PA685- Strategic Management of Public Communication
For this assignment, you will be completing a public communications campaign proposal for the situation outlined below. You will be asked to conduct secondary research on your own to better understand the target audiences and how to reach them. You will be preparing a situation analysis that includes an overview of the organization, the issue, and the stakeholders you decide to target with your campaign idea. You will then develop the strategy for your campaign, the messaging, and prepare at least five tactics that the agency can use during the campaign. You will NOT be implementing the campaign, but you should discuss how the campaign would be evaluated in the concluding section of the project.
For overall guidance with the campaign plan, the situational analysis should be approximately 8-10 pages as it discusses the organization, the issue, and potential stakeholders. The strategy section that discusses the main targeted audience (e.g., you will select one or two out of the list of stakeholders in the situational analysis and provide significant detail on them), the strategy, and messaging should be approximately 6-8 pages.
You should write at least one page for each tactic, depending on what you decide to use; the tactics should work with your strategy and messaging. Potential tactics include, but are not limited to, news releases, op-ed pieces, billboards/fliers/posters, radio or television public service announcements, social media updates, special events,newsletter articles, and many more that are discussed in the course textbook. The tactics should be prepared and submitted with the plan (e.g., a news release following the format discussed in lecture; a social media plan with examples of text and picture updates; a special event plan that discusses the who, what, when, where, why, and an outline of the itinerary of the event; a mock-up of a visual aid whether that be a T-shirt,poster, or billboard.) The evaluation plan should be approximately 2-3 pages and discuss the various methods of how you will determine whether your campaign was successful.
You have been tasked to create a public communications campaign designed to increase the use of remaining website and program resources among one of the four groups noted above. Your plan should be guided by the overall instructions on the first page of this handout as well as the secondary research you conduct.
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