Final Project: Public Relations Campaign
Students will develop a public relations campaign that effectively addresses a specific public relations
problem or opportunity, includes recommendations and a complete communications strategy that
follows the format discussed in the course. Be on the lookout for companies that are launching new
products or services. You may also consider choosing a company that needs to refresh its image or
consumer perception.
Please send me an e-mail with your company. I will confirm if the company is appropriate and
whether or not it is available.
The analysis will be based on information from secondary sources (e.g., business publications/trade
journals), the textbook, and your professional experiences. Please do not conduct any primary
research (e.g., your own surveys). Your report should be about five (5) to seven (7) pages single spaced
pages and must not exceed seven single-spaced, 12-point font, 1-inch margin pages. Please
include exhibits when appropriate, however these will not be included in the page total. Use
headings and subheadings throughout your report. Your campaign should include the following
sections (please refer to Chapter 6):
1. Introduction: An executive summary of the present situation including challenges that you are
facing and how the PR campaign will help you address those challenges.
2. Goals: What the PR campaign will help you achieve.
3. Threats & Opportunities
4. Target Audience: Describe the types of people that you want to reach.
5. Strategies: The methods that you will use to achieve your goals.
6. Campaign Action Plan
a. Campaign Theme / Messaging
b. Objectives
c. Strategies
d. Tactics
7. Evaluation
8. Budget
Want to choose either JC Penney or Sears
