Listed below are the guidelines/instructions for introspection paper #2:

In March 2020, when we first started working, learning and socializing remotely due to the pandemic, I wrote an opinion column which was published by and the Sunday Newark Star Ledger. Please read here: (Links to an external site.)
In the column, I wrote, “There is no better time than right now, in the midst of a global health crisis, for corporations to demonstrate their purpose.”
Shortly after, in an interview I conducted with AdWeek in response to the coronavirus, I was quoted saying, “We’re going to start seeing certain brands and media companies and others stepping up and taking a more purposeful approach and putting aside profits for the moment and prioritizing purpose.”
In another article in Forbes, I was quoted saying, “Consumers are looking for companies during the world health crisis that are prioritizing purpose over profits,” says Mark Beal, an assistant professor at Rutgers University — New Brunswick (Links to an external site.). “They want to see actions, marketing and messaging that are responsible, relevant, timely and purposeful. In other words, they want to see actions and messages from companies that communicate a higher purpose at this time and deliver a service or product that will benefit individuals, communities and the greater society.”
Raja Rajamannar, the Chief Marketing Officer of Mastercard recently stated that, “There are times when you want to sell. This is not a time when you want to sell. This is the time to serve.”
Today, following the arrival of the pandemic in 2020 and the Black Lives Matter awakening, companies and brands realize they must market with purpose now and in the future. We saw brands act purposefully in response to the war in Ukraine. In 2021, Ad Age published a 15-page article on this topic titled, Brands As Citizens, in which they quoted me and my research. I have attached the PDF to Week #8 in Canvas.
The Assignment: Please read the published 15-page Ad Age report, Brands as Citizens (I have placed a PDF copy in Week #8) and conduct additional research and review how companies and brands are responding from a marketing and messaging perspective in response to COVID-19, Black Lives Matter and other societal issues. How are they responding in a purposeful manner as per the excerpt from my interviews above and the Mastercard CMO quote?
Select just ONE brand that you believe is acting and marketing in a purposeful manner and detail exactly what they are doing in response to this health crisis. As you detail how they are marketing with purpose, elaborate how they are doing it via the PESO Model (Paid Media, Earned Media, Shared Media, Owned Media).
Apply some analysis and propose one additional recommendation that this company/brand could be executing to make their purposeful marketing even more effective and successful
In other words, explain their purposeful marketing and what they are doing on their social media channels, with their paid advertising, perhaps leveraging social media influencers and what kind of earned/editorial media it is generating. Bring this to life with live links and visuals of tweets/posts, etc.
NOTE: I have already conducted research and have provided many sources for you in Week #8 on Canvas.
Listed below are the guidelines/instructions for Introspection Paper #2:
– Your paper should be approximately 1,000 words (no more than 1,100 words and no less than 900 words)
– Your paper should be single spaced, with a double space between paragraphs and NO tabs or indentations at the start of paragraphs
– Your name, a title/headline and submission date should be typed at the top of the page. You do NOT need to create a cover page
– Your paper should be typo-free and error-free including correct spelling, sentence structure and punctuation
– You should utilize at least five (5) sources and list all sources at the end of the paper using APA Style
– Your paper should be well organized and have a logical introduction and conclusion
– Your conclusion should provide your analysis including how the company/brand you selected could even have even more impact and success with their purposeful marketing
– You can go above and beyond and interview by phone a current marketing, advertising, public relations, social media executive to learn of their point-of-view and quote them in your paper

How do those different communities intersect with one another to help form and inform your identity? or 2) the charter of rights and freedoms and charter challenges

