DPR3702 Assignment 2 Semester 1 2023 (ANSWERS)
SECTION A: Public Relations in the arts, leisure, and entertainment industry
Introduction [5 Marks]
1.1 Develop a public relations plan for the Sandton Jazz festival the plan should
include four elements, namely research, objectives, programming...
, SECTION A:
1.1 Public Relations Plan for the Sandton Jazz Festival
Research: Before developing the PR plan, thorough research about the Sandton Jazz
Festival, its target audience, previous events, competitors, and the current market trends
must be conducted. This research will help in identifying the festival's strengths,
weaknesses, opportunities, and threats (SWOT analysis) to formulate an effective
strategy.
Objectives:
1. Increase festival attendance by 20% compared to the previous year.
2. Enhance brand awareness and recognition of the Sandton Jazz Festival among the
target audience.
3. Secure media coverage in at least three major publications or TV/radio channels.
4. Strengthen the festival's online presence and engagement on social media
platforms.
Programming:
1. Diverse Lineup: Curate a lineup of renowned jazz musicians and emerging talents
to cater to a broad audience.
2. Interactive Experiences: Introduce interactive zones and workshops to engage
attendees and offer a unique festival experience.
3. Collaborations: Partner with local arts organizations, food vendors, and sponsors to
create a vibrant cultural atmosphere.
4. Pre-Event Hype: Organize press conferences, teaser performances, and media
interviews with headlining artists to generate excitement.
Evaluation:
1. Attendance: Measure the number of festival attendees and compare it with the set
objective.
2. Media Coverage: Track the number of media mentions and assess their reach and
tone.
3. Social Media Metrics: Monitor engagement, follower growth, and hashtag
performance on social media platforms.
4. Surveys and Feedback: Conduct post-event surveys to gather feedback and identify
areas for improvement.
1.2 Summary of "6 show-stopping tips for PR pros in the entertainment industry -
Agility PR Solutions":
The article offers six valuable tips for public relations professionals working in the
entertainment industry:
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