This assignment requires you to develop a strategic media relations plan for a client situation outlined below. The challenges here will be to identify newsworthy angle(s), to research the appropriate media (both print and broadcast) contacts, to propose the recommended strategies to reach identified media, and to outline the required steps and timelines for implementation. The plan should be comprehensive and incorporate all of the elements of a strategy as taught in class. Grading for this will consider the newsworthiness of the developed angle(s), the appropriateness and creativity of the media strategies the quality of the supporting research This plan must be professionally bound. The following situation is a mix of real and made-up details for the purposes of the assignment. You are not to contact any of the media you want to include in your plan – this is the plan, not the implementation stage. Scenario Your client is Lee Valley which is a hardware store. ( google for more details) Lee Valley is growing. The Canadian company is opening a new location in Niagara Falls on Feb. 12, just in time for Valentine’s Day. The store has been getting ready for the opening for the past 3 months, renovating its location at 6777 Morrison Street. (Niagara Falls is the location of LV’s most recent new store opening, although it actually opened earlier in 2017). Now the company would like to generate some media attention around the opening. At the same time, Lee Valley has noticed a trend in Calgary concerning natural health remedies. As a result, the Calgary store is holding a workshop on Feb. 11 called Winter Plants for Food and Medicine. It will be led by “Latifa Pelletier-Ahmed, a medical herbalist, botanist, wild forager and educator. She is founder of Latifa’s Herbs offering sliding scale health consultations and educational services to people in Calgary and area. She holds a BSc in Botany earned at the U of C and an MSc in Herbal Medicine from Middlesex University, London. She has been studying and working with plants since 2007. She has worked with Calgary Board of Education schools, Girl Guides, Girls and Boys Club of Calgary and The Light Cellar- conducting lectures, workshops and plant walks. She is currently an instructor at the Pacific Rim College in Victoria, B.C. Born and raised in Alberta, she is passionate about using local wild plants for food, medicine and more!” – This information is sourced from the Lee Valley website. The website also states: the workship will “teach you how to safely identify wild plants using the principles of botany. You will learn about harvesting and using local edible and medicinal winter plants. Latifa will also discuss commonly used and well-researched medicinal plants from around the world, including traditional recorded usage by First Nations, Europeans and other peoples who have used these plants for centuries.” The workshop fee is $60. Lee Valley sees an opportunity to test media relations as a way to generate some awareness of the company and have asked you to create a strategic media relations plan that they can implement in Niagara Falls and in Calgary. Create a plan for Lee Valley.
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