Wa Public Relations Manager

You are the WA public relations manager of an international homewares retailer, IDEA, which is planning to open a huge new store in the suburb of Gisborne Park in Perth. The company has already bought a suitable property and is preparing architectural plans for application for planning approval from the Gisborne Park City Council. If the plans are approved, this will be the biggest single retail store in WA. IDEA is planning to open two more stores in Perth over the next five years.

The IDEA store is relocating from nearby premises, which it has outgrown after trading there successfully for 20 years, and which the retailer will continue to operate until the new store opens. The retailer has a reputation for offering good value. The firm has three stores in Perth and a State office headed by WA Manager Sue Fisher.

Your task is to develop a communication campaign to maximise audience awareness and support of the new store with a view to maximising the number of people who will shop at the store. Corporate and retail advertising are not your responsibility.

You will engage in the following communication activities:

You are developing a report outline using the above example and handout material or research another example,

WRITE (i.e. type) approximately 1000 words or 3 pages minimum.

Ensure in your report outline that you include these headings

1) Summary of the problem - situational analysis

2) Overview the objective

3) Overview of the research, include ideas from any similar campaigns undertaken

4) Profile the target audience(s)

5) Identify legal and ethical constraints that need to be considered

6) Strategies - Outline the planning to your stakeholders, including the proposed budget and ROI

7) Tactics - Outline its execution with an action plan timetable (including monitoring points)

8) Campaign evaluation - by what criteria would you evaluate the campaign.

9) Outline how you would report on outcomes (design a template for your report)

10) Recommendations - who would be interested in and who could be affected by your recommendations?