Students will develop a formal client proposal in response to the client brief. This proposal will contain information and justification for the proposed project, identify potential ethical issues,offer a preliminarysituation analysis, and develop communication objectives.
Presentation requirements:Students must follow the template. The proposal should be submitted as an A4 Microsoft Word document, using 1.5 spacing and 12-point font. A reference list should be included as an appendix and this list does not contribute to the total word count.
Criteria for marking:The clientproposalwill be assessed on the following criteria:
- Understanding of client’s needs, e.g. offers clear problem statement; identifies issue and its significance for client;contextualises problem within the industry sector relevant to the client
- Quality and relevance of research and analysis
- Quality of proposed strategy, e.g. clarifies scope of proposed strategy and appropriateness to client needs
- Presentation, e.g. logical progression of argument; quality of writing and expression;accurate punctuation and grammar; accurate referencing; adherence to word limit; professional presentation with sub-headings.
Referencing requirements:Students are required to use standard academic referencing in their assignments and may use APA 6th or 7th editions. The referencing system must be used in a consistent fashion and must provide complete and thorough bibliographic information.
(Proposal Cover) Public Relations Proposal for (name of client) Prepared by: (Your Name) WHAT TO INCLUDE (1000 words) A proposal should show your client that you understand the organisation, its goals and objectives, the industry sector, the broader societal environment in which it operates and your approach to fulfilling the brief. Your proposal should feature: Introduction to the proposal What this proposal is in response to and what it includes. Client & Issue Background Brief overview to demonstrate your knowledge of the client and the issue. Preliminary Situation Analysis Define the sector the client operates in and provide a brief statement that demonstrates your understanding of this sector, the external influences that may impact the client, and the client’s position within the sector. You can include graphs and/or images as appropriate. SWOT analysis Perceived strengths and weaknesses of the client/issue with a focus on the opportunities you’ve identified and why they are important. Response to the brief In this section, define the goals of your overall PR plan in response to the brief. Include preliminary information in relation to objectives and target publics. In this section you should also include creative ideas around potential key messages, communication pathways and tools (tactics), and stipulate that these will be detailed in your final plan. Reference list required (but not included in the word limit) 714 Laurel Avenue, Burlingame, CA 94010 650-685-5565,
[email protected] Microsoft Word - Edgar'sMissionBrief.docx This document highlights key elements, but you need to listen to the Podcast Brief with Sophia Grewal for the complete client brief – see the link on Moodle. Client: Edgar’s Mission www.edgarsmission.org.au Sophia Grewal Community Engagement & Advocacy Manager Sheep Servant | Campaigns & Event Strategy | Written Content | Media Relations Who we are: Not for profit farm sanctuary Edgar’s Mission is set on 153 peaceable acres near Lancefield, Victoria (Australia), about 60 km north of Melbourne. We rescue and provide sanctuary to animals in need, currently providing lifelong love and care to over 450 rescued animals. Through education, outreach, advocacy, community enrichment and farm tours, we encourage people to expand their circle of compassion to include all animals. Important notes: • We don’t see other animal sanctuaries as competitors, we are thrilled to see others working in the space. We are one of the largest. We run workshops to help those who want to start animal sanctuaries; it is really hard work. • We are pioneering in animal care including prosthetics and innovative solutions to give these animals lives truly worth living • We do not push veganism. We want to educate and inform people, and let them make up their own minds. Our mission is kindness. Primary Goal: Our mission is kindness Target publics: (Who are we talking to?) Our target publics are diverse: • Predominantly females over 50 years (donors) • Children – lots of school groups visit the Mission • 20- to 30-year-old group are also active on social media • Retirees • 80% donors Australian market Your Brief - Annual Campaign – All Mother’s Day 2023: We all love our mothers. At Edgar’s Mission there are so many stories about incredible mothers who happen to be farmed animals. We want to raise awareness coming from that emotive perspective and spark kindness in people’s hearts. We want to find ways to amplify the stories of our animals across a broad range of communication channels. We are very focused on storytelling. Goals of the campaign: • Getting people to think about their choices and how they can have an impact by telling the stories of the animals Communications channels: • Dedicated website • Social media – big following - 495,000 on Facebook • Majority of Facebook followers based in the US • Instagram • TikTok • Billboards • Outdoor posters • eDM (email direct mail) Communications resources (size of team) – 3 people. We have 20 staff in total. 470 animals. Volunteers. Budget: $50,000 (plus support-in-kind – they have designers and web developers that do pro-bono work) Useful research resources (lots of images and videos on social media and websites). In particular Pam Ahern’s blog on the Edgar’s Mission website is a great resource. www.edgarsmission.org.au https://www.edgarsmission.org.au/all-mothers-day/ www.allmothersday.com.au