public relations

Learning Goal: I’m working on a journalism multi-part question and need an explanation and answer to help me learn.

Choose ONE organization and situation from the list below. Think of a public relations campaign idea that would be helpful in solving the outlined problem or opportunity. Do a high-level SWOT analysis of that organization (you may need to do some online research if you’re not familiar with the organization). Now think of what information may be missing from your SWOT that you would need to effectively implement your campaign. What kind of secondary and/or primary research would you need to do to more thoroughly develop your SWOT analysis for that organization? Be specific. You may want to re-visit chapter 5 of the textbook for more detailed information on what constitutes a Strength, Weakness, Opportunity and Threat.


  • Starbucks / To rebuild and strengthen relationships with diverse publics after a series of highly-publicized racial bias incidents in their stores.
  • Dominican Republic Ministry of Tourism / To highlight the positive aspects of vacation experiences in the country after a string of highly-publicized and seemingly unexplained deaths.
  • Boeing / To convey Boeing’s commitment to travelers in the wake of two crashes and criticism over the safety of their new 737 Max planes.
  • Air BNB / To showcase the positive experiences and opportunities that Air BNB brings to family travel in the aftermath of accusations that the service displaces long-term renters and creates “bad neighbors.”
  • US Women’s National Soccer Team / To advocate for equal pay.

For full credit, be sure to:

  • List the organization/problem you chose.
  • Briefly describe your public relations campaign idea.
  • Include at least 3-4 bullets for each category: Strengths, Weaknesses, Opportunities, Threats.
  • Explain in detail what kind of research you would need to conduct to more further develop your SWOT analysis.

Note: Your SWOT analysis does NOT need to be formatted graphically to represent the square you see in the textbook/lecture. You may simply type out the Strengths, Weaknesses, Opportunities and Threats as bullets under each sub-head. See below.


  • Bullet 1
  • Bullet 2
  • Bullet 3
  • Bullet 4


  • Bullet 1
  • Bullet 2
  • Bullet 3
  • Bullet 4


  • Bullet 1
  • Bullet 2
  • Bullet 3
  • Bullet 4


  • Bullet 1
  • Bullet 2
  • Bullet 3
  • Bullet 4
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