Public Relations Plan Instructions.docx

Public Relations Plan Instructions.docx - COMM 301 Spring...

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COMM 301 Spring 2019 Public Relations Plan Due: Wednesday, April 24 Now that you have conducted a situational analysis (the research portion), you are on your way to constructing a comprehensive PR plan. The plan should include objectives, target audiences, strategies and tactics, timeline and evaluation. I am omitting budget for the purpose of this assignment because I don’t expect that you will be able to gather enough data to know how much your proposed plan is likely to cost. Part I Describe the Challenge Provide a very brief overview of your organization: name and location of your organization, their core business area, and the particular campaign/product/service that you will feature in your communication plan. Restate the problem you identified in your situational analysis. Is the challenge to inform, motivate, or address a crisis? Part II Identify the Objectives List your objectives for this plan. You should have at least three and no more than five. Your objectives are your goals for this campaign. They should be realistic, specific, measurable, and concrete. However, they should be focused on program outcomes not outputs. For example, don’t say you would like to increase media mentions of your cause, rather say that you would like to increase positive coverage of your cause by 20 percent from the start of the campaign. Think not only about what you want to achieve but what you want your audience to do. Part III Identify your Audience Try to be as specific as possible here. Even if your audience is a wide-ranging group, try to focus on one segment of that group, e.g. women customers
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  • Spring '19

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