by | Jun 24, 2022 | Public Relations
Please include table of contents and number each page accordingly.
SECTION 1 – Issue Review Summary
• What was the issue/challenge or opportunity?
• Why did you choose this company and what did you hope to learn from this
issue/challenge or opportunity analysis?
• State the organization’s Mission
• What is the main business of this company?
• Who are their competitors?
• Target audience of the business/organization?
SECTION 2 – Opportunity/Issue Analysis
• Why is this opportunity important for the company or organization’s business?
What is the upside for the organization?
• What are the possible risks of implementing an IMC campaign to support this
opportunity?
• What is the possible risk to the business/organization due to the issue you are
analyzing? Include potential short term (6-12 months) or long term (1-3-5-year
impacts)?
• SWOT Analysis of company/organization and the issue/opportunity you are
reviewing for this project.
SECTION 3 – IMC Response/Strategy Analysis
Review their press materials and any additional information available generally across
all media (including all of the company/organization social media platforms) regarding
this specific situation/topic.
• After analyzing their press materials, public statements and IMC efforts, do you
think they are being true to their mission? If not, how could this hurt their IMC
strategies and efforts?
• What were their key messages? Share at least three examples of their use of
their key messages.
• Research and provide at least five examples the business/organization used with
the information provided from these press kit materials. Did you think their
materials are effective? Why/Why not?
• Who was their spokesperson/spokespeople? Briefly describe this person’s
background and define whether they are a subject/matter expert (why), an IMC
expert (why) or both?
• List the IMC strategies used by this business/organization to deal with this issue
or pursue the opportunity.
SECTION 4 – Analysis/Recommendations/Summary
Analyze whether you think they were effective.
• Were their IMC efforts successful? How did you measure their success?
• What would you improve or recommend for their IMC efforts on this issue?
• What do you think was their most effective strategy and why do you think this
was so effective?
• What did you learn from studying and analyzing their IMC strategies and
campaign?
• Summarize the success, missed opportunities and or failures of this company’s
IMC efforts
by | Jun 23, 2022 | Public Relations
Social media adds another means of reaching the public. However, fundraising letters sent through the mail, are still effective means of engaging donors, according to the Blackbaud Institute 2015 Charitable Giving Report. Success of a letter is measured through increased membership, financial contributions and/or volunteerism.
Instructions
The Cheyenne Mountain Zoo is having a membership drive. You are asked to write a fundraising letter that urges recipients to purchase a zoo membership. Consider the following details as you prepare your fundraising letter.
A family membership is $75 and includes free admission for one year for a family of four, one free ride on the zoo train per visit, free or reduced admission to 200 zoos nationwide, discounted admission to special events at the zoo, a 30-percent discount in the zoo gift shop, a 30-percent discount in the zoo cafeteria, a 30-percent discount on renting zoo facilities, a 30-percent discount on classes at the zoo, early-bird access to all new exhibits and a monthly zoo newsletter.
Members often become zoo volunteers.
There is a zoo hotline number so the recipient can purchase a membership by phone using a credit card.
The recipient can also bring the sales letter to the zoo and purchase a membership at the entrance.
A phone and email contact is provided, should the recipient have questions about zoo membership. The zoo’s website is listed, too.
The zoo recently opened a lion habitat and expanded its aviary.
Membership is down due to the weak economy.
The zoo is 130 acres and features 17,000 animals.
It is accredited by the Association of Zoos and Aquariums and is a member of the World Association of Zoos and Aquariums.
It is frequently named one of the best zoos in America
by | Jun 19, 2022 | Public Relations
You’ve been hired by ASI to develop a PR campaign for the re-launch of the Grow Beach Garden. Your primary key public is students. ASI would like to announce the new location, sell out the garden plots, and raise awareness of the benefits/service that is available to students. Your first step in developing a plan would be to conduct research. While a survey will not be your ONLY form of research, your team has decided it can provide valuable insights that will help create an effective PR/comms strategy.
Develop a survey for students to help you get the information you need to develop an effective PR strategy.
First, in a paragraph tell me what are the goals of your survey and how will you distribute your survey .
Then, write 15 survey questions with answer choices using mix methods research methology.
Link to Grow Beach Gardens https://www.asicsulb.org/corporate/discover/sustain-u/about-grow-beach
by | Jun 19, 2022 | Public Relations
There are two parts to this assignment.
Part one: Two case summaries (approximately 500 words each)
In the first part of this assignment, you will critically analyse two similar (recent!) PR campaigns to share with your client. For each of the examples you choose, consider:
Campaign context – Outline the relevance of the organisation (or individual) to your client, and describe their PR challenges; how are these comparable scenarios to the situation facing your client?
