Public Relations Campaign Conclusion
Objectives
Apply strategic communications in the creation of a campaign. Create a public relations campaign. Implement communications strategies and tactics. Learn how to analyze and measure public relations activities.
Assignment Instructions
As the public-relations agency for an entity, complete the final elements of your public-relations campaign. Create the following elements of the public- relations campaign and include an explanation describing how each chosen strategy will help the campaign meet its chosen goals and objectives:
Targeted Earned Media: Research specific news media outlets and journalists/influencers to target for your campaign. A minimum of five journalists/influencers and outlets are required and should include a variety of platforms.
Email Pitch: A concise email story pitch to a journalist/influencer from the targeted earned media list to persuade the journalist to cover an aspect of your campaign, implementing the best practices for media relations discussed in the course and covered in chapter 22 of The New Rules of Marketing & PR.
Timeline: A comprehensive timeline for the implementation of the various elements of the campaign. This includes strategies in the outline created in Week 1, the components created in Week 2, and any additional communications strategies and elements for the duration of the campaign. This should include timing of announcements, news releases, blog posts, social media, speaking engagements, events, promotions and any other communications. Tools and tactics for owned, earned and shared media should be included. Paid media should not be included.
Measurement: Detailed description of measurement methods implemented to determine if the campaign strategies were effective and goals and objectives were met.
Intellectual Property Analysis
Objectives
Identify content protected by intellectual property law & right of publicity laws. Identify situations where licensing of content is necessary. Explain how licensing can protect the use of intellectual property, and why a license is needed to obtain rights to use content.
Assignment Instructions
Your company, FS Media & Marketing (FSMM), has been hired to create a marketing campaign for a concert benefiting Orlando City Foundation, to be held at Exploria Stadium at halftime of the opening game for the next Orlando Pride soccer season. In this campaign, FSMM is responsible for social media campaigns on various platforms, an advertising campaign (including broadcast, radio and print media), creating collateral and a website, coordinating fan interaction and involvement, and creating a musical theme for the concert. In your marketing materials, you will be primarily highlighting Alex Morgan, as a spokesperson for Orlando Pride, and Lady Gaga, who will headline the concert. You will need photographs of each individual, from a source outside your agency. Alex Morgan is a huge fan of Whitney Houston, and wants Lady Gaga to cover several of the musician’s songs during her concert. Also, as a primary sponsor for Orlando Pride, Orlando Health will be featured prominently in the campaign. Your social media campaign will include fan-submitted photos and quotes, which will be used during the game, concert and around the arena. Your website will allow user posted content for various aspects of the campaign. During the event itself, you will obtain live broadcast coverage of the event, as well as media and photography coverage, which will include images of the fans, players, musicians and logos around the stadium.
Public Relations News Release
Objectives
Recognize compelling messages. Create content that influences media and consumers. Demonstrate the appropriate use of public-relations tools
Assignment Instructions
For your public-relations campaign, create the content that will be distributed through various communication channels. The content should be clear and compelling while delivering a message that will help achieve the goals of the campaign. It should follow and expand on the messaging created in Assignment 1while demonstrating the unique purpose of each communication tool.
Choose an aspect of the campaign to focus on (event, announcement, etc.) and create two separate pieces of content to communicate to your target audiences.
The content created must include:
Digital News Release (approximately 350-750 words) with keywords for search engine optimization designated and placement of links for videos and photos indicated.
Blog post written by you but in the first-person voice of the campaign spokesperson designated in Assignment 1. The post should provide a personal, persuasive message to the audience. It should be a minimum of three paragraphs and can include images, videos, infographics, etc. Include a note on the post that this is a class assignment and not an actual post by the spokesperson or organization.
The content in each piece should seek to demonstrate the effective use of that tool. The digital news release should be written in the third person and provide a formal announcement by the organization designed to inform and educate audiences. The blog post should be in the first-person voice of the spokesperson and deliver a personal message that seeks to connect to and relate with the campaign's target audiences.
Choose an aspect of the campaign to focus on (event, announcement, etc.) and create two separate pieces of content to communicate to your target audiences.
The content created must include:
Digital News Release (approximately 350-750 words) with keywords for search engine optimization designated and placement of links for videos and photos indicated.
Blog post written by you but in the first-person voice of the campaign spokesperson designated in Assignment 1. The post should provide a personal, persuasive message to the audience. It should be a minimum of three paragraphs and can include images, videos, infographics, etc. Include a note on the post that this is a class assignment and not an actual post by the spokesperson or organization.
The content in each piece should seek to demonstrate the effective use of that tool. The digital news release should be written in the third person and provide a formal announcement by the organization designed to inform and educate audiences. The blog post should be in the first-person voice of the spokesperson and deliver a personal message that seeks to connect to and relate with the campaign's target audiences.