15 Apr COMMUNICATION AND PUBLICITY PLAN ASSIGNMENT
Students will develop a communications and public relations campaign plan for a sport
organization, event, or athlete. Each student may select their own campaign topic. It must be
related to a current or anticipated issue or opportunity facing an existing sport organization or
athlete.
INSTRUCTIONS
Each campaign plan must address each of the following key elements:
• Advanced Research
• SWOT Analysis
• Communication Goals (goals are general directions, somewhat vague, not specific
enough to be measured)
• Campaign Objectives (objectives are very specific and can be measured)
• Key Publics
• Key Messages
• Communication Channels (mediated, unmediated with details regarding each Channel)
• Public Relations Tactics (including at least one media event)
• Media List (at least 10 media contacts with detailed info – name, position, phone, email
address, etc.)
• Campaign Budget*
• Execution Plan (tasks, deadlines)
• Evaluation Method (with Statistical Benchmarks for each of your Objectives)
*Students should assume they are working with minimal budgets unless given permission by the
professor otherwise. Budgets do not have to be overly specific. Include general costs of items,
rentals, or events and cite where you found that dollar figure. Document all costs with
screenshots and URLs.
WORK ON THIS PLAN IN THE ORDER OF THE ABOVE SECTIONS. JUMPING
AROUND WILL RESULT IN A PLAN THAT DOESN’T MAKE SENSE AND,
CONSEQUENTLY, A BAD GRADE!
In conducting advanced research, each student will be expected to gather data from multiple
sources. A minimum of 3 sources must be cited. These may include but are not limited to:
• Personal interviews with informed sources.
• Academic, professional, or relevant popular literature.
• Organizational records
• Organizational promotional communications (e.g., news releases, websites, tweets).
All sources are to be cited in the text of the project, and a complete list of references must be
included at the conclusion of the project. APA format should be adhered to throughout the
project.
Your plan should be submitted in the form of a PowerPoint. Do not leave information out
because it is a PowerPoint and do not put too much information on one particular slide. You may
need several slides per content area. Example: you do not have to cram all your Tactics onto one
slide.
Do not just list bullet points without an explanation. Example: if for your Key Publics you
choose Males, age 18 – 25, living in a 40-mile radius of your arena, who have or are attending
college, then you need to explain why you chose this Key Public. Not including details will
result in a D-level project.
There is no minimum or maximum length. Your length will vary on your topic. In general, a
well-constructed Publicity Plan will be between 30 – 60 slides.
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
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