Integrated Communication - COPR 2515

Create a variety of communication channels that work together to deliver key messages about your organization so your publics will TAKE ACTION and help your organization solve a significant problem/challenge.

Scope of the Plan

• Due May 19
• Serves as your final
• Worth 20 percent of your grade
• At least eight written elements
• PowerPoint slides

First: Choose a nonprofit as the focus of your IC plan. Select an organization you care about.

Conduct Research

Research your organization via multiple, credible sources:

• Social media
• Traditional media (newspapers, TV, radio, etc.)
• Online news sources
• The organization’s website
• Academic articles and lectures

Create the Eight Elements and Presentation

• Problem statement/goal statement (5 pts)
• Scope of research to substantiate problem statement (5 pts)
• Top three publics you are trying to reach (15 pts)
• News release (30 pts)
• Blog (10 pts)
• Five social media posts (5 pts)
• A 60- to 90-second online public service announcement/ advertisement (10 pts)
• Your choice/freestyle (10 pts)
• Presentation (10 pts)

Note: We are using the PESO model to help us reach our publics in a variety of ways:

• Paid media – Advertising
• Earned media – News release placements that we earn, because we have a great story to tell
• Shared media – Social media
• Owned media – The organization’s website, blog content, LinkedIn profile and other communications we have total control over

Element #1: The Problem and Goal Statements (5 pts)

• Create a problem statement. Focus on one specific issue your organization is facing. Ex: Our organization desperately needs volunteers but lacks visibility among retired individuals and others who have the free time to take part in volunteer activities.
• Create the goal statement. A goal statement clearly spells out the intended outcome: Ex: The goal is to raise awareness of volunteer activities and compel individuals to sign up to help.

Element #2: Scope of Research (5 pts)

• What research did you conduct to learn about your organization?
• What key – and credible – resources did you find most helpful?
• How did the research inform the strategy and content of your IC plan?  

Element #3: Publics (15 pts)

List the top three publics you are trying to reach (be specific!!!)

• Retired individuals who live in [city/state] and use traditional media
• U.S. high school students who are active on Twitter, are looking for volunteer work to earn badges, credits, etc., and live in [city/ state]
• Stay-at-home moms or dads who have free time while their kids are at school and live in [city/state]

Elements #4-#8

• A news release (30 points) – You will need to get creative and come up with a newsworthy story. Remember what makes a story newsworthy: timeliness, proximity, magnitude, celebrity, etc. Review pages 101-105 in Yopp textbook for a complete list. Note:
  • Do NOT plagiarize anything from the organization’s existing website; however, you can use the website for ideas. 
  • Follow AP style for your news release
• A blog that encourages your audience to take action (10 points) – Please follow AP style for your blog.
• Five social media posts (5 points) – AP style is not required but you must adhere to guidelines for these sites (e.g., character count for Twitter)
• A 60-second script for an online public service announcement/advertisement (10 points). Review pages 277 and 281 in Yopp textbook for background. Also, feel free to create a mini-video clip from your phone for this element or create a written script. Your choice.
• One “freestyle” element (10 points) – Create a writing element of your choice that will complement your other elements and reach your publics where they spend their time. For example, you could create an advertisement that will run in a place that will reach one or more of your publics. If you have older publics, you might create an ad for AARP magazine. If your publics use the subway, you may create an ad for placement in the subway station. You could also write five more social media posts if your publics are on social media. These posts would need to be different from your other five.

PowerPoint slides (10 points)

• 7 to 9 slides – PowerPoint or other program
• Must demonstrate HOW all the elements work together to reach your publics, e.g., consistent messaging, consistent branding