Brief: ‘Creative Leadership’ in action Total: 40 % of total assessment. You must pass this.
PR practitioners are change catalysts, helping transform societal values and norms, and organisations in an ethical manner. They must be both thinkers and doers. This assignment will expose students to societal issues and move them out of their comfort zone, and to serve the community through the chosen cause of the NGO or chosen organisation they represent. As a group, they can use their skills and knowledge to develop Public Relations tactical tools much needed by poorly funded NGOs and organisations who generally lack financial and creative resources, and require recruitment of volunteers.
The PR Process
A. Identify an NGO with a worthy cause that deserves support. Causes championed must be on a Needs Analysis: NGOs for single mothers programmes, the urban poor, environmental degradation (eg polluted rivers) in Selangor, orang asli- marginalised communities, OKUs, etc.
B. Your group’s choice of cause and NGO/organisation must be approved first, so as to avoid duplication or collusion among groups, on similar causes or organisations. A letter will be written to them.
C. NGOs favoured are those who are poor in funds, public visibility and volunteers. They need PR help in promoting and championing their cause to a wider audience of publics, corporations and sponsors. Volunteers are also needed to run and manage their activities, and promotional resources so as to widen their public appeal in a competitive NGO marketplace.
D. Develop a full blown communication plan for the NGO/organisation which must be discussed with the client NGO/organisation. Develop a minimum of 3 PR tactics eg: a You Tube documentary, a Facebook campaign for fund raising, e-brochures for public dissemination, a poster/Public service announcement to garner volunteers, review of website/content, etc, and submit with e-essay.
E. Document your proposal in case study format as below: Graphics/Infographic/Pix permitted.
Situation analysis
PR objectives (SMART preferred)
Programmes/Activities/tactics
Evaluation – PR measurement
Key summary
F. Assessment criteria is as follows Max
* Use of research, on the ground, desktop, environmental ____/ 20%
* Application of PR theories/concepts – literature review ____/ 20%
* Programme/activities recommendation (pragmatic/feasible) ____/ 30%
* Production of 3 PR tactical/promotional materials ____/ 30%
Total marks ___/100 then scaled to 40%
PR objectives
Here at (TrEES) the main objective is to engage with local or international people in Malaysia to inform and encourage them about saving the environment.There are 3 objectives to this PR strategy. The first objective is to make the NGO firm more recognizable to the people in Malaysia, whether they are local or international people. Much of the work that is done by TrEES is not funded, therefore requires support from the public to donate to them; that is why the second objective is to increase donation from the public to the (TrEES) NGO firm. Thirdly, is to increase partner-ship with community partners to run programmers and activities together. The community partners the PR campaign would like to target is Schools. We believe that public relation can play a big part in any organization or NGO firm to help achieve their goals. That is why we believe that public relation should be a profession, practice, and field of study in every corner of the planet (Bates, 2006; Sharp & Pritchard, 2003). Through their communication planning and management, public relations practitioners build and enhance organizational reputation and build and maintain relationships that are important to the organization and its goals (Mehta & Xavier, 2016)
Objectives in point form:
1. Make the NGO more popular and recognizable to the Malaysian people; public or international
2. Increase volunteers
3. Increase community partners with schools
The S.M.A.R.T PR objectives
Specific:to be more specific with our objectives the number of people that are involved in this campaign are 8 people. This 8 people from the Bachelor Taylors School of Communication that specialized in PR and Events. We would like to accomplish the objectives above as soon as the NGO agrees with our tactics.
Measurable:the way to see if this campaign has achieved its objectives, is to check data from the last year, and compare it to this year, and see if there is an increase in volunteers and community partners. The plan is to run for 6 month from the day is agreed upon by the NGO.
Achievable:depending on what our PR tactics are, it will determine on how achievable this PR campaign is.
Realistic: this PR campaign are all achievable throw hard work and smart tactics. There is no reason why that the achievement of this PR objectives is not realistic. All the objectives which are increase in volunteers and community partnership can be achieved with a strong PR tactics.
Timely: we plan to end the PR campaign in 6months’ time. As soon as the NGO TrEES gives confirmation with the PR plan, the plan will run for 6 months. After the 6 months, we plan to wait another 6 months to see the results of how many volunteers and community partners did the TrEES get after the PR plan. Finally we plan to compare last year result in volunteers and community partners and compare it to this year. The number would show if the campaign was a success.
Reference
1. Anon (2016) Creating S.M.A.R.T. Goals — Top Achievement. Available from: http://topachievement.com/smart.html [Accessed 24 June 2016].
2. Mehta, A. & Xavier, R. (2016) Available from: http://lib.oup.com.au/he/PR/Chia2e/chia2e_pr_onlinechapter.pdf [Accessed 24 June 2016].
3. Molleda, J. (2009) Global Public Relations | Institute for Public Relations. Available from: http://www.instituteforpr.org/global-public-relations/ [Accessed 24 June 2016].
4. Porter, J. (2011) Get S.M.A.R.T. When Setting PR Objectives. Available from: http://blog.journalistics.com/2011/get-smart-when-setting-pr-objective/ [Accessed 24 June 2016].
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