11 May WAS THERE A SPENDING BUDGET IDENTIFIED?
Research
− Analyze the situation/issue/problem/case/campaign
o The current situation of the campaign within the organization and any present challenges/opportunities.
o State the problem statement
➢ Action
o Include detail about the case/campaign. Meaning, you should present any and all relevant research, the goals and objectives of the campaign, and then discuss strategies and key messages of the campaign in detail.
o Analyze the main publics/target audiences involved and affected
➢ Communication
o Describe the communication tactics the organization used and evaluate the strengths and of the campaign.
o What were the channels used? What was the calendar/timetable used? Was there a spending budget identified?
− Analyze the “big picture” – the overall plan, and how those plans achieved or did not achieve the organization’s goals and objectives. This section of the paper should cover the following:
o Theoretical basis for the case/campaign – which theory do you think this case/campaign is ground in? What theory makes the most sense to be applied?
o The communication strategy of the organization. What media outlets were used? How were the tactics received by the public – successful? Not successful?
➢ Evaluation
− Once the campaign was over, what were the next steps the company took? This section should contain the following:
o What did the company do to recover from this campaign?
o If this is a current situation, what are the steps the organization is currently taking? If this is not a current issue, what was the end result?
o You must address what could this organization could have done differently or what to do differently in the future. For example, how could they spin the negatives into positives? What could they promote instead? What relationships can they strengthen to show an improved image to the public?
Conclusion—All papers must have a conclusion that provides a summary and review of the current paper. I should be able to read this section and know in general what your paper discussed. This should emphasize the “big picture” and the possible impact of the campaign/case you chose. This section should be 1-2 pages.
OUTLINE TO INCLUDE:
• Title Page (creative title and your name)
• Introduction
• Research
• Situation Analysis
• Problem Statement
• Action
• Goal
• Objectives
• Target Audience(s)
• Strategy
• Key Messages
• Communication
• Channels
• Tactics
• Theory
• Calendar/Timetable
• Budget
• Evaluation Plan
• Conclusion
• Appendices
• Press release/any and all media materials (i.e., press kit)
• Communications materials (i.e., public service announcements, speech outlines, statements, institutional ads, brochure mockup).
• References
• You will cite parenthetically within the proposal and have a reference page at the end of the proposal.
• All citations must be in APA style, because it is the standard in the field of communication.
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