PRA310

Individual Assignment Brief

Grade Weight: 10%
DUE: Week 10, 12:00 midnight, Sunday, Nov. 6

For this assignment, you are required to develop a social media proposal of a public relations
story and its placement online. The story is for an organization of your choice (which may
also focus on the company branding). You are also required to produce the online PR design
with the story content.

Your proposal should cover, answer, discuss and explain the following:
1. Overview - Who, what is your organization? What is their PR need or problem that
should be addressed through telling their story through Online PR. (15 points)
2. Identify a GOAL that can be accomplished in online PR that will meet this need and
explain why it will work. (15 points)
3. Who are their key audience/stakeholders? What is/are the two-way relationships and
online social community/ies that they need to reach and communicate with? Explain
why. (15 points)
4. What is your strategy for the use of Online PR for addressing their need and
accomplishing the goal? This should be an overall approach using social media.
Explain why this may be successful. (15 points)
5. Propose a plan of action for the placement and OPTIMIZATION of your PR story in
the social media. (10 points)
6. Identify and describe a process of evaluation of your story and its placement for
accomplishing the goal.(10 points)
7. Write your story and create a design for your specific social media platform/channel.
Include a ‘mock up’ in your proposal (15points)
8. Your proposal should have a cover page, it should have each section labeled and
include a brief introductory and concluding paragraph (minimum 3 sentences). (5
points)

This assignment addresses the following learning outcomes:

CLO2: Comprehend the technical and intellectual elements in online PR

CLO4: Apply online PR principles to evaluate virtual communications

CLO5: Produce an online PR design with content