Developing A Communication Strategy For ABC Organization: A Public Relations Essay.

Research a communication problem and developan appropriate strategy in response, within a suitable professional and ethical framework.
Apply knowledge and theoretical principles to different contexts and subfields in the Public Relations industry.
Identify and discuss how new media channels portraynews from different angles

Through substantial research, ABC organization established the aims and objectives and the interests of the firm.  By organizing and carrying out a long-established SWOT analysis, it realized that ABC organization had great outstanding, collaboration and impassioned on their responsibility as well as ABC participators. They concern themselves in a way that associates with the ABC organization and gives the potential to affect the individuals in the societies. Materializing as a free service and accessible to women who have children of tender ages, they can provide teaching on how to eliminate as well as assist their children with low birth weight. ABC Establishes relations with the participators, ABC organization is capable of propping up a relationship in the thick of women and youngsters who have been in the service for an extended period (Guth, & Marsh, 2016, p.29).

Strengths in ABC organization: ABC's mission, reliability, participation, impact capability, the community in the association, unrestricted and accessible, gives enlightenment and understanding, developer relations.

Weaknesses in ABC organization: inadequate operational funds, lack of the brand image, insufficient time, scanty PR,

Opportunities in ABC organization: successful imparting or exchanging of information, motivated marketing, encourage incorporation, more exceptional events, and modernized website.

Threats: inadequate funding, relationships are prone to adjustments which are likely to refuse acknowledgment (Ferguson, 2018, p.60).

The communication problem is a challenge in the functioning of the ABC organization. Poor communication strategy which results from failing to plan for communication is a communication problem because of the immensity of the geographical regions where ABC organization operates. It is challenging for ABC employees to deliver the services in the various centers of the organization (Theaker, 2017, p.74).

The language of communication poses as another challenge to the functioning of ABC organization. Communication in all health facilities is in English. ABC organization makes a stand on employing potential participants in its programs. It prefers on people who can communicate in English, both written and oral. In all ABC health centers, communication instruments are not adequate which may lead to poor communication or lack of information to the intended group. Information Technology is a problem in the communication department of ABC as well as other technical problems and recurring power surges which inconveniences operations for the deliveries in the organization (Grunig, 2017, p.32).

The primary campaign goal of our Public Relations is to create a consciousness of ABC organization between expectant women, the communities at large as well as the media. ABC aim is to reach the entire human population and let them know what we offer and how we intend to help them. We aim at telling an individual to say to a friend to reach the maximum number of people who need the services we offer. Strategic scheduling has contributed to establishing a campaign, where it will take out the vision and mission of ABC organization onto the entire communities where the organization operates. ABC aims at developing a consistent image where people can connect goals. We aim at developing more public participation by planning more exceptional events as well as enlarge the baby shower. We aim at bringing ABC organization objectives and understanding with great power into the communities, with purposes of the organization establishing new targets and goals (Kunczik, 2016, p.54).

Communication Problem and Consequences

The chiefly targeted individuals are the expectant females as well as newly labored mothers. Legislatures and major influencers are too among the targeted audience. Business and organizations that provide health services on behalf of others, medical experts,

The secondary targeted audience is the male parents, general family members, possible referrals as well as previous collectively clients targeted by the organization (Qrunig, & Qrunig, 2016, p.44).

Key Messages

Key message: Women and children deserve better healthy living and every life is valued.

Strategies

The specific teams have established strategic planning to aim the indicated individuals at the same time attaining ABC’s organization aims and objectives.

Special Events: Get SMART in good health. The objective of this event is to enlighten the members the need of healthy life on practical life skills which will enable the mothers and their young ones the necessity of living a healthy life. The exceptional events provide them the essential equipment to persist these particular exercises later after the group training seminar. We aim at giving the opportunity to get in touch with the media thought the year and created consciousness for ABC organization (Stacks, 2016, p.28). 

The purpose of this is to aim at the current participants of ABC organization as well as their families and the probable members who would like to get served by the organization.

Media relations: Media relations encourage ABC organization purpose. This strategy aims to appraise the people as well as the media of relevant events by sending out press releases that advertise ABC organization (Pearson, 2017, p.26).

Publication: ABC organization's needs to have a trademark. The purpose of the release is to maintain the image of ABC organization at a constant and systematic pace the future. This schedules that the logo and branding are continuous to provide ABC with trademark identification. At present, the identity of ABC is not available as compared to other non-profit organizations since they have a little appearance in the media. The publication aims the expectant as well as new mothers who gave birth not long ago. Officials relating to the legislature and main influencers, agencies in the community as well as medical experts are a target by these publications (Doorley, & Garcia, 2015, p.57).

