Public Relations: Theory and Process

Analytical Paper
Due: September 23, 2014, 5 p.m. EDT
For this assignment, you will focus on the relationship between the objectives of an organization and how
that organization communicates about itself in a single news story. First, select one of the following three
organizations: Nest Labs (nest.com); the Clark Art Institute (www.clarkart.edu); or Poshmark
(poshmark.com).
Next, go to the web site of the organization you choose and consider what the organization is trying to
accomplish (i.e., its objectives). Then, review the news story featuring the organization you choose: The
House Whisperer, Time magazine, July 7-14, 2014 (Nest Labs); Striving for Grand-Scale Intimacy,
Wall Street Journal, July 9, 2014 (Clark Art Institute); or Lightly Worn, Heavily Shared, New York
Times, July 16, 2014 (Poshmark). These stories may be downloaded from NYU Classes under
Resources/Assignments.
Begin your paper by briefly describing what your organization is seeking to accomplish (beyond what it
describes in the news story you are analyzing). This should be clear after reviewing its web site (much of
this can typically be found on the About Us [or equivalent] page). Next, consider the relevant news
story and describe which one (1) model of communication (publicity, public information, etc.) your
organization uses to communicate about itself in the news story, using material from the article and the
textbook to support your conclusions. For instance, if you determine the publicity model has been
employed by the organization, describe this model and cite from the contents of the news story to support
this conclusion. In most cases, any information about the organization that appears in the articlenot just
quotes from its personnelis part of its communications efforts. Then, explain why you think the
organization was successfulor notin achieving its objectives via this news story. You may decide that
the endeavor was a mixed success. Whatever you conclude, please cite from the articles text and the
organizations own communications (e.g., its web site or other materials you find elsewhere) in
constructing your argument. Finally, if you believe the relevant news story did not mark a complete
success for the organization, indicate how you would have done things differently. Alternatively, if you
think that the story was an unqualified triumph for the organization, you must offer a suggestion on what
you think its next step should be in terms of gaining publicity (e.g., a one-on-one interview with the
organizations leader, an event that seeks to highlight another facet of the organization) and why you are
advocating this. Keep in mind that the news story is merely the terrain on which your organizations
public relations efforts play out. Therefore, your suggestions or criticisms cannot include altering
how the story is writtenthese matters are determined by journalists and editors, not public relations
professionals. Rather, they must be limited to actions your organization took, or could have taken, to
potentially influence the storys content.
Your analysis should be a minimum of 3-5 pages in length (typed, double-spaced, 12-point type, 1-inch
margins, stapled), but you wont be penalized for page length. Also, please number your pages. Finally, I
will take into account spelling and grammar, so please be sure to re-read your work before turning it in.
Examples of well-written papers from previous semesters may be downloaded from NYU Classes under
Resources/Assignments. You must submit a hard (i.e., paper) copy.
Penalties
Your grade goes down by one-third for each calendar day late. For instance, if you submit your paper a
day late and receive a B, your grade becomes a B-. If you submit a paper two days late and receive a
B, your grade becomes a C+. If you turn in the paper after 5 p.m. EDT on Sept. 23, 2014 (i.e., the due
date and time), it will be considered one calendar day late.
This paper is worth 20 percent of your final grade.