Creating Targeted PR Materials

This assignment requires the creation of targeted PR materials for InfinityTech's donation to Homefire, a local non-profit organization. The deliverables include a press release, Facebook post, internal emails, tweets, and key media messages. The assignment aims to develop skills in PR tactics and creating mass media and digital media materials.

2019-04-04, 2)41 PMIndividual Assignment 1: Creating Targeted PR Materials - PREL2101: Public Relations - 19JANMNAT41 - Bow Valley College
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Individual Assignment 1: Crea!ng Targeted PR Materials
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Instruc!ons
PREL2101: Public Rela!ons … Gagandeep Kaur
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Individual Assignment 1: Crea!ng Targeted PR
Materials
Value: 25
Assignment Overview
The CEO of a local technology company recently approached you in your role as PR Consultant
to help communicate their contribu!on to a local non-profit in Calgary. InfinityTech
(@Infinitytech) has stated their objec!ve is to help improve public opinion about the
organiza!on and to contribute towards staff reten!on. The nonprofit organiza!on selected by
InfinityTech is called Homefire (@HomefireYYC), a small charitable organiza!on serving
vulnerable children and youth. InfinityTech would like you to announce and promote their
recent dona!on of $500,000 which will help Homefire deliver services to get the 300 homeless
youth in Calgary off of the street.
Your consul!ng contract requires you to produce at least 6 pieces of media and including both
digital and mass media materials. Of the 6 pieces, the one required deliverable is to construct a
press release that will be sent to all of the organiza!on’s media contacts.
Learning Outcomes
Describe PR tac!cs
Create mass media publicity materials
Create digital media materials
Assignment Length/Format
The product of this assignment is a Word document for your employment por#olio.
Media Deliverables
Required
1. Press Release
a. Must be less than 500 words, 11 pt size font or larger.
b. Boilerplates are not required, but you should indicate using placeholders where they

2019-04-04, 2)41 PMIndividual Assignment 1: Creating Targeted PR Materials - PREL2101: Public Relations - 19JANMNAT41 - Bow Valley College
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would be located (extra marks if you take a stab at construc!ng boilerplates)
c. Explain how this post is measured and what success looks like.
2. Facebook Post
a. Iden!fy your target stakeholder(s)
b. Create copy for the Facebook post, and suggest what crea!ve could drive engagement.
c. Explain how this post is measured and what success looks like.
3. Internal Email to Employees at InfinityTech from InfinityTech CEO
a. Carefully consider what you need to communicate to employees to reach the
organiza!onal objec!ves.
b. Create the email subject line, email body and select an appropriate call to ac!on
c. Email should be no more than 300 words, constructed in at least 11 font.
4. Internal Email to Employees at HomeFire from the Homefire CEO
a. Carefully consider what you need to communicate to employees in order to announce the
partnership and dona!on.
b. Create the email subject line, email body and select an appropriate call to ac!on
c. Email should be no more than 300 words, constructed in at least an 11 pt size font.
5. Three Tweets from either @InfinityTech OR @HomefireYYC, or a series of tweets between
the two handles.
a. Determine and write down your intended target stakeholder (s) of the tweets.
b. Determine and write down the objec!ves of these tweets.
6. Key Media Messages for both CEO’s for media interviews
a. Create a one pager to prepare both CEO’s for a media interview with CBC Canada.
For the media deliverables please make sure to place each deliverable on its own page(s), and
write at the top of each page:
1. Which media deliverable it is?
2. Who the target stakeholder(s) are?
3. The objec!ve (s) of the message.
Resources
1. Wilcox, J., Cameron, G., Reber, B.,Public Rela!ons Strategies & Tac!cs, 11th Edi!on
(2015),Pearson, New Jersey.
2. Chapter 13 & Chapter 14
3. Wri!ng Emails and Blogs
4. Compose a Tweet
5. Twi"er: Cra% Exci!ng Content
6. Facebook Content
7. Wri!ng Press Releases
8. Understanding Communica!on Channels and Audience Engagement

