Media Plan and Media Release Writing Exam. Communications & Media

MEDIA PLan and Media release
STUDENT NAME


STUDENT NUMBER


CLIENT ORGANISATION

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

PROBLEM-OPPORTUNITY STATEMENT
What is the specific communications problem and opportunity your Media Plan will address?
Write this as an apparent direct statement. Eg. “In order to address this gap in knowledge about sun protection, an awareness campaign is necessary to…..”
Then, 2 or 3 dot points, describe one specific PR tactic/activity you plan to use as part of the campaign (e.g., 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.

Approximately 38% of the nearly 34,000 dogs and 60% of the 51,000 cats, as received by the RSPCA, are being found to be abandoned, and hence, re-homed. Specific percentages of these animals are even subjected to euthanasia. By raising these alarming numbers to the public, these current data may be gradually changed.
To decrease the number of neglect cases, public awareness is to be promoted. Furthermore, lawmakers should be urged to produce laws targeting such problematic acts.
* A television commercial highlighting the struggles abandoned animals face, with an invitation to adopt them.
* A signature campaign in partnership with change.org will urge the legislators to amend existing laws on animal cruelty to decrease cases of such.

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

GOAL A: To help look for new homes for these abandoned animals, decrease the cases of animal euthanasia, and to produce more strict laws on animal procurement and cruelty.
GOAL B: To inform the public on the selfless goals of the RSPCA in saving the lives of animals, especially those who are subject to animal cruelty.

OBJECTIVES:
Specific milestones/outputs that measure progress towards your overall goals
Specific
Measurable
Agreed
Realistic
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: Establish a television commercial regarding this issue and to host a signature campaign with change.org targeting 5,000 online signatures
Objective A2: To decrease the number of animal cruelty cases by 100%.
Objective B1: Invite as many people to be advocates. Also, to urge the lawmakers to make more serious penalties for reported cases of animal neglect and abuse.
Objective B2: Acquire more private sponsors for RSPCA to make future campaigns more possible.

PUBLICS
Salient - Main groups to which action is directed
Briefly describe 1 or 2 main publics you are targeting with your campaign. Be specific (e.g., age group, generational grouping, geographic location, interests, etc.)
Moderating – group or organization who influence salient public
Briefly describe 1 or 2...