1. Public Relations and New Media Richard Bailey
Reports and proposals
Public Relations and New Media
Richard Bailey 1

2. Reports or proposals?
Reports look back on something that has happened and provide analysis
What has happened? Does it matter?
Proposals start with problem diagnosis and recommend a solution (forward-looking)
What’s the problem? What should we do about it?

3. Your assignments
2,500 word report applying critical thinking to contemporary corporate communications challenges faced by an international organisation of the student’s choice in the context of new media developments (weighted 60%).
1,500 word proposal written for the same organisation covering possible strategies and tactics to address their challenges in the digital environment (weighted 40%).

4. What is a report? A formal business document Based on fact
Information on a situation
Recommendations on future action
Based on fact
You must distinguish between facts and opinions
Need to provide evidence of research & reading

5. Report structure Title Table of contents
Executive summary (write this last)
Introduction (terms of reference, background)
Facts
Analysis and discussion of factual material
Conclusions
Recommendations
Appendices
References

6. Structure Use headings for sections You can use section numbers
1. Section title
1.1 Sub-section
1.2 Sub-section
Use consistent headings/numbering

7. Executive summary Write this at the end
It is a one page summary of the whole report, including any conclusions and recommendations
Helps the reader decide whether to read full report

8. Introduction
Set out the terms of reference for the report (who is writing it, and why, and what is its scope)
Provide any background information the reader might require
Statement of problem
History of events leading to this situation
An account of the methods used to gather information

9. Body of report Should contain the factual information gathered
Break down blocks of text with tables and lists
Headings and sub-headings help to break up the page and make it readable
Remove over-detailed information to an appendix

10. Conclusions, recommendations
Even if these are covered in the body of the report, they should be gathered again at the end (and summarised up front in the executive summary)
If recommendations are required, they should be in a separate section

11. Appendices, references
Appendices should contain background data or complex information
Appendices do not count towards word limit
References demonstrate authority, credibility and professional practice
Name of author or authors
Year of publication / edition and publication date
Full title
Place of publication and name of publisher

12. Style A report is factual, mostly objective Formal language preferable
Spelling and punctuation matter (you will be judged on this)
Should be comprehensible if read in isolation

13. What is a proposal? A proposal is a persuasive document
Looks to the future (reports are backward-looking)
Proposes a plan of action
Seeks agreement

14. Structuring a PR proposal
Executive summary
Situation analysis
Problem statement
Campaign goal
Audience identification and messages
Strategies
Communication tactics
Timescale
Budget
Evaluation plans

15. Executive summary
The Problem: State here what you believe the problem to be. 
Programme Goal: State here what your ultimate goal is. 
Target Audiences: (1) Your primary audience, (2) your secondary (intervening) audience(s), and (3) your tertiary (special) audience(s).
Major Strategy: State your major strategy here, listing the key tactics that you will use in your campaign. 
Recommended Budget: State your total anticipated income and sources, your anticipated expenses, and the anticipated net profit or loss. 
Evaluation Plans: State how you expect to evaluate (and expect to know) whether or not you've achieved each of your campaign and audience objectives

16. Problem statement
The problem statement itself should be concise and very specific. If possible, write it in 25 words or less, using standard subject-verb-object order. This step is crucial to your plan and to the success of your campaign. Mess up here and you will end up way off course.

17. Campaign goal
Goals are general directions that are not specific enough to be measured: "To boldly go where no man has gone before." You can't measure it, and you probably will never know if the goals were accomplished.
Objectives are specific and measurable. They can be output objectives, or they can be attitudinal or behavioural. But most of all, they can be measured. They are concise. They are specific.

18. Audience identification
A "public" is a group of people with similar interests.
"Stakeholders" are a special kind of public, composed of people who have a particular interest (or "stake") in your organisation.
An "audience" is a public with whom you are communicating.

19. Strategy There are four basic strategies: Do nothing (inactive)
Do something only if necessary (reactive)
Do something before a problem arises (proactive)
Involve others in solving or heading off problems (interactive)

20. Tactics, schedule, budget
What will you do (to achieve your objectives)?
Who will do it?
When will you do it by? (Gantt chart)
How much will it cost?

21. Evaluation How will you show that you’ve achieved your objectives
Output measures: what did you do?
Impact measures: what happened as a result?

22. Sources ESRC, Communications Strategy template (Word file)
Manser, M & Curtis, S (2002) Penguin Writers Manual
Myamoto, C How to write a comprehensive communications plan, CIPR website (member area)
Newsom and Haynes (2005) Public Relations Writing: Form & Style (chapter 7)
Wilcox, D and Nolte, L (1997) Public Relations Writing and Media Techniques (chapter 15)