1. JOUR 312 – 20 points
Public Relations Proposal
Name: Nikki Petkopoulos
Types of PR Campaigns: Give an example of eachtype:
o PoliticalCampaign: The current presidential campaign between Donald
Trump, Bernie Sanders, Hilary Clinton, etc. is an example of a political campaign.
All candidates are running for president and are trying to garner support through
written messages, social media, advertisements, etc.
o CommercialCampaign: Dove’s campaign for “Real Beauty” promotes their
product by appealing to everyday women. Their campaign’s aim is to change the
perception of beauty, so that women who identify with their movement will
support their products.
o Reputation Campaign: Johnson & Johnson unveiled its new corporate
branding to save its public image after the company suffered from lawsuits and
product recalls.
o Educationalor Public Awareness Campaign: The Centers for Disease
Control and Prevention have “Tips from Former Smokers” to educate and
dissuade people from the dangers of smoking.
o SocialAction Campaign: The National Alliance on Mental Illness launched
the “StigmaFree” campaign to end discrimination against those afflicted with
mental illness.
1. What type or types best describes your PR Campaign and explain why:
My PR campaign will be an educational campaign for women. The event is slated to enlighten
women of the power of their choices, and how to establish harmony in all aspects of their lives.
PR CampaignPlanning: Information gathering process-
A. Backgroundresearch –
1. Campaign Client: Palmer Hospital
2. ContactPerson/ Title / ContactInformation: Trish Weaver-Evans,
Communications Director, (805) 628-5431
3. MissionStatement: To improve the health and quality of life of the
individuals and communities we serve.
4. Vision Statement:A trusted leader inspiring hope through the advancement
of health. To get the attention of the target audience. To settle the target

2. audience’s attendance. To spread the reputation of Palmer Hospital’s services. To
attain lifelong patients and supporters of Palmer Hospital.
5. Value Statement: By respecting and adhering to the rights of all patients. By
listening to and inquiring about patient values. By providing for patient needs.
6. Campaign goal: To reach out to the San Luis Obispo County community,
inform the public of Palmer Hospital’s values and mission, and to teach women
how to improve their well-being.
7. Company objectives:
 Reach a group of about 200+ women.
 Receive positive feedback regarding the event.
 Make the Palmer Hospital name recognizable in San Luis Obispo.
 Attain a list of future clientele interested.
8. Needs of Company: Successfully establish a positive and salient reputation in
San Luis Obispo. To positively impact and serve its community.
9. Publics: Women of the San Luis Obispo County.
10. Needs ofPublics: To receive information of value and import that can better
their lives and strengthen their relationships.
11. SWOT Analysis:
Internal Factors
Strengths
 People: Educated, compassionate staff
 Strong reputation in Florida
 Healthcare leader
 Resources: Orlando Health
 PR: Social Media involvement
 Trusted healthcare
 Community involvement
 Affordable
 Patient satisfaction surveys
Ways to exploit: Build upon Florida
reputation
Utilize patient satisfaction survey results to
improve
Donations
Internal Factors
Weaknesses
 Small number of locations
 Reputation is only strong in
Orlando, FL
 Specializing in women and
children
 Resources: Needs restoration for
San Luis Obispo, CA location
 PR: Consumer engagement not as
strong
 Marketing: Not Expanding
 Budget: Community-owned, not-
for-profit, heavily reliant on
donations

3. External Factors
Opportunities
Clean slate in SLO
Cal Poly SLO nearby
Nearby hospitals’ reputation not as strong
Ways to exploit: Engage with community
Hire qualified Cal Poly students
Relate to the college community
External Factors
Threats
Competition: Sierra Vista Regional
Medical Center
French Hospital Medical Center
Client: Palmer Hospital
12. SWOT Recommendations:Appeal to college student demographic through
promotion. Distinguish Palmer Hospital’s reputation from that of its competitors
by maintaining excellent service. Establish a relationship with nearby colleges
like Cal Poly San Luis Obispo.
PR CampaignProposal:
A proposalis a written document that attempts to describe, suggest,or
pitch a campaign to a potential client. Its purpose is to influence or persuade
a potential client to take a specific action. The proposalshould provide the
potential client sufficient information to understand the steps he or she would
take to reacha satisfactoryconclusion. It also allows the potential client to see
different problem-solving tactics that might be employed in the process. The
standard format of a proposalconsists offour sections.
Section1
A. Introduction – Palmer Hospital is hosting an educational event for women’s health,
relationships, and well-being. It is looking to serve and provide for the San Luis Obispo
community.
B. Foreseeable complications – If attendance is low or does not meet criteria, Palmer
Hospital may not be able to extend its services to the San Luis Obispo community.
Further, women may not benefit from the conference’s lessons.

