Deliverable #3 is Industry and Competitor analysis.  You will begin this deliverable by doing Industry Analysis, specifically looking at the Environmental and Business trends in the industry that you are planning on entering.  The Internet Resource Table from page 108-109 will be very helpful.  Once you have a good sense of the industry, you will then focus on Porter’s Five Force Model which can be found on pages 152-158.  These are forces that can affect you profitability and your deliverable should elaborate on how you plan on sidestepping or diminishing each of the Five Forces.   Plug that information into table 5.2, determining the Attractiveness of an Industry, which can be found on page 158, and also answer the questions listed in figure 5.2 which can be found on page 159.  Lastly, you will do a Competitor Analysis listing all your Direct competitors, Indirect competitors, and the dreaded Future competitors, using pages 164-165.  Be prepared to report you findings to the class.  Due date to be determined.

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In an article about your organization you read a fact that you think is wrong. In further investigation you discover this information is also posted on your website. You can trace the material back to a 1997 annual report where the information was reported that year and was true, however, in 2014 this information is now incorrect.

2. You are the chairperson of an awards ceremony. You have notified the finalists but the policy of the event is to announce the winners the night of the event. A colleague calls and tell you they want to bring their boss, but only if they are the winner.

3. You are part of a decision-making team at your work to buy a new piece of expensive equipment. One of the manufacturers representatives is your future in-law,  who recently loaned you and your future spouse a down payment for a home. 

4. You meet a friend at a public hearing and your are introduced to several colleagues prior to the evening. One of these people brags to you they are being paid to speak for an issue that night, or they would not be there. Many people speak for the issue clearly making an impact on the city council.

Compare each problem to the PRSA code of ethics.    

http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/#.VByj4UsVyoI (Links to an external site.)

From the PRSA code of ethics describe what core value(s) are in issue?

Based on the Authur Page Principles ( Page 115 or of your book)  review the issue and discuss how these principles might have prevented the issue and could work toward correcting the issue.

Imagine now that you are the PR practitioner assigned to resolve this issue.

Select ethical principles to guide your decision making.

What steps would you take to correct this problem?

Be prepared to share your case in class and explain what you found. This is an informal presentation to the class. No visuals are required. 

This is the page frome the book .

Arthur W. Page practiced seven principles of public relations 

management as a means of implementing his philosophy.

Tell the truth. Let the public know what’s happening and provide an 

accurate picture of the company’s character, ideals and practices.

Prove it with action. Public perception of an organization is 

determined 90 percent by what it does and 10 percent by what 

it says.

Listen to the customer. To serve the company well, understand 

what the public wants and needs. Keep top decision makers and 

other employees informed about public reaction to company 

products, policies and practices.

Manage for tomorrow. Anticipate public reaction and eliminate 

practices that create difficulties. Generate goodwill.

Conduct public relations as if the whole company depends on 

it. Corporate relations is a management function. No corporate 

 strategy should be implemented without considering its impact 

on the  public. The public relations professional is a policymaker capable of  handling a wide range of corporate communications 

activities.

Realize a company’s true character is expressed by its people. 

The strongest opinions—good or bad—about a company are 

shaped by the words and deeds of its employees. As a result, every 

employee—active or retired—is involved with public relations. It 

is the responsibility of corporate communications to support each 

employee’s capability and desire to be an honest,  knowledgeable 

ambassador to customers, friends, shareowners and public officials.

Remain calm, patient and good-humored. Lay the ground-

work for public relations miracles with consistent and reasoned 

attention to information and contacts. This may be difficult with 

today’s contentious 24-hour news cycles and endless number 

of watchdog organizations. But when a crisis arises, remember, 

cool heads communicate best.

Courtesy Arthur W. Page Society. From www.awpagesociety. 

