The Hope 4 Daniel Foundation
“$Dollars for Daniel$”
June 3, 2011
Table of Contents
Executive Summary 3 Introduction 4 Research 6 Objectives 9 Programming Strategies and Tactics 17 Evaluation 18 Conclusion 19
The following is a proposal for a community relations campaign entitled “Dollars for Daniel” presented to The Hope 4 Daniel Foundation. The proposal is developed by a student of California State University of Bakersfield, Communications 432, Case Studies in Public Relations class, during the Spring Quarter 2011. This proposed public relations campaign targets community leaders, local community businesses, community media, and the community college in Santa Clarita. The campaign proposal is to capture the hearts of the community in Santa Clarita and to be able to: (1) be aware of Acute Lymphoblastic Leukemia and (2) to have the community to be able to help out in any way possible financially. The following proposal is based on a three month timeline; however, this time frame is not required. The campaign proposal employs many different ways for bringing awareness to the community for Acute Lymphoblastic Leukemia and as well as generate the community involvement to help the financial needs of the Hope 4 Daniel Foundation. The proposed campaign evolved when the Sherry family became financially strapped for the fight of their sons’ disease. Using the limited research I started with I then made the choice to suggest a community relations campaign. The public relations representative; Krista Reeff, has developed this proposal. The proposal is divided into the following categories: (1) Introduction, (2) the written representation that was achieved in order to determine key issues and stay driven on the proposal campaign, (3) the campaign’s objectives, (4) communication tactics and fundraisers to be implemented to shield any objectives for the proposed campaign, and (5) evaluation of the campaign.
$DOLLARS FOR DANIEL$
PLEASE HELP DANIEL FIGHT HIS DISEASE WITH LEUKEMIA
The practice of public relations generally focuses on first identifying the relevant publics of an organization, then developing public-specific messages and activities to enhance the relationships between the organization and its publics. For example, company newsletters are usually developed for company employees who are one public of an organization. The news and information in employee newsletters is relevant primarily to employees and is meant not only to inform but also to create positive relationships between companies and their employees. Identification of, targeting of, and creating communication with relevant and appropriate publics is a vital role of public relations for an organization.
An important application of the strategies and tactics of public relations is the development and implementation of public relations campaigns. In the textbook, Public Relations Cases, Hendrix identifies several types of relations with various publics that are used to create a focus for a campaign. Some of these categories include:
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