Public Relations is a communication-based function which identifies and evaluates relationships with an sport organization's key specific publics, with a general goal of fostering and improving desirable relationships between them. Managerial strategies in public relations then become part of the comprehensive program. In addition, a need to address a specific purpose or particular issue, such as generating support for a cause, publicizing charitable donations, or responding to a negative perception is often desirable. A Public Relations Campaign is developed and administered. You will be responsible for submitting a course-long project which follows the public relations campaign process as described in our textbook.
Assignment Details: Each student will submit a 6-8 page written document which identifies a misconception or negative perception about a professional or collegiate sport entity. Following the four-step public relations campaign process as adopted by the Public Relations Society of America and described in chapter 2 of your textbook, you will develop a campaign which describes the strategies, actions, communication channels, and publics targeted. This campaign will be submitted in APA Style, 6th edition and will be a minimum of six pages, PLUS Title page and Reference page. Please adhere to the following outline to guide your campaign:
Outline:
Introduction - Please summarize the name, purpose, and background history of the sport organization. Please also identify the key publics associated with the organization (fans or fan segments, stockholders, media, etc.)
Step 1: Research
Identify and define the problem or issue. This could be a real or fictitious issue that needs to have information communicated to key sport publics to help alleviate the problem or misconception. For example, a sport organization may learn that the sport venue is not viewed as family friendly. Maybe a sport entity is not seen as inclusive or caring about diversity in the fan base or about caring for the environment. Or possibly, the organization realizes that it has not effectively communicated the rich winning history of the organization to the younger public demographic. How did the organization learn of the issue or misconception? What research or data is involved? Why is it significant enough to be addressed by a PR campaign? Please also identify the key publics associated with the issue (fan segments, stockholders, concerned media, etc.) Remember that publics are distinguishable, homogenous, important, and reachable (p. 59).
Step 2: Planning and Programming
Goal or desired general outcome, followed by a series of specific objectives (p. 60).
Strategies and Tactics
Communication channels --Adverstising, news conferences, news releases, social media, campaign events, etc.
Budget - What will this campaign cost? Please break down the segments by researching actual costs.
Timeline of campaign - start date, completion date, etc.
Step 3: Execution
Taking action - How will you implement the campaign plan?
Communicating - How will you ensure that you are reaching the desired public(s)?
Include Tagline in your paper and design an attention-grabbing image w/ tagline SUBMITTED TO COURSE PRIVATE facebook PAGE. (See link below for an example of Apple's tagline, "You're More Powerful Than You Think")
Step 4: Evaluation
How will you know if you have succeeded? What means of measurement/tracking will you use? (pp. 63-65)
(Please review the case studies on pp. 60-62).
Conclusion
Reference Page in APA style
As an example of an effective attention-catching tagline, please review the following link that details an Apple campaign which used the tagline, "You're More Powerful Than You Think" to address the misconception that all smart phones are alike.