This is an example of a pr plan created for a group project during my Public Relations: Problems and Cases course. We had to create a pr plan for a fiction art exhibit.

1. Sandlot 1
Strategic Communication Plans - Nihonga Art Case Study
Steps One, Two, & Three:
● Background:
○ The exhibit was assembled and offered for display by Yamatane Museum
of Art in Tokyo, Japan; a sister city to St. Joseph, Missouri, This collection
of 50 contemporary Japanese paintings in the traditional style, known as
Nihonga, will be shown for the first time in Yokohama, Osaka, and
Nagoya, then on to its premiere showing in the United States in St.
Joseph, Missouri. The Saint Joseph showing will launch the national tour
that will include Louisville, Youngstown, San Antonio, and Poughkeepsie.
This collection is seen by citizens and officials of St. Joseph as an effective
way to promote greater understanding and appreciation of the Japanese
culture in a town that has had a recent increase in the Asian population.
● Situation Analysis:
○ Strengths:
■ The strength for this new exhibit stems from the different cultural
awareness that it will bring to the community. Another strength is
the law office that is providing the funding for the training of the
docents, by providing high-quality training, the docents will be
able to host an informational event.
○ Weaknesses:
■ People in the midwest want to stick with what they know whether
than go out and try new things. They tend to not broaden their
horizon as much and not care about different cultures.
○ Opportunities:
■ Businesses and citizens feeling more connected with Japanese
culture and with the community. The opportunity for mass scale
events in the future.
○ Threats:
■ The threat is that if people don’t come to this or don’t enjoy the
exhibit, they might harbor bad feelings toward the Japanese
culture.

2. Sandlot 2
● Core Problem/Opportunity:
○ The core problem is that 350 trained volunteers are needed, it may seem
challenging to be able to recruit that many people. This in itself is also
the greatest opportunity because if volunteers are satisfied with their
participation and training, it will increase the overall value of the event
and give better retention if the event returns in the future.
Step Four:
● Goal for the Exhibit:
○ Inform the community about a different culture and Nihonga Art.
● Objectives for the Exhibit:
○ Get people involved with the event, overall getting volunteers and people
to attend. Another objective is to publicize the event in order to reach the
scale of people needed to volunteer and to get a decent amount of people
to attend the event. As it is the first stop on a national tour, getting the
event publicized and known is a big deal.
● Goal for Artists on Location:
○ To inform people about the Nihonga Art and how it ties to Japanese
culture, the tradition and methods are important to them. They would
like the public to be informed of just how wonderful it is.
● Objectives for Artists on Location:
○ Incorporating 5 real life artists on site to show their techniques and
various artwork, allowing the guests to be engaged and apart of the
attraction.
○ Get public schools involved in the exhibit. Be involved at the
informational sessions at the museum that people will attend.
● Goal for Classroom Education:
○ Educate students on Nihonga art, hopefully bridging the cultural gap that
exists within the community.
● Objectives for Classroom Education:
○ To have a minimum of 5 classroom experiences for art classes regarding
history, cultural heritage and arts to local middle schools and high
schools in the district

3. Sandlot 3
○ We also want to get students involved from Northwest Missouri State,
Missouri Western, and the local school districts involved.
Step Five:
● Key Publics for the Exhibit:
○ Community Members
■ Asian community
○ Arts KC
○ Mid-America Arts Alliance
○ Chamber of Commerce
○ The media
● Messages for the Exhibit:
○ Informing the public
○ Stimulus for local residents, and people throughout the area, to learn
more about the history, customs, and national character of Japan.
● Key Publics for Artists on Location:
○ Artists
○ Followers of the artists
○ Local art students
● Messages for Artists on Location:
○ Educational facts about the artists at the exhibit
○ This will allow for artists to get their name out there and for local art
students to gain more techniques to help their art
● Key Publics for Classroom Education:
○ Public schools in the St. Joseph community
○ Missouri Western and Northwest Missouri State University students
○ Professors of those universities
○ Teachers at the public schools in the St. Joseph area
● Messages for Classroom Education:
○ Facts about the artists
○ Facts about Nihonga Art (why it’s different than other art)
Step Six:
● Strategies for the Exhibit:
○ Attract 50,000 visitors to the exhibit.

