You have been working as a corporate relations executive for a multinational fast moving consumer goods company for more than eight years. You have been increasingly disillusioned with your work and job prospects. Because of this, you have been working on starting a blog shop to sell a range of items that you have sourced and that are currently not available on sale in the shops in Singapore.   
With good contacts with web developers, you have already developed a blog shop that is ready to go live soon for you to start selling your products. While the blog shop is being finetuned, develop a public relations plan to help you use public relations to launch your blog shop. You should give your blog shop a name, and identify the products that you would like to sell on your blog shop. Decide on a modest budget to spend on the public relations launch efforts for your blog shop.  
Your PR plan should include the following:  
a) A situation analysis, the goal and objectives that are needed as you prepare for an effective communications plan that you are recommending for your PR campaign. (20 marks)  
b) A description of your target audience for your public relations launch effort as you solve this public relations communications challenge. (10 marks)  
c) A description of your strategy development for the launch of your blog shop as you apply the relevant public relations principles. (10 marks)  
d) Your suggestions on the choice of tactics, a programme calendar, your rationale for your campaign budget and your programme measurement for your PR campaign as your recommendations for an effective public relations effort for your blog shop.

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