Public Relations Campaign Proposal and Media Release

Interviews Summary
This assignment aims to develop students’ research and critical thinking skills. Students must conduct face-to- face interviews with 5-6 participants (outside COMM150 class) on the topic of their PR campaign. The aim is to find answers on how people think about the topic, what gaps in their knowledge/attitudes/behaviours there are, what could motivate them to change this, how people could be reached/persuaded etc. You will begin to develop your research question in Week 2 and bring a brief research proposal (100 words) plus your interview questions to class in Week 3. The proposal should present your research questions (what you are trying to find out) and your method (how you are going to explore your research question) and 4-6 interview questions that you will ask your participants to help them answer your research question. You can only start your interviews once the tutor has approved the proposal and the interview questions (the completed summary of the interview is due in Week 5).
You will need to submit a written summary of your research (a short 700 words essay), which draws on theories and findings of other studies in the same field to support your findings and some additional sources, including a short reference list. You should discuss the outcomes of your study and also find a way of illustrating the results, e.g. by including important quotes from the participants, or an overview table in the appendix.
Choose one from the following scenarios:
? Imagine that you are a public relations consultant for a national campaign to change public behaviour on an issue of national or international interest. You have been hired to design an innovative and effective communication campaign that will achieve this outcome.
? Imagine that you are a public relations consultant for an activist group. You have been hired to design an innovative and effective communication campaign to promote its social profile and enhance its cause in domestic and international contexts.
? Imagine that you are a public relations consultant that was hired by the City of Sydney. Your job is to create an innovative and effective communication campaign to successfully promote the city’s national and international reputation and image.

Assessment Task PART 2 Public Relations Campaign Proposal and Media Release
This assignment task consists of a PR Proposal as an overview of your PR campaign and a brief media release. Working in a small group, you must imagine yourself as a PR consultant for an organisation. You are required to design a public relations campaign on the topic that you chose in week 3. The proposal should be 1200 words long and should contain the following parts:
? Executive Summary
? Situation Analysis
? Objectives
? Target Publics
? Key Messages
? Strategy
? Tactics
? Timeline
? Evaluation
? Conclusion
The situation analysis should include some of the findings of your interview (AT1) and be supported by some background information on the topic/issue, accompanied by a reference list. Examples and specifics of the content will be discussed in class and posted on SIBT Learning.
Media Release: A Media Release on the campaign should be attached to the proposal (last page, same document). The Media Release should briefly introduce the what, when, where, who, why, how of the launch of the campaign. It should be roughly 150 words long. You will be shown examples in class.

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