Silver Anvil Case Analysis 100 points
Your Silver Anvil Analysis is on a case of your choice based on award-winning submissions to PRSA. Lists of winners from the last few years are on ELMS. If you do not see your DESIRED CASE on the ELMS page, ask me to download it for you from PRSA.
Please select a case by Week 2. You are welcome to change the case before the due date on Week 7.
Your assignment is to critique the case. Compare this case against the ideal presented by texts and in class. How does your case stack up? Look at strengths and weaknesses and risks the organization took, if any. Consider what surprised you, impressed you, or disappointed you. You must go beyond simply reading the 2-page summary; find out more about the organization, situation, longer-term implications. Cite at least 3 other sources (more is better). There is no specific page requirement; most average 8-10 pages (or more); single spaced, with bullet points, graphics and formatting.
Grading Scale
Situation 10 points
Summarize the problem. Use the Jackson criteria or consider what options were there?
What did they choose to do? Do you think they used a SWOT or similar instrument?
Was the case created/executed by the organization or with PR agency help?
Research 20 points
Describe the type of research. Was it formal/informal; primary/secondary?
Consider its effectiveness. Did research help shape the program or understanding of publics?
Did the client use proprietary instruments, if so try to describe generally.
Was it enough? What else should they have done if anything?
Planning 20 points
Analyze goals, publics, objectives, strategies, messages and big idea.
Was the goal spelled out? Was it labeled as a goal?
Were objectives SMART? Did the case use outcome, process and/or output objectives?
Did strategies flow from objectives?
What was the big idea? How well did it connect to goals/objectives and publics?
How well did the program connect the product/client to the priority publics?
How were publics organized?
Did strategy FLOW from objectives?
Were messages appropriate, effective and/or compelling?
Was there a specific spokesperson? If so, was it someone from the organization or a contracted celebrity or other expert?
Implementation 20 points
Did you find the program creative, appropriate and/or well executed?
What worked? What didnt?
Discuss reach and impact: was there a mix of high-reach, high-impact channels? How effective was mix?
Did the program have a theme; was it clever or imaginative?
What could have/should have been better?
What channels were used;
social/digital?
web
traditional news media
events
other_____
Did they use budget resources effectively?
Evaluation/Results 10 points
How did the organization determine the results or measure success?
Did evaluation measures come from research?
Did the program meet objectives and goals?
Was there a change in behavior or interest?
Did the measurement look at outputs and/or outcomes?
Your Perspective 15 points
Your analysis of what made this case effective and award-winning
Based on your PR educations to date and the additional reading you did on this case, give a larger view of lessons for the organization, industry or PR professional
You might consider:
Did the case change your views of handling PR problems and opportunities?
What made it a compelling award entry?
What surprised you (good or bad)?
What impressed you?
What would you recommend they have done differently?
Should this program be continued? Was this a one-time program or will the organization continue to use it or parts of it?
Is the organization still associated with partners/celebrities/venues?
Was the program cohesive?
Incisive, analytical comments that go beyond 2-page summary using multiple sources (minimum of 3)
Writing & Graphics 5 points
Quality of writing, editing and proofreading
Effective use of graphics
Appearance/format
Use of at 3 sources (PRSA summary and at least 2 (two) others such as an article in a PR/ad journal or blog, comments from another PR expert, comments from judges)
Submit Online — Grade deductions for late papers is 10 points for every day after the deadline.
MLA STYLE HOWEVER PLEASE SINGLE SPACE.
FIND GOAL AND CRITICIZE WHY THE SUMMARY DOES NOT HAVE A GOAL, OBJECTIVES HAVE TO BE SMART (SPECIFIC MEASURABLE ATTAINABLE, RELEVANT, TIMELINESS
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