or this assignment, you are to
1. Develop a public relations plan (using the outline provided in the “PR template” attached)
2. Construct a 4 page paper (excluding cover page and references) that analyzes public relations in your selected government.
Details: Plan
Choose at least 2 public relations purposes from the model of 8 public relations purposes (media relations, public reporting, responsiveness to the public as citizens, responsiveness to the public as customers, increasing utilization of services, public service and public education campaigns, seeking voluntary compliance with laws and regulations, the public as the eyes and ears of the agency, and increasing public support)
Then choose at least 2 activities for each purpose. Now complete the following sections in the “PR template” attached below, using the questions to guide you:
Goal/Objective
What are you trying to accomplish?
What is the purpose?
Why does the government need to do this (including, but not restricted to, the policy(ies) this plan is most closely related to)?
Public Relations Purpose
See list above.
Activity
What activities will you implement for this purpose?
Audience
Who is the intended recipient? Who are you targeting with this public relations purpose?
Responsible Party/Agency
What individual, agency or department will be responsible for each activity? There may be multiple.
Platform/Method of Delivery
How will you reach your audience? What technology will be used?
Resources Used
What internal and external resources are present within your government that you will need to accomplish this activity? They could be data, technology, human resources, financial support, partnerships, etc.
Resources Needed
What internal and external resources does your government need to acquire that to accomplish this purpose? The category above focuses on what you already have; whereas this one focuses on what you do not have but need.
Outcome Used to Determine Effectiveness
What will you measure or assess in order to determine effectiveness?
Be sure to be specific and detailed in each case. Do not make the plan too broad!
Details: Analysis
Construct a 4 page analysis (page total excludes cover page and references) of the public relations purposes you selected and the elements included in your public relations plan. Here are some of the questions you should consider as you plan and develop your analysis (do not structure the paper as answers to each of the questions; rather, construct it as a comprehensive analysis of public relations in your government):
What, broadly, does your government or agency want to accomplish (ensure you discuss the policy(ies) most closely implicated)? How can public relations be used to accomplish these?
What are the public relations goals?
What public relations purposes are currently in place? Are they going to remain a part of the comprehensive public relations plan or should they be eliminated?
Where can you expand and what are your priority purposes?
Why are they priorities?
How can the use of these purposes increase trust, accountability, participation, reputation, etc.?
What are the potential obstacles, challenges or pitfalls?
What can you implement to prevent or mitigate the challenges or pitfalls?
Remember that this assignment includes two parts. You must complete both.
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