Situation Analysis
Marine pollution is one of the biggest problems which is growing at a rapidly fast pace in the 21st century. One of the biggest causes of this pollution is due to debris from plastics. Over 267 species of animals have been affected due to this fact. Apart from causing harm to marine species, it significantly affects human beings as well as causing cancer mutations and others illness when accidentally consumed (ncbi.nlm.nih.gov, 2018).
Marine pollution is an increasing threat to the ecosystem. According to Matt McGrath of BBC news, scientific research known as “Great Pacific Garbage Patch” is being carried out to access more of the present situation (bbc.com, 2018). Therefore, the mission is to create more awareness among the people to reduce the usage of plastics which is causing marine pollution.
The vision is to see a pollution-free ocean. This can only be done through the implementation of the mission so that all evidence of plastics and micro-plastics can be cleared by the year 2050.
Public awareness has been slowly growing over the time in regards to marine pollution due to plastics. According to the survey about marine pollution, it has been observed that the awareness largely depends on information about the critical situation (ncbi.nlm.nih.gov, 2018). More than 9 million people are engaged in television and internet and this is one of the best options to spread more awareness of marine pollution, Therefore, through this medium, the attitude and behaviour of the people can be changed towards the present situation (Refer to Appendix).
Lack of awareness and communication is the main problem in the present attitude of the people. They do not possess enough knowledge about how much threat the ocean is in due to excess amount of plastic waste. Through the usage of the Hugh Mackay’s 10 Laws of communication, this aspect can be more thoroughly evaluated. The message about reducing the usage is plastics is needed to be communicated in such a way to the public that they feel its genuine awareness (Van Dooren, Bouckaert & Halligan, 2015). As per this law, people are more likely to listen when they are consulted with first. Through the use of an email survey, the opinions of numerous people can be recorded and evaluated. This would ensure the people that their opinions are being heard.
Most people use plastics because they are cheap and easy to access. For avoiding of this situation, the proper interpretation of the message is needed that is also a huge part of this law. As opined by Moriarty, (2016), the message about marine pollution due to plastics is needed to be stated in be simple manner so that all the mass can understand it. Through this, they would understand the harmful effects the usage of plastics is causing to their own environment. They would not remain ignorant about the fact and actively participate in lessening this problem.
For understanding the various aspects of proper campaign SMART objectives are needed to be evaluated as follows:
|
Knowledge |
Attitude |
Behaviour |
Outcome |
|
|
Specific |
Knowledge is needed to e implemented through various creative TV programs or through the internet; it can be also done through public relations campaign. |
By proving enough information, the view of people on the usage of plastics can be changed (Freeman, 2015). |
Proper assessment of knowledge would help in changing the behaviour of people towards using more plastic. |
Implementation of proper knowledge would help people in understand the harmful effects of plastic and help in reducing it in Australia. |
|
Measurable |
As about 9 million people in Australia watch television, the information would improve their knowledge about the harmful effects of plastics on the ocean. |
The attitude of various people can be changed through continues information about this aspect. |
It would undoubtedly change the behaviour of people and move them towards less consumption of plastics. |
This goal can be slowly achieved step by step by proper information about plastic waste in the right way. |
|
Achievable |
It would take some time for all the people to be made aware of but this process can e achieved |
Through creative programs like the public-relations campaign, people can be made aware of the effects of plastic wastes. |
The behaviour of people in Australia is bound to change through an understanding of the present situation. |
Through the assessment of proper information through creative methods, the goal of lessening the use of plastics can be achieved. |
|
Realistic |
Realistic objectives such as providing knowledge to a certain amount from age of 18-30 age groups are needed to be done before proceeding onto the others. |
Following the above-mentioned methods would prove to be achievable through the setting of a realistic process. |
Not everybody is going to pay attention to this knowledge, so the goal should be set to make at least 3 quarter of the people aware of the harmful effects of plastics. |
Through the setting of realistic goals, the vision can be focused on the immediate and effective changes that can be made towards people’s behaviour. |
|
Time |
Achieving this objective can take about 2 to 4 years. |
Changing of attitude would also take about 2-5 years. |
Impact of attitude would simultaneously fall on the behaviour of the people, thus it would take about 2 to 5 years as well. |
Although the process of making people aware of the impact of plastics on the ocean is time-consuming, it is possible to be achieved step by step. |
Table 1: SMART objectives
Mission and Vision
(Source: Influenced by Smith, 2017)
The youth is the future of this country; therefore, the key message should be focused towards them. Through making the youth understand, a large step can be made towards positive effort (Irwin, 2014). The people from the age group of 18-35 are the potential audience through which lessening the usage of plastic can be implemented. This can be evaluated more thoroughly through the use of email surveys in the form of close-ended questionnaires. The ultimate message is to make the people aware of how plastics are slowly destroying the marine environment which is impacting the whole of the eco-system.
