Module 3 Public Opinion Case Study

Module 3 Public Opinion Case Study

Case 25: Gather your Friends. Do What You Love: The Alzheimer’s Association on the book

The cases in the book are not meant to have a conclusion or firm analysis. It is up to the reader to consider the decisions and evaluate the outcomes. You will be assigned a case in the book that explores a company or organization’s interaction with public opinion and then analyze the case using the guidelines below. The paper should be narrative in nature, not just questions and answers.


You will be assigned (via email) a case study from your book (the case may be in chapters you have read in Modules 2 and 3 or perhaps in other chapters throughout the book). Write a 500-750 word discussion, analyzing a case and its handling of public opinion. You will then respond to at least 2 other classmates’ analyses with 100-200 words of added-value discussion.

Due Date:

11 Sep 2020 at 23:59 (central Response is due: 13 Sep 2020 at 23:59 (central)


Please support your analysis with the materials provided in this module along with the book and at least 1 or 2 outside sources. You may do that within the text (regular attribution) or standard APA style.

Here’s how you might go about analyzing a case:

  • Read the case a couple of times before you start any analysis. Case studies usually have lots of details, and it’s easy to miss something in your first, or even second, reading. Also read the Stakeholder information at the beginning of the chapter. (You should have read the chapter and all the cases via the assignments already, so when you are assigned a case, you can then go back and reread it)
  • Once you’re thoroughly familiar with the case, note the facts. Identify which are relevant to the tasks you’ve been assigned (public opinion!). In a good case study, there are often many more facts than you need for your analysis. Consider the questions listed In the “outline” section below.
  • If the case contains large amounts of data, analyze this data for relevant trends. For example, was it easy to see the problem coming or was it a surprise? What were the missteps or serendipitous opportunities that were seized? What was the turning point?
  • If the case involves a description of a company’s history, find the key events, and consider how they may have impacted the current situation. Consider including some company history that might not be in the case itself.
  • Consider using a SWOT analysis to understand the organization’s strategic position.
  • Stay with the facts when you draw conclusions. These include facts given in the case as well as established facts about the environmental context. Don’t rely on personal opinions when you put together your answers (although it is okay to have an informed personal opinion).
  • Do not just retell the case, remember to analyze and provide context. Context can include trends in the industry, time in history, experience of the players in the case. Context will require outside research, the resources at the end of the case will be a good place to start, but should be expanded.
  • Case Study-Based Learning – Learning Skills from
  • Suggested Outline:
    • Identify the Problem
      • Issue Statement: Write a one- or two-sentence summary of the issue, without laying blame for it within the summary.
        • EXBy taking advantage of an opportunity to show off their commitment to customer service via a happy and productive staff, Southwest Airlines gained customers, job applicants, and 18 hours of free publicity.
    • Identify the key stakeholders
      • What are their stakes in this issue?
      • What are their needs and desires in relation to the issue?
      • What are their resources?
      • Who are their allies?
      • How will they be affected by the changes?
      • Is their cooperation necessary, desirable or unimportant?
      • What would a “mutually beneficial relationship” between the organization and the stakeholder publics involve?
    • Identify and analyze the process
      • Identify the objectives (what did they hope to accomplish)
      • Describe and analyze the research and evaluation processes (did they have them? Did they panic? Did they follow standard PR practice?)
      • Identify the strategies and tactics
      • Describe and analyze the resources used (these could include goodwill, employees, associations, etc.)
      • Identify the positives and the negatives.
      • Identify the nature of the relationships before during and after the problem
      • Are there similar cases?
      • What have been others’ approach?
      • Was there something in the history of the organization that contributed positively or negatively to this problem?
    • Identify and evaluate the “Public Relations Principles”
      • What principles of effective stakeholder communication are apparent here – either by omission or commission?
      • What principles of effective relationships are apparent here –either by omission or commission?
      • What style of management practice is apparent here?
      • Identify and evaluate the ethical philosophies or principles evident in the case
    • Analyze and Evaluate the solutions
      • Identify and/or propose a solution that best demonstrates ethical philosophies or principles.
        • EX- The decision to do the show resulted in more public awareness and a high public opinion of Southwest Airlines as it was a popular show with viewers and they received a high volume of applicants as a result.

    Hints from Hinton: You are teaching the rest of us about this case, so research outside of the material provided should be a part of the process–at least 3 sources. Just because your case might be in the “employee” chapter, doesn’t mean it does not contain an aspect of public opinion. Remember that this discussion is about public opinion.


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