Public Relations Culminating Project (Signature Assignment)
Assignment Document Download:
Public Relations Culminating Project (Signature Assignment) Instruction Document Link
Assignment Information:
The Aspiring Wellness Professional will apply the knowledge, skill, and abilities (KSAs) of Sports Public Relations & Communication to develop a Comprehensive Communication and Public Relations Strategy for a sports organization, team, or event.
Aspiring Wellness Professionals will apply theories, concepts, and practical skills from the field of sports communication to create an effective plan that addresses the goals of the organization while considering key publics, media relations, social media, crisis communication, and event promotion.
Performance Objective:
The “Aspiring Professional” will develop a Comprehensive Communication and Public Relations Strategy, aligned with the course material and following the assignment format, to score in the “skilled” or higher section of the assignment rubric.
Assignment Deadline:
Thursday, December 5, 2024 (10:00 pm)
Late Assignments will only be accepted for limited partial credit through Sunday, December 8 at 11:59 PM
Assignment Assessment:
See the Assignment Rubric
Total Points Possible: 95
Assignment Instructions:
You MUST Closely Follow the Assignment Instructions and Format and provide the Headings, Numbers, and Letters in your submission.
Attempt to follow APA Writing Guidelines
Original and Creative, college-level work that is aligned with the course learning is expected
The use of Artificial Intelligence (AI) is strictly prohibited
The assignment objective is for you to demonstrate an understanding of sports communication and public relations principles, through creatively and effectively applying the strategies and tactics of an aspiring professional
Assignment Outline:
Part 1: Situation Analysis
A. Overview of the Organization or Event:
Briefly describe the sports organization, team, or event you are focusing on (e.g., professional or collegiate team, sports league, major sporting event).
Identify the primary audience (e.g., fans, media, sponsors, community members, etc.).
Provide a brief overview of the current communication efforts (e.g., social media presence, media coverage, sponsorships, community outreach).
B. SWOT Analysis:
Strengths: What are the current advantages of the organization’s communication efforts? What is working well in terms of fan engagement, media relations, or community outreach?
Weaknesses: Identify areas where communication may be lacking or ineffective (e.g., poor media coverage, and limited fan engagement on social media).
Opportunities: Are there any untapped communication channels or public relations opportunities (e.g., partnership with local businesses, expanding social media presence, increasing fan interaction)?
Threats: What external challenges might impact the communication strategy (e.g., negative media coverage, competition from other sports, a PR crisis)?
Part 2: Goals and Objectives
A. Communication Goals:
Identify 2 key communication goals for your chosen organization or event. (Number them 1 & 2)
These should align with the overall mission of the organization.
Use the SMART Goal Format (Specific, Measurable, Achievable, Relevant, and Time-Bound)
Example goals could include increasing social media engagement by 20% within the next year, improving media relations, or enhancing community outreach.
B. Public Relations Objectives:
Based on your communication goals, outline 3 specific, actionable public relations objectives. Number them 1-3.
These should describe the desired outcome of your PR efforts in the short to medium term.
Examples of objectives could be securing positive media coverage in 5 regional newspapers, increasing attendance at home games, or gaining 1,000 new followers on Instagram in the next 6 months.
Part 3: Target Audience Identification
A. Primary and Secondary Audiences:
Define your primary audience(s) for the campaign (e.g., fans, media, sponsors, potential fans).
Identify secondary audiences that are important to reach (e.g., local businesses, local government officials, families, youth organizations).
B. Audience Profiles:
Create audience profiles that detail (1) demographic, (2) psychographic, and (3) behavioral characteristics for both primary and secondary audiences.
Consider factors like age, gender, income, interests, media consumption habits, and values.
C. Audience Needs and Wants:
What motivates your primary and secondary audiences to engage with the sports team or event?
What are their communication preferences (e.g., social media platforms, email newsletters, in-person events)?
Part 4: Strategies and Tactics
A. Media Relations Strategy:
Outline how you plan to build and maintain positive relationships with the media.
Examples include press releases, media days, press conferences, or one-on-one interviews with key figures in the organization.
Discuss how you plan to manage media inquiries and ensure positive coverage.
B. Social Media Strategy:
Detail a social media strategy tailored to your target audience, including platform selection (e.g., Instagram, Twitter, Facebook, TikTok) and content types (e.g., behind-the-scenes footage, live game updates, player interviews, fan polls).
Address how you will engage with fans on these platforms, create shareable content, and foster a sense of community.
C. Crisis Communication Strategy:
Develop a basic crisis communication plan to address potential PR issues that may arise.
This could include (1) dealing with negative media coverage, (2) player controversies, and (3) unexpected events (e.g., injuries, team disputes).
Detail how you would communicate with internal stakeholders (e.g., athletes, coaches) and external stakeholders (e.g., media, fans).
D. Community Relations Strategy:
Create a strategy for building relationships within the local community.
This could include charity events, youth programs, fan meet-and-greets, or partnerships with local businesses.
Explain how this community outreach will align with the values of the organization and build long-term brand loyalty.
E. Event Promotion:
Outline how you would promote a specific sporting event or event to promote your organization (e.g., a championship game, annual tournament, opening day).
Discuss strategies to generate buzz, increase ticket sales, and encourage media coverage leading up to the event.
