COM 656: Sample Copy-ROI Guidelines and Rubric Overview: Clients need to know that the voice, perhaps the syntax, and definitely the volume of words that a PR professional will use in Facebook (a lot more space) will not be the same as what he or she intends to use in Twitter, versus what they may send to someone via LinkedIn (some space, but many users have been shown to not have an abundance of time). Clients also need to know that a comparable message will be sent across all social media channels and digital platforms and, ideally, that a collectively unified result is going to be achieved—that there will be more business and increased sales, or at least that the relevant people know the date, time, and location of a particular event. Beyond communicating information differently with the assistance of multiple social media tools is the paramount fact the clients really want to know that even using such tools is worth their time, money, and efforts. For this milestone, therefore, you will draft a return on investment (ROI) report. Prompt: Submit a sample copy (or assets for engagement efforts) that is written appropriately for each of the digital platforms used in your digital media communications PR campaign. For example, if your campaign platforms include Facebook, Twitter, and Instagram, then begin by creating a campaign message post. Since each of these platforms have different dynamics/audiences/best practices, you will most likely need to alter the post copy you create slightly for each platform. Next, include an analysis of why this approach would be effective for each platform. Also, design a one-page ROI report that incorporates effective standards for measuring the outcomes of your campaign. This can include specific dashboard tools and/or other metrics to demonstrate campaign success and value. Guidelines for Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format, three to four pages in length (not including title page and references). Rubric Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value Sample Copy Meets “Proficient” criteria, and sample copy is precise and effective Sample copy is written appropriately for the digital platforms identified in the campaign Does not sufficiently create an appropriate sample copy Does not include a sample copy 30 Effectiveness Meets “Proficient” criteria, and analysis is thorough Includes a well-developed analysis on the effectiveness of the sample copy Does not sufficiently analyze the effectiveness of the sample copy Does not include effectiveness 30 Measurement of Outcomes (ROI Report) Meets “Proficient” criteria, and proposed methods are highly effective Proposes methods for measuring campaign outcomes Does not propose sufficient methods for measuring campaign outcomes Does not design a one-page ROI 30 Articulation ...

1. COM 656: Sample Copy-ROI Guidelines and Rubric
Overview: Clients need to know that the voice, perhaps the
syntax, and definitely the volume of words that a PR
professional will use in Facebook (a lot more space)
will not be the same as what he or she intends to use in Twitter,
versus what they may send to someone via LinkedIn (some
space, but many users have been shown
to not have an abundance of time).
Clients also need to know that a comparable message will be
sent across all social media channels and digital platforms and,
ideally, that a collectively unified result
is going to be achieved—that there will be more business and
increased sales, or at least that the relevant people know the
date, time, and location of a particular
event. Beyond communicating information differently with the
assistance of multiple social media tools is the paramount fact
the clients really want to know that
even using such tools is worth their time, money, and efforts.
For this milestone, therefore, you will draft a return on
investment (ROI) report.
Prompt: Submit a sample copy (or assets for engagement
efforts) that is written appropriately for each of the digital
platforms used in your digital media
communications PR campaign. For example, if your campaign
platforms include Facebook, Twitter, and Instagram, then begin
by creating a campaign message
post. Since each of these platforms have different

2. dynamics/audiences/best practices, you will most likely need to
alter the post copy you create slightly for each
platform. Next, include an analysis of why this approach would
be effective for each platform. Also, design a one-page ROI
report that incorporates effective
standards for measuring the outcomes of your campaign. This
can include specific dashboard tools and/or other metrics to
demonstrate campaign success and
value.
Guidelines for Submission: Double-spaced Word document, 12-
point Times New Roman font, one-inch margins, APA format,
three to four pages in length (not
including title page and references).
Rubric
Critical Elements Exemplary (100%) Proficient (90%) Needs
Improvement (70%) Not Evident (0%) Value
Sample Copy Meets “Proficient” criteria, and
sample copy is precise and
effective
Sample copy is written
appropriately for the digital
platforms identified in the
campaign
Does not sufficiently create an
appropriate sample copy

