Guidelines for the Final Project of COM5402
The final project requires a written report making proposals and recommendations for your
client, a company, organization or persona of your choice. Each group will work on doing
research, formulating action, developing messages, and selecting communication tactics. At the
end of the semester, each group will present their work to the “client” and submit a written report
for evaluation. Each group needs to provide theoretical rationale and/or empirical evidence to
justify why the proposed campaign plan would be effective.
In the 8th week, each group will submit a proposal for the project. The proposal includes
Introduction & Research Problem, Analyze the Situation & the Organization, and Analyze the
Public (You don’t have to collect data by then. Just state the plans.). The instructor will give
feedback to students based on the proposals. Students are expected to incorporate the feedback
into their final report and improve its quality.
DUE DATES
Proposal: October 25, 2019 (by 7:00 pm)
Oral Presentation: November 29, 2019 (by 7:00 pm)
Written Report: December 6, 2019 (by 6:00 pm)
Please see below for the structure of the final project.
COMPONENTS
1. Executive Summary
2. Introduction & Research Problem
Identify the problem you seek to solve or the issue you intend to deal with.
3. Analyze the Situation & the Organization: secondary research
Define the public relations opportunity. Who is the client? What does the client do?
Please conduct a SWOT analysis.
4. Analyze the Public: secondary research and primary research
Discuss the publics concerned and their awareness and attitudes.
For primary research, there are two options:
Option 1: In-Depth Interview
• Describe your research design:
 How did you recruit your respondents? How many respondents did you
interview?
 How did you conduct your interviews, face to Face, by phone, or online? How
did you record your data?
 Demographic information.
• Analyze your data by looking for patterns and themes in the responses
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Use direct quotes from your respondents to support your argument
Summarize your findings
Attach the interviewer’s guide in the appendix
Option 2: Focus Group
• Describe your research design:
 How did you recruit your respondents? How many respondents participated in
the focus group?
 How did you record your data?
 Demographic information.
• Analyze your data by looking for patterns and themes in the responses
• Use direct quotes from your respondents to support your argument
• Summarize your findings
• Attach the moderator’s guide in the appendix
5. Goals & Objectives
What needs to be achieved in the short term and in the long term? What are the specific
goals of the program? For example, do you want to improve awareness, understanding,
sympathy, image goodwill, reputation, prestige, or support? When, precisely, do you
want these things to happen?
6. Response and Message Strategies: Drawn from research insights and guided by theories
What is your broad strategy in terms of action and communication? What will be the
theme of your message strategy and what modes of communication will you use? How
will you exploit it?
7. Communication Tactics: Drawn from research insights and guided by theories
Which specific activities, events, messages, and channels do you propose to use to
implement your strategy? Produce finished examples of three items to demonstrate
content, style, and treatment.
8. Conclusion
GENERAL GUIDELINES
o Address your report to your client – the company/organization/persona you selected.
Write it as a professional report.
o Format: 15-20 pages (excluding attachments, appendices, references) typed, doublespaced, numbered, stapled or fastened, 12-point font, and one-inch margin of all sides.
o Include charts, graphs, and/or illustrations when appropriate. You may attach additional
materials to add to the completeness of your report. Be sure to reference illustrations,
charts, attachments, and exhibits.
o Remember to cite your sources throughout your paper, using APA style. All cited sources
must be listed.
o Proofread your work. Spelling and grammar count.
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