Format for Writing a Public Relations Campaign

Use APA citation format.

Example at Perdue Owl APA Citation Style

https://owl.english.purdue.edu/owl/resource/560/01/

1) Executive Summary

a) Identify the client and the purpose of the media campaign

i) The clients are Events DC, and Safeway. The purpose of my media campaign is to

raise awareness and recruit volunteers for the annual Safeway Feast of Sharing event.

b) Strategy and tactics to reach the target market

i) I will be creating a brochure, flyer, and PSA to bring the media’s attention to the

event. They will be posted from October 1st to November 21st, on Twitter, Instagram

and Facebook.

c) Well-defined expected outcomes

i) The expected outcome is to have more than enough volunteers, and for the homeless

and elderly to become aware of the opportunity and show up.

2) Table of Contents

3) Background and Purpose

a) Why is there a need for a media campaign?

i) The media campaign is added advertisement for the event. We wanted to make sure

that it well promoted to maximize the number of volunteers that will come out and

help. We also want to make sure that those in need are aware of such a great

opportunity.

b) What is the problem, issue or event to promote?

i) We are promoting the 19th annual Safeway Feast of Sharing

c) What is the purpose of the media campaign?

i) It is a great volunteer opportunity that allows for the community and others that just

want to come out and feed the local homeless population. They also provide those

seeking help with winter coats, shoes, or anything else someone may need.

d) Briefly define the target market, their needs and where to reach them?

i) The DC Metropolitan area has lots of homeless and elderly. The goal is that by seeing

the media campaign, flyer, and brochure the event will spread through word of

mouth. Flyers will be posted locally for those with no internet access to see, and the

brochures will be handed out. However, for the volunteers they can be reached

through media.

4) Intentions, planning, execution, expectations and evaluation of the media campaign

A. Situation:

a. Define the situation and the purpose:

i. Events DC and Safeway partner to bring you the annual Safeway Feast of

Sharing. This is an event where volunteers help feed thousands of DC

metropolitan residents. There will also be a health expo and clothing

giveaway.

b. Who is the client?

i. Events DC and Safeway.

c. What is being promoted?

i. The 19th annual Safeway Feast of Sharing.

d. Where/how does the audience need to respond?

i. http://salvationarmynca.org/feast-of-sharing/volunteer/

e. When does the promotion need to occur?

i. October 1st until the event.

f. Why should the audience care? Why is the campaign needed?

i. It is a great volunteer opportunity that allows for the community and

others that just want to come out and feed the local homeless population.

They also provide those seeking help with winter coats, shoes, or anything

else someone may need.

B. Objective(s): What are the benefits for the client and the intended target audience? What

needs to happen?

a. Residents are fed for thanksgiving, volunteers receive volunteer hours and the

client gets to hold the event again next year.

C. Create awareness:

a. What are the expected outcomes?

i. Share information: What information do you want to share with your

target audience?

ii. Motivate action: What do you want your target audience to do?

D. Who is the target audience?

a. Define the demographic.

i. DC Metropolitan area homeless and residents.

b. Define the geographic area of concern.

i. The parts of Washington DC, Maryland and Virginia that are metro

accessible.

c. Define the target audience needs.

i.

E. Strategy:

a. What is the broad concept?

i. The plan is to create a flyer, brochure, and PSA informing residents of the

event.

b. How does the strategy’s main purpose directly meet the objective(s)?

i. It informs which brings more attention to the event. This leads to more

participation from volunteers and residents that are in need of a meal.

c. What does the audience perceive as relevant and in their self-interest?

i. Audiences that may be in need of a meal, clothes or services offered by

the health expo, they might find it in their best interest to participate.

Audiences who may need volunteer hours may find it in their best interest

to volunteer.

