MEDIA PLan and Media release. Communications & Media.

Other (Not Listed) Instructions:

1. I will upload an example and request, please follow the example format strictly! ! !
2. The article is based on the case study I uploaded to create several public relations methods for publicity activities. (Media plan and media release)
3. You can choose some Suitable shows and news media platforms according to your public plan.
！！！Please read the examples and requirements carefully! ! ! ! !

CASE STUDY: ABANDONED PETS
Each year about 200,000 dogs and cats are euthanised in Australia’s animal shelters and pounds for lack of good homes, according to PETA. In 2018-19, the RSPCA received 124,00 animals in every Australian state and territory. Of the nearly 34,000 dogs the RSPCA received, 13,000 (38%) were reclaimed, another 13,000 were re-homed, and 4,300 (13%) were euthanised. The RSPCA also received 51,000 cats with 31,000 (60%) re-homed and 12,000 (23%) euthanised.
Abandoned pets are particularly a problem after Christmas when puppies and kittens given as gifts are later dumped because people have not fully considered the amount of time and effort required to look after pets. Pets re-homed from animal rescue organisations are far less likely to be abandoned than those bought in pet stores.
As background information your research shows that:
• It is usually parents buying kittens and puppies for their children at Christmas.
• Children receiving the gift are usually aged 5-12 years old.
• The highest proportion of animals abandoned is in the Sydney metropolitan area.
• Most abandoned pets puppies and kittens are purchased in pet stores.
• Pets bought in pet stores are 10 times more likely to be abandoned than those re-homed from animal rescue organisations like the RSPCA and the Cat Protection Society.
CHOOSE A CLIENT:
1. RSPCA (Royal Society for the Protection of Cruelty to Animals). As the public relations manager you have been asked to develop a media campaign for NSW encouraging people to think carefully before buying a pet as a gift this Christmas.
2. PETA (People for the Ethical Treatment of Animals). As the public relations manager you have been asked to develop a media campaign for NSW to raise awareness of the cruelty of euthanising animals and put pressure on the NSW Government to change the law to make desexing pets compulsory.

Other (Not Listed) Sample Content Preview:

Exam tEMPLATE – MEDIA PLan and Media release
STUDENT NAME

Dong Cao

STUDENT NUMBER

3242384

CLIENT ORGANISATION

RSPCA (Royal Society for the Protection of Cruelty to Animals)

PROBLEM-OPPORTUNITY STATEMENT
What is the specific communications problem and opportunity your Media Plan will address?
Write this as a clear direct statement. Eg. “In order to address this gap in knowledge about sun protection, an awareness campaign is necessary to…..”
Then, in one or 2 dot points, describe one specific PR tactic/activity you plan to use as part of the campaign (eg. a concert, trade fair, fete, BBQ lunch, competition, online activity, etc). This is the event you will write about in your media release. Your media release will indicate a specific call-to-action about this event.

Nearly 200,000 pet dogs and cats are euthanized in animal shelters in Australia each year. The main reason is the lack of a good family environment. These bad data can make people think more carefully about whether they are ready to raise pets.
In order to address the ever increasing number of animals that are being euthanized in Australia due to the lack of shelters, this campaign will focus on increasing awareness among the people about their capacity to raise pets as well as how to effectively build a good environment for them.
* Online campaign on responsible rearing of pets would be held through the different social media platforms such as Facebook, Twitter, and Instagram starting from June 5, 2020.
* Family-friendly concert which focuses on pets on to be held on August 10, 2020. The event includes pet shows, bazaars, and live concerts.

GOALS
Big picture / final outcome
GOAL A: What is the final outcome you are hoping to achieve from your whole campaign
GOAL B: What outcome are you hoping to achieve from successful placement of your media release?

GOAL A:
A long-term solution to the problem of animal euthanasia by improving awareness about pet owner responsibility as early as childhood.
GOAL B: Increasing awareness among Australians (children and adults) about the need for proper assessment and planning before giving or owning a pet. Additionally, the successful placement is aimed at improving the reach of RSPCA.

OBJECTIVES:
Specific milestones / outputs that measure progress towards your overall goals
Specific
Measurable
Agreed
Realisic
Timed
(Example of an awareness objective: ”Increase awareness and sales of Britney Spears’ next album and 2005 tour amongst her fans and the general public by 50%.”)

Objective A1
To reduce the number of euthanized pets in Australia by about 10,000 from an original number of 200,000 after 6 months of online campaign.
Objective A2
Increase awareness among Australians about the need for responsible pet ownership by reducing the number of stray pets by around 25% after the Christmas season.
Objective B1
Ger viral contents, with at least 5 million views around the world and 3 million views from Australians within 3 months of the online campaign.
Objective B1
To increase community interaction in the RSPCA social media sites by around 30% af...

Updated on January 26, 2024

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MEDIA PLan and Media release. Communications & Media.

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