The final project for PR 3311 is to assemble a short strategic plan document for your client company or organization. This should be about 2-3 pages (but use more space if you need it) and uploaded as a Word document. It should include the following sections:
-A detailed description of your client and their mission.
-Define the public relations situation or problem your client is facing.
-A detailed description of your client’s publics — who you are targeting with your strategic plan. Use demographics. Describe what they think and how they feel about your client.
-Establish your goals and objectives. Try to have 1 goal and about 2-3 objectives. (Remember that your goal is big and broad, while your objectives are narrow, specific, and measurable. For example, a goal might be to improve awareness of the YWCA, and an objective might be to improve name recognition by 30% among Lubbock citizens by September 1, 2021).
-An outline of what strategy or strategies you will use. Describe each and how you’ll use them. (There are proactive strategies and reactive strategies. Look at Step 5 and 6 in your book for this.)
-Describe what tactics you will use. You must have 3-5 tactics that will help you execute your strategies. It’s ok to re-use what you used in Activity 2.
-Create a timeline of how you will execute your plan.
-Describe how you will evaluate your plan when it is finished to see if it succeeded or failed.
