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You can cut & paste this page or just adapt the format to your own
word processing document, like you do with your Message Planner.
Email me this assignment, with "PRW-Lesson 14" in the "Subject" line.

Your Name ____________________________________________

Issue        College Campus Civic Engagement Project       
                              In five words or less

Your personal concern about the issue
What is the issue you're concerned about. (e.g., hunger and homelessness – or any other civic concern you might have) Why are you concerned, personally – what's it to you? Why are you concerned right now?

Your values related to the issue
What do you believe? This issue you're concerned about isn't just about you and your personal sentiments. It's important to everyone, it's a matter of principle. So, what ideals or principles are implicated? Campaign themes work best when they are both issues of personal concern and issues of moral values.

A clear call to action
What do you want people to do about it? A campaign always has an intended outcome, not just "raising people's awareness," but getting them to do something.

And now... the Message:
What is the theme that you want the "buzz" to be about? This must include your personal concern, the values that are implicated, and the call to action.

Finally: From the message can you come up with an 8-10 second slogan or tagline?
Think "It's the economy, stupid" or "Read my lips -- no new taxes"

This is how PR strategists get their game plan together. In any group, you should be the one to take the lead, and help focus the others' creative thinking into these productive exercises. Another important question – sometimes it's the first question you ask, sometimes it comes after this kind of brainstorming, is: What's the headline? ... meaning, what exactly would you like to see in the print and broadcast news coverage of your PR activities.