Assignment #4

Profile of Political PR by a Global NGO or Corporation

For this assignment, you are to examine how a global nongovernmental organization (NGO) or corporation takes on the task of political advocacy through public relations. The overall task is to describe and evaluate how the organization battles for the hearts and minds of the public, as it pertains to a widely recognized issue (or set of issues) of global importance.

For this assignment, select an NGO or private corporation that is involved in political efforts to promote a cause in an arena of activity related to labor or environmental issues, human rights (which could emphasize women’s rights, indigenous rights, civil rights), animal rights, or an alternative topic which you may wish to propose (consult with me if you wish to propose an alternative to the topics suggested).

Describe coverage of the organization in the mainstream media in the past two years (2003-2005). Because of the challenges of locating television and radio coverage, you may focus on print coverage. However, you may find that web-based audio and video coverage is available. Documentaries and radio shows (for example, on the NPR archives) are permissible sources. Nexis-Lexis should be very helpful for getting access to print coverage. How extensively has the organization’s positions been covered? What issues are highlighted? What is the nature of the coverage (favorable, critical, balanced, etc.)?

Describe what you interpret to be the organization’s strategies for using the media to convey its message. Again, what issues are highlighted, and what is the nature of the coverage? As well as searching the media through online databases, you should do your best to uncover online “press kits” that may be available from the organization.

Search the web to describe the Internet presence of the organization. What sort of presence do they have? Are there other web sites that focus on the organization or its activities? Are they involved in a “media war” with groups holding opposing views?

Overall, how effective does the organization appear to be (in the mainstream media, in alternative media, on the Internet) in terms of being a visible force capable of mobilizing a strong base of support for the causes it advocates? Explain your reasons.