F. Tactics:

a. What are the appropriate channels of communication?

i. Word of mouth, and social media outlets.

b. In detail, how are these channels used?

i. The flyer, brochure and PSA will be posted on Twitter, Facebook and

Instagram. When people see it there they will tell others.

c. Create a press release.

i. For Immediate Release Media Contacts

Ashley Forrester Jamaia Butler

ii. Events DC

iii. 202-756-3910 240-784-0150

iv. aforrester@eventsdc.com jamaia.butler6@gmail.com

v. SAFEWAY FEAST OF SHARING

vi. Safeway partners with Events DC to present the 19th annual Safeway Feast

of Sharing event at the Washington Convention Center on November 23rd

vii. WASHINGTON- For the 19th consecutive year Safeway and Events DC

celebrate the holiday season with a feast to feed District residents. This

event held at the Washington Convention Center in Northwest DC, also

includes a health expo where attendees can be provided with clothes,

tested for HIV, and free flu shoot.

viii. The event is expected to bring in more than 5,000 residents, including

volunteers and those in need. Different sponsors such as SunTrust Bank,

The Salvation Army National Capital Area Command, Unity Health Care,

Centerplate/NBSE, Projection, Metropolitan Baptist Church, etc. add to

those numbers by bringing in their own volunteers.

ix. "Giving back to our local community is such an important part of our

mission at Events DC as the District's convention and sports authority. 

Every year during the holiday season, we are reminded of our residents in

need and look forward to welcoming them to the Walter E. Washington

Convention Center for Safeway Feast of Sharing," said Gregory A. O'Dell,

president and chief executive officer of Events DC.  "This event has

become an annual Thanksgiving tradition in DC and wouldn't be made

possible without the commitment and generosity from Safeway and other

local partnerships across the District”.

x. Although the holiday feast is what attracts most attendees, the health expo

presents an amazing opportunity for those with no healthcare to be tested

and screened for health issues such as blood pressure, HIV, glucose,

colorectal cancer, and more. There will also be free flu shots, giveaways,

and a bagged lunch provided.

xi. Those in need can also be provided with clothes donated by Macy’s and

Nashville-based nonprofit Clothes4Souls. Additional clothing has been

donated from Safeway, Events DC, the Leukemia and Lymphoma Society,

and the YMCA.  

xii. Mayor Muriel Bowser along with other elected officials are expected to

show, to show support of the event.

d. Use InDesign to create a brochure.

i.

ii.

e. Design a poster using Canva.

i.

f. Create a 30-second PSA.

i.

G. Schedule

a. What are the needed activities (in detail) to execute the campaign?

i. At 10 a.m. the flyer should be posted to all social media platforms

(Twitter, Instagram, & Facebook).

ii. At 1 p.m. the PSA should be posted to Twitter, Instagram, etc.

iii. Every 2 hours the flyer and PSA should be reposted.

iv. A team of five should be going out on the weekends to pass out brochures

and spread news about the event via word of mouth.

b. What is the timeline for completion including follow-up?

i. The first blast of information should start going out on October 1st. Those

selected to hand out brochures will start Oct. 6th. They will do this every

other weekend until November 17th.

c. Who is responsible for each step?

i. I or Ashley Forrester will be responsible for posting flyers. The group of

five that will hand out brochures will be employees from Events DC.

H. Evaluation of media campaign as proposed

a. How does the campaign meet the objectives?

i. The campaign ensures that the message will be circulated for DC residents

to see, by posting frequently and getting out there to talk to people.

b. Explain why this is the most effective and efficient way the client can accomplish

the objectives of the campaign.

5) Conclusion

a) Track and address each of the objectives as defined earlier.

a) To solicit more participants, volunteers and those in need.

b) List any limitations of the media campaign.

a) Audiences without access to internet won’t see the PSA.

c) Discuss possible alternatives or modifications including implication of such change.

a) Instead, we can pass out brochures to audiences without internet. This will help the

information travel via word of mouth.

6) Appendix

a) Examples of tactics.

b) Any items/charts/graphs more than one page.

c) Any related supporting materials