Q While the Tactics are always the fun part of PR, a sound PR campaign is based on Research, understanding of Audience, the client's needs, and a solid approach to planning. This all begins with writing the Issue Statement, Goals, and Objectives for the overall campaign. Work as a student agency to determine the Issue Statement, Goals, and Objectives for Sinasprite. Present this information as a memo to me (business writing format always in this class, not academic writing format). This assignment is for the student agencies, so only the Agency Coordinator submits. Canvas is set for group submission based on your agency membership. NOTE: Prose counts. Adapted from The PR Campaigns Worktext (Scott, 2021), Worksheet 3A. Question 1 - Issue Statement for Sinasprite An Issue Statement explains the challenges the Goal is to overcome, solve, resolve, and so on. It is one sentence. It does not give background about why this is an issue for the client; it is only the basics of the situation. To write an Issue Statement for Sinasprite, answer one question: What is the one problem we are trying to resolve? Write out your student agency's determination of an Issue Statement for Sinasprite, then, describe why this is a relevant Issue Statement. Question 2 - Goal for Sinasprite A Goal is an ultimate condition of your having executed your campaign. It is the ultimate result of your hard work. It is one sentence. The Goal does not include language about how you achieve it. To write a Goal for Sinasprite, answer one question: What do you want the ultimate condition to be as the result of a successful campaign? Write out your student agency's determination of a Goal for Sinasprite, then, describe why this is a relevant Goal. Question 3 - Short-Term Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must include language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of a short-term Objective for Sinasprite, then, describe why this is a relevant short-term Objective. Short-term Objectives finish during the timeline of your PR campaign. Short-term Objectives provide the team with small victories and help keep everyone motivated. Question 4 - Long Term Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must include language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of a long-term Objective for Sinasprite, then, describe why this is a relevant long-term Objective. Long-term Objectives outlive the timeline of your PR campaign. Long-term Objectives include elements meant to be deployed after the campaign ends. They are not measurable in terms of the campaign alone. Question 5 - Informational Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must include language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of an Informational Objective for Sinasprite, then, describe why this is a relevant Informational Objective. Informational Objectives focus on what the audience needs to know and/or learn. These Objectives are evaluated by how much knowledge the audience gained. Question 6 - Motivational Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must include language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of a Motivational Objective for Sinasprite, then, describe why this is a relevant Motivational Objective. Motivational Objectives focus on the message the audience must retain and the motivation to act (buy, vote, write, etc.). Question 7 - Statutory Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must include language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of a Statutory Objective for Sinasprite, then, describe why this is a relevant Statutory Objective. Statutory Objectives focus on policy decisions of government bodies and are usually associated with persuading voters and lobbying. NOTE: Your student agency may determine a Statutory Objective is not relevant to Sinasprite's needs. If this is the case, explain why your student agency determined a Statutory Objective is irrelevant. Question 8 - Financial Objective for Sinasprite An Objective tells what actions must be taken to achieve the plan's goal. Like a Goal, the Objective does not include language about how you achieve it. An Objective must consist of language about how you might measure and/or evaluate it. An Objective has three basic parts, all three of which are specific and measurable: 1. what the action is 2. with whom the action is taken 3. why the action is needed Write out your student agency's determination of a Financial Objective for Sinasprite, then, describe why this is a relevant Financial Objective. Financial Objectives are closely aligned with the outcomes of traditional marketing. They are used in integrated campaigns focused on sales or financial outcomes. Rubric COMM 3260 SAT Rubric COMM 3260 SAT Rubric Criteria Ratings Pts This criterion is linked to a Learning OutcomeFormat/Mechanics 4 to >3.2 pts Excellent • Typed • Uses memo format • Proper header block • Well-constructed sentences • No grammar or typing/spelling errors • Outstanding design/layout/neatness • Clear and consistent heading structure • Clear and consistent list design 3.2 to >2.8 pts Proficient • Typed • Uses memo format • Proper header block • Mostly well-constructed sentences • Relatively free of grammar and spelling/typing errors • Good design/layout/neatness • Good heading structure • Good list design 2.8 to >2.4 pts Basic • Typed • Shows some memo format • Partial header block • Some poorly constructed sentences • Some grammar and spelling/typing errors • Poor design/layout/neatness • Poor heading development and consistency • Poor attention to list design 2.4 to >0 pts Inadequate • Format errors or handwritten • No memo format • No header block • Numerous poorly constructed sentences • Multiple grammar and spelling/typing errors • Poor design/layout/neatness • Lack of consistent heading development • Lack of attention to list design 4 pts This criterion is linked to a Learning OutcomeStructure/Organization 4 to >3.2 pts Excellent • Well-organized • Clear background, planning, and recommendations • Ideas are developed in a logical way • Relevant and concisely written 3.2 to >2.8 pts Proficient • Well-organized • Clear background, planning, and recommendations • Ideas are developed • Some irrelevant or redundant information 2.8 to >2.4 pts Basic • Some problems with organization • Weak background, planning, and recommendations • Ideas are somewhat developed • Lacks precision 2.4 to >0 pts Inadequate • Problems with organization • Insufficient background, planning, and/or recommendations • Ideas are undeveloped 4 pts This criterion is linked to a Learning OutcomeApplication 4 to >3.2 pts Excellent • Evidence of reflection on and incorporation of concepts, models, tactics, and tools from class discussions/texts 3.2 to >2.8 pts Proficient • Evidence of concepts, models, tactics, and tools from class discussions/texts 2.8 to >2.4 pts Basic • Minimal evidence of concepts, models, tactics, and tools from class discussions/texts 2.4 to >0 pts Inadequate • No attempt to apply concepts, models, tactics, or tools from readings or class discussions 4 pts This criterion is linked to a Learning OutcomeCreativity 4 to >3.2 pts Excellent • A unique or creative approach is used • Ideas are original, interesting, and engaging 3.2 to >2.8 pts Proficient • A unique or creative approach is used • Ideas are original and interesting 2.8 to >2.4 pts Basic • Lack of uniqueness and creativity • Some ideas are original 2.4 to >0 pts Inadequate • No evidence of uniqueness or creativity • No original ideas 4 pts This criterion is linked to a Learning OutcomeCompleteness/Accuracy 4 to >3.2 pts Excellent • Follows all directions • Content beyond what was required • Specific information and examples used to support points 3.2 to >2.8 pts Proficient • Follows most directions • Did all required content • Accurately presented facts and concepts 2.8 to >2.4 pts Basic • Follows some directions • Did most of what was required • Accurately presented most facts and concepts 2.4 to >0 pts Inadequate • Does not follow directions • Did not fulfill requirements • Understanding of facts or concepts inconsistent or inaccurate 4 pts Total Points: 20 PreviousNext