Stakeholder analysis – Identify the relevant stakeholders in each case, and consider how these are relevant or comparable to the scenario facing your client
The PR/communications strategy employed – Outline the strategic approach employed in each case, and PR channels used to execute this
Campaign evaluation/key learnings – What worked, what didn’t and how might your client adapt their own campaign in response to these learnings?
You should share approximately 500 words on each case. These case studies are designed to give your client comfort that your advice takes into account similar cases from the past, and the learnings gained from these (ie: your advice is backed by awareness and know-how!).
Your case summaries must be based on real, comparable cases from the (recent) past – ideally, within the past five years. You may include cases from within the past 10 years if required.
Part two: Campaign plan (approximately 1000 words)
In the second part of the assignment, you will design a PR campaign for an individual or organisation in response to a specific scenario. Your campaign plan should take into account the learnings of the cases you have studied (above). When designing your PR campaign, include:
Campaign context – Briefly introduce the challenge your proposal sets out to address
Three SMART objectives – These must be Specific, Measurable, Achievable, Relevant and Time-bound!
Stakeholder analysis – Who are the key audiences to consider in this campaign?
Three key messages – What are the most important messages to communicate to your stakeholders via this campaign?
Campaign plan – Detail the PR response you suggest your client pursues to best manage this challenge (and achieve your stated objectives!). What is the “big idea” that ensures this campaign will cut through to reach your target stakeholders? How will you generate earned media coverage? How will you phase the campaign?
Communications channels – What PR platforms will you rely on to execute this plan? Consider earned, shared and owned media (NO paid media!). For earned media, include your “Tier 1” (top) target media outlets
Measurement – How will you evaluate the success of your campaign throughout its duration? How will you keep your client informed of its success and/or issues to address?
Assignment scenarios
You may choose one of the following scenarios – note, there are both proactive and reactive options. Your proposal should be developed for a real-world client.
Proactive campaign scenarios:
A major FMCG company is launching a new product into the market and needs to generate maximum awareness and engagement ahead of the launch
A government organisation is announcing a new policy, program or item of legislation, and needs to ensure the community is informed and engaged in the decision (eg: the COVID-19 vaccination program, mental health reform)
A corporate organisation wishes to promote its newly established CSR program, aiming to generate awareness and maximise positive consumer sentiment about the strategy.
Reactive campaign scenarios:
A celebrity requires an image restoration strategy following a recent scandal
A business is in hot water following a recent cultural or environmental disaster attracting widespread media attention and public outrage (eg: an oil spill, a gas or chemical explosion, destruction of a sacred cultural site)
A prominent business has been exposed to a data privacy breach, impacting thousands of customers.
Assignment submission
You should present this assignment in the form of a campaign proposal, complete with subheadings. Your proposal should include desk-based research via company websites, media releases, social media content, podcasts and more, and/or (reputable!) news media coverage and industry content from publications such as PR Week, B&T and Mumbrella. You may also include academic research but keep in mind this is a client proposal, not an academic essay. This assignment is designed for you to apply your learning!
This assignment should be approached as a real-life campaign proposal, not a university assignment. YOU are the PR expert! Prepare your proposal as though you were submitting this to your client, not to your tutor.
Assessment criteria
Your assignment will be assessed on:
The relevance and suitability of the case studies you have chosen, and the critical insight and analysis applied to each
The rigour and suitability of your suggested PR campaign, with consideration given to all seven areas set out above
Your demonstrated understanding and application of course content
The clarity of your writing and cohesive structure/presentation of your proposal (make it client-ready!).
by | May 27, 2022 | Public Relations
You were hired to the corporate communications team at REI.
Your first assignment is to develop an editorial calendar (outline) for the May 2022 edition of their monthly employee newsletter.
List and describe 10 ideas for articles you’d like to include. Provide the following for each:
Headline
Topic/focus of article
Notes (photo? video? interview? ongoing series? travel?)
Examples may include: employee feature, product highlight, travel tips, leadership update, etc. Think about what employees would need/want to know for next month. This should be a fun brainstorming exercise.
Select one of the articles (your choice) and write it. Strive for 250 words. For this assignment, you may make up details for the article. Remember newsletter articles are brief and fun to read.
20 pts.
by | May 25, 2022 | Public Relations
Make sure your paper does not exceed 20% similarity or you will lose points. Minimum 5 sources-two should be scholarly or peer-reviewed. 8 pages minimum not including cover sheet and reference page. APA format.
Paper Topic:
Write about the different types of organizations that help improve community relations, including both citizen (ran) operations and police (ran) operations. (ie: community watch).
Below I will provide some talking points to discuss in the paper:
1) Describe the different kind of communites the police operates (introduction to this part of the paper will be provided for you)
2) How has the community relations developed from its inception in the 1960s to present day? Give a brief overview of how police-community relations functions today. (introduction will be provided for you)
3) Describe the different models of police services delivery based on the participation of citizens.
