Developing a PR Campaign Using the RACE Process

Utilize the chapter readings, class discussions, and PR plan samples that were distributed in class to help design your campaign. If you choose option #2, you will need prior approval. Completed assignment should be 2-3 pages. Assignment option #1: An online luxury watch website has recently launched and they’re looking for ways to increase awareness of their website as well as their sales. TimeCheck.com is in the business of buying, selling, and trading the finest new and pre-owned watches, specializing in brands like Rolex, Panerai, Audemars Piguet, Patek Philippe, and Breitling, to mention a few. With so many similar websites out there, the owner has asked you to develop a public relations plan to help with those objectives. Assignment option #2: Choose a REAL company that could use your PR expertise to freshen up their image (maybe they faced a recent crisis; their brand/product isn’t as popular as it used to be; they want to reach a new demographic) Consider the following information when developing your campaign (refer to notes/readings to full campaign development format): Research – Which research methods would you use? Why did you choose them? Select at least 2 methods. Action Planning – Include all 8 elements we’ve discussed. (Tactics – use at least 2 tactics that DO NOT include social media; 1 extra tactic CAN be social media; Budget – this can simply include a dollar amount, does not have to be too detailed; Timeline – 3 months) Communication – What form of communication will you use to reach your audience? Who will be your spokesperson? What is your message? Which types of media platforms will you target (Must list at least 3 media platforms you would pitch)? Evaluation – What sources would you use to evaluate the campaign? How will you evaluate the success of the campaign? Each section doesn’t have to be separated but must be clearly marked within the paper.