4. Section2
A. Discussion – outlines the requirements for the project and explains
the objectives under the three subsections.
1. Requirements– Many women are unsure of the direction they are going in
life. Societal pressure and balancing the social, work, and personal realm can
add stress to women. Palmer Hospital’s event can help women in need of
lessons to leading a healthy life with harmonious relationships. Research can
start by looking at college women, such as Cal Poly SLO or Cuesta College
students, as they are the most likely to search for guidance. Organizations with
a high population of women in SLO County should also be looked into.
2. Detailed Analysis – To ensure the success of the event, it is important
target areas where women and female college students frequent. Flyers need
to be placed heavily in popular coffee shops, department stores, shops, etc. In
case this proves to be ineffective, a strong social media presence should be
established.
 The promotional committee needs to begin advertising and placing
flyers at the beginning of November.
 We should look into any events that could conflict with ours, and
see how we can distinguish ourselves from them.
 The social media director should create social media campaigns to
attract the attention of tech-savvy women. Fun and relatable
hashtags should be employed to relate to college women.
 Preparation for the day of the event should start no more than two
weeks after promotion. This will include run-throughs of the event
and mock sessions and workshops.
 Giveaways should be based on popular products endemic to the
target audience. Social outreach is necessary to be cognizant of any
trends.
 RVSPing to the event needs to be communicated as well.
3. Approach– Our approach consists of tangible, hands-on workshops for the
women attending so they can easily apply the lessons learned in their
everyday lives. The conference keynote speaker is the esteemed Dr. Ann
Jones, and workshops will be led by area professionals. This will hopefully
establish credibility behind the lessons. Each workshop focuses on separate
important issues that relate to harmony, including but not limited to:
 Health, nutrition and exercise
 Beauty and fashion
 Relationships and romance
 Emotional well-being and confidence

5. 4. Strategies – Women should feel important and safe at the event. They
should be engaged with so they can freely share their opinions. The
environment should be comfortable so women can mingle and network.
Palmer Hospital’s mission and values should be understood upon attending
the event.
5. Tactics – Staff will strategically place themselves so that any woman can be
assisted at any time. Staff will be friendly and hospitable towards the women
attending, engaging with them when necessary. Ambiance at the event will be
warm and comforting. Food and drink will be manned and provided at all
times. All staff will be prepped for answers or solutions to any possible
questions or concerns.
Section3
A. Draft outlinethe proposed project –
In order for the event to run smoothly, strategic planning will begin in advance, starting
in mid to late October. There will be four committees dedicated to the following areas:
 Promotion
 Workshops and sessions
 Check-in/Scheduling
 Food and decorations
The promotions committee is responsible for the event turn-out. They will
administer Palmer Hospital’s social media accounts, making sure to remain active and
engaging with the community and its followers, executing social media strategies to gain
more followers and attention. They will also set up flyers and advertisements in areas
densely populated or visited by women. Effective marketing will be employed to
encourage women to attend the event. Flyers should be informative, aesthetically
pleasing, and relevant to the target audience. Promotion begins November 1st.
The workshops committee must hire workshop leaders by November 10th and will
start running practice workshops and mock conferences November 15th. They are in
charge of making sure the activities go as planned by organizing the workshops. The
committee will arrange guest seating and will prep staff on how to handle the attendants,
speaker, and workshop leaders.
The check-in/schedule committee will have a set schedule for the event by
October 20th. The committee will create an RVSP link that will be given to the
promotions committee to advertise. They are in charge of ensuring that the event has little
to no interruptions, delays or awkwardness. On the day of the event, they will organize
check-in, hand out information packets, and address any concerns. They will supervise
the event.
The food and decorations committee will need to order food a month in advance,
no later than November 6th. Decorations should be decided on November 1st and should
be bought by November 15th. Staff should man the food and drink stands, making sure
they is always enough food.

6. Section4
A. Summative& FormativeEvaluation – RSVPing to the event requires
attendants to list their phone numbers and emails. If the event does not meet the
maximum requirement, and attendants who did not RSVP show up, all attendants will
be asked to provide their contact information on a sheet of paper before they leave.
After the event, an email will be sent out to those who attended, asking them to fill
out a short survey regarding their experience. Survey results will be analyzed to
determine whether the event was a success or not. Whether at least 100 women
attended or not will also be taken into consideration. Evaluation will be based on the
event’s success, and on feedback. If the event is a failure, Palmer Hospital will need
to reconsider whether or not it can adequately cater to the San Luis Obispo
community. Future events will be planned and tailored to the findings of the survey
results.