Mass Communications 307
Public Relations Processes

Please follow the format discussed in Wilcox: Situation, Objectives, Audience, Strategies (plan of action) and Tactics (specific communications activities).

To receive all possible grade points, your tactics must include three tactics using uncontrolled communications and three using various controlled communications. You do NOT have to execute any of these tactics; just describe them.

Your plan may be a combination of text and bullet points. If you use bullet points, be sure to write enough to make your point clearly.

Scenario 1: Benefit concert

You are working with the Big Brother/Big Sister program on a benefit concert by Aaron Neville that will take place at 8:30 p.m. Thursday, Feb 8, 2007 at the Fargo Theatre.

The concert will be promoted as a fund-raiser as well as a typical entertainment date. There will be traditional concert advertising separate from your PR efforts; do not include design and placement of typical concert promo ads in your plan.

You'll especially want to communicate with people who are involved in or support the Big Brother/Sister program, which is part of Village Family Service.

Aaron Neville, considered one of the finest voices ever to emerge from the New Orleans blues scene, will be donating his entire fee to the program.

The Fargo Theatre is cosponsoring the concert by charging a minimal fee for facility rental and operation.

Tickets for the concert are $35 per person. To reserve, you must call the Fargo Theatre box office.

In your role as information director for the Fargo Cass County Public Health Department, you are planning a flu shot make-up clinic for low-income residents. It will be held at the Fargo Civic Memorial Auditorium from 1 to 5 p.m. Friday, Dec. 22 and Saturday from 10 a.m. to 1 p.m.

Different strains of the flu circulate each year; the main flu season is from now through early spring. Your high-priority target is senior citizens and children under 4 years old, along with everyone who has chronic health problems like diabetes, emphysema, heart disease and other conditions that compromise their health.

Shots are $15. The actual cost of each vaccination is $30, but the Dakota Medical Foundation is picking up half of the cost. This is the last time the shots will be available this season.

According to local hospitals, the area has not yet seen its first cases of the flu. A doctor whom you might want to create could be quoted as saying something about how this year's vaccine seems to be a good match for the strains going around.