Strategic Public Relations Plan
business
Description
Write a strategic public relations plan for Alterra Property Group (or other real estate developer).
Strategic PR Project (Written):
You will write a strategic public relations plan for Alterra Property Group (or other real estate
developer).
The length of the final written plan should be 8-12 pages. All work is to be typed in 12-point
font, and double spaced. The most important part of this plan is your strategic analysis and
critical thinking. Explain why you made each decision. Incorporate textbook/lecture terms and
ideas from class to demonstrate your understanding. Include the sections listed below:
1. Situational Analysis
2. Objectives
3. Target audiences
4. Strategies
5. Activities
6. Management, staffing, administration, tracking, and evaluation
7. Budget
8. References
Situational Analysis: (2 pages) Demonstrate your knowledge and understanding of the client’s
needs, and build excitement and interest in the program that follows. Describe the reason the
program is being written, and raise all the issues the program is designed to answer. Explain
your product, how it is priced, and how people get it. Analyze what is going on with customers
in this market and competitors’ perceived strengths and benefits. Incorporate key
environmental trends such as the economy, technology, social and cultural. Do not try to solve
anything yet. Do not introduce new ideas. Just explain the landscape.
