Assignment #3 - Planning an Ethical Publicity Campaign
PLANNING AN ETHICAL PUBLICITY CAMPAIGN
In his 1948 essay, “The Engineering of Consent,” Edward L. Bernays
wrote: “Today it is almost impossible to overestimate the importance of
engineering consent; it affects almost every as-pect of our daily
lives. When used for social purposes, it is among our most valuable
contribu-tions to the efficient functioning of modern society.” In
this essay he also outlines the steps needed to construct a public
relations campaign, which if done successfully can contribute to
influencing public opinion.
Your assignment is to pick a social issue that matters to you and that
you think could benefit from an ethical and effective public relations
campaign that will leave the public more aware of the issue from your
perspective.
You are to follow Bernays’ steps, listed below, and write a 2-4 page memo that outlines those steps in relation to your campaign. You must also produce and submit a visual and/or textual prototype (example, trial product, blog, web site, etc.) that both embodies and expresses the concept behind your campaign idea. This may be in the form of a well-designed drawing, a physical object, or an online sample to be used as part of your campaign. It may also take the form of a storyboard, a stealth or apparent symbol, and/or slogan. Finally, make sure to craft a fitting title to your campaign and a clear plan for where and how your project will be seen or en-countered by the public.
Planning a Campaign
1. Study the public. Identify your intended audience in detail, the
people or groups of people you are trying to reach (Hunter students,
residents of a particular neighborhood, members of particular
community, specific job workers, unemployed, straight people, etc.)
2. Think about the value of research (public opinion polls, etc.) to
identify how you plan to study or analyze your intended audience. Be
sure to identify and describe the research you have al-ready done in
developing your publicity campaign, and what more will be necessary.
3. Clearly articulate your themes, strategy and how you plan to
organize your campaign. Identify your issue clearly, your particular
angle of approach to that issue, and your overall strategy for reaching
the public in a truthful way.
4. Tactics are pieces of that strategy. Specify three of the specific
actions you will take to reach the public and/or the methods of
distribution, exhibition, or communication. The prototype you submit
with your memo should be a fundamental piece of this tactical approach.
5. Ethical considerations are central to this assignment. Do not try to
deceive the public or by-pass people’s capacity to think and
understand. Your point is to provide an eloquent and well-informed
campaign that will promote critical thinking and is designed to
increase public aware-ness and civic participation. Conclude your memo
with an analysis of how the elements of your campaign will effectively
accomplish this task.
PROJECTS ARE DUE ON MONDAY, MAY 11, 2009. THEY SHOULD BE SUBMITTED TO YOUR
SECTION LEADER ON THAT DAY.