Executive Summary
This proposal identifies NEF public relations needs and recommend that a four-month communication campaign strategy will enhance awareness opportunities for NEF. NEF enjoys poor public recognition and awareness and without proper public relations corrective measures, NEF funding and donations activities may remain poor and inadequate.
Therefore, this communication campaign strategy aims at enabling NEF increase its profile awareness among the Newlandia publics: population, industry and business sector, and private business sector. Situation analysis identifies issues NEF face, strengths and opportunities NEF possess. Recommendations are made that are perceived to be measurable, specific, and achievable for NEF.
The proposed communication strategy identifies different publics that include Newlandia population, industry and business sector, and private business sector. The publics are further categorized based on aspects of; geography, socio-economic, cultural and language. This is done to ensure each designing and implementation of campaign messages fits well in each public.
Communication strategy and tactics to be employed in this campaign are varied according to the publics identified, where also communication theories are extensively used in designing communication messages, choosing the communication strategy, and recommending the particular communication tactic.
Evaluation of the entire campaign strategy incorporates both qualitative and quantitative techniques through field surveys undertaken in the third month. Therefore, it can be noted that NEF campaign strategy is premised on persuasive strategies, which are seen to be appropriate to NEF at the moment.
Public relations campaign strategy: Newlandia Education Foundation
Situation Analysis
Educational and literacy priorities are two key elements that have been identified for socio-economic advancement of Newlandia people. One NGO in Newlandia remain pivotal to this goal and its name is Newlandia Education Foundation (NEF). NEF was established in early 1900s originally by the Newlandia Trust Hope.
Missionaries were pioneer of this organization and throughout its activities; NEF does not discriminate against race, sex, religion, and economic positions of the citizens.
As its activities become pronounced in Newlandia, NEF has had to address the persistent issues of lack of enough schools in regions of Rajan, Calina and Shalel, together with compounding issues of under-resources such as inadequate books, less furniture, inadequate teaching and stationary materials.
NEF resources greatly emanate from World Help agency, partly government funding through community grants and donations from well-wishers. Realizing NEF goals of education and literacy for Newlandia population is not easy as numerous obstacles stand in the way.
However, one source of strength for the organization is exhibited in having strong vision and mission, which function to give the organization clear direction of conducting its activities. Despite numerous hurdles, NEF today prides itself in having successfully seen one of its student beneficiary join university. It can be said that NEF’s future success of its operations rests on setting clear and achievable goals.
By carrying out evaluation of its current activities and the overall operation environment, it can be said that NEF’s future success lies in having enough resources, possessing powerful image and brand, and successfully integrating key stakeholders into its activities.
NEF activities can also be explained in the wider social, political, and economical aspects of Newlandia. Newlandia remain one of socially divided regions manifested in the quality of life and living standards of its people. For example, the northern part of Newlandia boosts vast industries that act as economic heartbeat of the region (Newlandia Government n.d).
Western region is largely occupied by wealth people who live affluent lives, while the southern region is inhabited by majority of poor people. Population of Newlandia also varies with some areas experiencing overpopulation while others remaining under-populated. The north region has estimated population of 250, 000 people, boost numerous industries and the capital city is Velen.
The western area has 250,000 people, majority are wealthy and influential families, while main city is the Lopeto. On its part, Batak and its environs have an estimated population of 1.5 million, shipping industry is thriving, employment is high, and English is the widely spoken language.
The southern area boost a population of about 750,000 people, fishing is the main activity, majority are unemployed, uneducated, speak different dialects and have passion for education. Newlandia economy can be described to be young and emerging and it is largely boosted by international funding in terms of aids (Newlandia Government n.d).
The region has tourism as the main economic activity, which also boosts GDP of Newlandia. Economic activities in Newlandia are based on free market economic preference where government plans for infrastructure have been neglected and prefer private sector to carry out these activities.
