TTU PR Showdown PR Strategies Challenge
Ready to show what you know about developing a strategic PR communication plan? We’re looking forward to seeing you develop a plan that is creative, is aligned with what the organization has requested, and that demonstrates your strategic thinking. Your plan should be written professionally. Typographical and grammatical errors will reflect poorly on your team, as will missing information or improperly formatted documents. Your finished plan must be written on a maximum of two pages, using 1-inch margins. Please use 12-point Times New Roman font, single-spacing, and the suggested format (see below). You may submit your entry as a text document or a PDF to be certain it looks exactly as you prepared it.
The challenge: A potential client wants to hire the best PR firm possible. Follow all guidelines carefully.
Client information: Is listed below.
Sections for your document, as shown in bold, are:
Team name: List your team number on your document, and your firm’s name if you’ve created one.
Positioning Statement: Write a brief positioning statement about the client.
Goal: Write one PR goal for your strategic plan.
Objectives: Write at least three properly written PR objectives aligned to that goal.
Target Public: Describe at least one appropriate public that you will target in the plan.
Strategy(ies) Recommended: Describe one proactive strategy (label or describe it precisely) you would use to accomplish your PR objectives.
Message Strategy: Describe and justify your message choices. Tell the client why the strategy would be appropriate for the target public you’ve identified.
Tactics Recommended: Briefly describe at least two communication tactics that would be used to execute your plan.
Evaluation Recommended: Write a total of two criteria on which your strategic plan will be evaluated at its conclusion. Describe briefly, and precisely, how your client will know if this strategic PR plan was successful. This ends your plan.
– To Enter: Submit your 2-page document through Blackboard before noon tomorrow.
Questions? Contact: Professor Roginson, she is today’s challenge mentor and the best way to reach her is via e-mail (firstname.lastname@example.org). She will respond to email surrounding her teaching responsibilities and sleep and will respond to your questions as quickly as possible.
Meet Dolly Tulia and her dog, Buster Paws. Dolly is a resident of Carillon of Lubbock.
(See Link at: http://www.carillonlubbock.com).
Dolly wants to run for the Lubbock City council to represent her district in the next election and needs a strategic communication plan to support her candidacy. Dolly has four primary issues that she says are the reason she wants to run.
The primary reason she is running for office is that she is deeply concerned about these issues:
- The potential noise abatement law on local residents. (It’s already difficult for Dolly and her fellow residents to hear each other.) She is deeply opposed to forcing any citizen to have to turn their television sets (or any other noisy-making thing) down for any reason at any time of day. (Dolly awakes every morning at 4 a.m. and does jazzercise to loud music.)
- She wants a dog park built for Buster Paws somewhere on Texas Tech Parkway and needs the support of local businesses, Texas Tech and the communities north of 19th Street to 4th Street (east of Quaker and west of Texas Tech Parkway) all part of her district where she’s running for office.
- Dolly knows that there are many fraternities in her district and she’s heard about the horrors of binge drinking on college campuses. (Dolly is well-read.) She understands that the drinking age is 21 and doesn’t want to restrict all alcohol consumption in that area—and Dolly’s been known to knock a few back herself from time to time—but she does know that the problem is serious. She’s looking for some strategic help about what she might say and do about that issue that her constituents will support.
- Finally, Dolly is deeply upset that United Supermarkets has replaced Peet’s Coffee with “another damned Starbucks” and wants to inspire some local business person to franchise a Peet’s near Carillon. She thinks others feel this way and wants to find them to be sure they support her candidacy, because the folks at Carillon have no idea why she keeps yelling about this.
Can you help Dolly identify her target audience, goal and objectives, clarify her 4-point messages, and get her elected?
The strategic PR communication plan must be submitted by the deadline in order for it to be considered.
Judges for the PR Strategy Challenge:
- Blayne Beal, Director of Marketing, College of Arts & Sciences, Texas Tech University
- Cathy Landtroop, Founder/CEO, Landtroop Strategies
- Judy Mann, Account Manager (retired), Harris & Associates