The goal of this assignment is twofold:
First, it will provide you with some advocacy practice.
Second, it will help you make sure you have understood the basics of advocacy, problem-posing, reflexivity, hegemony, news media, and public communication.
Your activity for Module 3 is to create an advocative press release based on the topic you choose to investigate. Use the provided template ( Advocative Press Release.dotx download) to fill out the information required for this press release.
In this assignment, you will advocate about a local or regional issue or problem you identify based on a review of recent local news stories. Identify one or two central problems in the local community based on these news stories. Develop a communication plan that would be an effective means of communicating information about the problem(s), and what could be done to address the problem(s) to one of the following audience groups.
A local community group
A local campus
A town hall meeting
A local organization
Choose the appropriate audience you are designing this communication plan for based, in part, on the problem(s) you identify in the stories that you choose.
Be sure to apply the basic concepts and ideas about advocacy included in this module for a successful project.
If there is any concern that your advocacy goal might be considered controversial be sure to clear your idea with the instructor.
The Communication Plan:
Your communication plan should be designed around the following components:
Introduction: Provide a brief, one-paragraph abstract or summary of what your communication plan will cover, including a statement of the problem, a statement of your objectives and purpose, a discussion of your intended audience, and a brief description of your examples.
Background on the Problem: The background of your communication plan should have information that outlines and explains the problem(s) you have identified. This section should draw upon information found in the module, as well as any credible outside sources you choose to include.
Audience Analysis: Audience analysis involves two key elements:
Who comprises your audience, and how will their beliefs and understanding of the topic influence your communication needs and goals, and;
What processes must be undertaken to effectively reach this audience group? Do they have leaders, committees, required communication processes, and/or public spaces that need to be contacted or utilized for your message to reach the audience group?
Goals/Objectives: What is the core argument you are making about the problem you identified? How will communicating about this problem make a difference? How will involve the audience group you have chosen impact the problem? Clearly state your objectives and goals for producing this communication plan and communicating about the problem to a public audience.
Potential Issues and Risks: For this section, you should identify and define the possible issues or risks in getting your message out to this group. Are there potentially resistant audience members? Are there financial considerations for audiences or your presentation that need to be addressed? Are there potential at-risk audience members who might need to be protected?
Resource Inventory: For this section, outline the resources that you have available, and what resources are needed for this communication plan to be effectively implemented. These resources should include community resources affiliated with your audience group, as well as any financial resources available for the audience or yourself. For example, if your audience is the Cerritos College Campus Community, resources would include all available student-related departments and organizations, and resources that can be found on FalconSync (Links to an external site.), as well as faculty, staff, and other offices on campus. Similarly, if you are planning to talk to a group of voters (Virtually) in Los Angeles County, you could contact the Los Angeles County Democratic Party (Links to an external site.), Los Angeles County Republican Party, (Links to an external site.)or local newspapers such as the Los Angeles Times (Links to an external site.), and interest groups related to your topic. For this section, you will need to do research online and communicate and ask people in the area about potential resources.
The Press Release: For this section, you should highlight the following:
A headline that grabs the audience’s attention
A lead paragraph that gets right to the point. Be sure this paragraph includes most of the argumentative message you are trying to convey in the first sentence as readers and reporters tend to scan the information quickly.
Include any data you can find.
Use quotes whenever possible.
Include your contact information.
One page is the best length for a press release so be concise.
Tell your readers where to go for further details (use the best of your resources here).
Proofread and be sure grammar, punctuation, spelling, and message cohesion are addressed correctly.
References: List all academic research sources used for your background details. List the stories you used as examples from the modules, and any additional stories or data you added to support your objectives. All research and data sources should be in APA format.
To complete this assignment you should use the provided template ( Advocative Press Release.dotx download) to fill out the information required for this press release.
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