Professional Documents
Culture Documents
As an account executive for a public relations firm, you have been assigned (chosen) one client from the
two provided for the semester. Remember, you're not to contact these clients in any way as this is an
educational process. In the capstone/459/Prism class, you will work with real clients. This class will teach
you the skills necessary to do that.
You will prepare the following documents for your selected client to be provided to your supervisor
(Me.)
Grading Criteria
Total 90 points
Coversheet – 10 pts
Pitch letter – 50 points
Media list – 10 points
Format/Grammar/spelling/AP style - 20 points
1. Audience – A statement of the purpose and audience of the text. What am I trying
to say and for whom? Include at least one research demographic about this audience
The purpose of my pitch letter is to raise money for Water.org and promote the
accessibility to clean water for women and children around the world. The news item is for
mom’s ages 28-38 and their children. This is my target demographic because women and
children can go to The Lion King together. With the cause being for women and children
“In the US, 64% of donations are made by women.” McGlensy, M. (2017). 64% of Donations
https://www.huffingtonpost.com/2014/04/29/infographic-shows-charity-is-more-than-
money_n_5233390.html
2. What two SEO keywords will generate organic reach (higher webpage search
return based on algorithms in a Google search)? Use them in your headline and
a. Matt Damon
b. Clean Water
3. What Editing/proofreading steps have I taken so far? What revision/editing
Putting my paper down for a couple hours and coming back to it with fresh eyes.
The order of how I deliver my information may not flow very well.
How can I change the order and structure of the pitch to make it more smooth and
flow better?
Dear Jac:
I hope to hear back from you soon so we can set up a time for your
interview. Feel free to call or email me with any questions.
Sincerely,
Matthew S. Higgins