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SMED 2880
Creative Assessment
DUE WEEK #2 Creative Assessment
You are going to write a thorough creative assessment, in essay format, on the pros of a
company’s PR strategies and the cons of another company’s PR strategies and ways in which
that company can improve.
Read through Chapter 2, pages 27-42 “The History and Growth of Public Relations” and
Chapter 8, Pages 152 – 155 “Research” in the text “The Practice of Public Relations.”
After having a base knowledge of PR practices then and now and understanding of its
effectiveness through research, choose any company and assess the positives of their overall PR
strategy. You should detail who they are, and how they successfully persuaded the public to
take action on their products.
In the second part of the assessment, choose a different company whose PR strategies you feel
could and should improve and give examples on why and how.
Grading Rubric
Educated opinion (5)
Format (5)
Research (5)
Writing Mechanics (5)
Writing Interest & Creativity (5)
TOTAL (25)
The purpose of assessing a company’s PR strategies is to:
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Through research, expose you to how companies strategize PR in an attempt to
influence the public
Test your persuasiveness and ultimately the effectiveness of a company’s PR strategy
Foster your researching skills
Further your knowledge of PR history
Understand PR strategies/apply them in present day
Encourage creativity in running a successful PR campaign/department
Activate problem solving skills
Due Date: January 11th at 8:30am
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