case brief evaluating “public relations in action.” It should include an introduction, the facts of the case, and your analysis and evaluation of the case. The original case material must be attached. Your writing will be evaluated on the following criteria:
•Introduction/Original Source Material One paragraph introduction; source material is attached
•Facts of the case: Formative research: discussion of research, including key publics
Strategy: discussion of objectives and strategy, including public relations action/response and communication effectiveness
Tactics: discussion of communication tactics and implementation
Evaluation: discussion of program/campaign evaluation techniques
•Personal observations Discussion of the case’s strengths and weaknesses; what you learned from this case; how what you learned might apply in other situations; in what other applications it might be useful; how it is related to other cases with which you are familiar.