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United Nations PR Campaign
- 3. Our Team
- 6. Up to date employee training
- 10. Target 3 areas
- 12. Study global perceptions of UN
- 15. Campaign theme
- 17. Timeline: Year 1
- 19. Timeline: Year 5
Notas del editor
- Good afternoon everyone. My name is Jenna Turner and I am the vice president of Vision Public Relations. Before we begin, I’d like to thank each of you for your time and consideration. The following presentation will illustrate the ways that we would bring awareness to all of the good work the United Nations has continually done that has unfortunately gone unrecognized. I have with me today four of our agency’s top employees, who, if hired, would be working hard on your campaign to ensure that every goal is not only reached, but exceeded.
- This group of individuals sitting next to me form a collective unit that specializes in governmental, non-profit, and international public relations and has over fifteen years of experience doing so. In the past, my colleagues have created successful public relations campaigns for numerous politicians. As you may remember, Bill Clinton’s run for president was victorious because he was able to form a connection with younger voters, while his competitor remained out of touch. Vision Public Relations was behind this campaign. We were able to create a game plan for Clinton that not only ensured that he would be voted into the presidency, but also that he would remain in office for a second term. More recently, our agency also partnered with another PR agency to help President Obama enter into the oval office. We are still currently working closely with him to ensure his success in the 2012 election.Furthermore, Vision Public Relations has managed successful public relations campaigns for organizations such as Habitat for Humanity International, The American Red Cross, Project HOPE, Doctors Without Borders, and the United Way Worldwide, just to name a few. Our international efforts are really what sets us apart from all other agencies.
- First, I’d like to introduce our research analyst, Jackie Livermon. Jackie has both a Bachelor’s degree in communication and a Master’s degree in public relations with a focus on research. She has worked in public relations for 18 years and has worked as a research analyst for Vision Public Relations for the past 15 years. Jackie is our agency’s “go to” person for anything involving research, as all of her research is both thorough and methodical. For this presentation, Jackie developed the research plan, which includes both primary and secondary research, and has created a strategy to communicate our campaign to your stakeholders.Secondly, I’d like to introduce our campaign director, Christine Busacca. Like Jackie, Christine also has a Bachelor’s degree in communication and a Master’s degree in public relations. She is extremely adept at the art of creating and overseeing campaigns and has been an important asset to our team for over 15 years. For this presentation, Christine created our campaign’s five year timeline, coordinated the kick-off campaign event, wrote the accompanying press release, and developed a strategy to measure our campaign’s results.Next, I’d like to introduce Nicole Kennedy, who is currently acting as visual director for our agency. Nicole also has a Bachelor’s degree in psychology and a Master’s degree in public relations, but has also gone on to receive a second Master’s degree in graphic design. Vision Public Relations hired Nicole immediately following her graduation from college, and she’s been a vital component of our agency ever since. For this presentation, Nicole researched the United Nation’s stakeholders, designed our agency’s logo, and also created the slides on Power Point.Now I’d like to introduce our director of international relations, Michael Osei. Michael’s presence on our team is crucial. Unlike the rest of us, he is not a native of the United States; rather, he was born and raised in Ghana and has experienced the efforts of the United Nations first-hand, which will be discussed at greater length a little later on. Michael’s path to public relations was a little different from the rest of our team - he started with a Bachelor’s degree in science but has since gone on to receive a Master’s degree in public relations with a focus on international affairs. He has been with our agency for the past 17 years, and has continued to bring a unique and well-rounded perspective to our team. For this presentation, Michael research the United Nation’s background and was the Lastly, as I mentioned earlier, my name is Jenna Turner and I am the vice president of Vision Public Relations. I graduated with a Bachelor’s degree in communication and have since received a Master’s degree in public relations. I have been vice president of this agency for the past 15 years, but have worked in PR for over 20. For this presentation, I created the introduction and conclusion to this presentation, along with our agency’s background information and mission statement.
