issues of interest to, or that may have an impact on, your organization. The summaries would be given to your superior daily. By Monday, November 18 write and turn in a two- to three-page report of your issue. This report should include a summary of the issue and how it has developed to the present. The summary should be brief and concise, not more than two pages, double spaced. The report will include a discussion (at least one page of the report) on how the issue relates to what you have learned in class. For example, you might report how good public relations practices could have averted the problem, or could have (or did) manage the problem for damage control. You might report how public opinion was formed about the issue, affected a situation, or was engineered or manipulated. A good report will discuss at least five principles, theories, techniques, tactics or other elements learned in class. In addition you will propose at least one public relations tactic to address the issue on behalf of some organization and set at least one objective for the tactic. The report is to be typed, double-spaced, with the clips or photocopies attached. Add a page of bibliographic references, citing the articles(at least 10) used. The citations may be in footnote style or in a reference list. Append a cover sheet and package the report neatly in a thesis folder or manila envelope with your name, issue and major written on the outside. The number of extra-credit points (1 to 5) added to your final exam score will be determined by the quality of the summary and application to public relations and by how well criteria were met and directions were followed. Writing, grammar and spelling will affect your grade. For extra points (1 to 3) added to your final score for the class, you may present your issue to the class. Presentations should include your proposal for a public relations tactic and the objectives of the tactic. Presentations may be given by individuals or by groups. The presentation must not go over the time limit set by the instructor. The points for the presentation will be determined by content, how well the presenter was prepared and followed criteria, contributions to the group's efforts, and any audio/visual aids used to help your colleagues' comprehension. Presenters should meet with the instructor by November 18 to discuss their issue.
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