In Topic 3, you created a situational analysis to develop a basis of understanding for the environment in which you will deliver a public relations plan. With your understanding of this context, you can now focus on planning.
The PESO model helps in understanding the media landscape by outlining the associated channels that can be used in PR efforts. In this assignment, you will focus on a variety of earned media tactics.
Imagine that Amrita requests you focus on a comprehensive earned media campaign. Complete the following to prepare for a client presentation:
Review the attached “Amrita Brand Guide” and “Amrita Comprehensive Marketing Plan” documents and your research and presentation from Topic 3 to familiarize yourself with the objectives, persona information, and environmental context which you will use to summarize research or insights.
Based on your research, outline at least two SMART objectives for the client.
Plan three strategic earned media tactics you believe will most effectively accomplish the objectives, ensuring at least one tactic includes a specific media outlet or publication. These tactics should not duplicate the marketing and advertising tactics outlined in the “Amrita Comprehensive Marketing Plan.” They should instead be specific public relations tactics, designed to support and supplement the existing marketing campaign.
In planning each of the three tactics, determine what you will be doing and which SMART objective the tactic connects to, the theoretical foundation based on research for the tactic’s success, the rationale for using the tactic in connection to the personas, and a measurement plan for success.
Create a digital presentation that includes the following slides (four slides per tactic):
Intro slide
Research or insights summary
Tactic 1: Description (What will you be doing and which SMART objective is addressed by this tactic?)
Tactic 1: Theoretical Foundation (What foundational reason do you have to believe this will be successful?)
Tactic 1: Rationale (How does this tactic connect to the personas?)
Tactic 1: Measurement (How will you measure success?)
Tactic 2: Description (What will you be doing and which SMART objective is addressed by this tactic?)
Tactic 2: Theoretical Foundation (What foundational reason do you have to believe this will be successful?)
Tactic 2: Rationale (How does this tactic connect to the personas?)
Tactic 2: Measurement (How will you measure success?)
Tactic 3: Description (What will you be doing and which SMART objective is addressed by this tactic?)
Tactic 3: Theoretical Foundation (What foundational reason do you have to believe this will be successful?)
Tactic 3: Rationale (How does this tactic connect to the personas?)
Tactic 3: Measurement (How will you measure success?)
Closing slide
Submission Deliverables
Export your presentation as a single PDF. Submit this assignment to your digital classroom as one PDF document labeled: Last Name_First Name_Topic 4 PR Planning.
General Requirements
APA format is not required, but solid academic writing is expected.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
Last Completed Projects
| topic title | academic level | Writer | delivered |
|---|