PUBLIC RELATIONS CAMPAIGN
AS A PUBLIC RELATIONS MANAGER - Develop a public relations campaign to inform AUSTRALIANS about the risks of high sugar intake and persuade them to adopt—voluntarily—healthier food choices.
Include the following:
• Executive Summary.
• Situation Analysis
o Strengths, weaknesses, opportunities and threats (SWOT)
o Key elements of the issue.
• Statement of the PUBLIC RELATIONS PROBLEM/OPPORTUNITY the plan will address.
• Identify and Justify the key target audience of the Australian population that the plan will focus on.
• Identify and Justify the key message of the campaign.
• Describe and justify three public relations tactics that you will use as part of the campaign. (e.g. media releases, radio/TV ads, social media, etc.).
• State at least one goal and three SMART objectives for your campaign.
• Describe how you will evaluate the effectiveness of your campaign against your SMART objectives. Include the evaluation criteria and the evaluation method.