2019-04-04, 2)41 PMIndividual Assignment 1: Creating Targeted PR Materials - PREL2101: Public Relations - 19JANMNAT41 - Bow Valley College
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Rubric Name: Individual Assignment 2 Rubric
9. Copywri!ng – Observing Basic Rules
10. Copywri!ng – Wri!ng a Headline
11. Copywri!ng – Structuring for Online
12. Email Marke!ng – Wri!ng a Call to Ac!on
13. Wri!ng a Blog Post
14. Tips for Preparing for a Media Interview
15. How to Write Talking Points
Submission Instruc!ons
Complete the final dra% of your assignment using Microso% Word. Place each media deliverable
on its own page (s), and provide the requested informa!on at the top of the page ( a type of
media, target stakeholder, and communica!on objec!ve). You are required to submit your
assignment in the appropriate dropbox in D2L by the due date.
Your submission is a consul!ng project and should be presented in a professional manner which
includes correct spelling, grammar, and punctua!on; effec!ve and clear communica!on and
sentence structure; and overall neatness in your assignment. If applicable, make sure to
properly cite and reference all sources of informa!on using an APA format.
Notes
No late submissions
Individual Assignment 1 Rubric
Academic Honesty
Ensure you are aware of the College policies on Academic Honesty and Plagiarism. These are taken very seriously at the
College even if the dishonesty or plagiarism is uninten!onal. Please also know that taking credit for work you did not
contribute to is also considered Academic Dishonesty and will be reported.
Objec!ve/Criteria Exceed Expecta!ons Meets Expecta!ons Needs Improvements Not Met
Ability to use
communica!on to
reach message
objec!ve and
structure of
communica!on.
30 points
Clear evidence
communica!on is able to
support message objec!ves.
Messages are structured
appropriately.
24 points
Some evidence
communica!on is able to
support message objec!ves.
Messages are structured
appropriately.
18 points
Some evidence
communica!on is able to
support message objec!ves.
The wri!ng lacks clarity and
messages are not structured
appropriately.
12 points
No evidence
communica!on supports
message objec!ves. The
wri!ng lack clarity and
messages are not
structured appropriately.
/ 30
PR Theory and
Copywri!ng best
prac!ces
30 points
Clear evidence that the
materials were wri"en
based on communica!ons
theory or best prac!ces in
the field of PR or
copywri!ng.
24 points
Some evidence materials
were wri"en based on
communica!ons theory or
best prac!ces in the field of
PR or copywri!ng.
18 points
Demonstrates an
understanding and use of
one of the following three
areas: communica!ons
theory, best prac!ces in PR
or best prac!ces in
copywri!ng.
12 points
No evidence of use of
communica!ons theory
or best prac!ces in the
field of PR or
copywri!ng
/ 30

2019-04-04, 2)41 PMIndividual Assignment 1: Creating Targeted PR Materials - PREL2101: Public Relations - 19JANMNAT41 - Bow Valley College
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Comments
Crea!vity 20 points
Use of crea!vity (wri!ng or
imagery recommenda!on)
across all materials to
“hook” message recipients
to read further and/or take
ac!on.
16 points
Use of crea!vity (wri!ng or
imagery recommenda!on)
across some of the materials
to “hook” message
recipients to read further
and/or take ac!on.
12 points
Use of crea!vity (wri!ng or
imagery recommenda!on) in
less than two of the
materials.
8 points
Did not demonstrate the
use of crea!vity to
engage message
recipients.
/ 20
Length
requirements,
grammar,
punctua!on, use
of appropriate
symbols.
20 points
The work meets all of the
length requirements of the
assignment and the digital
pla#orm. Symbols are used
correctly and no grammar
or punctua!on issues.
16 points
The work meets all of the
length requirements of the
assignment and the digital
pla#orm. Symbols are used
correctly. Very few
grammar or punctua!on
errors.
12 points
The work does not meet the
length requirements of the
assignment or the digital
pla#orm. Symbols are used
correctly. Very few grammar
or punctua!on errors.
8 points
The work does not meet
the length requirements
of the assignment or the
digital pla#orm. Many
grammar and/or
punctua!on errors.
/ 20
Level 4
90 points minimum
Level 3
60 points minimum
Level 2
30 points minimum
Level 1
0 points minimum
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