1. Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome (shown in brackets).

I. Research: For this part of the summative assessment, you will perform the first step of the four-step public relations process, research. You will describe the best practices and appropriate ethical practices in public relations in your presentation.

1. Create at least two slides that provide an overview of how the professional ethics code in public relations guides decision making on conflicts of interest using examples from the ethics code and connecting them to the field you have selected. [COM-227-02]
2. Create at least two slides that provide an overview of how the professional ethics code in public relations guides decision making regarding competition among public relations professionals using examples from the ethics code and materials presented in the course. [COM-227-02]

1

C. Create at least two slides that provide an overview of how the professional ethics code in public relations guides decision making regarding the protection and advancement of accurate and truthful information using examples from the ethics code and materials presented in the course, these should connect to the type of industry you have selected. [COM-227-02]

D. Discusses best practices for creating presentations in public relations. The notes section should be used, and sources should be properly cited. [COM-227-03]

1. Planning: For this part of the summative assessment, you will perform the second step of the four-step public relations process, planning. You will provide an overview regarding the history of public relations and how it exists today for the industry you have selected. Your slides will be tailored to the audience of that industry.
   
   1. Create three slides, in your presentation, that discuss the history of PR for your industry, include any major milestones, and how the field uses PR today. [COM-227-04]
   2. Explains what research was found to support ethics and best practices. The notes section should be used and references provided. [COM- 227-04]
   3. The presentation must reflect information for your target audience. [COM-227-03]
2. Implementing: For this part of the summative assessment, you will perform the third step of the four-step public relations process, implementing. You will create your public relations presentation that contains historical content meant to educate the audience about the history of the field and

how it A.

B. C.

D. E.

exists today. In your presentation you must:
Review your overview of the history of public relations including critical milestones and how the field has grown over time. Does any new information need to be added/changed?
Explain the idea of modern public relations. Be sure to support your response with evidence from the course or research. For example, how is public relations viewed today in this field? How is social media used in public relations? This should be at least two slides. [COM-227-01] Explain how the history of the field has influenced the perceptions of the practice today. Be sure to support your response with evidence from the course or research. For example, how has the past behavior of professionals in the field influenced the perception of modern public relations? Include at least two slides that discuss how PR is used in this field today. What is the preferred strategy and why is it effective. [COM-227-01]
Determine an approach that could be used in addressing ethical issues regarding public relations. Be sure to support your response with evidence from your research and your plan. This could include crisis, violation of policy, development of new technology, etc. [COM-227-02] Utilize best practices and AP writing style throughout your presentation and speaker notes. Be sure that your work accurately and appropriately aligns with best practices and AP writing style. [COM-227-03]

IV. Evaluation: For this part of the summative assessment, you will perform the fourth step of the four-step public relations process, evaluation. You will reflect on your presentation, identifying potential errors or issues in your presentation and how you might go about addressing or improving those issues. Finally, you will speak to how the four-step process could be used in other avenues of your life. (This will be submitted separately within a Microsoft Word document.)

Your public relations campaign must be 18–22 slides in length and must be written in Associated Press style. The evaluation portion

of your final project must be submitted as a 1- to 2-page Microsoft Word document.