Cyber/interactive: the purpose of this strategy through the website is to extend consciousness of ABC organization functions, its dominance and what it can offer to tag along with those who require their services. The site needs to have an appealing impression to a cyber user or potential customer, with comprehensible, short information in every part of the particular bracket recorded on the website. The probable concepts will be of advantage to present members, possible participants captivated in joining as well as an ordinary individual inquisitive in obtaining much understanding in ABC organization. The cyber strategy will target present-day participants registered in the schedules, expectant women, potential fathers, and young fathers as well as those who interact with the internet (Pearson, 2016, p.75).

Special events: SM.ART strategy is a sequence of seminars that target to give life skills, Motivate And Relevant Training in the standard procedures of the day that will assist women as well as their families to consider right physical conditions individually and their young ones. The various chapters found in this tactic guides on how one can acquire cheap and easy cooking. The strategy offers training on fundamental discipline and safety of the young children. It shows how a mother can attain the highest levels of nutrition. There is a chapter that trains on how one can utilize funds by efficient budgeting. The tactic establishes a network where clients of SMART get awarded for appearing and involving in the workshops deliberately and effectively. The awards enable the participators to get entitled in an exceptional prize at the yearly baby shower occurrence (Gregory, 2016, p.89). 

Campaign Goal

Media: SMART media release, surges release to various media stations with expectations that the reports from the general publications focus on the events. The radio release sends information to parents on the areas where ABC has the capability of helping. This information offers a toll-free number where clients can call for assistance or can obtain more useful data (Gregory, 2016, p.89).

Publications: brochures provide examples on the ways to give details on their services and provide useful tips to the people. Newsletter upgrades the format of the current newsletter and customizes for a particular group. Special events flyer develop a consciousness for future occurrences that is in control of ABC organization to advertise as well as create interest. Branding manual describes how to implement the logo in a unique and organized manner. Branding enables the reduction of any uncertainty with the trademark as well as the brand in particular (Stacks, 2016, p.28).

Cyber /interactive: expands the consciousness of ABC organization and the functions they currently engage. Continually modernize the website with the current newsletter and details on the forthcoming events. Cyber intends to expand the interactive webpage by questioning, participating with other members or probable participants (Doorley, & Garcia, 2015, p.57).

A realistic budget, as well as plan, can easily be made the moment the purpose of the program, the target audience, message, communication strategies, and activities are recognized. A practical plan should get presented accompanied by the cost of each campaign. The main scopes of costing in ABC organization's Public Relations are workshops, seminars, media briefings, and coverage. ABC budgeting plan inscribes the challenges, target, audience, strategy, media, information as well as expected outcome (Pearson, 2017, p.26).

Evaluation Plans

ABC organization evaluates the number of clippings as well as media attention and regulates a monetary value established on positioning. ABC carries out valuation by inquiring from participants and donors on how they were informed about ABC organization. The organization gathers pieces of data and records all issued articles, media release as well as what is obtained from publications as well as media (Fearn-Banks, 2016, p.67).

Communication samples

Conclusion

As discussed in this report, I conclude that public relations are usually the moral sense of an organization or a campaign. When the PR profession practiced thoroughly, the efforts should serve the company and the organization as well as the news media and should contribute to the value of the public at large.

Reference:

Doorley, J., & Garcia, H. F. (2015) Reputation management: 6^th ed. Abingdon-on-Thames: Routledge Publishers.

Fearn-Banks, K. (2016) Crisis communications: 4th ed. Abingdon-on-Thames: Routledge Publishers.

Ferguson, M. A. (2018) Building theory in public relations: Vol. 2 California: Sage Publications.

Gregory, A. (2016) Public relations and management: 2^nd ed. Abingdon-on-Thames: Routledge Publishers.

Grunig, J. E. (2017) Symmetrical presuppositions as a framework for public relations theory: 2^nd .d. Abingdon-on-Thames: Routledge Publishers.

Guth, D. W., & Marsh, C. (2016) Public relations: 5^th ed. London: Pearson Publishers.

Kunczik, M. (2016) Images of nations and international public relations: 2^nd ed. Abingdon-on-Thames: Routledge Publishers.

Pearson, R. (2016) Beyond Public Relations: 3^rd ed. Abingdon-on-Thames: Routledge Publishers.

Pearson, R. (2017) Business ethics as communication ethics: Vol. 12 Abingdon-on-Thames: Routledge Publishers.

Qrunig, L. A., & Qrunig, J. E. (2016) Toward a theory of the public relations behavior of organizations: 2^nd ed. Abingdon-on-Thames: Routledge Publishers.

Stacks, D. W. (2016) Primer of public relations research. 6^th ed. New York City: Guilford Publications.

Theaker, A. (2017) What is public relations?: 4^th ed. Abingdon-on-Thames: Routledge Publishers.