Submit an original written campaign prospectus that includes a section for each of the 4 RACE steps in the public relations process, as shown below. Select your own client, and should use the same client for each element. It is recommended that you select a client that they can easily find information on, especially through the Internet. HINT: You normally can identify a client through one of three major areas: 1) a profit-making company, 2) a non-profit organization pursuing a social cause and, 3) a high-profile public person (e.g., celebrity, public official, athlete, etc.)
Below are the elements necessary for each step:
I. RESEARCH. Defining the Public Relations Problem: What’s happening now?
Discover the facts crucial to the program. Write a problem statement. Conduct a Situational Analysis: Existing research, SWOT (See notes) Original Research: Focus groups, interviews, quantitative surveys. (What would you use if you had the time and resources?)
II. ACTION PLANNING. What is the desired situation? What should we do and say?
Write at least 1 measurable goal and objective (must be specific). Segment publics and list the tactics, estimated costs, timeline for each
III. COMMUNICATION. Taking Action and Communicating: Let’s do it and say it.
Design communication. Must have: Key messages Campaign theme Description of the ways your campaign will connect with two key audiences (special events? social media? conventions/conferences? traditional news media? road shows? celebrity endorsements? etc.). Make sure to clearly explain how your approach makes sense for both audiences. (Note: your campaign should not rely on one approach that works for both audiences). A sample News Release A sample social media message (NOTE: do NOT simply repeat the language in your news release example).
IV. EVALUATION. Evaluating the Program: How did we do?
Explain how to collect and codify results in the three main areas of preparation, implementation and impact. Describe other feedback methods.