Public Relations
Assume that you work for a public relations (PR) agency that creates public relations campaign for profit or not-for-profit organizations in Oman. Identify any organisation in Oman and its public relation need and propose a PR strategy and an implementation plan for the organization. The proposal should include a realistic strategy and its implementation plan to promote a product, service or a social cause. The proposal must state clearly the major goals and how the agency would implement the strategy/ campaign to benefit the target organization.
You are required to prepare a detailed PR campaign proposal for the organization, which includes:
1. Executive Summary
2. Background of the problem – This should include a brief History of PR in Oman and the
organization, the case statement specifying the major aims of the campaign. It should refer to the
audiences, existing research, the organization’s position, and the desired goals.
3. Preparing the proposal
Situational Analysis- description and challenge as it currently exists, including background on how the situation reached its present sate.
Scope of Assignment- Description and nature of assignment: What the public relations program will attempt to do.
Goals and Objectives- Must define what its public relations goals will be, and the only good goals are ones that can be measured. They should be SMART.
Target Audiences- specific targets identified and divided into manageable groups
ey Messages- specific selected appeals: What we want to tell our audiences? How do we
want them to feel about us? What do we want them to do?
Communication Vehicles- Communication devices to be used.
Project team- Key players who will participate in the program.
Timing and fees- a timetable with proposed costs identified.
4. Implementing the plan- It should include time chart specifying when each action will take place. Specific activities should be defined and people should be assigned to them and deadlines should also be established.
5. A mechanism for evaluating the campaign- To find out whether the plan worked, evaluation methods will be defined here.
Did we implement the activities we proposed?
Did we receive appropriate public recognition for our efforts?
Did attitude change.
6. Prepare a draft news release for the campaign.
words (1000)
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Executive Summary
Petroleum Development Oman (PDO) is the largest oil exploration and production company in Oman. It accounts for about 70 percent of all crude oil produced in the country and almost all supply of natural gas (Clark, 2007). There are four shareholders in the company; the Government of Oman has the largest share of 60 percent, the Royal Dutch Shell has 34 percent, Total has 4 percent and finally Partex with 2 percent. The organization has 85,000 employees. The company was started due to worldwide shortage of oil and the need to reduce the overdependence on Saudi Arabia.
(2,287 words)