TBWA\Dublin and SEAI Electric Campaign

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The case study should include references to Public Relations theory and
professional practice. It
should contain the following elements and address the following questions:
• Executive Summary:
An outline of the campaign and its origins, including a description of
the problem or issue which
gave rise to the campaign. The outline should also identify the aims and
measurable objectives of
the campaign.
• Stakeholders: Who are the publics / stakeholders addressed by this
campaign?
How does the campaign address them? What about other stakeholders not
addressed?

TBWA\Dublin and SEAI Electric Campaign

• Mass Media: What is the desired role of the media in this campaign?
How have the objectives of
the campaign been aligned with the needs of the media / journalists?
• Social Media: How has social media been used for this campaign? How
has it been targeted at
particular stakeholders? How might the use of social media be improved?
• Images: How have / might images and visualisation been used in this
campaign?
• Numbers: How have / might numbers and statistics be used in this campaign?
• Ethics: What ethical issues (in PR or communications) should be
considered (or could be
considered) in this campaign? How does / would the campaign address these?
• Crisis Communications: How does / could this campaign be part of a
crisis management
strategy? What crises might arise and how should these be addressed with
communications?
• Evaluation: How might / should the success of this campaign (i.e. the
achievements of the
objectives) be evaluated and measured?

TBWA\Dublin and SEAI Electric Campaign

REFERENCING: The work should be clearly referenced, indicating the
source of all
material that is not your own work (whether paraphrased or direct
quotations).
Check DCU library guidance for best practice – including the referencing
of online sources.
SUBMISSION:
• The assignment should be uploaded as an MS Word document (or PDF) to Loop.
• The work should be presented using the headings provided, rather than
in essay-style.
• There is no need to include a university plagiarism statement.
(You will acknowledge agreement with the university plagiarism statement
as you upload.)
• Typically, well-written versions of this assignment are between 2,000
and 4,000 words.

TBWA\Dublin and SEAI Electric Campaign