- Mission StatementVision Public Relations is dedicated to providing both public relations counsel and strategic communication services that go above and beyond standard practices. We understand the value of long-term professional relationships and seek to continually enable our clients to exceed their goals.All employees of Vision Public Relations are trained all areas of public relations and the newest technology used in our field. We adhere to the PRSA Code of Ethics and are committed to being honest and transparent in our activities. Vision Public Relations persistently strives to achieve model practices in all areas of our business.
- The United NationsBackground- founded in 1945 after WWII by 51 countries committed to maintaining international peace and security, developing friendly relations among nations and promoting social progress, better living standards and human rights- headquartered in New York- current secretary general is Mr. Ban Ki-Moon- there are currently 192 countries with membership in the UN the UN acts as a forum for these countries to express their views through the General Assembly, the Security Council, the Economic and Social CoFour main purposes of the UN-to keep peace throughout the world, to develop friendly relations among nations, to help nations work together to improve the lives of poor people, to conquer hunger, disease and illiteracy, and to encourage respect for each other’s rights and freedoms, to be a centre for harmonizing the actions of nations to achieve these goals.Mainbodies of the UN- General Assembly Security CouncilEconomic and Social Council Trusteeship Council International Court of JusticeSecretariatAreasthe UN has efforts in environment and refugees protection disaster relief promoting democracyhuman rights and gender equality international health educationSome programs/subsidiary bodies International Trade Center (ITC) Office of United Nations High Commission for Refugees (UNHCR) United Nations Children Fund (UNICEF)
- Overarching goalRaising the awareness of the UN’s efforts in aiding children in various areas of the world by 10% a year for five years
- Secondary goalRaising the awareness of the UN’s efforts in aiding children in the following three areas: vaccinations, nutrition, education
- Specific GoalRaising the awareness of the UN’s efforts in aiding children in the aforementioned three areas in specific countries based on need, which will be decided through research
- Research Area 1Determine where and how the U.N. is currently aiding children.Which countries require the most U.N. aid and how is the U.N. delivering that aid? Are they successful in their efforts or is there room for improvement? Establish the areas in which children receive the most aid.Determine specific regions where children make up a large percentage of people being aided through the U.N.’s efforts.Research Area 2Study global perceptions of the U.N. and interpret the conclusions.By using surveys, determine regional perceptions of the U.N. In order to raise awareness of the U.N.’s efforts and allow for more positive perceptions, thecampaign efforts need to be directed towards regions that do not a favorableopinion of the U.N.Research Area 3Conduct interviews with U.N. beneficiaries concerning their experience with the U.N. and determine possible improvements to U.N. efforts. By getting first-hand accounts from those who have benefit from U.N. efforts about their personal experiences, we can determine if there should be any changes made to the way the organizations and specialized U.N. agencies operate.Research Area 4Apply research conducted by International Relations Specialist, Michael Osei, to campaign planning and existing U.N. efforts. He found that in G hana, U.N representatives drilled bore holes in order toprovide clean water to townspeople. Without WASH- water, sanitation, and hygiene, sustainable development is impossible. He also found that immunization supplies and free immunizations were given at community health centers. Birth attendants were given training in conventional birth practices and given healthcare supplies in order to provide better care.He found that that the U.N. provided bags of milk powder for free distributionwhen there was protein deficiency. Research Area 5Evaluate public awareness of U.N. efforts, gained as a result of the campaign kick-off event.
- Notifying Stakeholders Globally:- Identify countries from each continent that are involved with the U.N.- Notify news organizations both international: BBC, AP, Reuters, and CNN; and domestic: such as the U.K.’s Observer, Brazil Times, Irish Independent News, Japan times, Canada’s National Post, and the Times of India which is the most distributed English-speakingnewspaper in the world.Citizen Awareness:- Citizen awareness will be established via print and social media efforts.Information regarding upcoming events will be delivered through the printmedia as well as through U.N. “tweets” and information posted to their Facebook account.UN agencies and employees:- Specialized U.N. agencies such as the World Health Organization, the United Nations Children’s Fund, and the United Nations World Food Program will be informed through the U.N. organization.- Agencies will remain in contact with the New York headquarters through email and phone communications throughout the campaign, keeping agency employees constantly informed of the campaign details. U.N. employees will remain informed via email contact with U.N. headquarters.National Governments:National governments will be informed of the campaign through their national ambassador.
