Each student will create a final project that includes elements of a Public Relations campaign for a company or organization with which they are familiar. Every organization or company utilizes public relations in order to disseminate messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community. The point of public relations is to make the public think favorably about the company or organization and its offerings. The final project will include the following elements:
Overview-Why the organization needs PR to increase awareness
A robust public relations plan is vital to the success of any organization. No matter how important the cause, product or service provided is, you should not expect that everybody will know about it or even about the organization. Proactive communication is essential to success. From building awareness and credibility to supporting fundraising efforts, a well-executed, strategic public relations program can make the difference between achieving one’s goals or falling desperately short of them.
This section will include:
Outline of the PR Campaign
Follow this outline when you write your proposal.
Each section must be titled, including the bibliography.
The description of the project
CAMPAIGN THEME OR FOCUS
Overview of the company or organization
Statement and description of the issue to be addressed
The rationale for selecting the issue
Description of the target population (such as community, school, etc.)
Please also consider the following to include in the first section:
LOCAL MEDIA, SOCIAL MEDIA AND OTHER PROMOTIONAL POSSIBILITIES
Local print and broadcast media available
Other possible promotional activity(ies)
Media mix and rationale for media and other promotional activity(ies)
CAMPAIGN ORGANIZATION AND IMPLEMENTATION
Organizational chart, member involvement and job description
Description of the campaign and documentation
Estimated impact on the target population
EVALUATION AND RECOMMENDATIONS
Evaluation of the process
Recommendations for future campaigns
This section is worth 50 points.
Press Release about a specific event associated with the organization
The goal of public relations is generating goodwill. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it. Draft a press release about a specific event associated with the organization. If you cannot find an event associated, then take the liberty to create a fictional event. Be sure to follow the guidelines set forth in the textbook.
This section is worth 25 points.
FAQ about the company or organization
Public relations involve two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign. Create a “Frequently Asked Questions” about the company or organization and be sure to include a section about the public relations campaign you have crafted.
This section is worth 25 points.
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