Media assessment for a sports organization

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SPT320MilestoneOneGuidelinesandRubric.pdf

Milestone One Rubric

Overview The final project for this course is to complete a Media Assessment. This will require you to conduct a full analysis of media surrounding a specific sport team or organization of your choice. You will examine the following facets of public relations (PR) related to your selected team/organization:

 Beat writers/columnists

 Television, radio, and blog coverage

 Reinvented PR campaigns

 Use of social networking (at least Twitter and Facebook)

 News conferences

 Management of scandals or issues (as applicable) You will also provide a critique of each PR facet and provide recommendations for your selected team/organization.

Objectives

To successfully complete this project, you will be expected to apply what you have learned in this course and should include several of the following course objectives:

1. Examine and discuss public relations and its role in the formulation of the marketing mix 2. Analyze the role and impact of media and technology on the public relations function 3. Describe the structure of various media entities, including print, broadcast, and internet 4. Identify and discuss the importance of ethics, market research, consumer behavior, advertising, sales management, sponsorships, and strategic

management as related to the sport media 5. Analyze the relationship between sport and all areas of communication (journalism, developmental communications, telecommunications, audio-visual

communications, mass communications, sports information, public relations, and community relations)

Main Elements  Milestone One: Prepare a detailed outline (minimum three pages) of the following information about your selected team/organization. You do not have

to fully address all of these aspects when you submit Milestone One. If you have questions or need guidance from your instructor on some of these points, make sure to include targeted questions within your Milestone One submission. This is due in Module Four.

o Introduction

Introduce your selected team/organization. Explain its current state, current trends, and future concerns or opportunities.

o Media Assessment Conduct a media assessment that includes all PR facets listed in the Overview section of this document. When discussing each of these facets, make sure to note examples with dates and times. Each facet should be a section within your document. Some sections may be longer or shorter, depending on your selected team/organization.

o Critique/Recommendations

Critique the effectiveness of the PR and media professionals employed by your selected team/organization. Note what has been done well but more importantly, give specific suggestions on where this organization could have handled a situation differently or improved its media exposure in terms of quantity or quality.

 Milestone Two: The final version of your Media Assessment should be 10-12 pages long (not including title page or references) and is due in Module Seven.

Deliverable Milestones

Milestone Deliverables Due in Module Grading

One Submit your Media Assessment Outline. Four Milestone One Rubric

Two Complete and submit the final version of your Media Assessment.

Seven Media Assessment Rubric

Rubric Requirements of submission: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New Roman font, one- inch margins, and discipline-appropriate citations.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Main Elements Includes almost all of the main elements and requirements and cites multiple examples to illustrate each element

Includes most of the main elements and requirements and cites many examples to illustrate each element

Includes some of the main elements and requirements

Does not include any of the main elements and requirements

20

Inquiry and Analysis

Explores multiple issues through extensive collection and in-depth analysis of evidence to make informed conclusions

Explores some issues through collection and in-depth analysis of evidence to make informed conclusions

Explores minimal issues through collection and analysis of evidence to make informed conclusions

Does not explore issues through collection and analysis of evidence and does not make informed conclusions

20

Integration and Application

All of the course concepts are correctly applied

Most of the course concepts are correctly applied

Some of the course concepts are correctly applied

Does not correctly apply any of the course concepts

15

Critical Thinking Demonstrates comprehensive exploration of issues and ideas before accepting or forming an opinion or conclusion

Demonstrates moderate exploration of issues and ideas before accepting or forming an opinion or conclusion

Demonstrates minimal exploration of issues and ideas before accepting or forming an opinion or conclusion

Does not demonstrate exploration of issues and ideas before accepting or forming an opinion or conclusion

20

Research Incorporates many scholarly resources effectively that reflect depth and breadth of research

Incorporates some scholarly resources effectively that reflect depth and breadth of research

Incorporates very few scholarly resources that reflect depth and breadth of research

Does not incorporate scholarly resources that reflect depth and breadth of research

10

Writing (Mechanics/Citations)

No errors related to organization, grammar and style, and citations

Minor errors related to organization, grammar and style, and citations

Some errors related to organization, grammar and style, and citations

Major errors related to organization, grammar and style, and citations

15

Earned Total 100%