Current Event Plan Details
Current Event Program Plan Paper (100 points). Due Sunday
Nov. 27
In this assignment you are to develop a public relations
plan OUTLINE based on the current event topic information provided here. You
are expected to further research this topic and provide proper references. You
are NOT writing a press release. In the real world, that might come later in
the process and might be a Tactic you identify or suggest in your plan outline.
See Action Items in the course outline here and follow the outline closely.
(You will notice that Budget and Evaluation are duplicated at the bottom of the
Action Items. Ignore that. You will include each of these only once in your
outline). This assignment is worth 100 points. Due by midnight Sunday. Follow
APA Style for the cover page and references.
The scenario: You have undoubtedly heard about the public
relations nightmare Samsung has been facing for the past few months. After
reports of exploding batteries in its newest smartphone, the Galaxy Note 7, Samsung
looked to fix the problem by issuing a recall and replacement program. But the
replacements had the same problem, so an exchange and refund program was
initiated. Not all customers have been happy with the deal, which offered a
$100 credit for accepting another model of Samsung smartphone. If you didn’t
want to trade, you got a $25 bill credit only. Some took that as “punishment”
for losing faith in the brand.
Now Samsung’s reputation is on the line and in a big way.
This is a time when the company needs to respond to this crisis in a way that
doesn’t continue to devalue its other products, while beginning to earn back
the trust of its customers.
You are to develop a public relations plan outline to help
Samsung rebuild its brand. What information can you find to support whatever
approaches you recommend the company take? What audience will you be trying to
reach (demographics, etc.) What media or communication tools will you use? Will
you be focusing on reaching out to a passive or active audience?
Your outline must contain the 8 elements listed in the
Action Items for “Current Event Program Planning.” Develop each item in as much
or as little detail as you believe it needs. You will start by describing the
Situation, then move on to other areas. Your main objective is this: What do
you want the program to achieve? In the Budget section, provide an estimate of
how much you think the actual campaign would cost for TV, print advertising,
printing, social media, etc.
Length should be limited to 3 pages, not counting
references. Please label each of the 8 sections so I know which you are
detailing in your plan.
There is an excellent article on this by Annie Pace
Scranton, president of Pace Public Relations: Where does Samsung go from here.
Find it at: Thedrum.com/opinion/2016/10/12/where-does-samsung-go-here
I hope you have some fun with this. Due Sunday.