- Public-relations campaigns are one of the best procedure through which this awareness can be spread.
- PR campaigns are planned in advance through which proper information can be directly conveyed to the general mass.
- It can be through the help of paid advertisements or organization of local events.
|
Specific |
To make people aware of the harmful effects of plastics on the marine environment |
|
Measurable |
To use appropriate PR campaigns for spreading proper knowledge about marine pollution and its cause |
|
Achievable |
To stop usage of plastics at a steady pace |
|
Realistic |
To achieve reduction of plastic waste in the ocean by the end of 2050 |
|
Time |
To achieve the set objectives within 2050 in full capacity |
Table 2: SMART audience objectives
(Source: Learner)
The PR campaign is needed to be set in such a manner that the key message is conveyed to the general mass. This process can be achieved through the implementation of Bandura’s social learning theory.
Through the aid of social learning theory, the implication of certain information or change depends on three factors. These factors can be divided into behavioural, environmental as well as personal. This method is very effective in the PR campaigns because through this an audience’s behaviour or attitude can be inclined towards that aspect. As forwarded by Bucchi & Trench (2014), advertisements are one of the means through which proper information about marine pollution and its cause can be conveyed. The information can also be relayed through the usage of various social media sites such as Facebook and Twitter. The PR officials are skilled in handling a critical situation; therefore, they can formulate effective plans or campaign that would reach the audience’s heart and mind in the fastest manner (Zou, Kumaraswamy, Chung & Wong, 2014).
One of the main factors of communication tactics is reaching to the right audiences. This can be achieved through proper survey analysis and conveying information. In this case, the increasing effect of plastics debris and its impact on the marine environment is needed to be relayed to the audience. In the aspect of public relations, media tactics are the most useful for communication of vital information to the public. As asserted by Farwell & Tindall (2014), the platform provided by social media sites is one of the best means for reaching out to the public.
Thousands and thousands of people in Australia use the internet and are engaged in various social media activities. Thus, through providing creative content, numerous people can be attracted towards the campaign organized by PR management. Conference, press meeting, even newsletters are an effective means of tactics which can be utilized to target the right audience. Various fundraising events can also be organized through which the environmental cause can be conveyed to numerous people (Pugacheva et al. 2016). Thus, from this, it can be understood that PR tactics are one of the best methods for communication of various problems or information.
|
Event |
Cost per month |
|
Organization of survey for understanding the key audience |
£ 1,200 |
|
Recruiting of team members |
£ 2,100 |
|
Formulation of promotion plan |
£ 2,200 |
|
Implementation of advertisement (print and digital) |
£ 3,100 |
|
The holding of a press conference |
£ 1,500 |
|
PR management fees |
£ 3,020 |
|
Press release distribution |
£ 1,200 |
|
Monitoring of services |
£ 1,610 |
|
Total |
£15,930 |
Table 3: Budget schedule
(Source: Influenced by Farwell, & Tindall, 2014)
According to Cutlip’s PII model, described as preparation, implementation and impact, through evaluation plans can be accessed through which public awareness can be spread.
Analysis of Public and Stakeholders
Through the aid of this model, the aspect of input, output followed by outcomes can e understood. This model can be thoroughly integrated with an aspect of PR management, thus, it can e utilized for understanding the correct procedure for spreading awareness of marine pollution caused due to plastic.
In this stage, the target audience, a medium of communication and the quality and content of the message are evaluated. This can be achieved through various results of an expert analysis, analysis of feedbacks of interviews and conduction of surveys (Kohls et al. 2017). In this stage, proper communication method needed for spreading awareness of marine pollution can be accessed.
In this aspect, the number of people who have the message, received the message are analyzed. For the proper analysis, a proper methodology is needed to be implemented. The PR management team can use the form of mini-surveys in a region to understand how much people are aware of the harmful effects of plastics.
In this stage, answers can be observed through the performance of quantitative research or observation. A large of people is needed to be chosen through which proper audience can be identified (Macnamara, 2014). Through these identifications, information about marine pollution can be conveyed.
The PR management team can organize communication samples which would identify the key areas needed to be evaluated. In these samples, the organization’s activities to be done, its specific information are all contained in the document.
