Q Background For this course, each student agency creates a complete Public Relations plan for the client. Along the way, each student agency drafts and submits three portions of the plan and a full plan for review and feedback. While called drafts, these elements must be submitted in a condition as close to final quality as possible. This means a good design, consistent presentation of structure and organization, proper and correct prose and punctuation, accurate details, and quality information. The final quality requirement also means a diligent editing and review process for the quality of the prose/structure and especially for a single voice throughout the document, particularly if your student agency split the work writing the plan. In essence, you want me to spend my time reviewing your content and not your design and mechanics. At the beginning of your textbook is a PR Campaigns Checklist (Scott, 2021). This checklist operates as an outline. Due to the timeline of this course, I slightly modified the PR Campaigns Checklist, so please use mine. I encourage you to use this checklist to ensure you have all the required elements present in your Public Relations plan. This includes Appendices with sample materials (if you are taking COMM 3220 with me this summer, you can use the same materials for both courses). At the back of your textbook are excerpts from a Public Relations plan created by your textbook author's students. What is published in the textbook is not the complete plan. However, I encourage each student agency to consider the design, format, and informational consistency, and writing style in this plan. Each student agency is held to high standards with the grading for the Public Relations Plan you submit at the end of the term. I recommend you start now with your student agency and track everything you need to develop for the draft and final Public Relations Plan. The outline shows you precisely what is expected. The rubric for the Public Relations Plan reinforces this expectation. Plan Section 1: Background and Research Draft (D) Your first Public Relations plan draft is the Background and Research sections. For this assignment, as a student agency, draft and design these sections as listed in the PR Campaigns Checklist (Scott, 2021): • Executive Summary • Issue Statement • Goal • Situation Analysis o SWOT • Primary Focus (Target Audience) o Demographics o Psychographics o Prepackaged Audiences and Opinion Leaders • Research o Executive Summary o Secondary Research Results o Reference List o Research Conclusion NOTE: As these sections include data, infographics are expected. ANOTHER NOTE: All research must be presented in proper APA format, using in-text references, paraphrasing or quotation marks when using someone else's words, and a correctly-formatted References list. ONE MORE NOTE: This is not a composition course. Use business writing format and style. This means NO double-line spacing. No full-justified lines. Look at the sample in the textbook. If you took COMM 3008, think about the format styles you learned. IMPORTANT NOTE: What your plan looks like is as important as what it says. As the multi-talented RuPaul Charles says "Your plan must be snatched!" (Okay. Not really. But still...) File Upload Requirements Your file must be uploaded as a PDF. Use the proper PDF conversion process to ensure your document appears as you intended it to look. Verify your file before uploading. Your file must be named following this convention: StudentAgencyName Background and Research Draft.pdf. For example, if your student agency name is PRM Public Relations, then your file name is "PRM Public Relations Background and Research Draft.pdf." Caution • Errors in file type, readability, and formatting are your responsibility. • If I cannot open your file, your student agency earns a 0. • If your file is not in Canvas by the deadline, your student agency earns a 0. • No late work, revisions, resubmissions, or grade negotiations are allowed. Rubric COMM 3260 Public Relations Plan Section Drafts Rubric COMM 3260 Public Relations Plan Section Drafts Rubric Criteria Ratings Pts This criterion is linked to a Learning OutcomeFormat/Mechanics 10 to >8.0 pts Excellent • Typed • Cover page, references & page numbers • Well-constructed sentences • No grammar or typing/spelling errors • Outstanding design/layout/neatness • Clear and consistent heading structure • Clear and consistent list design 8 to >7.0 pts Proficient • Typed • Cover page, most references included & page numbers • Mostly well-constructed sentences • Relatively free of grammar and spelling/typing errors • Good design/layout/neatness • Good heading structure • Good list design 7 to >6.0 pts Basic • Typed • No cover page, references, or page numbers • Some poorly constructed sentences • Some grammar and spelling/typing errors • Poor design/layout/neatness • Poor heading development and consistency • Poor attention to list design 6 to >0 pts Inadequate • Format errors or handwritten • No cover page, references, or page numbers • Numerous poorly constructed sentences • Multiple grammar and spelling/typing errors • Poor design/layout/neatness • Lack of consistent heading development • Lack of attention to list design 10 pts This criterion is linked to a Learning OutcomeStructure/Organization 10 to >8.0 pts Excellent • Well-organized • Clear background, planning, and recommendations • Ideas are developed in a logical way • Relevant and concisely written 8 to >7.0 pts Proficient • Well-organized • Clear background, planning, and recommendations • Ideas are developed • Some irrelevant or redundant information 7 to >6.0 pts Basic • Some problems with organization • Weak background, planning, and recommendations • Ideas are somewhat developed • Lacks precision 6 to >0 pts Inadequate • Problems with organization • Insufficient background, planning, and/or recommendations • Ideas are undeveloped 10 pts This criterion is linked to a Learning OutcomeApplication 10 to >8.0 pts Excellent • Evidence of reflection on and incorporation of concepts, models, tactics, and tools from class discussions/texts 8 to >7.0 pts Proficient • Evidence of concepts, models, tactics, and tools from class discussions/texts 7 to >6.0 pts Basic • Minimal evidence of concepts, models, tactics, and tools from class discussions/texts 6 to >0 pts Inadequate • No attempt to apply concepts, models, tactics, or tools from readings or class discussions 10 pts This criterion is linked to a Learning OutcomeCreativity 10 to >8.0 pts Excellent • A unique or creative approach is used • Ideas are original, interesting, and engaging • Sample materials of a final and professional design 8 to >7.0 pts Proficient • A unique or creative approach is used • Ideas are original and interesting • Sample materials are drafted 7 to >6.0 pts Basic • Lack of uniqueness and creativity • Some ideas are original • Sample materials are mentioned and explained, but not included 6 to >0 pts Inadequate • No evidence of uniqueness or creativity • No original ideas • No sample materials 10 pts This criterion is linked to a Learning OutcomeCompleteness/Accuracy 10 to >8.0 pts Excellent • Follows all directions • Content beyond what was required • Specific information and examples used to support points • Provides required appendix items 8 to >7.0 pts Proficient • Follows most directions • Did all required content • Accurately presented facts and concepts • Missing some required appendix items 7 to >6.0 pts Basic • Follows some directions • Did most of what was required • Accurately presented most facts and concepts • Missing most required appendix items 6 to >0 pts Inadequate • Does not follow directions • Did not fulfill requirements • Understanding of facts or concepts inconsistent or inaccurate • Neglects required appendix items 10 pts Total Points: 50 PreviousNext