Part 1: Researching Ethics
Explain how journalistic ethics affects marketing public relations professionals.
Explain why building relationships with journalists is beneficial to marketers.
How does ethical behavior guide these relationships?
This section of the paper should be 2 pages and must use research from your course text and the library’s full-text databases.
Part 2: Applying the Concepts
Media outlets are topic-driven. Content is based on the outlet’s mission and target audiences. Being able to network with representatives of media outlets that meet the requirements of your business or client companies is an important part of the MPR process. Finding appropriate matches and working your contacts can mean quality PR placements.
Select 3 of the businesses below and associate them with the right media connectors. The business concepts are generic. You need to add more detail to the business scenario, but you may not attribute them to real companies.
Educational games manufacturer
Nonprofit organization
Educational institution
Haute couture fashion designer
Local government or chamber of commerce
Hospitality outlet (hotel, restaurant, or casino)
Military-related or security firm
Religious book publisher
Cultural outlet (theater or museum)
Medical practice
Computer-related service firm
A local, small, for-profit business
If you wish to select different types of companies, e-mail your instructor by Thursday of the week to request approval for your proposed companies. Include information as to why the selection of the companies will advance you along your career path.
For each of the 3 businesses, complete the following:
Describe the business.
Define its target audience.
Select 1 media or nonmedia connector that would be a good fit for the business. Provide your rationale for the choice (the media connectors must be real).
Provide an overview of a media-mention opportunity for the business.
