Public Relations Case Analysis for Client:

$($client name here$)$

The outline below is a template. It outlines material that must be included in your public relations

campaign proposal. You must include all parts and you may not change or delete any headings.

Your oral presentation should also follow this format. You will probably want at least one slide for

each heading below, more for creative material $$ your ideas. For scheduling, initial points and

deadlines for each topic are in your syllabus.

Your final

bound, portfolio$-$level

campaign report is due by the end of class as noted above.

I. SET UP: $[$NOTE:

preliminary: Cover Page due TBD and Set Up due for other two parts$]$

$\_\_\_\_\_\_$ Cover page must include $-$ in the following order:

a$)$

Campaign theme or title$/$client$$s organizational name

b$)$

Public relations

firm name, logo$,$ slogan and contact information

c$)$

Names $($and titles$)$ of public relations

firm members

$\_\_\_\_\_\_$Executive Summary

$\_\_\_\_\_\_$Table of Contents $-$ with page numbers keyed to sections below

II$.$ BACKGROUND RESEARCH:

$\_\_\_\_\_\_$Formative$/$Situational Analysis $-$ Use consistent style to write this section; it is a formal report.

Be sure to key your Table of Contents to the sections below

Client$/$Organization History & Background

B$.$

Situation: Issue History & Background

C$.$

Service$/$Product$/$Issue Evaluation

D$.$

Competitive Evaluation

E$.$

Competitors$$ & Clients$$ Previous Communication Plans & Behavior

F$.$

Additional Relevant Secondary Research

G$.$

References

III. PRIMARY RESEARCH & OBJECTIVES:

Public Relations Recommendations $[$include explanation$]$

A$.$

Target Publics or Constituents $[$research results here$]$

B$.$

Goals and Communication Objectives $[$research results here$]$

IV$.$ PLANNING

A$.$

Public Relations Tactics

B$.$

Communication Execution Recommendations

C$.$

Schedule $[$format: a calendar is good for this$]$

D$.$

Budget $[$need to get costs for each activity$]$

E$.$

Media Contact Database

V$.$ EVALUATION:

$\_\_\_\_\_\_\_$Evaluation and Further Suggestions Proposal