An effective PR campaign uses strategic planning and outlines to communicate with an

audience to reach a specific objective, which may include brand management, image
view, and re-branding of a particular product or representative of such product.

Public Relations Proposal: Darius Rucker

This public relations proposal, prepared by Cariann Tanner has been created
exclusively for use by Sims Entertainment.

EXECUTIVE SUMMARY

As requested by Sims Entertainment, the following public relations proposal

has been devised in order to successfully promote and maintain a PR strategy
for Darius Rucker during tour with “Hootie & the Blowfish.”

This proposal focuses on generating interest at a local level for the upcoming
reunion tour for Hootie & the Blowfish, which has been in hiatus for 10 years as
of 2018. The group is known for their occasional charity performances, which
often focus on sports locations, specifically golf. This proposal includes a hide-
and-seek rewards campaign, in which “Hootie & the Blowfish Balls” are hidden
in local parks or golf areas with rewards and contact information printed on. In
addition, a $100 donation will be made to a local charity for every found ball.
There is also a focus of local interviews, in which the band will conduct an
interview while performing a sport of the interviewers’ choice. This will create a
feeling of relatability to this hometown band, and create a deeper image that
the current “distant, sexy and deep voiced” image that Rucker currently holds,
and instead present him and the rest of the band as a happy success story for
a talented and giving band.

SITUATION ANALYSIS

Following extensive research and analysis, the circumstances and situation

affecting Darius Rucker appear to be as follows:
The attitudes of consumers towards Darius Rucker indicate that he is seen as a
sexy, deep-voiced country singer. He is praised for both his sultry looks as well
as his range of vocals, which are noted for their smooth, bass tones.

Compared to leading competitors Darius Rucker is performing strongly in the

following areas: his solo success as a country singer, in which he created and
performed hits such as “Don't Think I Don't Think About It", an instant top 20
song from his solo country debut album, Learn to Live. Rucker is also known
for his continuous charity contributions and concerts, which he had hosted
both solo and as part of Hootie & the Blowfish over the years. In addition, his
love of golf and golf-focused charities is unique to other country and rock
music singers.

Some of the weaknesses of Darius Rucker seem to be name recognition and

affiliation with band Hootie & the Blowfish, which has been on hiatus for ten
years, starting in 2008. As of 2018, the band is running a reunion tour across
the United States during Spring 2019-Summer 2019.

GOALS

In conjunction with Sims Entertainment, the following goals have been set
forth with regards to public relations:

Create brand name recognition for Darius Rucker as both a country solo artist
and front singer for rock band Hootie & the Blowfish, while focusing on their
image as a hometown band, with charitable goals. Overall, will attempt to
generate interest in his upcoming 2019 tour.

TARGET AUDIENCE

1: Lower to middle-class local men and women ages 20-30, with a love of
concerts and competitions who otherwise could not afford a VIP experience.

2: Local news watchers and fans. Middle-class, with afforablity to attend

upcoming performances and purchase experiences (such as VIP and meet-
and-greets)
 TARGET MEDIA

 Rock stations (for touring locations)

 Country stations (for touring locations)
 Day time television: Today, Good Morning America, and other local
television interviews.

MARKETING CONCEPT/KEY MESSAGES

These objectives will promote the idea that Rucker and other band members
are relatable, from-the-earth performers. As Hootie & the Blowfish was a
college formed band from Columbus, South Carolina, they hold a unique
backstory of both joint and individual growth from a local upbringing. This
focus on local prizes and local interviews will bring light to their light-hearted,
lovable attitudes (instead of a mysterious, hard to reach sexiness) and
charitable focuses, which is a deep-rooted belief that has held the band
together over their ten year hiatus.

STRATEGIES AND TACTICS

1) Hide “Hootie & the Blowfish Balls” in upcoming touring town golf courses
or public parks. For every ball found, a 2 VIP tickets are rewarded, as well as
$100 to a local charity. Will be promoted via updated touring website as well
as local media outlets (radio and television).
 Darius Rucker and Hootie & the Blowfish are known for their charity
contributions, as well as their sports recreation (see music video for Hootie &
the Blowfish’s “Only Wanna Be With You”). Rucker is specifically known for his
love of golf.
 Generates interest and excitement via friendly, local competition, as well as
contributing to charitable organizations across their tour.
 Number and verification code will be printed on the golf balls, and winners
can call in to exchange information.

2) Organize few local interviews, in which Darius Rucker and the rest of Hootie
& the Blowfish will respond while playing a sport of the interviewers’ choice.
 Darius Rucker and Hootie & the Blowfish are known for their charity
contributions, as well as their sports recreation (see music video for Hootie &
the Blowfish’s “Only Wanna Be With You”)
 Creates a fun and non-formal exchange between performers and their host.
Will break down the titles of “artists” and “stars” to create a focus on the
singers themselves and their originality in both the music industry and as
relatable individuals.
 Will generate an interest and relatability to band members.
 Will measure viewings via broadcast as well as through videos posted in local
media and touring website.

TIMELINE

Will release balls into local areas approx. 2 months before scheduled
performances.

Will schedule interviews 3 months ahead, and discuss sporting options with
interviewers 1 month prior to interview.

BUDGET

TBD (I’m not quite sure how to budget this, as it’s in addition to a touring
budget of which I have no information or access of information for.
Unfortunately, I have not been exposed to real-life PR or tour budgeting while
in this program)

ACCEPTANCE

Your signature below indicates acceptance of this public relations proposal

and entrance into a contractual agreement with [COMPANY].

Tanner Promotions

Representative: Cariann Tanner, CEO

9907 Universal Blvd, Orlando, FL 32819

 Signature: __________________________

Printed Name: ________________________

Date: ________________________

Sims Entertainment

Representative: Arthur Sims, Professor

9907 Universal Blvd, Orlando, FL 32819

Signature: ___________________________________

Printed Name: ___________________________________

Date: ___________________________________