PR Campaign Evaluation and Management

This capstone unit focuses on advanced public relations tactics, crisis communications, media relations, event publicity, influencer engagement, and the measurement and reporting of PR outcomes. Students will learn to plan, execute, evaluate, and justify PR activities while balancing ethical considerations and long-term relationship building.

Learning Objectives

• Analyze qualitative and quantitative PR data (surveys, media placements, inquiries, sales, and social buzz metrics) to assess campaign effectiveness and calculate basic ROI
• Develop and implement integrated PR tactics—including event publicity, pitching, influencer partnerships, and post-airtime amplification—paired with measurable tracking plans
• Apply crisis communication protocols in simulated scenarios by crafting key messages, preparing spokespeople for interviews/airtime, and executing monitoring and follow-up to mitigate reputational risk
• Evaluate ethical implications, long-term relationship strategies, and resource needs; produce a concise justification demonstrating the viability and priorities of a PR function