Client Research Plan

My client is TikTok

Your client research report is the first part of your final project for this course.

Identify a product, idea, announcement or cause that is relevant to the mission of your client organization and that can serve as the basis for a media relations plan. For example, you may represent a nonprofit looking to bring attention to climate change. A public health agency announcing new medical research. Or an auto company unveiling a new line of electric vehicles.

Write a paper no longer than 10 pages with information about your client and the topic at the center of your media relations plan. The paper should be double spaced and written in 12-point font. Include a single page of references/citations in APA style (2 points).

The paper should contain the following information:

1. Essential information about your client organization (2 points)

• What is its mission?
• What does it do to achieve that mission? (i.e. sell products, advocacy work, etc.)
• Where is it located or does it operate?
• Who are its primary customers or what population does it serve?
• What is important to know about its history and values?

2. The topic or product that will be the focus of your media relations plan (2 points)

• What is new or interesting about it?
• Why is it important or relevant now?
• Why else does it deserve attention from the press and public?
• What is the main message your organization wants to spread?

3. The objective(s) you want to accomplish (3 points)

• How does this topic or product fit into your organizations larger mission?
• Why is this significant to your organizations future?
• Why is this important to your customers or the population you serve?
• How does your message support the objective(s) you have identified?

4. Understand your target audience (4 points)

• What is the audience you want to reach with your message? Describe them and their demographics.
• Why is that audience relevant or important to your organization?
• What news outlets is this audience likely to consume?
• Why is the press necessary to reach your target audience?

5. Media analysis of your organization (6 points)

• What media outlets currently cover your organization?
• What stories have been written about your organization in the last 1-3 years? (Identify at least 5-7 stories from multiple outlets.)
• Summarize the news coverage your organization has received in the last 1-3 years. How has the press described or characterized your organization and its activities?
• What spokespeople from your organization have appeared in the press?
• Summarize the response your organization has had to that news coverage based on statements, quotes and press releases. How would you describe or characterize your organizations message?

6. Media analysis of your topic/product (6 points)

• What stories have been written about the topic or product? These may or may not involve your organization directly. (Identify at least 5-7 stories from multiple outlets)
• How has the press described or characterized it?
• What is the medias current framing?

The client research paper is worth 25 points total. To receive full points, your paper must contain all of the above information. It must rely on multiple sources, such as the organizations website and reports, news articles, market research, etc. The paper must also be well-written, well-organized and only contain your original work. You may not use artificial intelligence tools for this assignment.