The final project for this course is a digital media communications PR campaign. The current public relations environment requires effective integration of a range of digital tools (social media channels, such as Facebook, and new media platforms, such as Pinterest) to reach the desired target audiences. The societal demand for real-time information delivered in an authentic way pushes communications professionals to achieve proficiency across the spectrum of social media channels. Understanding the environment and language of each digital channel is key to an effective, integrated communications campaign. To this end, you will create a digital media campaign that illustrates the power of reaching an audience through these dynamic tools. This project is divided into four milestones, which are due in Modules Two, Four, Five, and Seven. These milestones will inform your final submission. The final written report is due in Module Nine. This report should be 10–14 pages in length.
Create a report that includes the research and evaluation that will inform your digital media communications campaign. Your report will consist of a campaign proposal that includes an analysis of the effectiveness of digital tools for their ability to reach an audience, especially focusing on the language and stylistic elements endemic to those platforms. The primary focus should be social media channels; the secondary focus should be new media platforms. Then, using that information, create your own campaign employing the digital tools you have studied, including samples and a return on investment (ROI) report.
I will include the Milestone projects as well as links to ARRAY Filmworks as my proposal surrounded the idea of creating monthly #MAVChats where audiences had the chance to interact with filmmakers, actors, and other crew members (composers, sound effects, etc), given the opportunity to go behind the scenes of films distributed by ARRAY using Facebook Live and IG Live as well as YouTube and Twitter to help drive the conversations and grow viewership.