PR Campaign Tactics and Execution

This unit builds on foundational PR principles to teach tactical campaign execution across traditional, digital, and emerging media. Students will learn pitching and press-release techniques, develop visual assets and messaging, estimate budgets and event costs, and prepare a basic crisis management plan to manage integrated PR activities.

Learning Objectives

• Analyze and compare the strengths, audience demographics, reach, and cost considerations of traditional (TV), streaming, social, livestreaming, and emerging Web3/AI channels to recommend an optimal media mix for a given campaign brief.
• Apply media-relations techniques by drafting a one-page press release using a checklist, a tailored media pitch for a targeted show or editor, and an accompanying visual aid for distribution.
• Demonstrate crisis communications preparedness by creating a basic crisis management plan that defines command-and-control roles, key message points, and a model apology statement for a simulated incident.
• Evaluate and allocate a PR campaign budget by estimating event and promotion costs, selecting cost-control strategies (including contests and buzz tactics), and assessing projected effectiveness against campaign objectives.