• 5.1: Practice Writing Key Messages that Tell Your Company's Story

    • Mastering Public Relations: "Chapter 1: The Importance of Public Relations: UPS Case" >

      Read Chapter 1 for a case study about how negotiations broke down and led to UPS employees going on strike. This reading will help you understand the importance of developing message strategies and how to develop them for crisis management.

    • Messages That Matter: "What Is a Message Strategy?" >

      Read this article on message strategy. This article will help you understand the importance of developing message strategies and how to develop them for crisis management or marketing. This article includes a position statement and three supporting points.

    • PRSM107 Discussion Forum URL

      Practice writing three key messages about your favorite organization. Post your messages to the PRSM107 Discussion Forum, and review as well as respond to one or two other students' posts. As you respond to other students, consider which message is the most effective, and why.

      Also consider the following prompts. Post your written response to these prompts on the PRSM107 discussion forum. Make sure to review and respond to at least one or two other students' posts.

      1. Write three marketing messages that address the safety and value of a new social media application that helps parents keep track of their children's departure to and from their homes aboard school buses. Include that the cost for the app is only $10 to download. Each app can be customized with an individual child's genetic coding.
      2. Next, write three key messages on how a technology company is providing smartphones equipped with the same social media applications to help locate lost or missing children during an earthquake disaster. The devices will emit a special beep when a human is discovered buried deep under rumble or within horizontal ranges from 20 feet to 1 mile. Include that there is no cost for the apps, the smartphones, or the operators who are using them to help locate the children. Everything is free and being donated by one nonprofit company named "Help on the Way."