Professional Business Practices - Course Syllabus PR Plan 35% Group project (teams of 5-6 students). Part 1 due:March 2 Part 2 due:April 6 Presentation: April 20 Assigments are due at the end of the day (11:59pm ET). No lates will be accepted and result in a grade of 0. No presentation will result in a grade of 0. Objectives: 1) Demonstrate understanding of the RACE (Research, Action planning, Communication, and Evaluation) process as used to develop effective Public Relations plans and campaigns. 2) Develop and present an effective Public Relations plan for a client. 3) Develop effective public relations materials for plan implementation. 4) Work effectively in a team to apply knowledge and skills in the development of the plan. Methodology: 1) Form a team of 5 to 6 students. Choose your team members carefully. You will need a variety of skills on your team, from research and analysis to writing, editing, time management and planning. 2) Your team will develop a Public Relations plan, including: · Situation analysis · Objectives · Public Relations strategy and tactics · Action plan and budget · Material for implementation · Evaluation plan 3) Submit written plan. 4) Present your plan to the client and the class. PART 1 | 10% · Title / Cover Page · Table of contents · Introduction · Situation analysis / background · Market and competitive environment · Public opinion of issue · Brand equity · SWOT PART 2 DUE WEEK 12 | 15% · Title / Cover Page · Table of contents · Executive summary · Part 1 re-paginated and reprinted · Objectives · Target audiences / publics · PR Strategy · PR Tactics · Key messages with supporting points/arguments · Creative pieces / material for plan implementation (minimum 3) (place in appendix) · Calendar / Action Plan and budget · Media list · Evaluation plan PRESENTATION | 10% EVALUATION PART 1 Category Comments Grade Introduction / 5 Market (all potential segments) · Quality of research · Quality of analysis · Insights / 10 / 10 / 10 Competition · Complete · Insightful / 5 / 5 Public opinion of issue · Quality of research · Quality of analysis · Insights / 10 / 10 / 10 SWOT · Thorough · Thoughtful /20 /20 Professionalism · Complete · Polished / 10 / 10 Spelling / grammar deductions 1 point for each error – no limit Your Grade / 135 EVALUATION PART 2 Category Comments Grade Executive summary / 5 Part 1 repaginated / 5 Objectives · Appropriate · SMART / 10 Target audience(s) / public(s) · Appropriate · Justified · Well defined / 25 PR Strategy · Appropriate for audience(s), objectives and brand · Strong rationale / 25 PR Tactics · Support strategy · Appropriate for audiences, objectives, brand · Effective / efficient / 25 Communications material: Sample 1 – appropriate, professionally executed, effective, key messages Sample 2 – appropriate, professionally executed, effective, key messages Sample 3 – appropriate, professionally executed, effective, key messages / 15 / 15 / 15 Calendar / action plan / 15 Target media list Complete, appropriate, well researched and thoughtfully selected / 25 Professionalism Presentation Language / 10 / 10 Spelling/grammar deductions Your grade / 200 PITCH EVALUATION Category Comments Grade Introduction – grabbed audience attention / 5 Logical flow of content / 5 Quality of strategy / appropriate for client and situation / 15 Supported by research as needed / 5 Tactics and creative material flow logically from strategy, convincingly presented / 15 Strong close – asked for the business / next steps / 5 Creativity / 15 Professionalism: Presentation material Body language No reading – each presenter knows material thoroughly / 30 Time 12 – 15 minutes / 5 Total / 100 ADVE2004Page 4 ADVE2004 ADVE2004 Term Assignment Professor Rizwaan Zahid Case: Ottawa Police Department Case Study Interview: Hal Johnson Interviews to Watch Global Interview - https://www.youtube.com/watch?v=f8EXBKA1q5g&ab_channel=GlobalNews ET Canada - https://www.youtube.com/watch?v=5S-vT31kyt8&ab_channel=ETCanada CTV - https://www.youtube.com/watch?v=qMgVlKwaKf0&ab_channel=CTVNews Prof. Z’s interview – on Blackboard Links and Sources Ottawa Media Relations - https://www.ottawapolice.ca/en/news-and-community/Media-Relations.aspx?_mid_=2045 Diversity and Race Relations - https://www.ottawapolice.ca/en/about-us/Diversity-and-Race-Relations.aspx Racial Profiling in Sept. 2020 - https://globalnews.ca/news/7312458/ottawa-police-racial-profiling-traffic-stop/ While similar stories have happened in the past, this is the one that triggered the need for your campaign. Black History – Ottawa - http://blackhistoryottawa.weebly.com/ Things to Keep in Mind Black Lives Matter Systemic racism protests Other cities reactions (both Canada and the USA) COVID-19 Impact The Challenge Police departments facing scrutiny over racial profiling and systemic racism from within Overwhelming discussion and dialogue of systemic racism in government, education How to create a campaign that’s respected both internally and externally? Does the campaign and BLM affect only the black population in Ottawa, all visible minorities or all citizens? Facts Over 60 000 black people in Ottawa In Ontario, Black immigrants came from 150 different countries. About 44,415 people in Ontario were Black newcomers (2011 to 2016) and represented 14.1% of all Black immigrants in Ontario. Top countries of birth for this group were Jamaica, Nigeria, Haiti and Ethiopia. Nearly 80% of Black people in Ontario reported English as their mother tongue, and close to 6% reported French. 15 per cent of Ottawa police officers are visible minorities Approximately 26 per cent of Ottawa are visible minorities Facts Stats Can - https://www150.statcan.gc.ca/n1/pub/89-657-x/89-657-x2019002-eng.htm Ottawa 2019 Annual Report - https://www.ottawapolice.ca/en/annual-report-2019/index.aspx News - https://capitalcurrent.ca/rise-in-reported-hate-crimes-prompts-ottawa-police-to-reactivate-specialized-unit/ Internal Difficulties Perceptions of BLM, its members and the black population from some police officers and members of government “blacks” are perceived as one group, rather than seen as individuals with different needs of all ages, languages and cultural backgrounds Lack of knowledge Difficulty reporting issues internally without blowback from fellow officers and employees System navigation is a real issue • Federal, Provincial, Municipal and community programs Is your target audience aware of the programs and potential solutions that are already in place? (if there are any) Other Potential Audiences General public Doesn’t mean necessarily EVERYONE of all ages in the City of Ottawa. But a wider variety and lesser known publics. For example, middle-aged white males. Could they be a target audience of your messaging? Community Agencies Municipalities Many of those who work in Ottawa, live in Gatineau, which is on the Quebec side of the Ontario-Quebec border. (A few bridges can take you back and forth between each city). What Ottawa Police is asking for Develop a strategy that answers the accusations from BLM and other movements Campaign will be external/public facing Raise awareness of Ottawa and Ottawa police services to help the community Help promote Ottawa and Ottawa Police communications tools (social media etc.). Research and examples of campaigns that have responded to BLM issues and trust with police services (national and international) A social media approach including sample posts Consider Launch (kick-off) of programs Advertising opportunities and locations (not graphics) Influencers (potential ones, with reasoning) National days and holidays calendar where we could promote anti-racism (beyond Black History Month) Note: Students can expect to work with a hypothetical budget of $5,000 WHAT WE DO NOT WANT We don’t want something that is boring – we want impactful! Do not shy away from thinking “out of the box”. Broad/general strategies and tactics – be specific! Assumptions (everything must be grounded in data) Something that is outside of budget