Ideas For Case Analysis Discussion

Dear Class:

As we enter the second week of our first graded discussion period, I thought I would suggest some ideas for students who might be struggling to find a public relations case to evaluate. If you are still trying to find a case – or if you want to continue looking at interesting cases – try the Web site of the Public Relations Society of America (PRSA). The PRSA hosts an annual awards competition for the best public relations programs in the world. The organization’s Silver Anvil and Bronze Anvil awards are coveted within the industry.

For example according to PRSA: “The Silver Anvil, symbolizing the forging of public opinion, is annually awarded to organizations who have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. In the over 50 years that these citations have been made, more than 1,000 organizations have been awarded Silver Anvils for excellence in public relations. Silver Anvil Awards recognize complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession” (see http://www.prsa.org/awards/silverAnvil/).

Click here to see a list of 2007 Silver Anvil award winners. You can also go to the PRSA Web site and click on the link for Awards, Silver Anvil, and search for award entries. Click hereto see an example of one of these entries. As you will see, the format of each entry is very similar to the research, planning, communicating, and evaluating process that we evaluate in this class. And the entries provide information about how organizations conducted each phase of this process.

OK, continue to have fun with your analysis and discussion of cases. Well done to students who have posted and commented already. Again, you should have already posted an analysis of a case, to allow others time to comment before Sunday’s deadline. If you haven’t posted a case or commented yet, you are falling behind. So let’s make good use of the second week of discussions.

Regards,
Mark