3. Does not include a sample copy 30
Effectiveness Meets “Proficient” criteria, and
analysis is thorough
Includes a well-developed
analysis on the effectiveness of
the sample copy
Does not sufficiently analyze the
effectiveness of the sample copy
Does not include effectiveness 30
Measurement of
Outcomes (ROI
Report)
Meets “Proficient” criteria, and
proposed methods are highly
effective
Proposes methods for measuring
campaign outcomes
Does not propose sufficient
methods for measuring campaign
outcomes
Does not design a one-page ROI 30
Articulation of
Response

4. Submission is free of errors
related to citations, grammar,
spelling, syntax, and organization
and is presented in a professional
and easy-to-read format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
10
Total 100%
What are components of Financial Statement? What is Financial
Statement Modeling? What is Operating Cash Flow? What is the
significance of each aspect of the Statement?
Running head: PUBLIC RELATIONS TOOLS 1
PUBLIC RELATIONS TOOLS 5

5. Tools for Effective Public Relations Professionals
Kayla Naz Taheri
COM 656
Southern New Hampshire University
Tools for Effective Public Relations Professionals
The public relations profession is fairly complex and
challenging. So sensitive is this area that a single mistake is
likely to have adverse effects on individuals. In the face of the
enormity of the challenges that the professionals encounter, a
wide range of tools have been developed to help make their
work easier, simple, and effective. Many of the mistakes that
that public relations professionals make result from the failure
to use appropriate public relations tools or improper use of the
tools. From the foregoing, for public relations tools to be
effective, there is a need to make sure that the tools are not only
appropriate but also used effectively. The purpose of this paper
is to compare and contrast three modern tools for public
relations and to identify one that may be used among the three.
Trello
Trello is one of the most effective tools that are currently being
used for public relations that may be used by professionals to
plans their activities. This tool makes it possible to create a
board that clearly defines the tasks, especially where teams are
involved (Rene, 2020). Some of the tasks that' this tool can

6. execute include planning and monitoring progress of
assignments, assigning tasks, and even keeping track of the
progress of the activities. Public relations professionals always
have a lot of things to do, and it is highly likely that they may
forget if they do not have to record these activities. One of the
advantages of this tool is that it allows the public relations
professional to plan tasks and make sure that no program is left
behind. Another benefit of this tool is that it easy to use. An
individual does not require any special skill or training to use.
However, one disadvantage of this tool is that it is not
appropriate for public relations professionals who are involved
in big and complex projects and organizations.
BuzzSumo
BuzzSumo is a tool that may be used by public relations
professionals to monitor and keep track of online conversations
so that it can obtain information touching on their organizations
and respond to them appropriately (Rene, 2020). One of the
primary roles of public relations professionals is to monitor
what other people are saying about their organization and
respond to some of the issues that may arise. Thus, when people
are making false accusations against an organization out of
misinformation, public relations professionals will use this tool
to trace the conversations and make appropriate interventions.
The main disadvantage of this tool is that it compels people to
spend a lot of time on computers and other mobile devices, and
that may have health implications.
JustReachout
This tool combines software and humans skills to enhance
public relations practiced by aiding the development of
appropriate public relations strategy (Dmitry, 2020). The
success of public relations exercise depends significantly on the
robustness of the strategy being deployed. By using this
strategy, it becomes possible to develop the most effective
strategies for public relations practices. Thus, the benefit of this
tool lies in its ability to help professionals to make good
judgments on public relations practices.

