Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 1. Week 3 Application. Public Relations Strategies: Choosing Appropriate PR Channels

Transcription

1 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 1 Week 3 Application Public Relations Strategies: Choosing Appropriate PR Channels Meth Destroys: The Tennessee District Attorneys General Conference Anti-Meth Campaign Eunice A. Christian Publicity and Public Relations PREL Walden University May 3, 2013

2 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 2 Overview Meth Destroys This application pertains to the case study involving the Tennessee District Attorneys General Conference ( TDAG ) and its partnership with McNeely, Pigot & Fox, LLC (2013) its PR team, of a statewide PR campaign launched in September 2005; developed to target the public-at-large; in particular, school-age youths, about the dangers of methamphetamine (meth) use and its production (the Meth Destroys campaign). Targeted Audience and PR Channels It would be feasible to use at least the following three PR media channels in which to target adults and school-age youths: (1) statewide and citywide community publics (public officials, educators, religious leaders, and community organizers); (2) government publics (i.e., federal, state, city, and county agencies); and (3) community media (public broadcasting stations; local radio stations) (Hayes, Hendrix, & Kumar, 2013, pp ) for an effective PR campaign. My most effective approach would be contingent upon the publics targeted; as well as the information obtained through a diligent effort based upon the demographics, media, habits, and levels of media use (both offline and online) of each targeted audience (Hayes, p. 21); or simply, based upon an efficiently and effectively information and research process pertaining to the targeted audiences respective culture and regional considerations. My main method of connecting with individuals and entities would be by engaging with local officials, medical facilities, and the Board of Education for the State of Tennessee by telecommunications to these audiences and then follow up with a PR kit explaining the mission and purpose of TDAG and the anti-meth campaign. Most local agencies, medical facilities, and educational institutions would welcome such engagement from external resources; and I believe

3 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 3 that by connecting to the administrative body of these publics, in particular, would be a good start. The telephone communications would serve to ensure that I would have the appropriate connections (confirmation of appropriate contact person, his/her respective title, and best means of communication); and the electronic communications will serve to provide follow up communications, in addition to providing the PR kit. The PR kit would be produced in a format that would be conducive to the recipient s ability to receive electronic communications whether by , facsimile, online, or any other method deemed feasible and that meets the accessibility requirements of the recipient. PR Outreach My research information on the reporters and contacts would consist of acquiring information by doing an advance or special online search for.edu,.gov,.info, and.org sites in order to establish a list of credible and reliable contacts and resources. Targeting social online networks at least once a week to ensure visibility of this cause would be in the best interest of the Meth Destroys campaign; especially online networking sites outside of the norm or most popular that attract a strong adult and youth appeal (Wikipedia, 2013). I would not want to assume that everyone uses well-known social online networking websites such as Facebook; and would attempt to reach out to as many social online networking sites. Targeting social online networks would increase exposure as well as aid in the distribution of the TDAG anti-meth PR kit; while serving to reach as many audiences as possible. The most valuable tool, besides human resources, would be the TDAG video entitled Meth Destroys by the Jackson Foundation (2011). It is my belief that the Meth Destroys (2011) video will be the most effective tool, in conjunction with an effective presenter of an establishment (i.e., a principle at a school; or an elected official at a speaking engagement), in

4 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 4 order to enlighten and/or present a reality check as to the dangers of methamphetamine; and if feasible or necessary, would make this video accessible via CD for mass distribution. Since the TDAG anti-meth campaign is a statewide campaign, it would be difficult to do face-to-face engagements at each and every feasible locality and region; or at every educational institution, special event, or speaking engagement; therefore, establishing a group leader or key figurehead as a representative for the cause for each session or gathering would be imperative for continued engagement and follow up. The Success of Meth Destroys In order to measure the outcome of this PR campaign, I would at least establish a contact segment on a web page containing various types of feedback options. This will serve to develop quantitative and nonquantitative research methods. The quantitative method would serve to provide scientific feedback (surveys, questionnaires, content analysis (Hayes, pp ); and the nonquantitative research will aid in providing general, nonscientific feedback (i.e., feedback gathered from face-to-face engagement with community publics, informal surveys, and social networking sites that provide feedback from blogs and commentary sections). Emphasis Upon Our Youths As a Meth Destroys PR team member for the TDAG, I would definitely use web sites established by learning institutions for both mature and young adults; and in particular, schoolage youths and their parents, guardians, and peers. Not always, but usually, parents, guardians and students have to frequent or access at one point or another, their respective educational system s website. Whether to track the progress of a course; to learn about school activities, to monitor absenteeism or lateness, or to correspond with teachers and supporting staff, at one point in time a student and/or parents, guardians will be required to gain access to the school s or

5 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 5 educational system s website; and this would be a great media vehicle in which to expose the dangers of meth and its production by requesting that the school allow for a banner type attraction on a major web page. It would be important to engage in face-to-face contact that involved the distribution of PR kits promoting the TDAG anti-methamphetamine campaign during live events (anticipating at least once or twice a week); in particular, school events where there is a surety that student turnout will be strong (i.e., school fairs, dances, auditorium sessions, PTA meetings). The PR kit would contain a white paper (Hoffman Marketing Communications, 2013) disclosing vital information and statistics on what methamphetamine is and its dangers; how it is produced, and how prominent it is statewide; in particular, among school-age children. A white paper would contain vital information such as the warning signs of meth use among adults and youths; and hotline or agency support services to learn more about this matter for themselves or someone they suspect may have been exposed to meth and its use. In conjunction with the non-branding approach of a white paper and the video Meth Destroys (The Jackson Foundation, 2011) which provides a scared straight approach, serves as a great combination in waging the war on methamphetamine, while also reflecting favorably upon the Tennessee District Attorneys General Conference as an organization that cares about its community and is socially involved.

6 Running Head: APPROPRIATE PR CHANNELS FOR METH DESTROYS 6 References Hayes, D. C.; Hendrix, J. A.; & Kumar, P.D. (2013). Public relations cases (9th ed.). Boston, MA: Wadsworth, Cengage Learning. Hoffman Marketing Communications (2013). How to Write a White Paper: A Closer Look at White Paper Definition. Retrieved from McNeely, P., & Fox Public Relations. (2013). Meth Destroys: Tennessee district attorneys general conference. Retrieved from The Jackson Foundation (2011). Meth Destroys. Retrieved from Wikipedia (2013, May 1). List of social networking websites. Retrieved from