Case Study Assignment
Points: 25 points (5 points presentation)
Submission: Via BB
Presented on the midterm exam date: To be decided together. Midterm period is 16-23 October
The assignment will familiarize you with the public relations projects/campaigns implemented in the UAE.
The case study you will write can be a case study from any type of institution (eg government, NGO, and so on)
There are different models for writing a case study. For this assignment please use the ROPE model by Hendrix which consists of research (issue/opportunity; information on the organization, stakeholders/publics); objectives, program and evaluation.
An example of a case study written in this format is attached. (A case for Community Relations by Hendrix). Also, the case can be any type of case study. (ie from media relations, integrated communications, CSR, investor relations, crisis communications etc.)
I am also including three different editions of international public relations cases as pdf. In these books, you will see that there are cases from the UAE. (Prof. Turk, one of the editors of these books, served as the first Dean of College of Communication and Media Sciences of Zayed University)
In addition to the three sources, I am also including some links you can refer to.
Arabia CSR Awards
How to search for a case to write on:
Please look at the websites of institutions you are interested in. Monitor social media, traditional media. Case could also come from your current or previous work places. The above links will provide you with list of different projects and companies that won public relations awards.
When to finalize the case study you want to write on:
Monday, 25 September, we will discuss your case study ideas. Also, we will give feedback to each other. The week of 25th September, please finalize the selection of case you want to work on.
Do not hesitate to contact me while working on this assignment. If you want to meet with me to show me your progress, send me an email and I would accommodate your request. (MS teams or office hours)
This assignment requires desktop research. However, if you want to reach out to the company for further information and if they need an official document from you, then we will issue one. Let them know that these materials will be used for education and learning purposes.
There is no word limit.
Times New Roman, 12 double-spaced
You could add an Appendix to show samples of work (see the Community Relations case)
I will discuss the assessment criteria in our class.
One of the books I attach includes 15 public relations cases. Each of you will write one case for this assignment (substitute for midterm). Hope that we can produce one day 15 and more cases. If you are interested in working on this project, please let me know and we collaborate.
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