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Question: PR campaign plan including press release or a blog post: prepare a public relations campaign centred around an event that will help an organisation achieve its goals (e.g. enhance reputation, raise awareness and change attitudes about an issue etc.).

23 May 2023,10:20 AM

 

Assessment 1: PR Plan

Your task is to prepare a public relations campaign centred around an event that will help an organisation achieve its goals (e.g. enhance reputation, raise awareness and change attitudes about an issue etc.).

Please note that funds are restricted so there will be no advertising and you will need to ensure that you budget effectively. Your plan should include a news release and refer to any other written material for both online and offline use.

YOUR TASK: Prepare a PR plan for the campaign using SOSTAC as your planning framework

  • You must include a news release - maximum word count 250 words, including notes to editors.
  • You must use D-Day and a detailed GANNT chart to show your Actions and Timings in this plan.
  • The plan should include a costed budget (including contingency) for the event
  • Your TOTAL word count is 1500 (+ or - 5% i.e. your answer must be between 1425 and 1575 words) and this must be stated clearly at the end of your work.
  • You can use screenshots for PEST, SWOT and the GANNT chart. You CANNOT use screenshots for the target publics or any other sections.
  • You may include appendices but those are not part of your word count.
  • Any work not your own (e.g. taken from websites etc.) should be in an appendix and not part of your word count.
  • The clients in the brief are fictional, but are loosely based on existing organisations, therefore, research carefully and do not make any questionable assumptions in your answer (i.e. a big celebrity involvement, without explaining how).
  • Please present your plan in business English using sub-headings to break up the different sections

 

The Briefs - You have a choice of ONE of the three briefs below:

Brief 1 – GRIN

Greyhound Rescue in Newcastle (GRIN) is an animal charity based 1 mile from the city-centre, which rescues and shelters dogs and cats until a new owner can be found.

It specialises in greyhounds and other racing breeds, which have been abandoned after retirement. It currently has 85 animals in its care, including 30 greyhounds, and 30 cats and kittens. Traditionally, greyhounds are among the most difficult dogs to rehome due to a false perception that they need lots of exercise.

In August 2023, GRIN will celebrate its 50th anniversary and the charity’s Board of Trustees has asked your PR agency to plan a campaign which will:

  • Celebrate the milestone anniversary
  • Raise awareness of GRIN and influence attitudes towards adopting and re-homing greyhounds
  • Target existing and new stakeholders and influencers who may be sympathetic to its cause, including potential sponsors
  • For this campaign, you have a budget of £5000

 

Brief 2 – Lab@NCL

Lab@NCL is a brand-new science-themed restaurant and cocktail bar for Newcastle city centre, which aims to provide an exclusive, unforgettable dining and night-time experience.

The restaurant allows diners to create and concoct their own menus, meals and cocktails, using experimental ingredients and methods. Food will be prepared and served in 8 private dining booths (seating up to 10 guests), each with their own personal chef and cocktail maker.

The bar area has capacity for 100 people and includes a DJ-booth, AV equipment, and small performance area. Your PR agency won a competitive tender for the launch campaign and the Lab@NCL owners have asked you to:

  • Prepare a campaign to build excitement about the launch of Lab@NCL to include the restaurant opening in autumn 2023 and to maintain buzz in the weeks afterwards
  • To position Lab@NCL as one of the city’s premier night-time venues, offering an entirely exclusive experience which will appeal to the city’s young professionals
  • For this campaign, you have a budget of £20,000

 

3. City Hub

City Hub is an award-winning community art gallery and theatre, based on the Newcastle Quayside. It is funded and managed by Newcastle City Council, and in 2021 received significant Arts Council funding to build a £5million extension which celebrates the contribution of the international community to the North-East’s cultural heritage.

The new wing is set to open to the public in April 2024 and will feature a gallery and performance space, a small café which opens out onto a riverside patio and activity area. City Hub has a number of high-profile patrons and supporters including the city’s MP Chi Onwurah; celebrity chef Sir Paul Kwouk (who opened Newcastle’s first Chinese restaurant in 1968); the fashion designer Bruce Oldfield; and the Newcastle United footballer Bruno Guimaraes (a Brazilian international).

Newcastle City Council has asked your PR agency to plan a PR campaign for the launch which will:

  • Celebrate and showcase the diversity of Newcastle’s international community emphasising its contribution to the wellbeing of the city
  • Organise a high-profile launch event for the new centre, including deciding on an iconic name for the facility
  • Engage with the wider Newcastle community, including schools, colleges, and groups representing the many different nationalities living in the city
  • For this campaign, you have a budget of £10,000

 

EXAMPLE 1:

 

PR Plan for Greyhound Rescue in Newcastle (GRIN)

  1. Situation Analysis

1.1 Background: Greyhound Rescue in Newcastle (GRIN) is an animal charity based near the city centre. It specializes in rescuing and sheltering greyhounds and other racing breeds until they can be adopted by new owners. GRIN is approaching its 50th anniversary in August 2023 and aims to raise awareness about its work and promote the adoption of greyhounds.

