Public Relations Connections

Final Proposal Assignment

418 Jefferson Avenue

Miami Beach, Florida 33139

(305) 555-5000

info@prconnections.com

Shawna McCutcheon

English 222

Technical Writing

6 July 2012

Table of Contents

I. Executive Summary 1. Corporate Description 2. Market Analysis

i. Figure 1: Demographic Breakdown3. Business Strategy

ii. Figure 2: Promotional Calendar (Appendix F)4. Management and Personal Summary

iii. Figure 3: Personnel Organization Structure (Appendix E) II. Proposal Change

1. Presentation of Change and/or Idea2. Procedure and Process to Implement Change3. Timetable4. Advantages and Disadvantages of Change Idea

iv. Figure 4: Advantages and Disadvantages of Change Idea 5. Edging the Competition

6. Financial Estimatesv. Figure 5: Public Relations Connections Budget Table

II. Appendix A: Definitive TermsIII. Appendix B: Vision/Mission StatementIV. Appendix C: LogoV. Appendix D: NewsletterVI. Appendix E: Organizational ChartVII. Appendix F: Promotional Calendar Sample

Executive Summary

1. Corporate Description:

Public Relations Connections is a public relations firm based in Miami, Florida. We are seeking to branch out into the nationwide community. We strive to enhance our clients’ reputations. We offer a range of public relations services that include social media, press releases, press kits, crisis diversion and publicity. We also provide speech writing services, direct communication and personal branding for our clients.

2. Market Analysis:

This company provides service to private companies, individual customers and non-profit organizations.

Figure 1: Demographic Breakdown

PUBLICS COMPANY SIZE NET WORTHPrivate Companies 10 – 50 Employees $1,000,000 to $100,000,000Non-Profit Organizations 2 – 20 Associates $75,000 to $1,000,000Individual Clients Personnel $45,000 to $5,000,000

3. Business Strategy:

This company will use various types of media outlets to advertise the services provided. Radio spots, television commercials, print media, business expos, website, social media sites, event flyers and promotional items (such as pens, calendars, PostIt pads, etc.). (see Appendix F)

4. Management and Personal Summary:

Figure 2: Personnel Organization Structure (see Appendix E)

NAME POSITIONShawna McCutcheon President/CEOMichelle Vaz de Oliveira Vice PresidentMichele Papakie Communications DirectorKathleen Schrecongost AccountantRaquel Guimaraes SecretaryJennifer Bergey Communications Representative

Section II, Proposed Change:

1. Presentation of Change and/or Idea:

The change desired by this company is to expand into the Los Angeles public relations market. The purpose of this change is to provide the services of the company in a different locale. It will resolve the problem of a restricted customer base in Miami and give clients in Los Angeles a personal touch and resolve the time difference conflict.

2. Procedure and Process to Implement This Idea:

Step 1: The idea was initially produced June 1, 2012 in a staff meeting at the office.

Step 2: Staff members will research the positives and negatives in regard to opening a facility in Los Angeles.

Step 3: The secretary of the company will make the necessary calls to the real estateagent.

Step 4: Upon receiving the rental contract, it was signed and submitted back to the

real estate agent.

Step 5: Director of communications to make the trip to Los Angeles to meet with thereal estate agent, purchase supplies at Staples and set up the office.

Step 6: Interview and hire potential employees.

Step 7: Open up the new location.

3. Timetable

The tentative date for the Public Relations Connections branch to open in Los Angeles will be September 10, 2012. It will take a proposed three month time period for the plan to come to fruition.

Figure 3: Time Breakdown Table

Process Steps Date FinishedIdea Produced June 1, 2012Staff Research June 16, 2012Real Estate Agent June 17, 2012Contract Secured August 15, 2012Office Set-Up August 25, 2012New Employee Interviews August 31, 2012Official Grand Opening L.A. September 10, 2012

Figure 4: Advantages and Disadvantages of Change Idea

Advantages of Change Idea Disadvantages of Change IdeaHigher financial outcome for company Higher expense in maintaining two locationsGreater client base Greater distribution of payrollGain additional training and assistance May have cash flow problemsBenefit from name recognitionOpening up to many new clients

5. Edging the Competition

There will be a greater advantage over the competition in Miami because there will be two locations to meet the needs of our client base. The advantages listed in Figure 4 will provide a greater idea of how the company will be better than the competition.

6. Financial Estimates

Figure 5: Budget Table

8. Summary and Conclusion

After careful research and planning, the team has concluded that it will be beneficial to open a second branch office in Los Angeles, California.

Appendix A: Definitive Terms

Public Relations Connections is a firm that advocates for our clients. We use the words below in our line of business as a way to communicate our ideas, describe what we do, and how we relate to the news media.

1. Engage is a process in which a person enacts with another person or organization. 2. Publics are the organizations, people, or audience in which are engaged in public relations.3. Conversation is the sharing of ideas between the public relations organization and the client.4. Press release is a notification sent out to the media to make them aware of events for an organization.5. Image is the way the company is portrayed to the public.6. Goals are what the company is working toward.7. Wire service is the media outlet in which a press release is given so that reporters can pull informa-

tion from for stories. 8. Strategy is the plan of action to achieve the desired direction in which the business goes. 9. Crisis management is a continuous positive effort by a business in regards to an ongoing problem. 10. Lede is the first, descriptive paragraph of a news story that tells who, what, when, where, why and

how.

