Here is a public relation campaign proposal for SeaWorld that I did in the Public Relations class while attending Full Sail University.

1. PUBLIC RELATIONS CAMPAIGN CONCLUSION
Name: Luis Rodriguez
Organization: SeaWorld Entertainment, Inc.
1. Targeted Media (Specific news media outlets and journalists to target for your
campaign. A minimum of five journalists and outlets are required and should include a
variety of platforms. Include at least one journalist and outlet outside of sports.)
• Jason G. Goldman (http://www.jasonggoldman.com/)
• Jane Velez-Mitchell
• Bill Maher
• Anderson Cooper (https://www.cnn.com/profiles/anderson-cooper-profile)
• Glenn Greenwald (https://theintercept.com/staff/glenn-greenwald/)
Explanation of why these journalists and reporters would be targeted, including why
they would have interest in a story and how they can reach and influence the target
audience:
I chose these journalists because of their influence in the media world. They are a mix of
different media aspects. Wildlife journalists, Animal Rights journalist and political and
social issues journalist. These are the very reasons why these journalists can be
targeted. Because of the specific audiences that they would be able to reach. Wildlife
and animal right journalist can reach animal activist and that sort of audience, but after
conducting a throughout research I realized that that type of audience will never spend
a dime in one of SeaWorld’s parks, but if we target the general public we can have
better luck reaching those who don't know much about what SeaWorld really does. That
is why I know that Anderson Cooper would be a great journalist to target. He has a
credible reputation and is well respected in the media world. Also, he has a national
platform that can help spread the message to the masses. And a story like this can
create a lot of interest from Mr. Cooper considering all the news that SeaWorld and the
Blackfish documentary created for CNN. What better way to share the positive news
through the same channel that initially shared the bad news.
2. Email Pitch (A concise email story pitch to a journalist from the targeted media list to
persuade the journalist to cover an aspect of your campaign, implementing the best
practices for media relations discussed in the course and covered in chapter 22 of The
New Rules of Marketing & PR.)
To: Anderson Cooper
From: Luis Rodriguez, SeaWorld’s Public Relations Department

2. Subject line: Hope you can help spread the good news
Body of email, Include:
-- a personalized intro that demonstrates an understanding of the journalist’s interests;
-- a persuasive message that demonstrates the newsworthiness of the story and why the
journalist’s readers/viewers/listeners would be interested in the story;
-- a call to action to provide a next step for the journalist.
Dear Mr. Cooper,
As a long time, public relation’s representative, I’ve seen your growth and influence in
the Media world, most recently in the CNN News. There is a huge opposition from
different organizations for SeaWorld to stop breeding killer whales and to expand their
tanks. The SeaWorld interim CEO, John Reilly, and SeaWorld spokesperson Guy Harvey
are going to be performing the opening of new and bigger tanks for the Killer Whales
and the Dolphins on October 27, 2018. These are great news for these animals, but also
great informative news for the general public considering most of the public isn't aware
of the fact that SeaWorld Cares has saved over 30,000 animals and that their mission is
and will always be to look for the well-being of their marine life. I believe you are the
right person to share this great news with the world, after all, you received the Bronze
Award from the National Education Film and Video Festival and an Emmy award for
Outstanding Feature Story in a Regularly Scheduled Newscast. We want you to be the
journalist breaking this news to the public. Mr. Reilly will be available for interview on
October 25-27 in preparation for this big day.
Sincerely,
Luis Rodriguez
SeaWorld’s Public Relations Department
3. Measurement: (Detailed description of measurement methods implemented to
determine if the campaign’s goals and objectives were met.)
As measurement tools SeaWorld will be tracking Hashtags on different social media
platforms to ensure the goal of having the audience share SeaWorld’s content using the
#SeaWorldCare hashtag is met. Also, the website visits will be measure using Google
analytics to ensure our goal of generating more website visits is working. SeaWorld will
use google alerts to track mentions as a way to see the awareness level of the public.
Audience engagement is another measurement tool that can be use.
Explanation on how these measurement methods will be effective in determining the
success of the campaign:

3. These measurements methods can be effective because through the hashtags we can
see how many people actually used that campaign hashtag, how many people were
engaged with the message and how many people were positive about the campaign.
Also, by using Google analytics to track website visits we can measure if our visits
improved drastically or decreased and we can attribute the failure or success to the
campaign. Tracking the awareness is key to determine the success of this campaign,
being that one of the main goals is to make the people aware of all the good thing
SeaWorld Cares does with the marine life and for the marine life. Tracking the audience
engagement on social media is huge now a days considering that we live in the
Technology era and in order to ensure that you are connecting with your audience you
must first know that there’s an audience out there listening and engaging with you.
4. Timeline: (A comprehensive timeline for the implementation of the various elements
of the campaign. This includes strategies in the outline created in Assignment 1, the
components created in Assignment 2, and any additional communications strategies
and elements for the duration of the campaign. This should include timing of
announcements, news releases, blog posts, social media, speaking engagements,
events, promotions and any other communications.)
Date Communication Tool &
Platform
Content/Message Purpose/Goal
Example:
Week 1
News release to key
media outlets and
websites
Announce launch
of new products
Build awareness of new
products and create
interest in future
campaign elements
Week 1 Blog release by Guy
Harvey
Announce
informally the
ceasing of Orcas
breeding in
SeaWorld
Create interest for the
audience in the
different social media
platforms
Week 2 News Release to the
media and website
Formally announce
that SeaWorld will
not breed orcas
any longer.
Inform the different
media channels and
audience of this huge
step by SeaWorld.
Week 3 Social media post
(Facebook, Instagram and
Twitter).
Announce the
expansion and
construction of the
Orca’s tanks.
Inform the audience of
the changes the
company is making to
better the Orcas life
Week 4 Newsletter sent to
employees via email.
Informing the
employees about
the construction
Ensure that all
employees are being
safe and careful.

4. Week 5 Social Media Post Encourage fans to
use the
#SeaWorldCare
hashtag
Engage with the
audience and build a
relationship
Week 6 Blog announcing an
upcoming
informative/documentary
by Anderson Cooper for
the next week.
Summary of events
that occurred and
what’s happening
next.
Inform the audience of
an upcoming mini
documentary/interview.
Week 7 Mini documentary/
interview
Interview with
Anderson Cooper
about announcing
the opening of
new tanks and
exposing all the
facts about
SeaWorld Cares.
Generate national
coverage and create
brand awareness
Summary and explanation of the timing of communications strategies:
In summary in the first two weeks SeaWorld will first release an informal statement via
Guy Harvey’s blog page announcing the that SeaWorld will no longer breed orcas. Then
a formal news release via website explaining that SeaWorld wont breed orcas and also
explaining what will happen with Orcas that already live in their parks. On week 3,
SeaWorld will create a Social media post announcing the start of construction in their
parks expanding the tanks for the Orcas that will remain at SeaWorld. Week 4 will be
focused about informing the employees via Newsletter and meetings of the importance
of safety, especially during this whole remodeling and construction process. Then on
week 5 SeaWorld will create a social media post encouraging the audience to use the
#SeaWorldCares hashtag to create opportunities to engage with the audience and
build/solidify a relationship. On week 6 SeaWorld will create a blog announcing a future
project that will be in collaboration with Anderson Cooper. Finally, on week 7, SeaWorld
will announce to the world the brand new tanks via Anderson Cooper and will share
some research results, facts and documents. This will be an opportunity to clear
SeaWorld’s name and to ensure people get to know all the good things SeaWorld Cares
does for the marine lives.