Overview
DISCUSSION BOARD ACTIVITY: DIVERSE STAKEHOLDERS
Applying concepts presented in the Diverse Target Audiences lecture, i dentify and analyze a public relations/marketing campaign geared towards assigned target audiences. African-American Hispanic LGBTQ Women Asian Americans Native Americans Other (religious, ethnic minorities, disability community, etc.) – must have approval from instructor STEP ONE: Conduct additional research about your selected stakeholder/audience group. Identify as much information as you can find about your selected audience such as: demographics, psychographics, economic, geographic, influencer groups, social media usage, news consumption, etc. STEP TWO: Find a campaign. FOCUS ON PUBLIC RELATIONS and primarily on EARNED, SHARED or OWNED MEDIA – NOT PAID!!! NOT ADVERTISING campaigns. RESOURCES: Company and association web sites from PR / IMC Literacy audit https://www.prsa.org/conferences-and-awards/awards... https://www.provokemedia.com/events-awards/sabre-a... You may also GOOGLE, search YouTube, social media with key words public relations, PR Campaigns, Best Public Relations Programs, PR CRISIS, diversity PR, etc. You’ll find supporting material in traditional news outlets such as The New York Times, Wall Street Journal, Business Week, Fast Company, etc. or on PR Daily, Provoke Media, O’Dwyers, Sprout Social, PRSA (look up Silver and Bronze award winners for cases!), etc. TO PRESENT YOUR ACTIVITY you will need to research, create and upload and present a PPT: 1. A BRIEF overview of the case that includes your summary and evaluation of the campaign or issue and why this was a good, poor or interesting representation of the public relations industry and work aimed at diverse stakeholder(s)/target audience(s). a. Situation / problem / issue / opportunity b. What do you think were the PR campaigns objectives? Informational? Motivational? Other? Do your best to WRITE / TYPE what you think the primary objectives may have been (if you find an actual case that includes objectives cite your sources and research coverage and results) c. Target Audiences (include the demographic information you completed in Step 1) d. Strategies / Tactics? (social media, releases, events, alerts, etc.) e. Results? How/Why was this program successful or not? f. Include any video, links, articles, posts, metrics that show results or illustrate the case!