- Campaign ThemeHelping Children Globally is the campaign theme with the focus being on educational efforts, proper nutrition, and vaccinations. Selecting children’s issues will increase universal support while evoking little controversy.Not many people can find a reason not to support issues that involve children and this issue has less to reason to conflict with political views.Focusing on children’s issues will foster the development of a positive image of the U.N. and their efforts in younger generations.- By abolishing school fees for primary education, UNICEF is helping youngpeople establish positive feelings regarding the U.N. and helping disadvantagedreceive a basic education.
- Campaign Specifics CelebrityU.N. representatives to coordinate an effort that maximizes global awareness.- Celebrity representatives such as Bono, Shakira, Ricky Martin, and Mia Farrowallow the U.N. to further increase awareness of their organization’s efforts.-Because celebrities are increasingly visible to the public, we will coordinate an event which allows for increased exposure of the U.N.’s efforts. Celebrities can “tweet” through their personal accounts to publicize the event and what they are doing in collaboration with the U.N. Social Media:- An official Facebook and Twitter account will allow the U.N. to increase the number of people that become aware of the U.N. due to their ability todistribute their own information.-Create official Youtube page hosting videos of U.N. representatives and their efforts aiding children. U.N. representatives who are celebrities can post the videos on their own pagesas well in order to increase exposure. Create official Facebook page and link with existing Twitter account to maximize potential campaign awareness and strengthen communication with various stakeholders.Stakeholders could read the communications “tweeted” by the U.N. in order toremain informed of issues involving the organization.Utilize children’s stories of how U.N. efforts have positively affected their lives:A personal story from someone who has directly benefited from U.N. efforts, will work to increase a more positive image of the U.N.
- Timeline- Year 1As previously stated, our five-year time line will allow Vision PR to raise awareness about the United Nation’s efforts in aiding children by 10% every year for five years. In order to successfully implement this program, our research analysis, Jackie, and her team will start by conducting primary and secondary research. The research will begin by determining where and how the U.N. is currently aiding children. We will evaluate specific regions where children make up a large percentage of people being aided through the U.N.’s efforts. While doing this research, our research team will focus primarily on our three areas: vaccination, nutrition, and education. The research team will also study global perceptions of the U.N. by using surveys. They will also use social media and traditional global media to monitor the U.N.’s perception. We will also focus on this because in order to raise awareness of the U.N.’s efforts and allow for more positive perceptions, the campaign efforts need to be directed towards regions that do not a favorable opinion of the U.N., as well as those who favor the organization. Our research team along with our International Relations Specialist, Michael, will use primary research to gain additional information. As stated earlier, Michael has witnessed and experienced the U.N.’s efforts first-hand. This is essential to further understanding the overall perception of the U.N. and their efforts. With the help of Michael’s International Relations, our research team can conduct interviews with U.N. beneficiaries concerning their experience with the U.N. and determine possible improvements to U.N. efforts. By getting first-hand accounts from those who have benefit from U.N. efforts about their personal experiences, we can determine if there should be any changes made to the way the organizations and specialized U.N. agencies operate.Once the research is completed and evaluated, the public relations efforts will begin. We will start our U.N. campaign with a press release informing the media about our kick off event. This event will be the start of our efforts to improve the U.N.’s perception, specifically when aiding children. This kick off event, which you can see from our sample media release, will be held at the U.N.’s headquarters in New York City. It will be a press conference/publicity event that will have UN officials, UN beneficiaries, as well as celebrity UN ambassadors, such as Bono and Ricky Martin. The meeting will describe the global unified efforts to aid children in the designated locations. Each celebrity will aid be connected to one of the designated countries, and they will explain they are in dire need of assistance. This information as well as the designated countries will be determined by our research. Over