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Choose an international campaign/program from http://comminit.com/search.html, http://www.awpagesociety.com/insights/winning-case-studies/, http://www.ogilvypr.com/en/cases/search, http://www.fwv-us.com/work/case-studies/wrangler. A list of additional internet sources available on Blackboard.

Examine and critique the campaign in a case study format. Then, propose a similar public relations campaign on the same/similar topic/issue in your native country.

Guidelines: Follow the RACE public relations management process.

Research

· Background information on your native country (paste information on environmental variables and their implications on the practice of public relations)

· Introduce the case.

· Provide a nice summary of the overall case.

· Continue with an analysis of the case following the RACE model.

· Critique the case following the same model saying what you would have done differently.

· SWOT analysis: analyze the strengths, weaknesses, opportunities, and threats of moving the case to your native country.

· Public analysis: Rather than target random individuals in your native country, you decide to target specific publics who may be interested in the topic/products/etc. Identify the primary, secondary, and intervening public. Provide a rationale for your choices.

· Propose an opportunity statement. Why would this case be suited in your native country? What is the opportunity?

Campaign plan

· Goal

· Objectives (propose at least one objective for each public you identified).

For the purpose of this paper, you will choose only one (no more than two) objectives to develop into a plan. From this point on, you will refer only to that objective.

· Strategies

· Action strategy: How are you going to achieve the outcome you proposed in the objective? Discuss specific action strategies and give examples. Base the campaign actions on the results of your thorough analysis of the country’s environmental variables.

· Communication strategy: Propose a message strategy. Propose a message, a catchy slogan that you can use for this campaign. What would be the best way to send that message? Base your decision on the results of your thorough analysis of the country’s environmental variables. Make sure you propose a message strategy suitable to your country’s societal characteristics

· Communication tactics

· Propose the communication tactics relevant to the communication strategies you just proposed. Make sure you propose communication tactics suitable to your country’s societal characteristics.

Evaluation

· What would be the best strategies to evaluate the outcome you proposed in the objective?

Appendix

· Add any communication samples you want to provide as examples (if any).

· If this is a new case we haven’t discussed in class, paste the case in the appendix.

Format:

· This is a 12-14 pages, excluding cover page, references, appendixes and any collateral materials

· Times New Roman 12, margin 1 inch.

My native country: TURKEY