Carrying out environmental scanning in which NEF operates certain elements are identified: NEF overall public awareness rate is low and many people do not know about activities of the organization (only 10% know about NEF and 1% know NEF’s vision and mission). This scenario has led the organization to receive little donations and support which in turn limit the overall operations of the organization.
At the same time, government support for the organization is not enough, and further, NEF face stiff competition from NCF, which enjoys wide public awareness, support, and attention. Nevertheless, research carried out in Newlandia indicates that many Newlandians perceive education to be important and they prefer their children to have education.
On overall, Newlandia boost in having numerous primary schools but secondary education remain inadequate, as resources to support secondary education are limited and inadequate. Lastly, government extensively uses English language as the official language but it is rarely spoken outside major cities.
In the larger Newlandia area, fifteen languages are used and it is this aspect that campaign messages should be delivered in appropriate languages to the targeted publics. Combine all these and link them to NEF, as an organization that depends on goodwill and the final picture is NEF need to improve its profile awareness among the different publics in order to enhance its donation and contribution opportunities.
SWOT Analysis for NEF
Goals and objectives of the program
Goals
Looking at the wider reasons why organizations seek public relations programs, Reddi (2009) observes that organization need to build its reputation, increase awareness among people, and create influence opportunities among different publics (p.157).
Further, public relations programs are premised on the goal to create a powerful image for the organization as the best among the rest (Haywood and Chartered Institute of Marketing 2005, p.13). With this understanding, goals of this public relations program will be to increase and enhance NEF public awareness among key and different publics.
Second, to ensure NEF activities are publicly and widely known among many people and organizations for increased funding and general support. Third, ensure education needs of people of Newlandia are highlighted on wide-scale for appropriate action and support.
Objectives
The public relations campaign program will achieve the following objectives under the specified time.
- To create public awareness about NEF activities in different regions of Newlandia. The target is to reach about 1,600,000 people in Newlandia in three months. Public awareness regarding NEF will include its activities of supporting disadvantaged children achieve education, and how Newlandians can support and donate to NEF activities. After three months, results will be measured through quantitative techniques of field survey.
- To inform in three month- period, approximately 175,000 people in Northern region of Newlandia and another 175,000 people in the Western Newlandia about: hardship faced by Southern Newlandians and their inability to access education appropriately and also NEF activities in helping needy children in the region realize their education needs and how they can support NEF activities. After three months, impact of this objective will be measured using quantitative techniques in field surveys.
- To inform 1,000,000 people in Batak region and its environs about activities of NEF, hardships faced by Southerners, and how their can support NEF provide help to educational needs of Southerners. This is to be achieved in three months and results to be measured through quantitative techniques in field visits.
- To reach out to about 60% of Newlandians’ industry and business sector through message about activities of NEF in providing education opportunities to needy children and how they can help. This objective is to be achieved in three months and outcomes to be measured through surveys using telephones and field visits.
- To reach out to about 60% of private industry and business people, informing them about NEF activities and its role in helping needy children attain their educational dreams and how they can support the organization’s activities. This is to be achieved in three months and outcomes measured through quantitative techniques and telephone surveys.
Research
Research undertaken and available findings
In order to create a purpose-based public relations campaign strategy, there was prior research among key stakeholders in Newlandia. Prior research was conducted on selected representative samples among business people, politicians, opinion leaders, media people and the general population of Newlandia. Findings from the research show that:
- 10% of the population posses some information and knowledge about NEF.
- 1% has knowledge about NEF’s mission, vision and what it does in the society.
- 85% indicated they had at one point donated to charity work in the recent times.
- 95% indicated willingness and support for child-education charity organizations.
- 95% of those sampled indicated that education is important for children in Newlandia, specifically for future benefits.
Recommendations for future research
Research pertaining to success of public relations campaign strategies remains wide and incomplete. This fact therefore suggests that additional and relevant future research work will have to be undertaken. Key recommended areas for future research include:
- Carry out research on what particular public relations campaign strategies successful organizations and companies adopted within Newlandia environment and how well NEF can restructure its future campaign strategies and plans.
