Developing and Managing Communication Campaigns & Projects

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Grading Rubric

SWOT demonstrates a strong understanding of the case and the company

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Strengths, weaknesses, opportunities, and threats are clearly identified and well-supported by relevant data/evidence

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Report has at least three adequate communication recommendations, each ranked and analyzed from pros/cons perspectives

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Report connects its main point(s) to the course material

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SWOT is free of grammatical/structural errors and represents a fluid narrative

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Strategic News Release

At the core of a news release are the fundamental principles of newsworthiness, audience targeting/segmentation, and media planning. To make a news release engaging, its lead paragraphs should comprehensively address the Who/What/When/Where/How questions. Furthermore, when writing a news release, it is important to follow a proper format in terms of structure and style along with reflecting the rules of the CP stylebook. Similar to the SWOT analysis, the news release will be based on a case and will range from 500 to 750 words.

Grading Rubric

News release reflects target audience(s) media choices

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News release is based on proper format and style

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News angles are clearly identified and presented

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Release is free of typographical/grammatical/factual/stylistic errors

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Release represents a “fluid” cohesive narrative

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Persuasive Visual Certain forms of communication, such as advertising and public relations, use the persuasive power of photos and graphics when delivering a message to their target audience(s). Such photos and visuals are highly scripted, manipulated, and altered. Often, several images are combined together in order to create a new, more persuasive one. Your purpose in this project is to primarily persuade (rather than inform) your audience. In completing this project, you will combine photos, graphics, textures, and texts to create one persuasive image/visual. Persuasive value derives from the visual’s ability to resonate with consumers’ backgrounds, interests, and needs. Therefore, to make your visual persuasive you need to know your target audience and incorporate your target audience’s needs and wants into your visual content.

Along with turning in the persuasive visual, write and submit a brief statement (250-350 words) describing your selected product/service/cause, medium, and audience. Your statement should explain how the visual representation of your product/service/cause relates to your audience and the medium in which it will be placed.

Grading Rubric

Visual reflects its target audience(s)/public(s) and media choices

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Visual conveys information about product/service/cause

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Various components work together to visually educate the audience about the promoted product/service/cause

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Visual is aesthetically appealing

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Visual is well composed, has good exposure, and focus

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