BAC223 – Public Relations Campaigns

Midterm Exam

Student: Teodora Randelovic

Professor: Ellen Pabst von Ohain
20/03/2020
2. I have chosen the three following objectives:
- Expand and Develop Judith Gold's Network positioning her as an Institutional
and Organizational Consultant.
- Develop Judith Gold as a Keynote and Guest Speaker to specific Corporations
and Organizations.
- Develop Judith Gold's Internet and other Media Presence and Materials.

3. Objectives/ Publics/Messages

A. Goal - Reach international audience and recognition

The three goals I have chosen all have to do with Judith’s being introduced to the
public. Until now, she has no media presence, and you cannot find anything about her
online.
B. Objectives:
1. Do 3 series of workshops over 6-month period
2. Get 5 companies to invite you to work with them until 1 st of March 2021
C. Strategies:
1. Develop media presence
2. Create contacts
3. Give out the material (including self-promotion on events)
D. Tactics:
1. Create website and blog
2. Attend professional conferences (In order to create some contacts, she has to be
present on conferences attended by her competitors and people from the same
sphere as she is)
3. Prepare material (business cards, brochures, posters)
4. Learn about competitors (Since she has no media presence and no landing strip,
we firstly have to search her competitors and find out how do they present
themselves)
5. Create Judith Gold’s video presentation as well as some pictures for blog and
posters
E. Judith Gold is not looking for new clients, her schedule is full. Thus, she is trying to
reach international audience, not individuals but corporations. Her first step is to be
acknowledged by her competitors, and knowledgeable audience, but the true goal is to
be able to reach different companies, connect to their HR department and offer her
services. Furthermore, I would say her main target group at this point are adults working
for bigger companies and their HR department, since they are the ones she is getting in
touch with at the beginning. In this particular case, the target groups are not the clients
she would be working with directly, but other practitioners and companies.

F. In this particular case, we will develop Judith’s website and blog since she must have
some landing strip and the most used channels of her competitors are blogs and
websites. Social networks are not the channels she would use except the LinkedIn
which will also be a part of her landing strip. However, she would not try to reach her
publics over the internet and social media. The most important channel at the beginning
of her self- promotion would be conferences and meetings where she would bring her
poster with a short brief of what she is doing along with business cards, and brochures
explaining who she is. She would offer her services to the various different companies
through e-mail, sending them brochures and trying to get in contact with the HR
department.

4. Stages

First stage (3weeks) – research the competitors and collect the material

- Search for the competitors and discover their way of promoting themselves. (1
week is needed to thoroughly search the competitors and learn how do they
operate and place themselves)
- Contact the people you will need to create the material, software people and
photographers. (This should last 1 week to contact them and make the
arrangements, considering that they usually have their fixed prices and clear
availability schedule.)
- Have a meeting with Judith and get the needed information you would need to
include on her website and blog as well as the material for brochures, business
cards and posters. (This meeting should also take place in the first week.)
- Create Judith’s video presentation and photos for her website and blog. (This
action should take place in the second week when we have found the people to
help with the realization.)
- Research the conferences Judith Gold should attend and present herself, not as
a speaker, but with her poster, business cards, and brochures which will be
developed in the meantime. (Research should take no more than 2 weeks.)
- Research the companies you should contact and send out the material. (Parallel
with the conferences’ research, the research for the companies for which Judith
might work in the future should take place.)

The first stage should start immediately and should be completed in 4 weeks. After the
first stage is finished, we should evaluate what we have done, and who did we reach
until know.

Second stage (4 months) – develop Judith Gold’s media presence and start creating
contacts

- Develop Judith Gold’s landing strip (website, blog and material). (This is a longer
process, since we have to give attention to details and collect ideas, so I believe
4 weeks is reasonable duration for this step.)
 - Conduct Judith’s “Manage Your Stress” workshop, which is to be presented on
meetings. (As in the previous step, this one requires creativity and time and
approximately 4 weeks to be realized.)
- Judith starts attending the conferences and presenting her material. She will be
attending 4 conferences in 3-month period of time.
- Contact the companies and set up the meetings positioning her as an
Institutional and Organizational Consultant. (Since we have already found the
companies to contact upfront, this step should not last more than 2 weeks.)
- Judith will attend the meetings of the companies who interested in her
consultancy and discuss her contract, workshops and working hours. (all of the
meeting will be scheduled no longer than 4 weeks after the contact. We do not
count on any meetings in the first week since the HR department of the
companies need time to go through Judith’s material)
- Evaluation (Of the 15 companies we have contacted, we got a feedback from 5
saying they would like to have Judith in for a meeting, and she did attend all the
meetings in a 3-week period and got 3 job offers. Six companies responded
telling they currently do not need her services while 4 companies did not respond
at all. Evaluation process lasts a week.)

In the second stage, some action is being taken. Website and blog are finished,
contacts are reached, and Judith starts negotiating with the companies about the
contract and services she will be providing to them. The most important part in this
stage is that a development of her website and blog must come first in order for
potential clients and publics interested in her to be able to find out more about her skills
and background. The evaluation is necessary in this stage. We must underline from
how many of the contacted companies did we get a feedback from and evaluate the
actions taken on her website and blog with a help of IT team.

Third stage (4 months) – raise Judith’s online activity and establish a short-term plan

- Based on a previous evaluation of companies’ feedback, send out the e-mails to

the companies who have not responded offering additional information and help.
- Search for the popular topics that might be useful for Judith’s blog. (For 6 weeks,
we should follow the trends within her sphere of interest and come up with some
trending topics.)
- Search for more conferences Judith could attend, and possible opportunities for
her to give a short speech at the event since she is no longer completely
unknown. (This process could take up to 10 weeks, since we are trying to find the
right conferences for her first appearances and there is a huge possibility that we
would not be able to find them quickly)
- Schedule Judith’s speech at the first conference
- Judith gives a first speech at the conference
- Evaluate the overall success and set up a plan with Judith about her future
appearances and cooperation.
The third and final stage is constructed on the grounds of the previous, second stage.
The evaluation in the second stage helped us choose the companies to which we will
re-send the material as well as search for the possible conferences where Judith could
give her first speech. Furthermore, after the evaluation of the last stage, we are able to
conduct a plan for Judith’s following deals.

The overall evaluation is conducted at the end. The results are as following: Judith
signed the contract with 3 companies to conduct her workshop every three months. The
three conferences were found for Judith to give her speech and until know she has
spoken once. We managed to establish her landing strip, which is a website and a blog,
where she posts new stories every week. The visitation of the blog would be tracked in
the future. In case Judith wants to keep going to conferences trying to give out her
material, she will have all the necessary stuff such as posters, brochures and business
cards which we created throughout the campaign.

The overall duration of the three stages is 8 months and 3 weeks.

5. The Gantt Chart