Public relation campaign

Table of Content

Situational Analysis:

Newlandia Educational Foundation (NEF) was formed purely to ensure quality education to the children of Newlandia.  It is a not-for-profit organization which relies totally for donations from well wishers in order to attain its mandate.  To a large extent it has achieved its intention and mandate.  It has been able to build schools in Rajan, Calina and Shalel regions.

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This has been achieved against very steep odds and as a result is a constant source of inspiration of what can be achieved if only people apply themselves.  To the director, other staff members and all who are in one way or the other connected to NEF, these are not minor but major achievement.  Not only does NEF build the school structure, it provides learning material for use in these schools by both the teachers and the students.  It has been able to get one its beneficiary children to University despite insurmountable obstacles.

Despite al this success, it remains very regrettable that the public profile of NEF is very low.  In a research conducted in Newlandia, it was found that only a paltry 10% of adults in Newlandia had heard of NEF unlike Newlandia Children’s Foundation (NCF) which is known by most if not islanders.  Grimmer statistics emerge with respect to knowledge of the mandate of NCF.  Of the people who are aware of NCF existence, only half of them have knowledge of what the core business of NCF is.  For an organization that relies on public donations to run its program, this is a major problem. As a result despite the fact that they are in a field that literally touches the lives of all Newlandia and one would expect them to gain from the positive goodwill and perception, NCF has found itself having to operate from a point of obscurity and as a result have gotten very little aid from the people of Newlandia.

As part of its mandate, NEF is supposed to facilitate availability of quality education facilities with the vicinity of the consumers.  However in the southern part of the island, there is a group of about 60 school aged kids who have yet to access education.  This is despite there NEF having gotten from the government land that is ideal for the construction of the facility.  What is really frustrating for NEF is that despite the major gins attained from engaging the villagers in the region and getting them to buy into the idea of allowing their children attend school, NEF has not been able to see this come to pass.  There is a real risk of loosing this goodwill NEF currently enjoys if they do not urgently get the school going.  Despite having enough funds to construct the basic structures, NEF finds itself missing the necessary funds to fit out the structures as well as supply furniture and teaching materials.

Through out the History of NEF which dates to the beginning of the 20th century, NEF has cultivated an image of seriousness, honesty and transparency.  Having been run by volunteers up to 1990, NEF got funding from WorldHelp which it was able to engage a team of professional full time staff.  From this partnership with WoldHelp, NEF has been a recipient of the Newlandia’s government community service budget funds it has used to run its many programs.  Unlike the public and private sector which is struggling to shake of the shackles of corruption, nepotism and favoritism.  As a result, NEF has been able to cultivate the image as a transparent organization where all its operations are done above board.

NEF also has the added advantage of having structures already in place and a concrete work plan and way forward.  It is not operations is has a clear priority grid with the different work plans requiring and being allocated differing priority index.  It operates in a country with a clearly philanthropic population.  Given the amount of support given to DCF, it is only fair to expect the same support of not more once NEF is able to raise its profile and increase public awareness on its operations and programs by the public.  Additionally it has in its staff very competent individuals.  By choosing to outsource the public relations component, NEF through its management is sending a clear signal to all that it operates professionally and expects to maintain this standard going forward.

Goal/s and Objectives of program:

The main objectives of this campaign are two fold – to raise the profile of NEF (Smith, 2010) and to raise funds for its ongoing programs.  On the profile aspect, the challenge will be to make sure more people if not all islanders are aware of NEF operations.  In this regard great effort will be taken to bring out the message that Newlandia Educational Foundation is different from Newlandia Children’s’ Foundation.  It has been felt by the management of NEF that there could be a blurring of vision between NCF and NEF among the public with people perceiving that when thy give NCF they are supporting NEF.  It will thus be necessary to design a campaign that highlights the strong unique characteristics of NEF.

Similarly, NEF will have to bring out clearly the needs that are in the society and the shortfalls it faces in its effort to address and remedy this shortfalls.  The campaign will have to make the Newlandians feel the need to urgently support NEF achieve its mandate in the short, medium and long run.  Additionally, it must make the people want to make NEF a part of their life (Rose, 100).  In achieving this, NEF in this campaign will have been able to guarantee its long term sustainability and relevance through its partners who will take it upon themselves to publicize and promote NEF programs and operations.


In preparing this proposal, key figures within and without Newlandia have been interviewed.  These interviews have been conducted with the intent of understanding the current climate both in terms of donor views to programs they would support their expectations with respect to programs they support and the generally accepted standards in operating not-for profit entities.  Additionally time has been taken to understand the local population and what their views are with respect to giving in support of local charities.

