5-2 Final Project Milestone Two: Implementing

The under lined work is what needs done

Overview

You will continue to develop a presentation from your previously created slides, which covered the planning section of your final project. In this milestone, you will create the implementation section of your public relations campaign and submit it for instructor feedback.

Prompt

This milestone should be a 15- to 18-slide draft of your public relations presentation, addressing all critical elements in the implementation section of the final project. Ensure that you apply best practices in ethical presentation development and Associated Press style.

Overview

This course offers you an introduction to the field of public relations. You will develop a foundational basis around the history and ethics of the field, while also exploring what constitutes public relations in a more modern context. You will also become acquainted with the foundational best practices used in public relations and develop the fundamental writing skills required in the field. This course will help you become more acquainted with what public relations is, and learn how to convey that to others in a professional presentation.

The final project for this course is the creation and evaluation of a public relations campaign for a field or industry of your choice. The final product represents an authentic demonstration of competency because it is common practice to create and evaluate public relations campaigns. The final project focuses on using the four step public relations plan (research, planning, implementation, and evaluation). You will work on each step throughout the course to create a final plan.

The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Five. The final product will be submitted in Module Seven.

In this assignment, you will demonstrate your mastery of the following course outcomes:

Explain how the history of the public relations field influences the contemporary practice of the profession

Determine an approach to addressing ethical issues in public relations supported by the professional ethics code in public relations

Develop engaging work appropriate to the field of public relations that accurately reflects AP writing style and best practices

Utilize the four-step public relations process for informing the development of public relations projects

Implementing: For this part of the summative assessment, you will perform the third step of the four-step public relations process, implementing. You will create your public relations presentation that contains historical content meant to educate the audience about the history of the field and how it exists today. In your presentation you must:Review your overview of the history of public relations including critical milestones and how the field has grown over time. Does any new information need to be added/changed?Explain the idea of modern public relations. Be sure to support your response with evidence from the course or research. For example, how is public relations viewed today in this field? How is social media used in public relations? This should be at least two slides.Explain how the history of the field has influenced the perceptions of the practice today. Be sure to support your response with evidence from the course or research. For example, how has the past behavior of professionals in the field influenced the perception of modern public relations? Include at least two slides that discuss how PR is used in this field today. What is the preferred strategy and why is it effective.Determine an approach that could be used in addressing ethical issues regarding public relations. Be sure to support your response with evidence from your research and your plan. This could include crisis, violation of policy, development of new technology, etc. Beverage Industry Soda
By: Molly LeCompte
The History of PR for Your Industry
• Especially for soda, the public relations (PR) business has been crucial to the
development and expansion of the beverage market. The interesting history
of soda spans decades and continents. In this article, we will analyze the
background of PR for the beverage business, with an emphasis on sodas,
and how it has affected the sector’s development and success.
Major Milestones
•
1885: The Dr. Pepper Snapple Group is founded and begins using advertising and sponsorship of sporting events to promote its soda
products.
•
1886: The Coca-Cola Company is founded and begins using advertising and other marketing techniques to promote its products, including
the iconic depiction of Santa Claus.
•
1900s: The soda industry sees significant growth and consolidation, with larger companies acquiring smaller ones and expanding their
product lines.
•
1929: The Great Depression begins, and soda companies begin emphasizing the affordability and accessibility of their products in their
marketing campaigns.
•
1950s-1960s: The introduction of new flavors, such as root beer and grape soda, helps to expand the market for soda.\
•
1980s: The introduction of diet sodas, such as Diet Coke and Diet Pepsi, helps to address growing concerns about the health impacts of
sugary drinks.
•
2011: The Coca-Cola Company launches the “Live Positively” campaign, which emphasizes the company’s commitment to promoting healthy
lifestyles and reducing its environmental impact.
•
2010s: The soda industry faces increased scrutiny and criticism over the health impacts of sugary drinks, leading to a shift in PR strategies
towards emphasizing low-sugar and sugar-free options, and diversifying into other beverage categories.
• Many soft drink manufacturers have begun
advertising their low-sugar and sugar-free
beverages in response to growing public
awareness about the negative health effects of
sugary beverages (Geruntino, nd).
The Field Need
PR Today.
• Coca-Cola, for one, promoted its dedication to
providing a variety of low-sugar and sugar-free
drinks in 2020 with the “Open Like Never
Before” campaign.
• Responding to criticism: The soda industry has
faced significant criticism over the years for its
role in contributing to obesity and other
health issues.
• In response, many companies have launched
campaigns that emphasize their commitment
to promoting healthy lifestyles and reducing
their environmental impact.
References
• “The History of Coca-Cola: How Coke is Made and Marketed” by Mary Bellis, ThoughtCo.
https://www.thoughtco.com/coca-cola-history-how-coke-is-made-and-marketed-4071557
• “The Evolution of Pepsi’s Marketing Strategy” by Emily Rella, Business Insider. https://www.businessinsider.com/theevolution-of-pepsis-marketing-strategy-2016-3
• “The Changing Face of Soda Marketing” by Gino Geruntino, WRVO Public Media. https://www.wrvo.org/post/changingface-soda-marketing
• “Coca-Cola: Live Positively” by Cohn & Wolfe, The Holmes Report. https://www.holmesreport.com/latest/article/cocacola-live-positively
• “Soda Companies Tweak Marketing Amid Concerns About Obesity” by Ilana Strauss, Forbes.
https://www.forbes.com/sites/ilanastrauss/2018/08/02/soda-companies-tweak-marketing-amid-concerns-aboutobesity/?sh=529dbd0b3375
• “How Beverage Brands are Using Social Media Marketing” by Kristina Cisnero, Hootsuite.
https://blog.hootsuite.com/beverage-brands-social-media-marketing/
• “Coca-Cola’s “World Without Waste” campaign aims to help consumers recycle more” by Zoe Kleinman, BBC News.
https://www.bbc.com/news/technology-46826013