Capstone Project: The Brown-Smith Agency

This assignment focuses on creating a comprehensive Final Plans Book that synthesizes all elements of a public relations campaign for the Brown-Smith Agency (a social advocacy PR agency) into one cohesive document. It reflects a refined understanding of the client, their publics, and the campaign’s goals, objectives, strategies, and tactics. The process includes revisiting early analyses to address gaps, integrating insights gained through research and feedback, and ensuring logical consistency throughout the campaign. Following the ROSTIR model, the document includes sections such as client background, situation analysis, objectives, strategies, tactics, implementation, timeline, and evaluation, with key messages tailored to target publics. Students will also create a presentation that synthezies the final plans book.