References
bbc.com, 2018, Science Environment, Retrieved on 21 July 2018 from: https://www.bbc.com/news/science-environment-44579420
Bucchi, M., & Trench, B. (Eds.). (2014). Routledge handbook of public communication of science and technology. 1st ed. Abingdon: Routledge. Retrieved on 12 July 2018 from: https://www.cwanderson.org/wp-content/uploads/2016/02/Dunwoody-Prospects.pdf
Farwell, T. M., & Tindall, N. (2014). Making the ROPE Process Real: Using Time Cards to Analyze Student Knowledge and Implementation of the ROPE Process in the Public Relations and Advertising Campaign. Teaching Journalism & Mass Communication, 4(2), 15-17. Retrieved on 21 July 2018 from: https://aejmc.us/wp-content/uploads/sites/9/2014/11/tjmc-f14-farwell-tindall.pdf
Freeman, R. E. (2015). Can Stakeholder Theorists Seize the Moment?. Business, Capitalism and Corporate Citizenship: A Collection of Seminal Essays, 80(1), 22-27. Retrieved on 21 July 2018 from: https://www.researchgate.net/profile/R_Freeman/publication/263267718_Turning_Point_Can_Stakeholder_Theorists_Seize_the_Moment/links/589dd514a6fdccf5e96a515e/Turning-Point-Can-Stakeholder-Theorists-Seize-the-Moment.pdf
Irwin, A. (2014). Risk, science and public communication. Routledge handbook of public communication of science and technology, 1(1), 160-172. Retrieved on 8 July 2018 from: https://moodle.ufsc.br/pluginfile.php/1485212/mod_resource/content/1/Handbook-of-Public-Communication-of-Science-and-Technology.pdf#page=214
Kohls, E., Coppens, E., Hug, J., Wittevrongel, E., Van Audenhove, C., Koburger, N., … & Hegerl, U. (2017). Public attitudes toward depression and help-seeking: Impact of the OSPI-Europe depression awareness campaign in four European regions. Journal of affective disorders, 217(1), 252-259. Retrieved on 10 July 2018 from: https://repositorio-aberto.up.pt/bitstream/10216/111726/1/Kohls217.pdf
Macnamara, J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7-29. Retrieved on 21 July 2018 from: https://opus.lib.uts.edu.au/bitstream/10453/30560/1/Critical%20Analysis%20of%20Emerging%20Standards%20for%20PR%20Measurement%20%28PRI%29.pdf
Moriarty, J. (2016). The demands of stakeholder theory for corporate governance. Business Ethics Journal Review, 4(8), 47-52. Retrieved on 17 July 2018 from: https://www.pdcnet.org/collection/fshow?id=bejr_2016_0004_0008_0047_0052&file_type=pdf
ncbi.nlm.nih.gov, 2018, Survey analysis, Retrieved on 24 July 2018 from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4210304/
Ogbeiwi, O. (2017). Why written objectives need to be really SMART. British Journal of Healthcare Management, 23(7), 324-336. Retrieved on 9 July 2018 from: https://core.ac.uk/download/pdf/153515190.pdf
Pugacheva, N. B., Kirillova, T. V., Ovchinnikova, I. G., Kudyashev, N. K., Lunev, A. N., Pavlova, O. A., … & Valeyev, A. S. (2016). The mechanism of state-public management of vocational education in the region. International Review of Management and Marketing, 6(2), 6-11. Retrieved on 11 July 2018 from: https://www.econjournals.com/index.php/irmm/article/viewFile/1977/pdf
Smith, P. A. (2017). Stakeholder Engagement Framework. Information & Security, 38(1), 35-45. Retrieved on 13 July 2018 from: https://it4sec.org/system/files/3802_stakeholder_engagement_framework.pdf
Van Dooren, W., Bouckaert, G., & Halligan, J. (2015). Performance management in the public sector. Abingdon: Routledge. Retrieved on 15 July 2018 from: https://www.researchgate.net/profile/Wouter_Van_Dooren/publication/264221635_Performance_management_in_the_public_sector/links/53d25a830cf220632f3c939f.pdf
Zou, W., Kumaraswamy, M., Chung, J., & Wong, J. (2014). Identifying the critical success factors for relationship management in PPP projects. International Journal of Project Management, 32(2), 265-274. Retrieved on 2 July 2018 from: https://hub.hku.hk/bitstream/10722/185760/1/Content.pdf?accept=1
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