Public Relations Proposal

Someone to tell it to

This public relations proposal, prepared by Kabilan Sivalingam has been created exclusively for
use by Segi College Subang Jaya.

EXECUTIVE SUMMARY

As requested by Segi College Subang Jaya, the following public relations proposal has been
devised in order to successfully promote and maintain a PR strategy for Segi College Subang Jaya
populations. The campaign focuses on the importance to the person who is lonely, afraid, hurting,
grieving, broken in any way, or has questions about matters of faith. Many believe that "psychological
illness issues" just alludes to the individuals who are crazy or distraught, however the truth of the
matter is despondency and passionate unsettling influences can likewise prompt genuine
dysfunctional behavior if not appropriately managed. Goals that highlighted in this campaign are
to create awareness among the students and staffs of Segi college about psychological illness, and
to educate people to open up to us so that it can be helpful for them in future to take decisions. The
main objective of this campaign is to create awareness among the students and the staffs. Target
audience for this campaign is students and staffs from Segi College Subang Jaya, population with
the age range of 18 to 50 years old,The target media that was chosen to promote the campaign is
separated in two mediums such as social media and advertisement through Segi Eye. Marketing
concept/ key messages for this campaign is audiences are able to aware about the seriousness of
psychological issue in the nation and providing information about psychological issues helps the
nation to prevent the problem before it cause more harm to the society. The tactics and strategy
that were chosen for this campaign is via speaking opportunity and social media. Promotion of the
event will be conducted via apps such as Facebook, WhatsApp and Instagram. Timeline of this
event will be conducted as shown at the table below (Timeline). Budget for this campaign also
have been provided at budget part below. Measurement for this campaign is The PR campaign will
be a successful event if followed as the procedure as mentioned above. This campaign will be the
memorable by everyone if it is well coordinated and reach the main goal of the campaign. Brochure
distribution and creating a group in social media will help to raise more attention to this campaign
to people out there. Other than that, people get to exposed more about psychological issues where
they can know whom to contact before its get worst.

SITUATION ANALYSIS

With its unique purpose, broad reach, consistent social media presence, and strong client base,
Someone To Tell It To has a bright future. However, the organization lacks the financial and
personnel resources at present to achieve optimal success. First, STTIT needs to better understand
its various audiences or publics, both actual and potential, to better target communication and,
where appropriate, follow-up. Second, its print communication, website/blog, and social media
need revision for clarity and focus as well as a more strategic approach with regard to content and
frequency of communication. This will also allow for expansion into new organizational
partnerships and a wider network of individuals in need. Finally, the organization has a need for
better metrics for evaluating the success of those strategies.

To identify, confirm, and address STTIT’s strengths, weaknesses, and growth opportunities, the
Segi College Subang Jaya Public Relations Campaign team will collaborate with STTIT’s
leadership to conduct extensive research through the following tools:

● Secondary research with similar organizations and best practice resources

● Audience identification, segmentation and analysis

● Communication Audit (online, social media, and print)

● Focus groups with past storytellers and volunteers

● Surveys with potential church and organizational partners

● Fundraising strategy analysis

Based on research findings, the PR Campaign team will revise and develop communication tools
and strategies as well as metrics for evaluating their effectiveness. Although ideas for these tools
and strategies are included in this proposal, they are subject to change depending on research result

GOALS

In conjunction with Segi College Subang Jaya the following goals have been set forth with regards
to public relations:

Through extensive research, the PR Campaign team will provide a comprehensive understanding
of Someone To Tell It To’s current communication practices and potential areas of growth.
Overall, the results of these research efforts will equip our team to enhance the organization’s
communication and empower it in its mission
OBJECTIVES
Objective 1: Enhance and capitalize on social media opportunities and
tools Strategies

Based on the research results, the PR Campaign team will create a consistent, logical flow
across all channels through strategies, calendars, and plans for posting.

● Develop content plans for social media

○ Establish social media campaigns and themes

○ Use storyteller experiences for social media

● Develop calendar plan

○ Post on social media at least three times a week

○ Utilize Hootsuite

○ Provide plans and calendars for social media

● Create consistency across all platforms

○ Detail specific voice and tone for all social media content

○ Create new accounts with the same username across all platforms

○ Determine effective hashtags

● Establish ongoing measurement program using a variety of metrics

● Establish a communication specialist position to run social media/communication

○ Full-time position or internship opportunity

○ Develop job description/job manual

Objective 2: Revise and enhance online communication opportunities and
strategies Strategies

Based on the research, the PR Campaign Team will revise the website to make it more
user-friendly and create a biweekly blog to easily share the mission of the organization.

