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UMKD6V-15-3 Public Relations

tag 0 Download 13 Pages / 3,007 Words tag 20-07-2021


This assignment is based on a fictional PR challenge, but one that is inspired by real life cases. The company and potential project is real, but is not yet at a development stage.

In your role as a Junior Account Executive at Bright Sparks PR, you have been asked to prepare a proposal for a PR campaign in response to a client brief. The brief is from Horizon Nuclear Power, a UK energy company owned by Hitachi. They are looking for a PR agency to run a campaign for their announcement of the decision to build a new nuclear power plant at Oldbury. The confidential brief has been sent to several PR agencies in the UK.

Your proposal would be used to ‘pitch’ for the account, and so should be written as a formal document that you would give to the client, outlining how Bright Sparks PR would run the campaign.

The Brief

Horizon Nuclear Power owns the rights to build a new generation of power plants in the UK. They currently have plans to build new reactors on existing sites at Angelsey in Wales (the Wylfa Newydd project) and at Oldbury, north of Bristol. Both sites have been deemed potentially suitable for new nuclear development by the UK government. The plants will use the Hitachi GE UK Advanced Boiling Water Reactor technology to generate power. Wylfa Newydd is the lead project, and Horizon plan to use their learning from this in their development of the Oldbury project.

The existing Oldbury nuclear power plant is situated on the South Bank of the River Severn in South Gloucestershire, and has been closed since 2012. The small villages of Oldbury-upon-Severn and Oldbury Naite are the nearest communities to the power station, and the larger town of Thornbury is four miles away. Horizon have decided to build two new reactors at the Oldbury site, which will provide around 2,700 megawatts of electricity generating capability. The development is likely to require some additional land surrounding the site for temporary construction facilities, and there will also be an impact on the landscape and biodiversity in the area.

Horizon are looking to announce their decision to build the power plant at Oldbury and submit a planning application for a new nuclear power station. Nuclear power is highly controversial in the UK, and Horizon recognise that it is important to gain support from key publics and effectively address concerns about the new power plant in order for the development to go ahead. They are therefore seeking to appoint a PR agency to manage the communication of their decision to build the power plant, and for communication activity for the following six months whilst the planning application is underway.

The PR agency will be expected to analyse where there are likely to be issues surrounding the decision to build the new power plant, and identify the key publics that are likely to affect the proposed development. For the purposes of this assignment, you should prioritise ONE public for the PR campaign. The planned campaign should seek to address any concerns of this public and gain their support for the decision to build a new nuclear power plant at Oldbury.  


The overall aim of the PR campaign is to build support for the development of a new nuclear power plant at Oldbury.


£100,000. The size of the budget provides good flexibility for a wide scope of activity. You should indicate how this budget would be spent.


The announcement of the decision to build the plant will be made in September 2017. The campaign should include the communication of the announcement and then run for six months following the announcement, whilst the planning application is underway. You should indicate the timings of activities in the campaign during this period.

Your proposal is expected to cover the following (you may wish to use these as headings in your proposal):

  1. Environmental analysis and communication context – You should conduct an assessment of the broader issues affecting the project, and use this to identify the specific communication challenges and opportunities for the proposed development.
  1. Stakeholder analysis to identify and prioritise key publics– You should undertake an analysis of the stakeholders for the proposed development, in order to identify the key publics. You are required to choose and justify ONE public to to focus on for the PR campaign. The word limit precludes covering a wider range of publics.
  1. Campaign objectives- You are required to set appropriate PR objectives for your one prioritised public, based on the campaign aim stated in the brief.
  1. Campaign strategy and tactics– You should determine an overall PR strategy and specific tactics for a campaign targeting your prioritised public, including creative suggestions for communicating with this group. Your choices should be justified based on the campaign objectives. You should consider costs and timings of the campaign activity over the six month campaign period.
  1. Evaluation methods– You should specify how you would plan to evaluate the campaign. Evaluation should be linked to the campaign objectives.
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