- There is need to conduct research on the specific media channels temporary visitors to Newlandia such as tourists and other business people utilize in order to enable NEF re-package and restructure its campaign strategies.
Target Publics
Budget and time constraints have been identified by NEF director Meryn Doogood to be the drawbacks of NEF. As a result, choosing the right publics to communicate to using the available limited budget will be important. Two categories of publics are identified: the general population of Newlandia, public and private corporate sector, and its players.
Further, the general population of Newlandia is sub-divided geographically putting in consideration factors such as language, socio-economic and culture.
The aim will be to create effective and sustainable campaign communication strategy that exhibit right content campaign messages to the identified groups of people in different parts of Newlandia. Three different publics are identified in this communication campaign that will be targeted. They include Newlandia population; industry and business sector; and private and business sector.
Newlandia population to be targeted includes people in Northern, Western, and Batak and its environment and subsequent Southern regions of Newlandia. The aim of communication campaign among people in these regions will be to enhance public awareness of NEF activities, increase public participation in activities of NEF, outline the various ways donations and support for NEF can be realized.
Moreover, in areas like Northern, Western and Batak, the aim of targeting these populations is to ignite philanthropic spirit in the regions, increase future funding opportunities and increate their awareness of Southern plight.
Key media channels in these regions include; Newlandia TV, Newlandia newspaper, Newlandia Radio International, Newlandia Times, Newlandia Broadcasting Corporation, Radio South, and Mouth of South Newspaper.
The second public to be targeted is the industry and business community in Newlandia. The target is to create increased and sustained awareness in this group to ignite their desire to participate in community work, contribute to charities, and develop philanthropic spirit. This group possesses potential for future financial security of NEF, hence needs to create their awareness of plight of needy students in South is important.
The increased knowledge and technological savvy among this group makes it possible for campaigns messages to be received fast and positively. Major information sources accessed by this group include Newlandia Times and Newlandia Broadcasting Corporation.
The third public is the private business and corporate sector who represent future hope and potential source of financial support, sponsorship, and philanthropic activities in Newlandia and specifically for NEF.
Information exchange among this group is high, they are technology savvy individuals, and their influence in terms of corporate sponsorship is necessary for NEF. Information sources for this group include Newlandia Times and Newlandia Broadcasting Corporation.
Communication Campaign Strategy
Plessis (2000) observes that public relations campaign communication differs according to the various publics concerned, the money available for the campaign and the applicability of the media to the different publics (pp. 27-31).
As noted earlier, NEF profile in the population is poor, funding in terms of donations is not adequate due to lack of awareness about the organization, and the overall educational disadvantages in Newlandia perform poorly as public agenda.
As a result, communication campaign strategy is needed to enhance the profile of the organization to target publics, increase public awareness about the activities of NEF to increasing funding opportunities and clearly articulate educational challenges in Newlandia.
Therefore, the communication strategy to be adopted will be persuasive in nature with aim to persuade different publics into getting in NEF activities and providing necessary support.
Design of persuasive messages will largely be carried out through application of communication theories such as social learning theory, agenda setting theory, semiotics theory, four model communication theory, and hierarchy of needs theory. These theories will be critical and widely used in developing specific messages that are addressed to particular publics.
Moreover, the campaign will adopt a strategy of using identified key community opinion leaders who will deliver persuasive messages about plight of Newlandia children education needs, the activities carried out by NEF and how support can be facilitated.
At the same time, success story of Rangi will be adopted and the student will be incorporated to talk to various publics about the problems of needy children in South, the role NEF plays in helping South people realize education for their children, and why NEF should be supported in its activities.
Key Messages to be delivered to publics
Messages will be designed in a way that its acceptance among different publics is possible and easy. Messages to be designed will be persuasive in nature addressing different categories of publics.
Language to be used in developing messages will resonate with popular and widely spoken language in each region and messages will be simple and clear. Use of symbols and slogans will also be incorporated. Therefore, key messages to be delivered to different publics include:
- Majority of children in South region of Newlandia come from poor families with inability to access secondary education.
