Tactical Event Plan

PR Tactical Event Plan Assignment

LINK: PR Tactical Event Plan Assignment Description – YouTube


Worth 200 points

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A large part of public relations is event planning. For this assignment you will plan an event on behalf of the minor league team you chose earlier in the semester. Your final paper should be 4-6 pages. When choosing your event, you should consider your team, your target market (who will you want to target your event to?), and what type of event is feasible and logical. I’ve learned from past student event plans that the best ones are those that are a little smaller in scale and the number of logistics are limited. So stay focused with this and save the large-scale events with multiple bands, celebrities, and a huge budget for later.

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How do I begin?

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You should begin by coming up with an event. Luckily, you’ve already started this process in the Week Nine Discussion Board Reading Response. So, go to that discussion post under the Week Nine Moodle module and take a look at what you wrote. Of course, if you’re not interested in doing that topic anymore, you can always go in a new direction. Some events you could consider include a silent auction, a pre-game carnival, a post-game concert, a clinic, a charity event, an exposition match, etc.

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Once you have your topic, read through the following checklist to make sure you think through all of the details. While all of the items might not apply to your event, it will help you think through all of the items needed. Also note you’ll have to scroll down a bit to see it on the next page.

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Once you’ve thought through the event carefully, you’ll need to answer/develop each of the following items. This is what you’ll turn into me:

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  • A 1-2 page overall description of the event, include an explanation of why you chose to do this kind of event and why it was a good choice for your target market, city and sport.
    • For this section you’ll want to use 2 items of research to show the demographics of the city/region your team is located in (census or credible government statistics will be good here). You can also conduct research to show demographics of fans or the audience you want to target with the event.
  • A 1 page explanation of what kinds of PR and advertising tactics you will engage in to get people to come to your event.
    • Here is where you can list types of earned media (what PR tries to get) and paid media (what advertising tries to get) to show how you will publicize your event.
    • You should discuss what tactics you can use such as news releases, organizational videos, social media, traditional media, interviews, attending local meetings to spread the word, commercials, and/or using formal/informal opinion leaders and/or influencers. Consider and identify local press opportunities that make sense for your local team. In other words, don’t forget to do some research for local media outlets that your minor league team could use. Remember, this is a PR course, so you should demonstrate how you’ll engage the media and your target audience in this section.
  • A list of resources you will need (actual items—tables, seats, booths, athletic equipment, etc.; people to run it; sports stars or other celebrities on hand; space)
    • For this, the more specific you can be = the better! Think of how many tables you’d need, how many seats, how much staff, how much equipment. Will you need to collect money? How can people pay (cash, credit)?
    • While you might not know exactly all of the items you’ll need, really think through the event to try to account for everything from a cash box, to permits, to napkins, to security, to garbage cans.
    • Also remember to put how many of each item you’ll need. Avoid just putting down tables and instead state something specific like 3 banquet sized tables (or even dimensions if you have them!).
  • A budget
    • Budgets typically fall into two categories. So your budget will have one category focuses on staff (how many people you’ll need and how much each person will get paid) and one category that focuses on out-of-pocket expenses.
    • Every budget should have a 10% contingency fee. This means that you should always set 10% of your budget aside for emergencies and that should be shown as part of your budget.
  • A timeline/agenda for the day of the event
    • See examples for how to do this on p. 191-192 of the textbook.
  • Other things you might include that will help me get a better picture of your plan (i.e., a map of the venue for the event).
    • Include a map of the venue or any other items that can help illustrate your event clearly.

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Want to see a student example? Please see below for a solid example. Note the comments that I made when grading. This example isn’t perfect (the “Resources” item needs many more specifics), but it will give you a visual to figure yours out if you’re lost. It will also will help ensure you include all of the items I’ll be looking for.

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Grading will be based on the following:

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  • Identify and develop answers to each item of the tactical plan.
  • Specificity with resources and budget.
  • Writing is edited with very few to no proofreading errors.
  • A minimum of two research items are used and are cited with APA or MLA citations.
  • Meets the 4-6 page limit. Can be double spaced or single spaced.
  • Overall plan is logical and well thought out.

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Good luck! J


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