A proposal is a sketch of what you intend to do: the more developed your sketch, the better it will help you accomplish the project—the better your project will be. The proposal is NOT a place to be lazy, confused, or mediocre: You should articulate high, clear expectations for your final project analysis of a real public relations campaign. If today you feel confused, lazy, or mediocre as you begin this proposal, out-grow these predictable feelings: It’s your project—decide what you will do.

Our required readings offer the examples of and standards for what you must notice, analyze, and explain in your final project. We have learned that

• Public relations campaigns can promote an organization’s missions and goals
• Public relations at its best is good for the organization AND its publics
• Sometimes a public relations campaign must repair and restore an organization’s relationships with its publics
• Some (but not all) public relations campaigns are made to address crisis
• Some public relations campaigns can be empty and corrupt—they talk the talk without walking a worthwhile walk
• Public relations campaigns are built out of a wide range of expertise
• Before a team of public relations professionals begins a public relations campaign, they must research their full task
• Before a team of public relations professionals begins a public relations campaign, they must plan their campaign strategically—based on their purpose and their research
• A public relations team must implement their campaign
• A public relations team must evaluate the effectiveness of their campaign
• Sometimes a public relations campaign will achieve its goals; sometimes a public relations campaign will surpass its goals; sometimes a public relations campaign will fail to achieve its goals
• By studying ONE public relations case,
• By studying past public relations campaigns, we begin to learn how to become public relations professionals