A. ASSIGNMENT SUMMARY:

1. Assessed criteria:

• Incorporating multiple theories to strategic communication and PR planning

• Research and comprehend client scenario through tools introduced in classes

• Juxtapose alternative strategic schemes in the nuanced environment of PR

• Construct insightful and creative solutions to imagined briefs

2. Assignment details:

• Requirement: Produce a strategic communication plan to solve a client’s communicative issues in the previous assignment.

• Format: Presentation of 30 or less slides (also called a pitch deck)

• Objective: “Interpret, research, analyze a communication scenario as well as to offer creative and insightful planning recommendations in an appropriate format”.

B. REFERENCES:

Reeves M, Haanaes K and Sinha JK (2015) Your Strategy Needs a Strategy: Execute the Right Approach, Harvard Business Press, Massachusetts.

Smith RD (2017) Strategic planning for public relations, 5th edn, Routledge.

C. DETAILED OUTLINE:

1. EXECUTIVE SUMMARY/INTRODUCTION:

• Introduction: Summarize the content of main ideas into single sentences. Here are the must-haves in your executive summary.

• Objective.

• Target audience.

Example: Female generation Z-ers, Male millennials (just need to name the audience)

• Strategy/Goal . 

Example: MELBOURNE ZERO CALLS FOR GEN Z TO PARTICIPATE IN OUR MOVEMENT BECAUSE WE BELIEVE THAT BECAUSE OF THEIR CREATIVITY AND EMPATHY, THEY CAN HELP EVERYBODY COME BACK TO THE HOME THEY DESERVE.

• Executive summary: More or less consisting of the same elements, but there are others to include to make it an executive summary.

• Summary of the entire report (delivered in phrases and short sentences to fit your slide)

• Budget (general description): total cost, primary expenditures