PR Plan and Press Kit

Throughout the semester we have discussed various components of public relations.  For your final project, you must select an existing company and creating a public relations plan for your client.  You should select one specific event or PR campaign for your client and focus on all of the components of that campaign.  You need to create a plan using the components of the RACE public relation process model that we discussed


Paper should contain the following:


  • Overview of organization: who they are, what they do, how long they have been around.
  • Any challenges, struggles and achievements the organization is facing in recent years? I.e. anything that will affect your PR efforts.
  • PR Plan – in this, you should discuss:
  • Your goals and strategy(ies):  i.e. A description of the current public relations situation facing your client and what public relations assistance your client needs; i.e. what is the overall purpose of your campaign
  •  The publics that you need to communicate with, as well as how you will do this:  Clear, concise messages for each of your client’s publics you will be reaching out to and an outline of the communication channels/tactics (mass media and/or social media) you would use to disseminate the messages?
  • Approximate timeline and budget


In addition you will need to create and produce a Press Kit for your client.  A press kit is used to give editors and reporters a variety of information and resources that make it easier for the reporter to write about the topic. The information should be packed in an attractive folder with the company’s name/logo on it, the events name and other pertinent information.


Some key elements in a press kit include:

  • Press release
  • Organizational information, such as a fact sheet
  • Photos, charts and other images
  • Background news stories on organization
  • CDs or DVDs
  • Biographies/photographs of key personnel/spokespersons
  • Brochures, postcards, mailers
  • Advertising specialty items
  • Your business card

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