4. Sandlot 4
○ We will publicize the event using various media outlets to attract people
as well as volunteers
● Tactics for the Exhibit:
○ Use a billboard to publicize the whole exhibit and the specific time and
dates.
○ Set up newspaper ads, radio ads and television ads.
○ Email to loyal museum fans/subscribers
○ Social media posts
○ Writing press releases to attract volunteers
● Strategies for Artists on Location:
○ Attracting 5 artists with various skills to do their demonstrations at the
exhibit
● Tactics for Artists on Location:
○ Post on social media
○ Visit their art exhibits and hand out flyers
● Strategies for Classroom Education:
○ Attract student visitors.
○ Attract student volunteers.
● Tactics for Classroom Education:
○ Printing out information/study packets with history and art information
regarding their heritage
○ Handing out brochures for students and volunteers
○ Allowing the students to get into the museum for a discounted price
when showing their student ID.
○ Inform them that volunteering could count towards philanthropy hours.
Steps 7 & 8:
● Calendar:
○ Make flyers to spread the word in St. Joseph and on the campuses of
Missouri Western University and Northwest Missouri State University.
(Post them around St. Joseph and both campuses on July 17th and hand
them out around towns and campuses from July 31st through August
4th.)

5. Sandlot 5
○ Do a radio ad for the local radio stations and student ran stations of the
campuses. (Start running it July 24th and run it through September
3oth.)
○ Write news releases for newspapers and news stations. (Send out on July
27th.)
○ Start a Facebook event of the day of the art exhibit opening once
everything for the exhibit is finalized. (Make the page and invite people
starting July 25th.)
○ Connect with local Japanese or Asian culture groups to have them
involved with the exhibit. (Start July 18th.)
○ Put up a billboard in in St. Joseph (2) and Maryville (1). (Run from
beginning of July through September.)
○ Connect with local artist groups to inquire about potential volunteer
opportunities at the exhibit. (Start June 1st.)
○ Run cable ads in St. Joseph and Maryville. (Start July 17th and run
through September 30th.)
● Budget:
○ Radio: $35 30 second ad that plays 2x a day x 62 days = $4,340
○ TV: $350 x 2 times a day x 5 days a week x 9 weeks = $32,400
○ Cable: $500/week x 9 weeks = $4,500
○ Billboards: 3 billboards for 3 months $900 x 3 = $2,700 x 3 = $8,100
○ Newspaper: $60 (one column x 4 inch ad) x 9 weeks = $540
○ Total = $49,880
Step 10:
● Evaluation Criteria and Tools for the Exhibit:
○ Tools:
■ Electronic Media (social media)
■ Radio ads
■ TV ads
■ Cable ads
■ Word of mouth
■ Flyers
■ Billboards
■ Newspaper ads

6. Sandlot 6
○ Criteria:
■ It is measurable by number of people that we reach, we can keep
track of this through social media sites.
■ The number of attendants which can be kept track of via tickets.
■ The number of volunteers we receive.
● Evaluation Criteria and Tools for Artists on Location:
○ Tools: electronic media, face to face interaction, social media, make the
presentations interactive
○ Criteria: measurable, how many artists we actually bring rather than just
coming to the exhibit
● Evaluation Criteria and Tools for Classroom Education:
○ Tools: expert speakers,
○ Criteria: measurable using a post survey, how much the kids actually
interacted and learned from the exhibi and the classroom experiences
● Tools:
○ Electronic Media (email, newsletters, social media)
○ Research
○ Word of mouth
○ Face to face interaction (assemblies and meetings)
● Criteria:
○ It is measurable by number of people that we reach, we can keep track of
this through social media sites
○ The number of parents that attend the assembly meetings about safety
○ Statistical data on the school’s safety overtime