1.2 Target Publics: a) Existing stakeholders: Current volunteers, donors, and supporters of GRIN. b) New stakeholders: Individuals interested in adopting pets, animal welfare organizations, local media outlets, and potential sponsors.

1.3 SWOT Analysis: Strengths: Established reputation, expertise in greyhound rescue, dedicated volunteers. Weaknesses: Limited public awareness, false perceptions about greyhounds' exercise needs. Opportunities: Anniversary milestone, potential sponsors, growing interest in pet adoption. Threats: Competition from other animal charities, budget constraints.

1.4 Objectives: a) Celebrate the 50th anniversary of GRIN. b) Raise awareness of GRIN and challenge misconceptions about greyhounds' exercise needs. c) Increase adoption rates for greyhounds. d) Engage with potential sponsors to secure long-term financial support.

  1. Strategy

2.1 Key Message: "Adopt a Greyhound: Discover the Joy of Rescuing and Rehoming."

2.2 Tactics: a) News Release: Craft a compelling news release to announce the 50th anniversary celebrations, highlight GRIN's achievements, and emphasize the need for greyhound adoption. Include quotes from prominent stakeholders. b) Social Media Campaign: Leverage social media platforms (Facebook, Instagram, Twitter) to share success stories, promote adoption events, and challenge misconceptions about greyhounds' exercise requirements. c) Stakeholder Engagement: Collaborate with local media outlets to feature stories about GRIN's work and success stories of greyhound adoptions. Organize events targeting potential sponsors, inviting them to witness the positive impact of their support. d) Collaborations: Partner with other animal welfare organizations and pet-related businesses to organize joint events, share resources, and cross-promote adoption opportunities. e) Community Outreach: Conduct awareness campaigns at local schools, colleges, and community centers. Provide educational materials about greyhounds' needs and the benefits of adoption. f) Website Enhancement: Update GRIN's website with engaging content, adoption success stories, and clear information about the adoption process.

  1. Tactics and Timelines (Gantt Chart):

 

EXAMPLE 2:

 

PR Plan for Greyhound Rescue in Newcastle (GRIN)

SOSTAC Planning Framework:

  1. Situation Analysis: a) Greyhound Rescue in Newcastle (GRIN) is an animal charity located 1 mile from the city centre, specializing in rescuing and rehoming greyhounds and other racing breeds. b) GRIN currently has 85 animals in its care, including 30 greyhounds and 30 cats/kittens. c) Greyhounds face challenges in finding new homes due to misconceptions about their exercise needs. d) GRIN will celebrate its 50th anniversary in August 2023. e) The campaign objectives are to celebrate the milestone, raise awareness of GRIN, influence attitudes towards adopting greyhounds, and target stakeholders and potential sponsors. f) The budget for this campaign is £5000.

  2. Objectives: a) Celebrate GRIN's 50th anniversary. b) Raise awareness of GRIN and debunk misconceptions about greyhounds' exercise needs. c) Influence attitudes towards adopting and rehoming greyhounds. d) Engage existing and new stakeholders and influencers, including potential sponsors.

  3. Strategy: a) Create a compelling PR campaign that highlights the positive impact of adopting greyhounds and showcases GRIN's 50-year commitment to animal welfare. b) Use various media channels to reach the target audience and generate positive coverage. c) Collaborate with stakeholders, influencers, and potential sponsors to amplify the campaign's reach and impact. d) Leverage social media platforms and online communities to engage with the public and share success stories.

  4. Tactics: a) Develop a news release (see below) to announce the 50th-anniversary celebration and GRIN's achievements in rehoming greyhounds. b) Organize a celebratory event, inviting local media, stakeholders, influencers, and potential sponsors to create buzz and garner support. c) Collaborate with local pet-related businesses and influencers to promote greyhound adoption through joint campaigns and events. d) Implement a social media strategy to share adoption success stories, educate the public about greyhounds, and encourage engagement through hashtags and contests. e) Design and distribute informational brochures about greyhounds and GRIN's adoption process to local pet stores, veterinary clinics, and community centers. f) Seek opportunities for GRIN representatives to participate in radio interviews, podcasts, and community events to raise awareness and address misconceptions.

  5. Action Plan and Timeline (D-Day and Gantt Chart): Please see the attached Gantt chart for a detailed timeline of actions and deadlines.

  6. Control and Evaluation: a) Monitor media coverage, social media engagement, and website analytics to measure the reach and impact of the campaign. b) Conduct surveys and feedback sessions with stakeholders, adopters, and influencers to assess changes in attitudes and awareness. c) Track the number of greyhound adoptions during and after the campaign. d) Regularly review the campaign's progress and make adjustments as needed.

