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Hi.

In your assignment,

I have specifically asked you to give me an entire section on social and new media.

That's because the digital media today are so important that you can hardly

have a PR plan without thinking about digital media and

the way in which you could incorporate digital media into your plan.

Now, I have also given you an incentive, in a sense, that I've told you that for

This component, whatever you develop, you have a given budget.

And your goal is to develop a plan that actually executes this budget.

And carries out certain sorts of tactics within the budget.

So really have to think through how you're going to spend the money that has been

allocated to you.

Now the currency that I give you is going to vary from project to project.

This is going to vary from context to context again

in thinking through the budget and here's a hint.

You really should think about the particular context,

the particular economy, how things cost, and

this would mean that you actually need to do the research.

Now some of you, in certain scenarios,

will have the advantage of being from within that context.

But that's okay, because the quantitives will keep changing.

So we will move from one country to another,

depending upon the cycle of this particular project.

So, think about when you're considering the budget, how you're going to spend

it within the realm of the social media strategy that you develop.

So, in this section on social media we will cover a number of lectures,

we will go to Doctor Trinsley Lowe and

her lectures on how to build networks on social media.

So how really to expand connectivity.

How to create and connect with opinion leaders.

How to identify influencers.

And how to leverage the persuasive influence of influencers.

We will also really look at the videos on what

makes a particular social media post go viral.

So think about, again, the concept of virality and the ways in which that

connects to the kinds of strategies and tactics they are going to develop.

Also think about the vital role of social media as spaces for engagement.

We have talked about that consistently, particularly in terms of the ability

of social media to serve as tools for listening In.

So how are you going to write in social media into your campaign as a way for

listening in to your audience, as a way for gathering live data,

as you role out your campaign and how would you be responsive to that data.

So a certain element of dynamism is vital when you think about your social

media strategy, such that your campaign is constantly emerging and

evolving as these networks come through.

You also have to think about the reason which

the new media components that you present here connect with the given budget.

So there again your rational is really important to your ability to justify

when we will be making a decision about which particular plan to fund or not fund.

We will look at which of these plans gives us the most reach,

gives us the most effectiveness with the dollars that we are spending.

So again keep evaluation in mind.

Think through how you would evaluate your PR plan,

particularly from the social media standpoint,

when you are thinking about what you're going to put together here.

So once again, I'm looking forward to your creative inputs.

But I'm also looking forward to seeing how what you come up with creatively is

grounded in the lessons you have learned is grounded in the research that has been

built up in this area and the key theories that involve and

inform the ways in which people form social networks on social media.

The ways in which they influence each other, and

the ways in which they make decisions.

Social Media

Public Relations Capstone

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