1. PRDS 167- Leadership and Teamwork Practicum for the PR Manager
Instructor: Cameron Thomas
Team Project: MyCarIsWorthLess.com Canada and U.S Launch Strategy
Background
MyCarIsWorthLess.com is a consumer helpline and online diminished value calculator operated by serial
entrepreneur Viraf Baliwalla.
MyCarIsWorthLess is set to launch a unique service in Canada and the U.S called the Diminished Value Protection
Plan, a prepaid membership based service that helps eligible members recoup their diminished value after an auto
accident. Memberships will be sold through auto dealerships alongside rust protection, gap and other F&I products
when purchasing or leasing a new or used vehicle or can also be sold by service departments at any time prior to
an accident. Too see more information go to www.MyCarIsWorthLess.com
Scope: PRDS 167 Team invited to pitch a winning PR strategy
Part of the launch plan is to hire a PR agency to develop and impl ement a strategic PR strategy to gain awareness
for MyCarIsWorthLess and the Diminished Value Protection Plan. Budget is not a factor in the consideration.
PRDS167 has been invited to pitch a winning strategy to Viraf. Viraf has a personality code of logical in his first way.
He will not be present for the pitch.
Your job as a team is to pick a leader, assign roles, plan and outline a winning PR strategy, utilizing media relations,
social media, events and other tactics, write a proposal and present the strategy on Dec 3rd. A sample of a press
release, media release, pitch email/letter, invitation and all other written content should be included in the
proposal.
Assessment
You will be assessed individually and as a team by your leader, other team members, me and another PR
instructor, Daniel Schneider. Mark is worth 40% of your grade and you will be assessed on;
- Knowledge and application of the 4 Ways System for personality, communication, management,
leadership and teamwork (me)
- Knowledge and application of PR principles, strategies and tools (me, Daniel)
- Overall strategy, proposal and presentation (me, Daniel)
- Contribution to the team and leadership abilities (me, team, leader)
Your deliverables are;
- Copy of the proposal with sample written materials (team copy)- 10
- Completed team questionnaire (individual team member)-20
- Presentation to myself and PRDS Coordinator and instructor- 10
- Completed leadership questionnaire (one leader copy)-20
