Week 5 Assignment: Media Relations: Communicating Via The Web
NOTE: This assignment is about how and why companies “talk” to/with the MEDIA. We are not focusing on customers or other stakeholders this time…so put
on your “PR Media” cap as you prepare for this one!
• Look up several websites of your favorite companies, artists, products, teams, etc. (National ‘brands’ will work best for this assignment)
• Find the “news room” or “media” area and check it out. Note: This area is most likely controlled and updated by a PR person or staff.
• What did it include? News releases? An electronic media kit? Photographs? Video? Company history? Bios? What other PR “communication” tools
does the site offer to help journalists/media audiences?
• Based on what you find at these “official company newsroom sites,” do a search for any media coverage that you think was the result of/or
included some of the information provided on the site news area. Make note of any traditional media sources (like TV/print/online news outlets) that
show up in your search. Now look for other sites that may have used this information…like blogs, Facebook or tweets for example. Which of the “media”
sources seem more credible? Why? What is the basic difference between reading/viewing a news article/story and a blog about the same topic?
• Compare and contrast your favorite two sites. Submit a written analysis (1-2 pages). Make sure they are two different types of companies or
industries. And make sure you give me hyperlinks to the sites. From a PR perspective, are they effective? Why or why not? Why is it important for
companies/celebrities/ organizations to post information for the media?
• Be sure to “tie-in” what you have learned so far in this course. Include concepts, terms, principles that “show” me that you can apply what
you’ve read…that you understand how this stuff really works in a real-world scenario.
Use the following rubric to guide your work.
ê Exemplary Satisfactory Needs Improvement Unsatisfactory
Content Paper is an exceptional summary and analysis of a “public relations situation.” Thoroughly addresses all questions in Step 2 of the
instructions, including what went right and wrong, how the situation was handled, how information was communicated to stakeholders and why it was a PR
(Max. of 20 pts) Paper is a sound summary and analysis of a “public relations situation.” Meets all requirements.
(Max. of 18 pts) Paper is a limited summary and analysis of a “public relations situation.” Does not address all requirements.
(Max. of 16 pts) No content
Mechanics Writing is clear, concise, and well organized. The paper has a sound thesis and excellent sentence/ paragraph construction. Thoughts
are expressed in a coherent and logical manner. There are no more than three spelling, grammar, or syntax errors per page of writing.
(Max. of 5 pts) Writing is mostly clear, concise, and well organized. The paper has a thesis and good sentence/ paragraph construction. Thoughts are
expressed in a coherent and logical manner. There are no more than five spelling, grammar, or syntax errors per page of writing.
(Max. of 4 pts) Writing is unclear and/or disorganized. The thesis is weak, and sentence/ paragraph construction is poor. Thoughts are not expressed in
a logical manner. There are more than five spelling, grammar, or syntax errors per page of writing.
(Max. of 3 pts) Does not use APA stylistic guidelines.
No logical sequence of thought
Please write your paper in the space below. After you have written your paper, make sure to include your source material. Your source material can be
in the form of a URL link, but make sure the link is live and included in this document.