Create a one-page handout that provides an overview of the campaign’s objectives, strategy, tactics, and evaluation.
Objectives are what you hope to achieve for the brand/company by conducting the PR campaign, often some kind of change in awareness, attitude, or behavior. Format them like “real” objectives (e.g. Raise awareness of….Increase sales of….). Please use bulletpoints here. You will have to make some assumptions about the objective of these campaigns based on the information provided in the articles. You don’t have to use specific metrics or timeframes like you did on the other assignment.
Strategy is the overall approach to achieving the objectives. Describe the strategy in 1-2 sentences. If the campaign has a theme, include it here.
Tactics are the activities you do to achieve your objectives. It might include a YouTube video, event, Twitter hashtag, pop-up store, blogger outreach etc. You should also mention advertising here if it was part of the campaign. List ALL the tactics your campaign used. Please use bullet points and be thorough here.
Evaluation determines whether you met your objectives. Many of these cases, however, will use other measures for success, such as YouTube views, attendance at an event, that don’t necessarily line up with the objectives. Even if you don’t think these are true measures of the campaign’s objectives, include them anyway. If your campaign presented the evaluation measures in terms of numbers, provide the measures and the numbers. If they just listed what they measured without specific numbers, provide the measures. If they did not include any evaluation measures, you will need to determine what those could have been based on the objectives and the tactics (do your best!). You can use bulletpoints.