Industry leaders within Newlandia have been sought with view to understanding what their view is of with respect local charities and specifically NEF.  The research also sought to get their view with respect of what the industries they lead required before they could feel comfortable enough to partner with local charities.

This paper is of the opinion that there is need for further research in the area of corruption especially among Newlandia public and private entities. With its eradication the funds used to sustain corruption would be put into better use in improving the life of Newlandians.  Additionally, this funds used by corporations to maintain the corruption networks could by used to fund local charities (Kendall, 1996).

Target Publics:

This campaign is to be focused on two groups of people.  This first is the general Newlandia population.  By getting this group on board, NEF will be able to achieve its long-term survival since their donations are enough to keep the programs been run by NEF going.

The second group of people will be the corporate entities and industry leaders.  from this group, NEF will be looking for long term partners who are willing to come on board occasionally especially with respect to capita intensive projects – like building and outfitting schools.  From this body corporate, NEF will be looking to create linkages and networks who it can call upon from time to time for special projects.  In addition, it will seek to increase its presences.  It is this campaigns intention to make NEF so visible and obvious that should a corporate organization be thinking in terms of social responsibility, the first if not obvious choice be NEF.


This campaign intends to use both electronic and print media to get its message out.  It also intends to use incorporate its beneficiaries and key public and opinion leaders to get its message out. However it will make a deliberate effort to avoid persons it considers not to represent the true values of NEF in this campaign.

The Key message that this campaign seeks to get out is that the children of Newlandia are in need and that it is up to all Newlandians to assist or run the risk of having a future dominated by outsiders as a result of having an illiterate population.

To get the message out different avenues will be used to get different aspects of the same message out.

In the south an area with a total population of 750,000 of which 250,000 live in the main cit of Ralonga, the target will be to get the message to at least 600,000 people and of this, get at least 50,000 converts.  This is considered achievable given the approach to be taken and the avenues available to make one a part of NEF.  Within Ralonga and its environs, the message will be disseminated mainly through Radio South which is a community radio station.  The message will be designed to complement the anti-privatization movement and community housing message.

The main thrust of the message will revolve around the need to educate the children if Newlandia is going to ensure outsiders do not come in and take over all aspects of the economy given the lack of a literate population.  Additionally the message will also look to tap into the strong local empowerment feeling (this is fanned by the anti-privatization movement).  The aim will be to make anti-privatization proponents give towards empowering the local schools in order to make sure they do not fall in the hands of the private entities (Mendelberg, 2001).  The campaign will look to bring in Jacinta Greenwood as an ambassador and advocate of NEF.  Given that she is a mother and works with women, bringing her in will be a major coup for NEF not only in the south but also all over Newlandia.

The campaign will also use the Mouth of the South newspaper.  In this the campaign will be targeting university students and the young people.  From them the campaign will look to excite a volunteerism heart.  Given that they may not have the monetary resources, the campaign will look to make them realize that they can volunteer their knowledge in the different programs – teaching, building, mentoring the children’s among others.

Volunteer will be used especially in the areas of Calina, Rajan and Shalel.  The main resource needed and sought for (at least at the initial of the campaign) will be tables, chairs, stationery materials and teaching materials.  Students from the university will be encouraged to donate excess stationery that they may have to the needy in this villages.  For this part of the appeal, Rangi (the success case of NEF from this region) will be used as the face of the appeal (Rice & Atkin, 2001).

In the north, there is a population of 250,000 of which 100,000 live in the main city of Velen.  This is a generally an industrial region with copper being the main driver of the industrial boom.  From this the campaign will be targeting to reach at least 200,000 people and convert 20,000.  The main thrust of the campaign in this region will be revolving around the operation of the copper industry.  The campaign will use fora in which workers meet in order to push for its agenda.  It will additionally look to incorporate industry leaders with a view of looking to recruit at least some of them and have at least one become the face of the operations in the industrial belt.

In Batak and its surrounding there is a population of 1.5 million of which 1 million live in Batak.  This is a city with a busy port and the region is home to the international airport, Kali Beach and the famous Klempf Casino and Resort.  Here the campaign will very integrative and all inclusive.  It is expected, Bill klempf will not offer much help given his distaste for the environmental conservators.  He also happens to represent the king of person the organization looking to avoid in its operations and the future.  Despite the fact that nothing sinister has been associated with him, his business operation style leaves a lot to be desired. . NEF needs to remain an organization of the masses and thus can not afford to alienate a section of the population by associating with Bill Klempf.