the next five years, these celebrity U.N. ambassadors will visit the designated countries receiving the aid. They will also help assist with these efforts. This kick off event is just the attention getter for the five-year campaign.Besides the kick off event, Vision PR will work with the U.N. to increase their current public relations efforts. We will have them have smaller campaigns that will include the success stories of not only U.N. beneficiaries, but volunteers, and U.N. staff. In the meantime, the U.N. will stay up to date on their current media efforts with other U.N. issues, not relating to children. For each of these PR efforts, the U.N. will utilize traditional media, including, national, global, and local. They will also use their current strong social media presence to enhance these efforts. We will advice the U.N. to link their already successful Twitter account to a new official Facebook account. In the social efforts, cross promotion is key. We will have the U.N. use their current Twitter, Flickr, and YouTube accounts as well as the new Facebook to have one voice and share their U.N. efforts with the media and the public. In the fourth quarter, we will conduct additional research to evaluate our media presence in the third quarter. We will also evaluate the U.N’s perception.
- Timeline- Years 2-4 During years two through four, we will have a matching timeline. In the first quarter, we will send out press releases about the U.N.’s efforts in aiding children in the designated areas. We will also do follow up press releases and photo releases about the celebrity U.N. ambassadors and their contribution to the campaign. Press releases will also be sent out about other U.N. efforts. In the second quarter, the celebrity ambassadors will visit the designated area and aid in helping the children. This will be a big component of our media attention. The celebrities in their designated area will compliment the program. In other words, they will be sent to certain areas because of a certain reasons. First, the celebrities have input on where they would like to go. Second, we will try to pair celebrities with locations they either have a connection to, or are apart of their heritage. Ideally, we’d like to have someone like Ricky Martin and Shakira, who are of latino decent, go to a Latin American country. So first, we will hype up their upcoming visit, in order to gain media attention. When they visit, we will continue our media attention efforts. At the conclusion of their visit, we will use social media to further promote their visit. Besides the celebrity efforts, press releases and photo releases about the U.N.’s current efforts, will be sent out to traditional media as well as focused on their social media sites. During the third quarter, our research team will evaluate the media attention the U.N. has received before and after each designated task/pr campaign. The media attention will be evaluated by using Cision and Burrells, a media tracking service which will help Vision PR connect with our audiences and monitor our media coverage. The U.N’s perception will also be evaluated by using social media and Gallop. Gallop studies human nature and behavior and will help Vision PR evaluate our engagement and our perception to our stakeholders around the world. After all of that research is evaluated, we will develop any additional strategies needed to further increase awareness about the U.N.’s efforts when aiding children.
- Timeline – Year 5Our fifth an final year of our timeline will also be broken up into four quarters. During the first quarter we still promote the celebrity ambassadors and their visits to the designated area. We will hype up their upcoming visit even more, since this will be the final time they attend the designated areas. We will also continue to promote the additional U.N. efforts. During the second quarter, the celebs will attend their designated area for the final time. We will focus on the relationships they made with the children and how the interaction affected the beneficiaries as well as the celebrities. We will focus more on the humanistic aspect of the U.N.’s efforts as well as what good they actually did to help children. We will also include stories about other U.N. efforts. During the third quarter, our research team will evaluate the media attention the U.N. has received before and after each designated task/pr campaign. The media attention will be evaluated by using Cision and Burrells. The U.N’s perception will also be evaluated by using social media and Gallop. We will then begin to evaluate the overall success of our campaign. Our fourth and final quarter will be focused solely on the overall campaign. We will evaluate the media attention over five years and determine when it was the strongest and why. We will also evaluate the perception of the U.N. from its stakeholders and when it was the strongest and why.
- Conclusion and thank you.