Critical reflection Exercise( see details in the attached)
Examples …The topic could be anything from :
1) Thinking about Communities & Intersectionality (e.g. Race, Class, Ethnicity, Sexual Identity and Disability) Think about what it means to you to be a member of a community. What communities are you part of? How do those different communities intersect with one another to help form and inform your identity?
or 2) The Charter of Rights and Freedoms and Charter Challenges
or 3) The Law & Social Movements: Equality, Discrimination & LGBTQ+ Rights
and any other social examples that align with communities and public law in Canada.
Required readings for 1:
Kimberlee Crenshaw, “Demarginalizing the Intersection of Race and Sex: A Black Feminist Critique of Antidiscrimination Doctrine, Feminist Theory and Antiracist Politics”, for download:
An Introduction to Women, Gender, Sexuality Studies: Grounding Theoretical Frameworks and Concepts, “Conceptualizing Structures of Power”: online:
Judith Butler, “Your Behaviour Creates Your Gender”, online:
Philosophy Tube, “What is Gender”, online:
Eliana Pipes, “Race, Ethnicity, Nationality and Jellybeans”, online:
or 2) The Charter of Rights and Freedoms and Charter Challenges
Required readings for 2 :
Ian Greene, The Charter of Rights and Freedoms: 30+ Years of the Decisions that Shape Canadian Life (2014), Chapter 2, “The Charter” (excerpt on pages 65-86) (will be posted on eClass)
Fairlie & Sworden, Chapter 7, “Civil Liberties” (excerpt on pages 214-224)
McColl, M. A., Bond, R., Shannon, D. W., & Shortt, C. (2016). “People with Disabilities and the Charter: Disability Rights at the Supreme Court of Canada Under the Charter of Rights and Freedoms” Canadian Journal of Disability Studies, 5(1), 183–210, online:
or 3) The Law & Social Movements: Equality, Discrimination & LGBTQ+ Rights
Required readings for 3
Jonnette Watson Hamilton, “Cautious Optimism: Fraser v Canada (Attorney General)”, link here:
Fay Faraday, “The Elephant in the Room and Straw Men on Fire”, link here:
Miriam Smith, “Federalism, courts and LGBTQ policy in Canada”.
and/or any other social examples that align with communities and public law in Canada.

How important are ethics and values in public relations?

Chapter 1 in the text states that public relations should be based more on what an organization does than on what it says. Do you think this is a good way to think about the ethics of public relations? Why or why not? How important are ethics and values in public relations?
Use the information in the book and online lesson to support your answers and be sure to include citations and a list of references in proper APA format.
Additional APA resources can be found at Purdue University’s Online Writing Lab (OWL).
*****You should avoid posts that merely compliment (e.g. “Interesting post…”) or support (e.g. “I agree with you…”) another student’s work, or posting all of your responses in a single session and/or just before the Friday deadline. You will not be given credit for posts that do not meaningfully contribute to the discussion or expand the conversation, as determined by the instructor’s assessment.*****
Kelleher, T. (2020). Public Relations. New York, NY: Oxford University Press.
ISBN: 9780190925093
eBook version

Is this realistic?

In the attorney/adversary model, the client’s best interests are paramount over any other. In the enlightened self-interest model, the public good is sacrosanct.
Ideally a public relations professional must be an advocate for his/her client but always an “honest broker” who never ever lies.
In working with lawyers, public relations professionals should: 1) become an equal partner with legal counsel, 2) combat the “no-comment” syndrome, 3) take the initiative in making announcements, and 4) convince the client that winning the case may not restore credibility.
Is this realistic? What would make a senior executive value one perspective (legal) over another (PR)?

Develop a name for your pr program, a calendar, and a series of campus events as part of your strategies and tactics.

Because of limited parking space, your campus wants to motivate students to ride their bicycles to campus, instead of driving their cars.
One of the major challenges in doing so is that 80% of the student population is composed of commuter students who drive to work after they have fulfilled their academic responsibilities.
The allocated budget for this campaign is $5000. The estimated implementation time is 3 months.
You have been asked to develop a PR plan that fulfills the following goals:
A) Increase awareness of the health, environmental and economic benefits of riding a bicycle to campus.
B) Increase the number of bicycle riding students.
Using the elements of a plan discussed in this week’s readings (Chapter 6):
Write a public relations program for this initiative. Develop a name for your PR program, a calendar, and a series of campus events as part of your strategies and tactics. Note: This is a PR campaign, not an advertising campaign. You can use the example on page 157 in your textbook as a reference.
Your Campaign/program will be graded using the following rubric:
PLEASE MAKE SURE TO INCLUDE ALL THE EIGHT BASIC ELEMENTS: situation, objectives, audience, strategy, tactics, calendar, budget, and evaluation.
I attached pictures of the lecture so please go through them. Also on page 157 (img-1564- img-1565). have an example you can use.
Possible Points (60 Points)
Situation: Explanation of the challenge(s) and opportunity(ies) presented in the current situation that demand a PR campaign = 5 points
Objectives: Write an informational and a motivational objective = 5 points
Audiences : Select 3 target audiences = 10 Points
Strategies: actions you will develop to achieve your objectives = 5 Points
Tactics: What specific steps you will do in each of the strategies/ actions mentioned in the previous section = 15 points
Calendar: Provide a calendar that illustrates how you will schedule each strategy and tactic = 5 points
Budget: Provide a table illustrating how much each strategy and tactic mentioned earlier will cost (Without going over the allocated budget of 5,000)= 5 points
Total Points
60 points