  7. Budget: The budget for the GRIN campaign is £5000, allocated as follows:

    • Event organization (venue, catering, decorations): £2000
    • Printing and distribution of brochures: £500
    • Social media advertising and influencer collaborations: £1500
    • Media relations and press releases: £1000
    • Contingency: £1000

News Release (maximum 250 words, including notes to editors):

FOR IMMEDIATE RELEASE

Greyhound Rescue in Newcastle Celebrates 50 Years of Saving Lives

Newcastle, UK - [Date]

Greyhound Rescue in Newcastle (GRIN), a local animal charity dedicated to the rescue and rehoming of greyhounds and other racing breeds, is thrilled to announce its upcoming 50th anniversary celebration. Since its establishment in [year], GRIN has been at the forefront of providing shelter and finding loving homes for abandoned animals.

GRIN's 50th anniversary event, scheduled for August 2023, aims to not only celebrate this remarkable milestone but also raise awareness about greyhounds and debunk misconceptions surrounding their exercise needs. Despite their elegant appearance, greyhounds are often perceived as high-energy dogs requiring excessive exercise.

"We want to change the narrative surrounding greyhounds," said [Spokesperson], spokesperson for GRIN. "They are gentle, affectionate companions who adapt well to a range of living situations. Our anniversary campaign will highlight the joy and love that adopting a greyhound can bring to families."

To ensure the success of the campaign, GRIN will be collaborating with local influencers, stakeholders, and potential sponsors who share a passion for animal welfare. Through joint initiatives, social media engagement, and community outreach, GRIN aims to influence attitudes towards adopting and rehoming greyhounds, ultimately increasing the number of successful adoptions.

For more information about GRIN, the 50th anniversary celebration, and how you can support their mission, please visit [website] or contact [Contact Name] at [email address] or [phone number].

Notes to Editors:

  • High-resolution images and spokesperson interviews are available upon request.
  • Interview opportunities with adopters and success stories can be arranged.
  • Follow the campaign on social media using the hashtag #GRIN50.

 

 

EXAMPLE 3:

PR Plan for GRIN (Greyhound Rescue in Newcastle)

  1. Situation Analysis
  • GRIN is an animal charity specializing in rescuing and rehoming greyhounds and other racing breeds.
  • Greyhounds are often difficult to rehome due to misconceptions about their exercise needs.
  • GRIN will celebrate its 50th anniversary in August 2023.
  • The Board of Trustees wants to raise awareness of GRIN and influence attitudes towards adopting greyhounds.
  • The campaign aims to target existing and new stakeholders and potential sponsors.
  • The budget for the campaign is £5000.
  1. Objectives a) Celebrate the milestone anniversary of GRIN. b) Raise awareness about GRIN's mission and the benefits of adopting and rehoming greyhounds. c) Influence public attitudes towards greyhound adoption. d) Engage existing and new stakeholders, including potential sponsors.

  2. Strategy a) Develop a comprehensive PR campaign utilizing various channels to reach the target audience effectively. b) Generate media coverage to increase awareness and change perceptions about greyhounds. c) Create engaging content to showcase success stories and the positive impact of adopting greyhounds. d) Leverage partnerships with influencers and stakeholders to amplify campaign reach. e) Utilize social media platforms to engage with the community and raise awareness.

  3. Tactics a) News Release: [Company Logo] FOR IMMEDIATE RELEASE

GRIN Celebrates 50th Anniversary and Advocates for Greyhound Adoption

[City, Date] - Greyhound Rescue in Newcastle (GRIN), a leading animal charity, is celebrating its 50th anniversary this year. GRIN specializes in rescuing and rehoming greyhounds and other racing breeds that have been abandoned after retirement.

To mark this milestone, GRIN is launching a campaign to raise awareness about greyhound adoption and dispel common misconceptions about the breed. Through various initiatives and partnerships, GRIN aims to change public attitudes towards greyhounds and promote their suitability as family pets.

"We are thrilled to reach this significant milestone and reflect on the incredible work GRIN has done over the past 50 years. Our goal is to find loving homes for greyhounds and provide them with a second chance at life," said [Spokesperson Name], spokesperson for GRIN.

The campaign will include engaging content, success stories, and collaborations with influencers to showcase the joy and rewards of adopting a greyhound. GRIN invites the community to participate in events and activities to learn more about the breed and support their cause.

For more information about GRIN and how to get involved, please visit [website or contact information].

Notes to Editors:

  • High-resolution images and further information are available upon request.
  • Interviews with [Spokesperson Name] can be arranged by contacting [Media Contact].

 

b) GANNT Chart (Actions and Timings):

Actions Timings
Conduct research and target audience analysis Week 1
Develop key messages and campaign strategy Week 2
Create engaging content and success stories Weeks 3-4
Collaborate with influencers and stakeholders Weeks 5-6
Launch the campaign and release news Week 7
Organize awareness events and activities Weeks 8-10
Evaluate campaign effectiveness Weeks 11-12
  1. Budget
  • Research and Analysis: £500
  • Content Creation: £1000
  • Influencer Collaborations: £1500
  • Events and Activities: £1500
  • Contingency: £500
  1. Evaluation a) Monitor media coverage and social media engagement. b) Track website traffic and adoption inquiries. c) Conduct surveys and feedback collection from stakeholders. d) Evaluate the campaign's impact on attitudes towards greyhound adoption.

  2. Appendix

  • PEST Analysis
  • SWOT Analysis

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