Developing a Public Relations Plan
Susan G. Komen for the Cure® is the non-profit organization that we are going to use for this paper. This non-profit organization is involved in the prevention and treatment of breast cancer and also it carries out campaigns that are aimed at reducing the number of breast cancer cases in the world (Okasha, 2000). This organization was founded in 1982 by Nancy Brinker after she saw her sister struggling with breast cancer then died at an early age (Okasha, 2000). The founder also got breast cancer two years after her sister’s death but after she founded this organization, she was able to fight the illness and she is now a survivor. The mission of the non-profit organization is to ensure that breast cancer is fought against successfully and advancements are made in research, education, screening and treatment of breast cancer. These are some of the greatest steps that must be taken in order to realize this objective and eradicate breast cancer as a life threatening illness among women in the world (Okasha, 2000). The fight against breast cancer is taken so seriously because it is among the leading causes of deaths in the world among women. The Komen foundation has affiliates in over 100 United States cities and volunteers who play a very important role in accomplishing the mission of the organization. These affiliates and volunteers participate in raising awareness against breast cancer awareness, raise funds, and work at improving the provision of services and programs in their local areas (Okasha, 2000). The purpose of the non-profit organization is to ensure that the funds given towards the fight against breast cancer are used towards achieving the intended purpose. Therefore, this organization is dedicated towards ensuring that the process of eradicating breast cancer is carried out appropriately and finds are not misused (Okasha, 2000).
Situation that generated negative publicity
The Komen organization which is among the US largest breast cancer advocacy organization made an announcement that it wanted to reduce the amount of money that it gave towards planned parenthood’s women’s health initiatives and this decision brought a lot of criticism because it went against the organization’s mission and purpose (Okasha, 2000). This became a very big crisis because it even threatened the existence of the organization in 2012. This criticism came from the social media and the organization found itself trapped between pro-choice and anti-abortion groups (Okasha, 2000). As a result of this, this decision caused negative publicity because it went against the mission and purpose of the organization. The organization devised communication strategies that were aimed at defending the decision but this failed because reason put forward was unconvincing and the justifications were overly bureaucratic. The organization had to withdraw this plan because it was threatening its well being (Okasha, 2000).
Specific goals of campaign
In order to reverse the negative publicity that was facing the organization, there is need to have specific goals in this campaign (Van Leuven, 2012). They include: targeting the right audience which included the affiliates, breast cancer patients, donors, sponsors, and the media. Developing the right messages and ensuring that the messages are directed to the right audience. The final goal was to ensure that the mission and purpose of the organization is protected and executed and that apology is given to the public and a promise of better services is given (Van Leuven, 2012). These specific goals are chosen in the campaign to restore good publicity of the organization because they ensure that the mission and purpose of the organization is protected despite the previous decision by the organization. These goals also ensure that the organization used the social media to assure the people that the organization is working for the good of the people. Through this, the organization restores the trust of the people, its affiliates, volunteers, donors, and sponsors (Van Leuven, 2012).
Steps to achieve these goals
The first step would involve giving a statement to the media stating the withdrawal of the plan and assuring the public that the organization is working at ensuring that its mission and purpose are protected (Van Leuven, 2012). This statement could also include a statement regretting the inconveniences made to the people involved in the activities of the organization which could include tarnished reputation. Beginning with the media is the best way to start a publicity campaign since it gives a good ground to start on and it also reaches many people as compared to other procedures. Through the use of the media, one can approach the publicity campaign from different outlets that could include television and radio news, talk shows, article on the print media, and also giving a statement on social cites (Van Leuven, 2012). This ensures that the campaign reaches to the target audiences more effectively. For example, a talk show on TV can serve effectively in tackling the issues that led to the crisis and giving solutions to the audience (Van Leuven, 2012).
The other step is organizing a speech with the stakeholders and the public to provide a solution to the crisis. The speech addresses the issues that led to the rise of the crisis, how the decision of withdrawing the plan was reached and the reasons as to why the plan was withdrawn (Ledingham, & Bruning, 2000). The speech could also give a chance for the audience to ask questions and give their concerns and this could give the organization a chance to know the needs of the people. This interactive process makes sure that both the organization and the members understand one another and the audience feels that the organization truly cares about their needs. The other step that would ensure that the goals of the publicity campaign are met is increasing the intensity in which the organization carries out its activities (Ledingham, & Bruning, 2000). This would show that it is working towards protecting and executing its mission and purpose. Increasing the intensity in which it carries out its activities help in reducing the negative publicity that it had gotten. Improving the reputation of the organization leads to a positive publicity. Positive publicity ensures that the organization is protected and that it does not collapse. As a result, many people will start supporting it and the fight against breast cancer will continue successfully (Ledingham, & Bruning, 2000).
Evaluation plan
An evaluation plan is designed to determine the effectiveness of the publicity campaign carried out. The devaluation plan used in this case was the use of research and survey (Ledingham, & Bruning, 2000). This showed the impact of the campaign in promoting positive publicity of the organization. The research and surveys used interviews and questionnaires to get the opinions of the public (Ledingham, & Bruning, 2000). The questionnaires were given to specific target audiences so that it could be possible to come up with a correct representation of the audience. Through the use of this plan, it was possible to determine the change that has taken place by comparing the data before the campaign was carried out and after the campaign was conducted (Ledingham, & Bruning, 2000).
References
Ledingham, J. A., & Bruning, S. D. (Eds.). (2000). Public relations as relationship management: A relational approach to the study and practice of public relations. Routledge.
Okasha, M. (2000). The Susan G. Komen Breast Cancer Foundation. The Lancet Oncology, 1(3), 195.
Van Leuven, J. K. (2012). Public relations: The profession and the practice. McGraw-Hill.
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