JTC 351 - Public Relations Practices
Fall 2008

Final Project

Requirements:

• Five-page (maximum) public relations plan outline
• Three (3) different and substantial creative communication pieces that reflect both the client's needs and a variety of public relations writing proficiencies.

Getting Started

As previously discussed, select an organization on or off campus that you would like to work with to develop a public relations mini-campaign. Consider student groups, college departments, programs, or special interest groups. See me in advance if you intend to use a Greek organization of which you are a member.

Arrange a meeting with the person who oversees the organization's public relations or marketing. For a small organization, your contact might be the business owner or program director. Determine a direction for your campaign that includes a substantial media relations component. Then, as needed, meet with your organization contact(s) in order to complete the assignment (including collecting biographical or operational details for news releases, feature stories or printed materials).

Campaign Plan

Begin by outlining the core elements of a campaign plan. Choose tools for your project that best serve the client's needs. Completing a PR Planning Matrix might help organize your thinking. Then, outline your proposal document. Flesh out details of the narrative as you work with the client. The final product should be a readable, hard-hitting sales document directed to your client (not the instructor).

Key parts of your written should include:

• Executive Summary -- A very brief overview of the recommendation that includes an incisive problem or opportunity statement. Explain why action is needed and the consequences of inaction. (Suggested length: one-half page)
• Situation Analysis -- A narrative that provides additional details and builds upon your Executive Summary. Highlight key facts that especially shaped formulation of your recommendation. Include other details only as needed to make your case. (One-half to one page)
• Organizational Goals -- List outcomes the client would like to attain (or ought to strive to attain) -- stated in terms of unit sales, dollar volumes of sales or contributions, participation/activity levels, etc. (Two or three bullet points -- follow the SMART formula)
• Communication Goals -- List outcomes to be achieved by the campaign itself -- stated in terms of awareness, attitude change or actions, as applicable. (Two or three bullet points -- follow the SMART formula)
• Action Strategies/Recommendation -- Advise client about whatever steps need to be taken by the client (related to corporate identity, facilities, policies, practice, etc.) prior to the launch of the campaign in order to maximize its effectiveness. (Optional, up to one-half page -- Use a narrative format to explain potentially sensitive matters as required.)
• Audience/Publics -- Name 1-4 target groups to which the campaign will be directed. (Bulleted list. Include an optional paragraph to comment about any of these groups, if required.
• Communication Strategies -- A narrative description or explanation of the key messages or themes or "Big Idea" to be communicated. Also list key media, channels or tools you recommend. IMPORTANT: You should list as many activities as are needed to achieve the stated goals and objectives. However, you are only required to produce three of these (see below) for purposes of the assignment.
• Tactics -- Include a consolidated three-column chart that lists tasks, timetable (period when the task will be performed or deadline) and staff assigned. List yourself for each task you will perform.
• Budget -- Separate section should summarize the estimated costs to carry out the campaign. For each activity, list the staff time or staff fee and anticipated out-of-pocket expenses. Then provide a subtotal for each activity and a grand total for all costs associated with the activities you outlined. Calculate staff cost (staff fee) by estimating the number of hours required to complete each task, then multiple that number of hours by a billing rate -- $15, $20, $25, $30 or $35 an hour. Use your best estimate for out-of-pocket expenses. Be sure that the figures add up correctly.
• Evaluation -- Include a paragraph about how you recommend your efforts be evaluated. Your assessment should be grounded in the goals and objectives you specified and relate to the activities you recommend.
  NOTES:
  --Your program plan should be single-spaced, with double spaces between paragraphs.
  --Title your paper: Public Relations Proposal for [Name of Client]. List your name below. Since the document is short, a separate cover sheet is not required.
  --Use your knowledge of the planning process gained from other classes, including JTC 350, 353 or 373 and MKT 305.
  --You may include your PR Planning Matrix as an (optional) exhibit.
  --Several online tools might be helpful to you. These include the short and long descriptions for how to produce a PR proposal as well as the blank PR Planning Matrix accessible via the Class Exhibits Page. (See the links in the right column under "Planning.")

