1. PUBLIC
RELATIONS
CAMPAIGN
Name:
Matthew
Terenzio
Organization:
The
WWP
Open
Golf
Tournament
(Wounded
Warrior
Project)
1.
Targeted
Media
(Specific
news
media
outlets
and
journalists
to
target
for
your
campaign.
A
minimum
of
five
journalists
and
outlets
are
required
and
should
include
a
variety
of
platforms.
Include
at
least
one
journalist
and
outlet
outside
of
sports.)
• Rex
Hoggard,
Golf
Channel-­‐
a
senior
writer
for
GolfChannel.com,
serving
as
a
beat
writer
for
golf’s
professional
tours.
He
is
in
charge
of
breaking
news,
features
and
opinion
stories
for
the
GolfChannel.com
website
and
contributes
to
the
network’s
news
reporting
team
on-­‐site
at
PGA
Tour
events
and
at
golf’s
major
championships.
He
will
be
in
charge
of
the
media
coverage
for
our
event,
writing
articles,
and
creating
event
vlogs
for
our
charity.
• Master
Sergeant
Vincent
Vanata,
USMC-­‐
a
veteran
of
the
United
States
Marine
Corps.
He
served
nearly
22
years
on
active
duty
before
retiring
honorably
in
2003
upon
his
return
from
Iraq.
Having
a
veteran
like
Sergeant
Vanata,
will
allow
him
to
testify
in
light
of
our
charity
and
allow
the
public
to
realize
we
aren’t
a
fraud
organization
and
the
money
donated
actually
does
go
into
helping
service
members.
• Phil
Mikelson,
PGA
Golfer-­‐
a
respected
and
well-­‐known
PGA
golf
professional
is
also
known
for
his
support
for
the
military
troops
over
seas.
With
Mikelson
on
our
team,
he
will
be
able
to
expand
our
message
into
the
demographic
of
our
golf
event
target
market,
using
him
as
our
primary
public
figure.
• Ayla
Hay,
WWP-­‐
the
communications
executive
vice
president
for
Wounded
Warrior
Project,
Ayla
Hay
oversees
all
social
media,
online
content,
public
relations
and
marketing,
while
maintaining
WWP's
organizational
voice.
She
will
be
in
charge
of
releasing
all
content
and
marketing
for
this
event
for
the
WWP
charity.
• Jeremy
Chwat,
WWP-­‐
the
chief
program
officer
for
Wounded
Warrior
Project,
Jeremy
Chwat
coordinates
and
oversees
all
programs
and
services
for
Wounded
Warriors
and
their
family
caregivers.
He
knows
the
ins
and
outs
of
this
charity
and
can
testify
to
the
public
that
the
warriors
are
receiving
treatment,
as
well
as
detailed
descriptions
of
all
the
programs
offered
to
veterans.
We
chose
the
individuals
above
because
of
their
success
in
media
relations
and
journalistic
followings.
We
selected
a
few
representatives
from
the
charity
itself,
as
well
as
a
charity
member
to
get
accreditation
for
the
charity
and
the
event
being
held.
Mikelson
and
Hoggard
are
playing
a
huge
role
for
our
campaign,
as
they
will
bring
a
large
following
of
media
coverage
as
well
as
excessive
exposure
to
our
target
markets.

2. 2.
Email
Pitch
(A
concise
email
story
pitch
to
a
journalist
from
the
targeted
media
list
to
persuade
the
journalist
to
cover
an
aspect
of
your
campaign,
implementing
the
best
practices
for
media
relations
discussed
in
the
course
and
covered
in
chapter
22
of
The
New
Rules
of
Marketing
&
PR.)
To:
__Rex
Hoggard_____________________________________________________
From:
___Matthew
Terenzio,
WWP
Open
Golf
Tournament
Event
Coordinator_____
Subject
line:
___WWP
Open
Golf
Tournament
_______________________________
Body
of
email
Include:
-­‐-­‐
a
personalized
intro
that
demonstrates
an
understanding
of
the
journalist’s
interests;
-­‐-­‐
a
persuasive
message
that
demonstrates
the
newsworthiness
of
the
story
and
why
the
journalist’s
readers/viewers/listeners
would
be
interested
in
the
story;
-­‐-­‐
a
call
to
action
to
provide
a
next
step
for
the
journalist.
Dear
Mr.
