Public Relations: Theory & Process

Group Assignment
Class Presentation: December 2, 2014
Ideas Due October 7, 2014
For this assignment, you will develop a plan to publicize one concrete aspect of your organizations work
(e.g., a study, event, product, etc.), taking into account the objectives of the organization and the types of
news coverage your organization receives (this can be done by running Lexis/Nexis or related searches).
You cannot publicize an idea or concept (e.g., education, leadership, the First Amendment, etc.). A
one- or two-sentence description of what you will publicize is due October 7, 2014.
Your plan, to be presented on December 2, should include at least three distinct publicity elements and
these should be designed to function as a coherent media plan. One of these three elements must be a
press release, which your group will write. For the other elements, which you dont need to create, you
may choose any combination of the following that adds up to at least two: an op/ed, a pitch letter, or
something else that your group comes up with (1 press release + 2 other elements = 3).
In addition, you need to explain the following: why you have chosen a particular element, when in the
calendar year it will be executed and why (e.g., it coincides with an anniversary, trend, etc.), which news
outlets you will target and why, and how all of this is consistent with your organizations goals and aims.
In addition, you should indicate how these elements are designed to function both independently and as a
coherent media strategy. For instance, if you choose to do three press releases, explain how, taken
together, this is the best path for your organization to take. You may refer to class readings and
discussions on how the media function in providing explanations for your plan.
Specific Requirements
In addition to writing a press release, you should also explain where you will seek to obtain
coverage (i.e., which news outlets you will targetplease use names of news organizations, not,
for instance, local newspapers) and why the release you wrote contains the contents it does.
If you choose an op/ed as one of the other elements, you should describe the topic of the op/ed
and what position the op/ed will takeand where you will seek to place it. Again, you do not
need to write the op/ed.
If you choose a pitch letter as one of the other elements, you should explain which news
organizations you are targeting, what you would emphasize in the letter, and why this is the best
course of action. Again, you do not need to write a pitch letter.
Dont get nervouswell go over press releases and other forms of written communication as well as the
creation of media lists during the October 28 lecture.
This project is a group assignment, with all members expected to offer significant participation. While
you may get ideas for producing your strategy from your organizations web site or news coverage
of it, you may not duplicate its public relations activities in writing up this assignment.
In addition to turning in the press release, I would recommend turning in to me any material you use in
presenting your plan (e.g., PowerPoint slides). Use your discretion as to which visual materials will best
allow you to make your class presentation, which should be 5-10 minutes in length.
This assignment is worth 10 percent of your final grade.