Creative Components

The creative components you create are the most important part of the assignment. You should plan to produce three substantial creative pieces (or sets of pieces). Avoid simplistic or small, single-piece solutions (such as one flier or one news release). Here are examples of reasonable options in terms of creating materials (or sets of materials) that are comparable in terms of their complexity or the time required to complete them:

• Package of 2-3 news releases (total 4-5 pages) -- Stories should be different types of releases.
• Major feature story (2-3 pages) -- A profile, backgrounder, history, trend story, case study, etc.
• Package of public service announcements (for not-for-profit organization) -- 3-4 spots for TV (with visuals)
• Video news release script -- Assume a 60-second narrative (with visuals) plus B-roll, additional footage, etc.
• Audio news releases (2 versions) -- Include an actuality. Record the story if you wish (use two voices for narrator and actuality). You can furnish your recording on a CD or by listing a Web site link on the script.
• Media interview package -- Pitch letter, an outline of questions for an interviewer, and a Q&A sheet. (The latter illustrates how key talking points might be covered in an interview.)
• Package of press kit ancillary materials -- Fact sheet(s), Bio, Backgrounder(s), and/or 3-4 photo concepts and captions
• Two-page newsletter* -- Complete text (including headlines, body copy and photo concepts and captions).
• Brochure* -- Suggest 6-panel 4x9-inch brochure or a 4-page 8.5x11-inch brochure (including copy, art concepts, photos and captions, if applicable)
• Printed ephemera -- A package consisting of a large-format poster, a 8.5x-11 inch flier and a smaller printed piece (such as a handbill, door hanger, table tent, leave-behind or tray liner) -- Although using the same graphic usually would be appropriate, the copy of these printed pieces should be different.
• Advocacy package -- A position paper on an issue relevant to your client and a complementary direct mail letter package or a newspaper ad presenting the same talking points in an appropriate format.
• Speech -- Script for an 8-10 minute talk before a constituent group (about 4 double-spaced, typewritten pages).

  NOTES:
  --The tools you choose should reflect skills learned in this class. Online tools such as Web sites, blogs, videos, and social networking pages are valuable tools but are more appropriate in courses such as JTC 326, 372 and 373.
  --Print materials (brochures, newsletters, etc.) can be produced using any publications software (even MS Word). Or, you may simply provide a design thumbnail or "loose comprehensive" with the locations indicated for the complete corresponding, typewritten text. Print materials will be graded based on the on the appropriateness, organization and quality of the copy--not design or layout skills beyond the principles discussed in this class.

Grading: The project is worth 150 points, as follows:

• Five-page plan outline (30 points),
• one creative piece you designate as your most important/valuable/best piece (40 points)
• two additional creative pieces (30 points each),
• oral presentation (20 points).

Deadlines:

Wednesday, October 29. Students were previously asked to submit a memo identifying the organization they planned to use for this assignment.

Monday, November 19: Provide a hard copy of a proposal memo that clearly outlines your proposed campaign. At minimum, this must include:

• Executive Summary
• Situation Analysis (with problem/opportunity statement)
• Organizational Goal(s)
• Communication Objectives(s)
• List and explanation of the three creative pieces you plan to produce.

Wednesday, December 10: Submit final written project (a copy of your plan and your three creative samples) in a pocket portfolio. In lieu of regular class, students will attend one of five group conferences to be scheduled this day. If you can attend an alternative time (other than 2 p.m. or 3 p.m.), please volunteer to do so in order to accommodate everyone. Otherwise, students will pick times by lot.

• Wednesday, December 10 - 9 a.m. -- Room TBA
• Wednesday, December 10 - 2 p.m. - C-255 Clark
• Wednesday, December 10 - 3 p.m. - C-255 Clark
• Wednesday, December 10 - 4 p.m. - C-256 Clark
• Wednesday, December 10 - 5 p.m. - C-256 Clark