Hoggard,
The
professionals
here
at
the
Wounded
Warrior
Project
respect
and
believe
that
you’re
an
industry
leader
for
sports
journalism.
We
understand
your
excellent
contributions
to
the
Golf
Channel
maintaining
their
online
content
featuring
breaking
news
and
opinion
articles.
The
Wounded
Warrior
Project
is
partnering
with
the
PGA
in
hopes
to
expand
our
charity,
through
Golf,
to
reach
a
specific
demographic.
With
your
background,
we
believe
you
could
be
a
tremendous
asset
to
our
campaign
by
writing
articles
and
providing
different
media
coverage
to
show
our
audience
the
validity
of
our
organization.
We
would
like
you
to
come
out
to
our
two-­‐day
weekend
event
and
be
the
exclusive
writer
for
our
campaign.
Once
again
we
are
choosing
you
for
this
position
simply
because
we
know
you
are
the
most
successful
and
credible
source
currently
in
the
industry.
As
an
added
benefit
to
your
services,
we
would
like
to
extend
an
invitation
for
your
family
to
attend
this
event
as
our
guests.
We
would
also
love
to
compensate
all
traveling
and
lodging
costs.
In
order
to
make
the
appropriate
arrangements
we
would
appreciate
receiving
confirmation
of
your
attendance
for
you
and
your
family.
Below
is
my
personal
contact
information.
I
thank
your
for
your
time
and
feel
free
to
contact
me
with
any
questions
or
concerns.
Sincerely,
Matthew
Terenzio
WWP
Event
Coordinator
888-­‐888-­‐8888

3. 3.
Events
and/or
Promotions:
(Detailed
plans
for
events
and/or
promotions
incorporated
in
the
campaign,
including
dates,
locations,
key
personnel
involved,
audiences
targeted,
and
execution.)
The
WWP
Open
Golf
Tournament
is
a
charity
golf
tournament
focused
to
provide
active
military
service
members,
service
veterans,
as
well
as
their
families
with
information
on
what
the
Wounded
Warrior
Project
can
provide
to
members
and
their
families.
Our
goal
is
to
create
awareness
and
exposure,
while
maintaining
the
culture
we
have
had
for
the
past
few
years.
The
event
will
be
held
during
Memorial
Day
weekend,
on
the
24th
and
25th
of
May
during
the
2015
calendar
year.
It
will
host
multiple
PGA
professional
golfers
including
Phil
Mikelson,
Bubba
Watson,
and
Jack
Nicklaus
whom
of
all
support
organizations
for
military
veterans.
The
event
is
focused
to
have
a
paired
tournament
where
selected
military
veterans
will
face
off
against
PGA
professionals.
During
this
event
there
will
be
multiple
tents
set
up
that
provide
information
on
how
the
charity
works,
how
we
get
donations,
where
the
donations
go
to,
the
certain
programs
that
are
included
and
other
crucial
information.
The
purpose
behind
this
campaign
is
to
gain
exposure
and
credibility
because
we
have
had
problems
in
the
past
with
scammers,
as
well
as
many
critics
who
believe
our
donations
don’t
make
it
to
our
members.
We
would
like
to
bridge
the
gap
by
providing
stories
from
veterans
that
have
used
our
services,
as
well
as
bringing
out
our
charities
professionals.
We
believe
by
providing
stories
from
individuals
that
have
used
our
services
hands
on,
will
hopefully
kill
the
rumors,
and
shining
some
great
PR
on
the
image
of
our
charity.
4.
Measurement:
(Detailed
description
of
measurement
methods
implemented
to
determine
if
the
campaign’s
goals
and
objectives
were
met.)
The
WWP
Open
Charity
Golf
Tournament
surrounds
its
measurement
around
the
credibility
of
our
organization,
the
reach
of
our
members,
and
lastly
the
conversation
of
the
media.
Credibility:
The
credibility
of
our
charity
is
one
of
the
hardest
ways
of
measurement
but
being
that
this
is
one
of
the
few
reasons
for
this
campaign,
we
are
including
it
in
our
measurement.
We
will
use
surveys
before
and
after
the
campaign
to
see
the
credibility
differences.
These
surveys
will
help
us
see
if
we
were
able
to
display
our
message
correctly,
and
accurate.