7. Selected tool
The selected tool is BuzzSumo. With the advancement of social
media, companies are increasingly finding their reputation
being hit as a result of negative social media comments and
engagements. It is necessary for companies to actively look out
for mechanisms that will allow them to address the challenges.
BuzzSumo makes it easy to trace social media conversations
and respond appropriately to safeguard the reputation of the
organization.
References
Dmitry, G. (2020). 25 PR Tools to Try: The Complete List for
2020. Retrieved from https://blog.justreachout.io/pr-tools/
Rene, C. (2020). 18 PR Tools to Improve Your Brand
Performance. Mention. Retrieved from
https://mention.com/en/blog/pr-tools/
Running Head: CAMPAIGN OUTLINE 1
CAMPAIGN OUTLINE 5

8. Kylie Cosmetics’ Campaign Outline
Kayla Naz Taheri
COM 656
Southern New Hampshire University
Current Social Trends
There are some trends in the beauty industry that the fastest
growing young brands are taking advantage of presently. The
first trend is the instant fix – which is the long-standing desire
for prompt fulfillment concentrating on the skincare segment.
The products that allow the end-user to see speedy enhancement
in bags or lines or revitalizing are mostly in this class (Trehan,
2017).
The doll look – use of substantial makeup or surgery to produce
a look is more porcelain-like, charming, and impeccable. It does
not seek to be ordinary looking — it’s about perfection, and it
is engaged majorly in the makeup and hair businesses.
Skincare from the earth - the skin classification remains to blow
up with more natural, fresh, and even food-standard products.
There is a view that skin and mind are connected, and there is a
link between skincare and wellness. From the direction of
makeup presently, it is the opposite direction.
Customization and Personalization – this involves a new form
of luxury where data and customer input is used to make
products for a world of one.
The Target Audience
Regarding our brands and the cosmetics industry will choose
our target audience with relevance to their location, age, and
also gender. The primary audience target for us will be the
women who take 88% of the entire audience. More than 50% of
the audience is also at the age of 35 to 44 years old. Women
above the age of 50 years also use the brands but not as much as

9. those below. Men are also represented in the industry, but they
take a small percentage of the audience.
Digital Tools for the Campaign
The digital tools that I recommended for the campaign included;
Mailchimp – has over 12 million customers, making it a top
email marketing provider globally. The fact that it dates back to
2001 when a few companies used email marketing makes it
more useful. It also allows support for the self-service options
to ease the process of finding all the answers regarding our
brands. The tool will also offer a free plan for the firms with
less than 2000 subscribers and the organizations that send
12000 emails and below monthly.
Trello – this is a modern tool that offers to save time and avoid
frustrations. It provides a platform where we can post blogs
before publishing the final version for our target audience to
attract enhancements. It will save the organization from
confusion and missed messages. It is ranked as the best tool for
collaboration in marketing.
Followerwonk – this tool will be useful in facilitating the
process of improving Kylie Cosmetics’ social media marketing
strategy. We will use it to dig into both Facebook and Twitter
analytics. It will be used to find essential information, analyze
the data, and also it is useful in optimization.
Brand Imaging Strategies
While creating our brand image, there several factors that we
will have to put into consideration for successful brand
imaging.
Identifying Key Audience – we will have to define our target
audience so that we can have clearness about the target groups
so that we can create an operational marketing strategy that will
express directly to their distinctive needs and anxieties.
Determining critical business objectives – we will have to know
where we are going before getting there. We need to identify
our short and long term objectives so that we can make effective
use of resources.
Defining the brand persona – we will build a brand persona that

10. has to be simple and relevant. It should be appealing to the
consumers and articulate the benefits of the products.
Develop key messaging – after the definition of the brand
persona and image, we will document our key messages and
align them with our audience. The keywords will be the
essential takeaways (Ali, Hassan, & Fadzil, 2018).
Future Trends
The future of the industry will mainly be dependent on
technology and digital platforms. The tools I have recommended
will be used to capture future trends through online marketing
and find information about the entire industry. They will also be
employed in analyses of the customer's wants and desires.
Reaching consumers will be relatively cheaper and faster.
References
Ali, A. A. E. B. R., Othman, A. K., Hassan, F. H., Zainudin, M.
I., & Fadzil, A. S. A. (2018). Branding strategy on economic
sustainability among personal care and cosmetics customers.
International Journal of Asian Social Science, 8(11), 995-1004.
Trehan, S., Michniak-Kohn, B., & Beri, K. (2017). Plant stem
cells in cosmetics: current trends and future directions. Future
Science OA, 3(4), FSO226.