Public Relations Plan
Prepared for: Cheyrl Squire Flint, Executive Director Healthy Start, Inc.
Prepared by: Journalism 206 Class Point Park University May 1, 2007
I. Executive Summary The PR plan designed for Healthy Start, Inc. (HSI) will target and achieve the stated strategies, goals and objectives devised in the preliminary stages of research and development. These goals and objectives were defined as raising awareness by increasing presence in the media, utilizing a consistent brand image and implementing special activities or events that will allow the public to learn more about the mission of Healthy Start. HSI’s ultimate goal is to one day be non-existent. This lofty goal is obtainable once the mission of eliminating low birth weight babies and infant immortality is accomplished. With careful consideration to the timeframe involved, the team estimates the achievement of the primary goals and objectives of the organization can at minimum be reached soon after the implementation of recommended tactics.
II. Situation Analysis Through extensive research, the team found the goals and objectives as well as the benefits of HSI. Conducting a traditional SWOT analysis, we have found that Healthy Start has much creditability, involvement and is passionate about their work and participants. They are domestically concerned and provide the ability to influence the people within communities. Being free of charge and available to women who have a child up to the age of two, they are able to provide education on how to prevent or help their child with a low birth rate. Developing relationships with their participants, HSI is able to sustain a connection among women and children served for many years.
Traditional SWOT Analysis
Strengths The HSI Mission Credibility Involvement Ability to Influence Community Involved Free and Available Provides Education and Knowledge Established Relationships Opportunities Effective communications Cause-related marketing Promote affiliation More special events Updated website
Weaknesses Lack of adequate funding Brand Image Time Lack of Public Relations
Threats Funding Relationships are potential of change Can be easily ignored
III. Public Relations Goal Our Public Relations goal is to raise awareness of Healthy Start among pregnant women, the public as a whole, and the media. Strategic planning led to developing a campaign, of which will extract the mission of Healthy Start onto all communities.
IV. Business Objectives Objective 1: To raise awareness of the mission of Healthy Start Objective 2: To develop a consistent image of which the public can relate Objective 3: To create more public involvement by scheduling more special events and expanding the baby shower Objective 4: To strongly bring Healthy Start’s mission and knowledge into the communities, with intentions of the organization developing new missions and goals
V. Target Audience Primary Audiences Expectant mothers and new moms Legislatures and key influencers Community agencies Medical professionals
Secondary Audiences Male father figures Family members Potential referrals Former clientele
VI. Key Messages Key Message 1: "Unable to provide help if women don't know about Healthy Start." Key Message 2: "All children, no matter where they are born, deserve a healthy start in life." Key Message 3: “Babies will continue to die until everyone in the community affirms that every life has value.”
VII. Strategies and Tactics The individual teams created strategic plans to target the stated audiences while achieving the organization’s goals and objectives. Special Events – Get S.M.A.R.T. with Healthy Start! Purpose Educate the members of Healthy Start on practical life skills that will help them and their babies lead healthy lives. Give them the necessary tools to continue these practices long after the workshop is over. Opportunity to contact the media year-round and gain more awareness for Healthy Start. Target
Current members of Healthy Start and their families, as well as potential members.
Tactics Get S.M.A.R.T. is a series of workshops that aims to provide life Skills, Motivation And Relevant Training (S.M.A.R.T.) for everyday situations which will help mothers and families lead healthy lives for themselves and their babies. 1. Get Simmerin’! – A guide to cheap and easy cooking. 2. Get Secure! – A guide to basic discipline and baby safety. 3. Get Fresh! – A guide on how to properly clean clothes. 4. Get It Right! – A guide to eating right and proper nutrition. 5. Get Control! – A guide to balancing a checkbook and budgeting effectively. -Create a system where participants of Get S.M.A.R.T. receive points for actively attending and participating in the workshops. These points will allow the participants to be eligible in a special raffle at the annual baby shower event. -Promotions may include fliers to provide information to Healthy Start members and press releases to provide information to the media. Media Relations – Promoting Healthy Start Purpose To inform public and media of pertinent events by sending out press releases promoting Healthy Start. Target Primary Audiences: Expectant and new mothers, legislative officials and key influences, community agencies, and medial professionals. Tactics “S.M.A.R.T.” press release. -Send release to different media outlets in hopes that reports from all publications cover the events. PSA for radio. -Informs parents of three major areas of assistance that Healthy Start can offer them. -States where to call for help or more information. Publication – Healthy Start’s Trade Marking Purpose Keeping the look of Healthy Start at a consistent and organized pace for foreseeable future. The plan suggests that they use their logo in a consistent way as well as all the colors, typography and graphics in order to give them a
“trademark” look. Currently, the look of their material is lacking in comparison to other non-profit organizations by having very little presence in the media. Target Primary Audiences: Expectant and new mothers, legislative officials and key influences, community agencies, and medial professionals. Tactics Brochure -To give them an example of how to issue their information about their services and give helpful tips to the public. Newsletter -Improve the design of the existing newsletter and re-tailor it for a specific audience. Special Events Flyer -To create awareness for future events that is being held by Healthy Start; in order to inform and create interest. Branding Manual -To explain how to use the logo in a specific and orderly fashion. This helps to alleviate any confusion with the logo and the brand itself.
Cyber/Interactive Purpose The focus of Healthy Start website is to increase awareness of the business, its advantages and what it can do to accompany those in need of their services. The website should contain a nice appearance that is appealing to a researcher or interested client, along with clear, concise information throughout the specific categories listed on the website. We will suggest ideas that will enhance the website. The potential ideas will benefit current members, potential members interested in joining and an average person who is curious in gaining more knowledge of the business. Target Current members enrolled in the programs, expectant mothers, fathers, potential members who use the internet. Tactics Increase awareness of Healthy Start business and what they initially do. Continuously update the website with current newsletter or information and recent upcoming events. Increasing interactive webpage; asking questions, getting involved with fellow members and/or potential members More key words added so the website will be easier to find while searching the internet.
VIII. Measurement/Evaluation Analyze the amount of clippings and media coverage, and determine a monetary figure based on placements. Conduct surveys asking clients and donors how they heard about HSI. Gather statistics and keep track of all published articles, press releases sent to media, and what was received from publications and media. Follow up readership survey of newsletter in future.