PR Portfolio Assignments

Discussion of the Theranos documentary and its significance from a public relations (PR) perspective.
Mention of asynchronous classes for the upcoming week and scheduling for spring break.

Major project for the semester focused on developing a public relations portfolio.
Purpose: Simulate a PR campaign for a chosen client scenario without a real client.
Class time will be allocated to discuss assignment details and related components.

Acknowledgment of the timeline available for project completion, excluding spring break as a working week.
Clarification on assignment components and process.

Students must choose one simulated scenario for their PR project. Scenario options are as follows:

Mission Trip to Colombia:
- PR campaign objective: Persuade students to join a three-week trip costing $5,500.
- Barrier: High cost relative to typical student budgets.
Community Service Campaign:
- Role of community relations office: Encourage student volunteers for a year with a local Methodist church's youth group.
- Challenge: The youth group consists of only 8–10 junior high kids, which may deter participation.
Pet Adoption Campaign:
- Partnering with the local humane society to promote shelter animal adoptions.
- Objective: Increase community awareness and adoption.
Vegan Restaurant Campaign:
- Promote a new vegan restaurant in Grove City.
- Objective: Attract local community members to try the new vegan menu.
Diversity Enrollment Campaign:
- Create a PR campaign targeting prospective students of color considering enrollment at Grove City College.
- Objective: Increase diversity in student enrollment.
Art Gallery Launch:
- Engage the local community with the opening of a new art gallery.
- Objective: Generate interest and participation in gallery events.

After selecting a scenario, students will develop a comprehensive PR portfolio that includes:
- Campaign Plan: Situation analysis, objectives, audience analysis, strategy and tactics, schedule, budget, and evaluation plan.

Situation Analysis:
- Define reasons for the PR campaign, context, and cultural considerations of Grove City.
- Importance of understanding community culture when designing campaigns.
Objectives:
- Clear measurable goals for determining campaign success (e.g., number of participants/adoptions).
- Distinction between informational and motivational objectives.
Audience Analysis:
- Understanding target publics and demographics to tailor messaging effectively.
- Acknowledgment of different audience segments requiring distinct communication strategies.
Strategy and Tactics:
- Clear differentiation between overarching objectives and execution methods.
- Development of specific messaging for different audiences, particularly differences between students and local residents.
Schedule:
- Detailed timeline, including campaign launch dates and posting strategies on various social media platforms.
- Specific timing and strategy for content dissemination across Facebook, Instagram, etc.
Budget:
- Rough estimates for campaign costs, including staffing and production expenses.
- Awareness of realistic budgetary constraints for PR activities.
Evaluation Plan:
- Metrics for measuring campaign success, including engagement statistics, attendance rates, and reach.
- Segregation of goals by behavior change versus informational campaigns.

Traditional Media: Writing a press release as one component of portfolio execution.
- Guidance will be provided on effective press release formats in future classes.
Digital Media: Development of either a digital flyer/brochure or a video.
- Use of platforms like Canva for digital content creation, focus on PR elements over design aesthetics.

Two social media platforms to be selected for the campaign, each with tailored content for two weeks.
- Importance of format and message adaptation according to chosen platform characteristics.

Campaign Plan Finalization: Recommended by March 1 (prior to spring break).
Press Release Submission: Due by March 11.
Digital Content and Social Media Strategy: Due March 21.
Presentation of Portfolio Elements: In-class presentation on March 25, with final submission due by the end of that week.

Importance of adhering to soft deadlines to prevent overwhelming workload.
Comparisons to real-world PR practices, emphasizing individual responsibility without constant supervision.

MLA or APA style is acceptable for citations within the portfolio.
Clear guidelines on citations required for research used in strategy creation versus original creative work.

Project is worth 300 points, accounting for a substantial portion of the final grade.
Opportunity for individual conferences and class work sessions to assist with project management and idea development.

Primary focus will be on conducting effective research as part of the PR process.
Introduction to SWOT analysis as a research tool in public relations:
- SWOT Analysis Definition: Acronym for Strengths, Weaknesses, Opportunities, and Threats, commonly utilized in business and PR contexts.
- Distinction between internal factors (strengths and weaknesses) versus external factors (opportunities and threats).
- Example: Analyzing communication strategies or budget can reveal internal strengths or weaknesses while examining market conditions presents external opportunities or threats.

Hands-on SWOT analysis activity for the communications and visual arts department at Grove City College using breakout groups.
- Facilitation of brainstorming on strengths, weaknesses, opportunities, and threats within the department to better inform communication strategies in PR.
- Encouragement of objective assessment while fostering a constructive discussion about improvement areas.