In this unit you are asked to produce a Public Relations Campaign Proposal document and an essay that explains the theory behind your planned approach to the Proposal task. You may base your assessment on the suggested scenarios

A real organisation that you contact and gain permission to research. Remember to provide your ‘potential client' with a copy of your completed public relations campaign proposal document as a courtesy. Your contact must be real, that is, your campaign proposal cannot be generated from internet research, and you must include a letter of permission from the organisation stating the proposal is all your own work (please ensure you include an organisational contact name and phone number for verification. Important: you must respect professional protocols in your dealings with the organisation - establish a contact point for your research needs, keep your communication professional, respect confidentiality.

Assignment: Essay

Referencing style: Harvard

In this essay, you are required to explain and justify the strategic approach you plan to take in your Campaign Proposal (Assignment 2) using three theories covered in this unit. The essay must demonstrate how your chosen theories are relevant and applicable to the effective implementation of your chosen strategic communications campaign. Secondly it should explain how your three chosen theories have informed your overall campaign strategy and are capable of addressing the problem/s or opportunity/ies you are addressing in the public relations campaign proposal. Your essay must demonstrate evidence of significant research.

Assignment: Public Relations Campaign Proposal

You will design a proposal that will solve a public relations problem/s that you have identified, or capitalise on a public relations opportunity/ies.

The proposal should follow the structure outlined below and respond to the points outlined in ‘What a good PR Campaign proposal looks like' posted on the ALR700 Public Relations Campaign's CloudDeakin site.

Proposal Structure:

- Executive Summary
- Table of Contents
- Situation Analysis
- Goals & Objectives
- Research Program
- Target Publics (or stakeholders)
- Strategy and Tactics
- Implementation Schedule
- Budget
- Evaluation

NOTE: Any appendices, should you choose to use them, are not included in the word count.

*Need only part 2