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Copper Nickel Literary Journal Public Relations Plan By: Samantha Silver April 2010 Professor Hamilton Bean Advanced Public Relations


Executive Summary The public relations plan for Copper Nickel Literary Journal presents an analysis of the situation, organization, key publics, goals, objectives, strategies, tactics, and the evaluation. Copper Nickel is a journal that takes pride in its dedicated staff and pure love of literature. The journal has a unique submission process, which makes it possible for student to have their works published next to the works of famous authors. This is just one of the many reasons Copper Nickel has gone from a small campus journal with almost no staff, to a journal with national recognition and a staff of nearly 25. Copper Nickel is currently doing many public relations efforts in order to spread the word throughout Denver. They consistently hold events on and off campus to celebrate the works of local and national authors, put on a literary contest with a grand prize of $1,000, are active on Facebook and Twitter, and are currently sponsoring 2010 AWP conference in April. These efforts are spearheaded by the leader of Copper Nickel: Dr. Jake York, and all of them align with the journal’s vision to spread the importance of reading and literature in society. The public relations efforts mapped out in this plan will complement and strengthen the current efforts in an attempt to achieve the overall goal of selling more subscriptions.


Table of Contents Section One: Research 1.1: Analyzing the Situation……………………...….pg. 1-3 1.2: Analyzing the Organization……………………..pg. 4-9 1.3: Analyzing the Publics…………………………...pg. 10-15

Section Two: Recommendations 2.1: Goals, Objectives, Strategies, and Tactics………pg. 16-21 2.2: Budget……………………………...……………pg. 22-25 2.3: Schedule………………………….……………...pg. 26-34

Section Three: Evaluation 3.1: Evaluation Plan…………………………………..pg. 35-39

Appendices Appendix A: Collateral Materials • Bookmark Mock up • Coaster Mock up • Print Advertisement/Flyer One • Print Advertisement/Flyer Two • Chalk Message Mock up Appendix B: Research Documents • Facebook Fans Survey • Quantcast.com Analysis • Exploratory Survey • Message Sources • Media List


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