Submit a sample copy (and assets for engagement efforts) that is written appropriately for the digital platforms utilized in your campaign. Also include an analysis of why this approach would be effective.

COM 656: Sample Copy-ROI Guidelines and Rubric

Overview: Clients need to know that the voice, perhaps the syntax, and definitely the volume of words that a PR professional will use in Facebook (a lot more space) will not be the same as what he or she intends to use in Twitter, versus what they may send to someone via LinkedIn (some space, but many users have been shown to not have an abundance of time). Clients also need to know that a comparable message will be sent across all social media channels and digital platforms and, ideally, that a collectively unified result is going to be achieved—that there will be more business and increased sales, or at least that the relevant people know the date, time, and location of a particular event. Beyond communicating information differently with the assistance of multiple social media tools is the paramount fact the clients really want to know that even using such tools is worth their time, money, and efforts. For this milestone, therefore, you will draft a return on investment (ROI) report. Prompt: Submit a sample copy (or assets for engagement efforts) that is written appropriately for each of the digital platforms used in your digital media communications PR campaign. For example, if your campaign platforms include Facebook, Twitter, and Instagram, then begin by creating a campaign message post. Since each of these platforms have different dynamics/audiences/best practices, you will most likely need to alter the post copy you create slightly for each platform. Next, include an analysis of why this approach would be effective for each platform. Also, design a one-page ROI report that incorporates effective standards for measuring the outcomes of your campaign. This can include specific dashboard tools and/or other metrics to demonstrate campaign success and value. Guidelines for Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format, three to four pages in length (not including title page and references).

Rubric

Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value

Sample Copy Meets “Proficient” criteria, and sample copy is precise and effective

Sample copy is written appropriately for the digital platforms identified in the campaign

Does not sufficiently create an appropriate sample copy

Does not include a sample copy 30

Effectiveness Meets “Proficient” criteria, and analysis is thorough

Includes a well-developed analysis on the effectiveness of the sample copy

Does not sufficiently analyze the effectiveness of the sample copy

Does not include effectiveness 30

Measurement of Outcomes (ROI

Report)

Meets “Proficient” criteria, and proposed methods are highly effective

Proposes methods for measuring campaign outcomes

Does not propose sufficient methods for measuring campaign outcomes

Does not design a one-page ROI 30

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%