- Support is required to help South Newlandia children access education for their future.
- NEF is an organization enhancing education opportunities for children in South with passion to see brighter future for these children.
- NEF depend on donations and support of well-wishers hence it need support of many people in Newlandia.
- Donations can be in any form as long as they are directed to helping Southerners achieve educational goals.
Tactics
Different communication techniques and strategies will be used to reach the identified publics. At the same time, media agenda involving NEF will have to be managed professionally and this will take place in a positive information environment. Tactics to be employed will be premised on use of visual, printed, and oral tactics to reach to different publics.
Adverts related to NEF will be put in leading media sources in Newlandia such as Newlandia Times and Mouth of South. Selected TV releases and adverts will also be sent to popular channels highlighting South situation and activities and plight of NEF.
Newlandia Broadcasting Corporation and Newlandia TV will be utilized. Radio coverage will also be utilized to create awareness among people about situation of South, NEF activities, and why and how donations and support are required.
Channel to be used include Newlandia Radio International and Radio South. Other communication tactics to be employed include use of billboards in target locations in Newlandia, distribution and sticking of posters on appropriate selected sites, conduct awareness open days and forums will NEF officials presenting themselves.
Timeline
Public relation campaign strategy operates on a timeframe which generally general constitute a system for keeping track of tasks that need to be done and those that have been completed (Heath, 2005, p.361). A Gantt chart will be adopted in this strategic proposal and as a result, it will be able to identify and apportion tasks, time and their sequence in a graphical manner (Bowen, Rowlins and Martin, 2010, pp.98-99). Timeline can be viewed in the Appendix section.
Budget
Budgets constraints have been identified to impede activities of NEF hence budget will be minimized to realistic levels in this communication campaign (Smith, 2005, pp. 222-223). NEF budget is sustained by funding from World Help and government funding.
Further, well-wishers especially in the media will be approached for further support. Budgeting for the communication campaign strategy will involve every aspect that will contribute to success of the program. This will be in term of both direct and indirect costs and expenses. Budget summaries found in Appendix section.
Evaluation
Bowen, Rowlins, and Martin (2010), note that four concerns have to be addressed when evaluating the effectiveness of public relations campaign. The four concerns are definition of benchmark, selection of measurement tool, analysis of data, drawing of actionable conclusions and recommending, and making changes and further measuring (Bowen, Rowlins, and Martin, 2010, p.99).
Evaluation of the entire campaign program will largely base on the outcomes of the set objectives. In this way, surveys will be incorporated to find out whether the public profile of NEF has increased and to achieve this, feedback reports will be analyzed (Plooy 2004, p.312).
Quantitative and qualitative measurement techniques will be adopted to estimate and measure percentage increase in awareness of NEF activities, percentage increase in awareness of plight and problems faced by Southern people, percentage in awareness of need for charity and philanthropy, percentage increase in the number of people information is relayed to, and lastly, percentage increase in the level of donations and support received after the campaign.
This will take place after three months of the campaign.
Reference List
Bowen, S., Rowlins, B. and Martin, T., 2010. An overview to the public relations function. NY: Business Expert Press. Web.
Haywood, R. and Chartered Institute of Marketing. 2005. Corporate reputation, the brand & the bottom line: powerful proven communication strategies for maximizing value. VA: Kogan Page Publishers. Web.
Heath, R. L., 2005. Encyclopedia of public relations. NY: SAGE. Web.
Newlandia Government. N.d. Newlandia. Web.
Plessis, D., 2000. Introduction to Public Relations and Advertising. Johannesburg: Juta and Company Ltd. Web.
Plooy, G. M., 2004. Communication Research: Techniques, Methods and Applications. Johannesburg: Juta and Company Ltd. Web.
Reddi, C. V., 2009. Effective public relations and media strategy. New Delhi: PHI Learning Private Limited. Web.
Smith, R. D., 2005. Strategic planning for public relations. MA: Taylor and Francis. Web.