Contents

• This report is based on the following requirement -
• Scenario
• You have been appointed as a Public Relations (PR) Manager for a Charity (choose a Charity that you resonate with). Your job role is to fulfil a broad remit covering the whole spectrum of PR. Your appointment needs to be justified to many parties who wish to understand the benefit that PR can bring to the growth and sustainability of the Charity. Your first campaign; targeted at the General Public will therefore be scrutinized using these criteria as a measure of success
• Part 1
• Write a rationale for your choice. Clearly state why you chose this Charity as well as including an overview i.e. brief introduction to its history and purpose along with key features such as aims & objectives, where it is based, its income etc.
• (10 marks)
• Part 2
• Justify your appointment by describing the breadth and scope of your job, comparing and contrasting between a Department (in-house) and Agency/Firm (external) role.
• (10 marks)
• Choose two theoretical PR models. Describe the two models and explain how using them as frameworks will improves efficiency and effectiveness for the organisation
• (10 marks)
• PR is often refered to as playing the “long game” (meaning any strategy with a long-term goal). Suggest how PR is an instrumental tool to use for growth and sustainability.
• (10 marks)
• Part 3
• Prepare a Research Strategy clearly stating the research objectives, Campaign idea and what the ultimate PR ‘goal’ might be for your chosen Charity.
• (10 marks)
• State who will be appointed as a Campaign Spokesperson and the criteria that you would use to make this selection.
• (10 marks)
• Applying Campaign Planning principles, create a suitable communication message for the target audience. Justify three different types of media that you could use to communicate the campaign, and suggest the length of the campaign's execution (no financial budget is required)
• (10 marks)
• Suggest different approaches within the campaign to improve the organisations reputation with various stakeholders. Include 2 groups; Government and one diverse audience group of your own choice. Detail why it is important to engage with each individual group
• (10 marks)

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