Media 180 Third Assignment Due May 11, 2009

Introduction to Media Studies
Prof. Stuart Ewen
MEDIA 180 (001-011, 084/161)
April 22, 2009

PLANNING AN ETHICAL PUBLICITY CAMPAIGN

In his 1948 essay, "The Engineering of Consent," Edward L. Bernays wrote "Today it is almost impossible to overestimate the importance of engineering consent; it affects almost every aspect of our daily lives. When used for social purposes, it is among our most valuable contributions to the efficient functioning of modern society." In this essay he also outlines the steps needed to construct a public relations campaign, which if done successfully can contribute to influencing public opinion.

Your assignment is to pick a social issue that matters to you and that you think could benefit from an ethical and effective public relations campaign that will leave the public more aware of the issue from your perspective.

You are to follow Bernays' steps, listed below, and write a 2-4 page memo that outlines those steps in relation to your campaign. You must also produce and submit a visual and/or textual prototype (example, trial product, blog, web site, etc.) that both embodies and expresses the concept behind your campaign idea. This may be in the form of a well-designed drawing, a physical object, or an online sample to be used as part of your campaign. It may also take the form of a storyboard, a stealth or apparent symbol, and/or slogan. Finally, make sure to craft a fitting title to your campaign and a clear plan for where and how your project will be seen or en-countered by the public.

Planning a Campaign
1. Study the public. Identify your intended audience in detail, the people or groups of people you are trying to reach (Hunter students, residents of a particular neighborhood, members of particular community, specific job workers, unemployed, straight people, etc.)

2. Think about the value of research (public opinion polls, etc.) to identify how you plan to study or analyze your intended audience. Be sure to identify and describe the research you have al-ready done in developing your publicity campaign, and what more will be necessary.

3. Clearly articulate your themes, strategy and how you plan to organize your campaign. Identify your issue clearly, your particular angle of approach to that issue, and your overall strategy for reaching the public in a truthful way.

4. Tactics are pieces of that strategy. Specify three of the specific actions you will take to reach the public and/or the methods of distribution, exhibition, or communication. The prototype you submit with your memo should be a fundamental piece of this tactical approach.

5. Ethical considerations are central to this assignment. Do not try to deceive the public or by-pass people’s capacity to think and understand. Your point is to provide an eloquent and well-informed campaign that will promote critical thinking and is designed to increase public aware-ness and civic participation. Conclude your memo with an analysis of how the elements of your campaign will effectively accomplish this task.

PROJECTS ARE DUE ON MONDAY, MAY 11, 2009. THEY SHOULD BE SUBMITTED TO YOUR SECTION LEADER ON THAT DAY.