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Welfare Cases: You may choose one of the following cases or do a comparison of two of them.  (from Contemporary Moral Problems, 4^th ed., James E. White, pp. 298-299)  1) The Boarder Baby Scandal (As reported by Andrew Stein, president of the New York City Council in The New York Times, Saturday, Jan. 17, 1987). New York City is the most prosperous city in the world with a 21-billion-dollar budget and immense private and community wealth.  Yet it has a very serious problem—abandoned and homeless children.  At the end of 1986, the city officially counted 11,000 such children and babies living in municipal shelters, decrepit welfare hotels, and hospitals.  Many have been living this way for years.  They are known as boarder babies because their parents abandoned them in hospitals.  Due to a lack of certified foster parents or couples willing to adopt them, they are likely to remain there.  Others have been removed from their homes for their own protection; reports of child abuse and neglect (including a 250 percent increase in cases of drug-addicted babies) have risen so dramatically that welfare offices are overwhelmed with children, often keeping them overnight in the offices or placing them illegally in group foster homes.What, if anything, should be done about these babies and children?  Explain your recommendations carefully.  2) A Case of UnemploymentJohn Smith and his wife Jane have three small children.  Until recently, John had a good job in a factory in Dallas, Texas, and a good life: house, car, T.V., new furniture, and so on.  Unfortunately, he lost his job when the factory closed.  He has sold all his possessions, exhausted his unemployment compensation and cannot collect AFDC.  (Married men and women do not qualify for Aid to Families with Dependent Children (AFDC); in fact, no welfare at all is available for him in Dallas.)  Jane tried working as a waitress, leaving John to care for the children, but she did not make enough money to pay the bills.  Now they are living on the street and getting one free meal a day at the Salvation Army.  The children are suffering from exposure and malnutrition; John and Jane are tired, hungry, dirty, and depressed.  Should such a family receive welfare benefits?  Explain your answer.  3)  A Homeless Person.  (Reported in the St. Cloud (Minnesota) Times, Oct. 6, 1989.)  Sharon Lenger, forty-eight, has a bachelor’s degree in psychology and an associate of arts degree in drug counseling.  She worked as a residential counselor in a home for abused and molested adolescents in California until she was severely assaulted by one of the residents.  As a result of the injuries sustained in the attack, she was unable to work in the home and moved out.  She received worker’s compensation, but this was not enough to live on in California since it was based on her low salary and did not take into account the free room and board provided at the home where she had worked.  She moved to Minnesota to live near her sick and elderly parents.  Then the state of California stopped her worker’s compensation payments.  She needed further surgery because of the assault injuries, so she applied for medical assistance and general assistance.  Now she receives $203 a month in general assistance payments, not enough to pay for food and a place to live.  Currently she is staying at an emergency shelter run by Catholic Charities, and describes herself as one step away from the street.  In other words, she is a homeless person.  Does Sharon Lenger have a right to adequate shelter?  If so, how should this be provided?  World Hunger and Poverty  Case 1: The Poor in Brazil The population of Brazil is growing rapidly.  If its present rate of growth of 2.8 percent continues, it will soon become the most populous country in the Western Hemisphere.  Although Brazil is rich in natural resources and has significant economic growth, most of the benefits have gone to the rich.  Forty percent of the population is under fifteen years of age, and unemployment is high.  Population growth in the cities has made it difficult for the government to provide education, health care, water, sanitation, food, and housing for the poor.  What steps if any, should be taken to provide for the poor and needy people in this country?  Case 2: Periodic Famines and Somalia The view of Malthus and his followers, like Hardin in the readings, is that famines are caused by food shortages which are in turn caused by drought or other natural disasters.There is a long history of periodic famines which seems to bear this out: Potato famines in Ireland in 1846-1851, China’s famine in 1928 after a drought, Ethiopia’s famine in 1973 after a drought, Bangladesh’s famine in 1974 after floods, and the ongoing problems in sub-Saharan Africa (including Ethiopia, Sudan, and Somalia) after a prolonged drought in the area.The view that famines and food shortages are caused by natural disasters has been challenged by Amartya Sen and others.  Sen argues that world food production has kept ahead of population growth, and that famines are not caused by drought, flood, or other natural disaster.  Typically a country that has people dying of starvation has enough food to go around.  The problem is that the starving people cannot get the food because of high prices, unemployment, distribution problems, civil war, or other human factors.Consider the recent and continuing starvation of hundreds of thousands of people in Somalia and Sudan.  The United States and other countries have contributed a massive amount of aid, probably enough aid to prevent starvation, but the relief efforts have been frustrated by the continuing fighting between various rival political factions.  Many foreign-aid workers have been killed in the fighting.  The United States led a military intervention in Somalia in December, 1992, but the coalition force failed to ensure peace.  Bandits continued to rob or extort money from relief groups, and rioting and clan fighting continued to interrupt food deliveries.  The situation seems to be even worse in Sudan   where there is enough food to feed the people, but difficulties in delivering it to remote villages.The pessimistic view of Sen is that military intervention will not solve the problems of countries like Somalia and Sudan.  The only lasting solution is a stable democratic government that protects the poor and lets farmers grow.Do you agree with Sen or the Malthusians (or do you have a different position from either)? 

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Reading: Whitney Chadwick, “Separate but Unequal: Women’s Sphere and the New Art,” Reader article  or review Carol Duncan’s article from Introduction to Visual Culture

Write in: Reflect with particular attention to race and gender on the way World Fairs promote particular ideologies.  or

How does Duncan’s argument about the museum relate to the discussions about the Fairs?

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