Emily Smith

COMM386

Spring 2014

In my learning agreement, I described completing the following project:

Independently run media relations operations for client Ringling Brothers-Barnum &

Bailey Circus for their Washington, D.C., performances March 20 – 23. Will involve

acquiring vendors, pitching reporters, and acquiring and disseminating information to

the press.

Although I did complete a great deal of work pertaining to the Ringling Bros. Barnum &

Bailey Circus and other Feld clients including Monster Jam and Disney On Ice, I did not

complete this project to the extent that I would have liked to. For one, the timing of the

circus coincided with my spring break, which I did not realize I would have to go home for.

Therefore, I was unable to attend the circus itself. The following plan describes how I would

have completed the described project.

For this plan, I will follow a standard RPIE format: Research, Planning,

Implementation and Evaluation, a method I have learned and applied throughout my public

relations education at the University of Maryland as well as at past internships and jobs.

Running media relations for any event requires a great deal of research pertaining to vendor

acquisition, site management, compiling media lists, and creating and disseminating

appropriate information to the media, as well as assisting with the management of the actual

event. Research is possibly the most important aspect of RPIE, as it helps lay the foundation

for how one proceeds through a public relations plan. I would have conducted research

pertaining to the Washington, D.C., venue for the circus, which was the Verizon Center. I

would have had to evaluate its security measures, consider its policies for its locker rooms

and facilities, and also evaluated where media would be placed at the location during the

events and at a media party. I would have also had to conduct research about past media

coverage for the circus as well as how past circuses were run in Washington, D.C.

Conducting research entails answering several questions:

What do we know? 

What don’t we know? 

Who do we want to reach?

What do we know about them?

Where do we find them?

What do we want them to do?

Answering these questions with respect to the circus would be my primary responsibility in

the research stage of my project.

Next is the planning stage of RPIE, which entails I would have delineated clear goals

and objectives for the circus’ media relations and event-day management. The planning stage

also entails setting forth usable strategies and subsequent tactics within them. These are

sample goals, objectives, strategies and tactics:

Goal

o Earn high acclaim for the Ringling Bros. Barnum & Bailey Circus

when it visits Washington, D.C.

Objectives

o Create 10,000 media impressions within 1 week of the final

performance

o Pitch 200 separate media outlets 1 month before first performance

o Fill 75 percent of Verizon Center for each performance

Strategy/Tactics

o Strategy : Position the Ringling Bros. Barnum & Bailey Circus as a

worthwhile attraction

Tactic: Pitch bloggers (mommy/daddy bloggers), Washington,

D.C., outlets, and entertainment websites via telephone and/or

email

Tactic: Develop a series of press releases for distribution to

aforementioned media

Tactic: Run several events leading up to circus performance to

increase visibility in Washington, D.C., area and beyond

Although I was not actually able to carry out this specific project myself, I was able to

observe my supervisor as she conducted the media relations for the circus. I was also charged

with compiling the clip books for this particular event, so I did get to see the media relations

for this event come together in that respect. I was disappointed that I was unable to complete

this project, but as the rest of my portfolio reflects, I truly was immersed in a great public

relations and public affairs experience and was able to learn a great deal.