The Public Relations Campaign planning model for AT 2
Each of the assignment required sections explained
The Exec Summary is what the busy manager (your potential client) reads if he/she doesn’t have time to read through the full document just now. This is where you grab attention and impress with your professional language and quiet confidence that you can achieve.
Serves to overview the campaign proposal (an introduction).
Should briefly overview each section and include:
Rarely do we see this section go over one page in length.
Overview the specific purpose of your campaign including Problem and/or Opportunity statements (generally at the end).
Your Situation Analysis should be a comprehensive section (may be more detailed than you may have been required to present in previous units). You need to satisfy your potential client that you fully understand the organisation and the environment (this will also ensure your assessor has all the information needed to fully understand the context of your campaign).
What research have you undertaken in preparing this campaign proposal?
And, what further research in needed/recommended if applicable?
Remember to use the correct terminology in order to describe and define the research you have undertaken (see notes from Research lecture). You must demonstrate the factual or statistical foundation for the approach and tactics you are proposing in your campaign.
Note: the actual results of your research are the basis of what you have written in your Situation Analysis. Research results don’t belong in this section.
Present this information in a way that is logical, plausible, readable for your potential client.
Goal/s and Objectives
The ‘game plan’, the persuasive approach
The ‘mix’ of communications and other elements
Keep your strategy statement very brief. A couple of lines will do it.
Also include the key messages here – clear, simple, concise
This is the heart of the assignment
List and describe so that you paint a picture of your ideas.
You may choose to set out tactics either by public or by problem.
Bullet points, bold headings. Lay out clearly.
Example: Problem Statement (fictitious!)
That IT Help Desk staff are lacking motivation at work because of the number of non-emergency calls to the Help Desk from staff and students who are unaware of the purpose of the service.
Example: goal and objectives
To reduce the load of calls to the IT Help Desk and thereby improve staff morale.