PRJ 3322 Auburn University Red Cross Society of China Event Strategy Paper PR Special Event Plan Component 2: Strategy As you have learned, your strategy

PRJ 3322 Auburn University Red Cross Society of China Event Strategy Paper PR Special Event Plan Component 2: Strategy

As you have learned, your strategy may also be described as a “Project Plan” or “Scope of the Assignment.” This component describes your strategy for getting publicity for your special event.

Subheadings under this heading should include:

1.Event Plans. Describe the event here.

2.Publicity Strategy. To write this section, first think through the publicity techniques that would be realistic for

this event and organization and that would gather news coverage. Remember, this is a publicity plan, so you

cannot use paid advertising or personal sales (and your standard of accomplishment should not be funds

raised). Use the following subheadings under your publicity strategy:

i Overview and Rationale: Explain your publicity goals and the techniques that should be used. Be sure to give a rationale for these or an explanation of why these techniques are good choices.
ii Target Audiences: Provide very specific explanations to show how you reach each group.
iii Target Locations: So that your outcome and output objectives in the next step can be realistic, you must focus on a geographical area smaller than the state and larger than the campus. A 60 to 100 -mile radius is often used for publicizing smaller events such as fairs, tours, arts shows, etc. To determine the radius you should use, consider first how many people would drive to attend the event.