Written Project –

Introductory Outline:

As either an entrepreneur or as part of a larger organisation, you are expected to:

(i) create/develop and market a new product/service/brand from scratch

or

(ii) revise and reposition an already existing product/service/brand

Note: Where possible you should apply the project to the company you work for or a company you are familiar with.  You can choose the same company for all 4 projects (Marketing, Sales, Advertising, Public Relations) or choose a different company for each, it is your choice. You have an unlimited budget and resources available to you (or your company).

SECTION: PUBLIC RELATIONS PLAN

You should provide an outline of how you plan to manage the public relations (PR) activity of your product/service/brand.

You should organise your public relations plan under the following headings:

1. Analysis – What are the current perceptions and issues?
2. Objectives – What should the PR campaign set out to achieve?
3. Publics – Who will the PR campaign seek to engage with and influence?
4. Messages – What elements of persuasion will be used to shift perceptions?
5. Strategy – What is the overarching strategic mission?
6. Tactics – Exactly what PR tactics will be employed? (Your plan must include for CSR, Sponsorship, Traditional Media Relations (including one press release), and Social Media activities)
7. Timescales – What is the planned timings for each activity and why?
8. Resources – What resources (financial, human, equipment) will be required?
9. Evaluation – How will the plan be evaluated throughout, regarding effectiveness of each activity?
10. Review – At the conclusion of the plan’s implementation, how do you plan to review the entire approach and learn for future campaigns?