● Website

○ Propose website designs/layouts

○ Develop new copywriting as seen fit

○ Categorizing tabs/information more logically

 ○ Rewrite mission statement

○ Create engaging promotional video content

○ Online Newsletter

■ Include “Story of the Month”

■ Provide updates

■ State fundraising needs

● Blog

○ Update storyteller experiences for blog

○ Update and establish new frequencies and content schedule

● Establish metrics to evaluate effectiveness of blog and website

TARGET AUDIENCE

The target audience for the event will be as followed:

1. Students & Staffs of Segi College

2. Age range of 18 to 40 years’ old
3. School , College and University near Subang and Sunway area
4. Both gender

TARGET MEDIA

The promotion of the event will be conducted as follows:

 Social Media (Facebook, Whatsapp, Instagram, Twitter )

 Through online media ( Blogs, YouTube)
 Advertisement through new paper
 Advertisement through Segi Eye

MARKETING CONCEPT/KEY MESSAGES

The key messages of this campaign are as followed:

Audiences are able to aware about the seriousness of Psychological illness in the nation. It will be
the eye opener for the society about the mental issue that faced by people. Providing information
about mental issues helps the nation to prevent the problem before it cause more harm to the
society. Besides, this campaign is able to teach the audience on self - coping techniques which
helps by providing a simple way or method of relaxation to the audiences.

STRATEGIES AND TACTICS

a) Speaking Opportunities

The event will distribute equal quantity and quality of speaking opportunities to all the members.
Since, it’s an awareness raising campaign, all the members should be involved and contribute to
the success of the campaign. Some individual will be separated to talk on the mental health and
issues in the both whereas some others will be grouped up and asked to conduct the replication
techniques. Overall, all the members will receive chance to be a part during the event.

b) Social Media

Social media – Promotion of the event will be conducted via apps such as Facebook,
WhatsApp and Instagram. Facebook is chosen as a main platform to spread about the event
due to its availability and capability to attract audiences towards the event. Since, Facebook
able to connect with numerous amount of people, it can bring in a large quantity of audience
to the event/booth. The event page will be created in Facebook.

Advertisement – Ads about the event will be published through Segi Eye since all the Segi
community is connected through the platform. Publishing ads in the platform will make
other students and staffs to know about the event that we organized. At the same time, it
will be a form of invitation to the whole Segi community as well.

TIMELINE

The PR campaign time frame will be followed as the table below:

ONE MONTH BEFORE Set date for event. Choose a date with no major
community event conflicts.

TWO WEEKS BEFORE Be clear about main messages for the event and
develop message sheets for spokespeople.
Identify key spokespeople.Set agenda for event.
Develop final list of materials you will need for
event:signs,photographs, PowerPoint presentation,
survey data/graphs, video etc.Publicize event to
your membership and the community at large,
including to other interested groups
 ONE WEEK BEFORE Identify list of media to contact and get
updated contact info. Draft media advisory and
press release Finalize agenda.Finalize
materials for event. Fax or email media
advisory to all target media outlets. Follow up
with pitch calls to those outlets you think are
most interested in and likely to cover the event.

EVENT DAY Campaign launch

BUDGET

GIFTS FOR PARTICIPANT RM 450

BOOTH SET UP RM 150

BROCHURE RM 250

VOLUNTEER EXPENSES RM 400

GRAND TOTAL RM 1250

MEASUREMENTS

This Public Relation campaign will be a successful campaign if followed as the procedure as
mentioned above. This campaign will be successful when people take part in survey and let us
know about pros and cons of the campaign. Another way to know campaign is successful is via
media coverage and press release.

ACCEPTANCE
Your signature below indicates acceptance of this public relations proposal and entrance into a
contractual agreement with Be Social Human Enterprise.

Company Name: SONIC CAMPAIGN PLANNER Sdn.Bhd

Representative:

Name: Kabilan Sivalingam

Tittle: Someone to tell it to

Address:12a ¼ Taman Meranti Jaya Puchong, Selangor Darul Ehsan

HP Number: 01128056917

Signature: __________________________

Printed Name: Kabilan Sivalingam

Date: 14th March 2018

Company Name: Segi College Subang Jaya

Representative:

Name: Ms Vaneetha

Tittle: Someone to tell it to

Address: Persiaran Kewajipan USJ 1, Usj 1, 47600 Subang Jaya, Selangor

HP Number: 03-8600 1777

Signature: ___________________________________

Printed Name: ___________________________________

Date: ___________________________________