Arab Academy for Science, Technology, and Maritime Transport

College of Management and Technology

Department of Marketing and International Business
Undergraduate Programme
Semester: Spring 2023
Course Code and Title: EA426 / MKT413E Public Relations
Instructor: Dr.Rania Aly Sokrat

Final project Outline

Hayah Karima is a national project to develop the Egyptian countryside. It started as an initiative launched by
President Abdel Fattah El-Sisi on January the 2 nd in 2019. The project aims to eliminate poverty and help create a
stable, decent, and healthy life for all Egyptians by providing infrastructure networks in villages, improving all
services, implementing projects, and helping the most vulnerable communities among citizens. It is a multi-
faceted and integrated initiative in its features. The role of the Initiative is to consolidate all the efforts of the
state, civil society, and the private sector. To address multidimensional poverty and provide life with sustainable
development for the group most in need in the governorates of Egypt. The initiative's role includes closing the
developmental gaps among centers and villages and their dependencies, investing in human development, and
enhancing the value of the Egyptian personality.
Imagine working as a public relation representative in the Hayah Karima project, highlight and analyze the next
points regarding your scientific background and research skills. These points are represented in specifying what
you need to tell your audience (direct and indirect) to gain their trust and support.
Requirement
* Provide brief information regarding the stakeholders of that initiative.
* Briefly discuss the main objectives of the initiative.
* Mention the main communication tools that are used by the government to convey the messages to the target
audience, and state how the government conducts the public report.
* Explain how the public relation campaign adheres to ethical principles.

* Identify your targeted audience (active & passive) and segment them accordingly.
* Create a survey to collect data on the beneficiaries’ concerns about the project.
* Choose the communication theory to communicate and reach out to them (Considering the 2 different types of
audiences that exist).
* Create a message that shall communicate your objectives, inform your beneficiaries, and respond to their
concerns.
* Specify the type of message (audible / written).
* Specify whether there will be special channels (Owned / Earned / Paid) for communicating the PR message.
* Identify appropriate media channels to distribute this message.
*Specify how you will use social media in changing your beneficiaries’ views and concerns.
* Let your creativity and originality shine in your work.
*Try using different visual/graphical and other representations to demonstrate your work.

Good Luck

Marked By: Dr.Rania Aly Sokrat

Signed by:

Date: / /2023