 In lieu of this, on Batak, the main thrust will be through electronic and print media.  Part of the message will be targeted at the tourists visiting Newlandia to have them donate some of their money towards the education of the children of Newlandia.  Additionally, the campaign will seek tourist who would like to go a step further and adopt a Newlandia child by meeting their schooling requirement. For a specific amount of money the donor will be able to the child all the requirement they need in the course of a school term.  Additionally, they will be entitled to communicate with the children they are sponsoring and visit them should they want to.

This particular part of the campaign is expected to resonate positively with the children who visit Newlandia with their parents when they see what other children miss is what they take for granted back at home.  In the long run, the relationships created, are expected to grow to the future where this friendships could be the precursor to close ties between Newlandia and the outside world.

The central region because of the mountainous terrain in sparsely populated.  The total population is 15,000 and there are no main cities in this region.  The main economic activity is coffee growing and is dominated by the Van on Organic Coffee plantation.  The NL International Copper mines are also found here.  The campaign will look to reach a population of 7,000 people and convert 500.  This is a very ambitious figure by one which the campaign feels strongly it can achieve.  In this the campaign will approach Mr. Van On with a view to having him offer his support to the campaign.  He is well known for his commitment to furthering Newlandia interest.  In line with his preferred way of doing things – the island way, the campaign will seek his input on the best way to have the indigenous population incorporated in the overall program of NEF.


                                                                      (Clark, Polakov & Trabold, 2010)

The 1st task is the interviews.  This will be conducted over a period of 30 days all across the industry and the island. In this time all targeted industry and opinion leaders will be identified, approached and asked to come onboard the campaign.  The specific roles envisaged will be put across and their views sought before coming up with the final details of exactly what each person is to do.

In the 2nd task, the different media outlets will be identified and approached.  The concept will be floated to them and feedback sought.  From this a concrete work plan will be developed.  This work plan will include creating time to capture the different industry and opinion leaders bringing out the message.  This will then start running in the different media at the agreed time and in a pre agreed order.

The 3rd to the 6th task will be run concurrently.  This will entail the different media campaigns, and the identified leaders in the different regions going out to engage the public and bring out the message.  This will be run concurrently in order to maximize in the impact and the goodwill of the country and the people.

Currently the 1st task is already complete.  It began at the beginning of July culminating in the last day of July.  The 2nd task has been achieved up to 75% having started 10 days later.  The third task is half way done having started 20 days after the 1st task.  The last three tasks are at different level of completion.  In the South and Central region the tasks are a third complete while in the north and Batak region, the task is only 16% complete. This is as a result of unforeseen impediments.  However measures have been put into place to ensure achievement of the objective within the allocated time frame.


A lot of the budget will be met through donations in kind by the various media houses and outlets.  It is intended that the media houses will be approached and requested to give their contribution via advertising space on their paper-for the print media.  For the broadcast media, contribution will not only be thorough running the messages from the opinion leaders but also allocating time to engage the director of NEF as she expounds on what NEF stands for and does, no to mention the how people can help.  A big chunk of the finances will be used in travelling between the different locations meeting the different leaders.  A good amount of money will also be used in phone bills setting up and confirming the different appointments with the leaders.  This will take up a lot of the time during the interview month.

As the campaign gets underway, the main cost center will be organization costs that will accrue from mobilizing the people in an effort to get them to give.  Additionally, over the campaign period and going forward the cost of moving the donated materials will constitute a significant cost.


The success of the campaign will be measured two fold.  Firstly, the profile of NEF will have risen from the current 10% to at least 40% and an active participation in NEF programs of 10 of the population.  Secondly, donations both in cash and kind should have grown by 50% over the last years figure.


Clark, W., Polakov, W. N & Trabold, F. W (2010).  The Gnatt Chart: A Working Tool of            Management, BibilioBazaar, Charleston, SC.

Kendall, R (1996).  Public Relations Campaign Strategies: Planning for Implementation, HarperCollins College Publishers, New York, NY.

Mendelberg, T (2001).  The RaceCard: Campaign Strategy, Implicit Messages and the    Norm of Equality, Princeton University Press, Woodstock OX.

Rice, R. E & Atkin, C. K (2001).  Public Communications Campaigns, 3rd Ed, Sage      Publications, Thousands Oaks, CA.

Rose, C (2005).  How to Win Campaigns: 100 Steps to Success, Earthscan, London, LN.

Smith, C. A (2010).  Presidential Campaign Communication: The Quest for the White    House, Polity Press, Cambridge, CB.


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Public relation campaign. (2016, Nov 29). Retrieved from

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