Public relations encompasses many of the same aspects as the written media. We advocate for our clients and ultimately find solutions to help them grow.

Appendix B: Vision/Mission Statement

Vision Statement:

The advocacy we provide for our customers break down barriers and fight for equality in the country.

Mission Statement:

The mission of Public Relations Connections is to:

Solve the problems of our publics.Create a team to extend advocacy to our community.Continuously increase our financial gain.Create a positive work environment for our employees.

Appendix C: Logo

The light blue of the text represents tranquility and understanding. I want my clients to know I understand their needs while allowing them the relaxation of being in a tranquil and calm environment.

The darker blue represents knowledge and seriousness. I want my clients to know I’m serious about repre-senting them with an abundance of knowledge in keeping both mine and their integrity in-tact.

The purple represents wisdom and creativity. Using this color, I want my clients to know that I have the wis-dom to give them what they need and the creativity to offer them a variety of solutions to their circum-stances.

Appendix D: Newsletter

Public Relations ConnectionsConnectionsVolume 1, Issue 1June 23, 2012

The benefit to celebrate our opening and to raise money for the Gloria Estefan Foundation and the Miami Project will kick off soon. We chose Bongo’s because of its authentic Cuban atmosphere and food. That’s what Miami is all about! Gloria has graciously donated the use of the restaurant and is performing for us, bringing her own Miami Sound Machine to back

Rocking it at Bongo’sher up. This will give the event a true Miami touch and hopefully will be a huge success. Bongo’s Cuban Café serves up the tastes of Cuba with a Miami touch. The cash bar will be serving up the authentic mojito at half price for everyone who walks in the door. Gloria is really taking care of us for this event!

Tickets will be given away to guests near the display

of bongos on the main floor. Prizes are donated by Gloria and members of the Miami Sound Machine. They will include signed CDs, t-shirts, fedoras and other great items.

This event is looking to be a huge success for Public Relations Connections. It will get our name and faces out to the people of this extremely diverse city.

Hope to see you there!

From Rags to Riches… a Cinderella StoryPublic Relations Communications started as a pipe dream some ten years ago. Our founder was working at a tear gas factory in Western Pennsylvania with the dreams of someday becoming successful in a career that she would love. She desired to go to college but was told by her husband that she was being selfish and that she would never handle the workload that college required. She rectified the

situation, divorced him within two years and started the next journey in her life: college.

She enrolled at Indiana University of Pennsylvania and successfully graduated with a bachelor’s degree in journalism. While there she was employed as a student worker in the media relations department. After graduating, she had the opportunity to take over the position of director of

media relations when the previous director retired.

A significant change in her life happened when she won the Powerball, a weekly lottery drawing, after three years as director at IUP. She decided then that it was time to change directions in life, create a company in a city she loved and raise the bar with her knowledge of the public relations field.

This is where this company started. Let the

Appendix E

Public Relations Connections is a firm that advocates for our clients.

The president and CEO of the company makes the main decisions about how the company is run and where the company will be in the future.

The vice president takes over company responsibilities when the president is away. The vice president is the second in command.

The communications director works closely with the president and vice president. They draft speeches for the top brass, write marketing plans, manage the brand, act as a spokesperson, manages crises and handles the social media aspect of the company.

The accountant takes care of the day to day finances of the company. The secretary takes care of legal documents, makes sure meetings are scheduled and kept and make

sure the top company officials do things in according to the law. The communications representative works under the communications director to handle the smaller

details of crisis management.

Appendix F:

Promotional Calendar Sample

418 Jefferson AvenueMiami Beach, Florida 33139(305) 555-5000

2012JANUARY

S M T W T F S1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

FEBRUARY

S M T W T F S1 2 3 4

5 6 7 8 9 10 1112 13 14 15 16 17 1819 20 21 22 23 24 2526 27 28 29

MARCH

S M T W T F S1 2 3

4 5 6 7 8 9 1011 12 13 14 15 16 1718 19 20 21 22 23 2425 26 27 28 29 30 31

APRIL

S M T W T1 2 3 4 58 9 10 11 1215 16 17 18 1922 23 24 25 2629 30

MAY

S M T W T F S1 2 3 4 5

6 7 8 9 10 11 1213 14 15 16 17 18 1920 21 22 23 24 25 2627 28 29 30 31

JUNE

S M T W T F S1 2

3 4 5 6 7 8 910 11 12 13 14 15 1617 18 19 20 21 22 2324 25 26 27 28 29 30

JULY

S M T W T F S1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30 31

AUGUST

S M T W T1 2

5 6 7 8 912 13 14 15 1619 20 21 22 2326 27 28 29 30

SEPTEMBER

S M T W T F S

12 3 4 5 6 7 89 10 11 12 13 14 1516 17 18 19 20 21 2223 24 25 26 27 28 2930

OCTOBER

S M T W T F S

1 2 3 4 5 67 8 9 10 11 12 1314 15 16 17 18 19 2021 22 23 24 25 26 2728 29 30 31

NOVEMBER

S M T W T F S

1 2 34 5 6 7 8 9 1011 12 13 14 15 16 1718 19 20 21 22 23 2425 26 27 28 29 30

DECEMBER

S M T W T

2 3 4 5 69 10 11 12 1316 17 18 19 2023 24 25 26 2730 31

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