We
will
also
have
WWP
military
veteran
members
speak
at
the
event
on
behalf
of
the
charity,
sharing
their
own
personal
stories
on
what
the
WWP
has
provided
them.
Reach:
To
measure
the
reach
of
our
campaign
we
will
be
using
social
media
outlets,
professional
industry
journalists,
and
PGA
Professional
golfers
and
WWP
members
as
our
spokespeople
to
help
send
our
message
to
the
public.
With
the
message
of
us
not
being
credible,
we
will
be
able
to
kill
the
view
of
being
a
“Scam”
by
having
credible
sources
vouch
for
our
organization.

4. Conversation:
We
added
conversation
because
we
wanted
to
measure
what
the
media
and
public
think
of
us
subsequent
to
our
campaign.
Having
the
image
of
being
a
“Scam”
as
a
charity
organization
shines
terrible
PR
on
a
company.
We
want
to
assure
that
our
campaign
has
solved
the
issues,
assuring
the
public
that
we
are
a
credible
charity
organization,
accepting
donations
to
give
back
to
helping
retired
veterans.
5.
Timeline:
(A
comprehensive
timeline
for
the
implementation
of
the
various
elements
of
the
campaign.
This
includes
strategies
in
the
outline
created
in
Week
1,
the
components
created
in
Week
2,
and
any
additional
communications
strategies
and
elements
for
the
duration
of
the
campaign.
This
should
include
timing
of
announcements,
news
releases,
blog
posts,
social
media,
speaking
engagements,
events,
promotions
and
any
other
communications.)
Stage
1:
(2
Months
until
Campaign)-­‐
In
this
stage
we
will
be
contacting
all
targeted
media
professionals.
We
will
send
letters
asking
for
their
help
for
this
campaign.
Stage
2:
(1
Month
until
Campaign)-­‐
Start
planning
event
campaign.
Research
all
target
demographics.
Research
best
methods
of
media
communication.
Stage
3:
(2
weeks
until
Campaign)-­‐
Implementation.
Start
communication
to
the
media
with
spokespeople.
I. Hold
a
press
conference
with
PGA
golf
professionals
announcing
the
event.
II. Record
and
post
mini
videos
on
all
social
medias-­‐
(The
Life
of…)
veterans
that
use
the
Wounded
Warrior
Project
charity
services.
III. Rex
Hoggard
will
write
multiple
pieces
of
the
programs
being
used
at
the
charity,
interviewing
multiple
military
veterans,
and
posting
marketing
stories
for
the
event
being
held.
IV. Interviews
of
PGA
golf
professionals
will
be
placed
on
both
the
PGA
website,
the
Golf
Channel
website
as
well
as
the
Wounded
Warrior
Project
website
to
show
that
we
are
a
well-­‐known
and
credible
charity.
Stage
4:
(Event
Weekend)-­‐
During
event
we
will
have
charity
professionals
there
to
promote
and
inform
public
about
what
the
charity
is,
and
what
it
does.
There
will
be
media
guides
with
all
Golf
Tournament
Players.
The
media
guide
will
have
a
personal
story
for
all
veterans
playing
in
the
tournament
as
well
as
a
section
that
provides
a
background
history
of
the
charity.
Communication
Elements:
We
are
using
multiple
methods
of
communication
simply
because
the
problem
is
coming
from
the
outside
of
our
charity.
Instead
of
just
announcing
that
there
are
scams
and
we
are
denying
it,
we
are
trying
to
prove
through
other
communication
elements
that
we
are
a
credible
charity.
By
doing
this
we
will
have
industry
professional
journalist
like
Rex
Hoggard
write
most
of
our
social
media
blasts,
as
well
as
the
articles
during
the
campaign.
Second,
we
will
have
a
mini
TV
series
sponsored
and
aired
on
the
Golf
Channel
on
how
the
wounded
warrior
project
is
helping

5. out
retired
veterans.
We
will
select
veterans
that
are
trying
to
get
back
to
their
normal
self
so
they
can
improve
their
golf
skills.
They
will
interview
these
veterans
on
how
the
WWP
charity
has
improved
their
everyday
lifestyle,
helping
them
get
out
there
to
play
the
sport
they
enjoy
the
most.
Lastly,
we
intend
on
creating
multiple
advertisements,
as
well
as
radio
interviews
to
grow
credibility
while
promoting
the
campaign.