Channels, Messaging, and Budgets

This unit develops learners’ ability to select and use modern PR channels, craft clear messages, and estimate costs for publicity efforts. Students will practice pitching, crisis planning, budgeting, and integrating new-media tools (social, streaming, AI, livestreaming, Web3) to prepare for campaign implementation in subsequent units.

Learning Objectives

• Analyze earned and owned media channels (television, streaming, social, livestreaming, and Web3) to select a recommended three-channel mix for a given target audience and justify choices using audience reach, engagement, and cost criteria.
• Apply budgeting techniques to develop a detailed PR budget and cost estimate for a sample publicity campaign that accounts for media placements, event costs, staffing, and contingency funds.
• Demonstrate the creation and execution of a crisis management plan and PR command-and-control checklist, including development of key message points and an appropriate apology or response statement through a simulated media interaction.
• Evaluate and integrate emerging tools and tactics (AI-assisted content, buzz marketing, visual aids, influencer outreach, and livestreaming) into a cohesive PR pitch and press-release package that aligns with brand identity and measurable campaign objectives.