2005 PRSSA Bateman Case Study Competition

Judging Criteria

Total Points Possible: 100 

Four-Step Process

1. Research: Thoughtful analysis of the situation, and obstacles, identification of key audiences and “fact-finding activities” to determine relevant trends and attitudes (e.g. surveys, literature review): Document use of information to determine appropriate implementation of tactics. (20 points)
2. Planning: Statement of objectives, alternatives considered, strategy and development of program (key publics, channels of communication and tools, messages proposed, assignment of responsibilities, timetable and budget, with emphasis on feasibility of each of these). Include organization and clarity of written plan. (20 points)
3. Execution: The plan should detail the specific activities conducted to implement strategies of the public relations plan. (20 points)
4. Evaluation: The methods the team used to formally evaluate the effectiveness of its plan against its objectives. This will be important in determining points for “Effectiveness,” below. (10 points)

Effectiveness: Understanding of the situation—application of a viable publicrelations plan, its results and impact. Did the plan meet set objectives? Did the plan’s messages reach and persuade the target audiences? Did awareness increase? (15 points)

Creativity: Creativity in planning, execution and presentation of results. (15 points)

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