PR campaign Proposal - Essay Example

PR CAMPAIGN PROPOSAL PR campaign proposal The Asian Civilisations Museum is believed to be unique in many ways. It is the first museum in Asia to have a broad and integrated presentation of pan-Asian civilization and culture. The museum’s main mission is promoting better appreciation of Singapore’s culture and their multi-ethnic society. Just like any other organizations in the Asian Civilizations Museum needs to have good public relations so that they can have a smooth and meaningful existence. This paper aims at applying the RACE steps to the PR process to formulate a public relations campaign proposal for the ACM 2015 50th anniversary celebration. RACE steps are always in the form of four steps. The four steps that are involved in this process are: research, action, communication, and evaluation. For the process to have a positive result, it is believed that there is a need for the steps to be carried out separately and independently. The steps should also follow the respective sequence (Watson & Noble, 2007). Failure to follow the sequence will imply that some steps might be meaningless, making the outcome of such activities undesirable. At the research step the museum should first start with researching on the problem that the museum is facing. By this they will have to know exactly what they aim at solving by the campaign. In between the year 2014 and 2015 the museum aims at undertaking a revamp so that they can make sure that the country’s cultural history in incorporated into in the museum’s galleries and spaces. The museum also wants to make sure that they develop post 1965 chapter which they are sure that the people living in Singapore can personally relate to. Such revamps imply that the museum will have to make sure that the public is aware of the fact that they are carrying out such revamps and incorporation. It will be hard for people to come get interactive with such involvement without being aware that they exist. Otherwise the general public will just assume that the museum is just as it has always been. Therefore, the museum must find a way of letting the general public aware of the developments that have taken place in the museum. The museum has a chance of giving the people of Singapore an experience that they had never had before. Looking at the diverse cultures that Singapore has it will be an experience that any person will be longing to have. The fact that there are many cultures also give the museum many cultures to work with and not just one culture. They will also be the first museum in Singapore to involve themselves in such integration activities. There should also be some research done on the best way to reach out to the people of Singapore. Such a research should use the methods that could enable the research to get the most of information on the best ways to reach out to the public with regards to the developments that the museum have done and the fact that there are more improvements to make the museum public friendly and accessible (Gregory, 2010). The collection of data for this research is going to involve data collection activities such as interviews, questionnaires, survey, and observation. Interview are going to specifically find out what professionals in the culture think about the best way of reaching out to the public.Questionnaires will find out what the general public thinks. Surveys will help in studying the public and the thing that can easily draw their attention. Observation will definitely involve observing various techniques that have always been used successfully in the country and the outcomes. In order to come up with a proper and successful public relations strategy, there need to be clearly laid down the objectives and goals of the strategy. In this case the strategy is aimed at making sure that the public is aware and ready for the 50th anniversary celebrations of the museum. The celebration should coincide with the formal introduction of the revamped museum to the public. Therefore, the goals of the strategy will be to make sure that by the time this occasion come the museum will be having as many as possible members of the public attend the official anniversary celebration to join them for the celebration of 50 years of existence and to witness the improvements that would have been made to the museum. This will be aimed at making sure that there are more people aware of the changes and thus more people touring the museum in the future (Weiner, 2006). The campaign is supposed to target people of diverse culture of Singapore. As a country Singapore prides of having the inhabitants of diverse culture and this is a practically a good thing for the museum. However, the challenge with the public relations campaign is that they are expected to come up with a campaign that will be appealing to all the members of the public regardless of their culture (Stacks & Michaelson, 2010). Therefore, in coming up with such a campaign there must be no culture that is in any way overlooked. For instance, the museum should make sure that they make the public aware that the revamp and upgrade are aimed at making every member of the public are welcomed regardless of their cultures. For public relation campaign themes are always very important. The theme is always very important in making the targeted group relate to the campaign (Green & Chartered Institute of Public Relations, 2010). In this case, whatever theme that will be chosen must touch on the diverse cultures of the people of Singapore, the history of the cultures and their relations to civilization. For instance, a theme such as “Civilized but with beautiful cultures and beautiful histories” might have general appeal to the people of Singapore. What will make the theme appealing is that many people will want to know more about their cultures and the history. The theme might also act as a reminder to people who really think that there is no way that a person can appreciate their culture and yet remain civilized. The communication of the campaign to the public should be tactical. The media used in this case will be public media and mass media. This is because there is no specific group that is being targeted, but the whole public (Lattimore, 2009). Using mass media will make sure that the campaign will be able to reach out the most possible number of people. Mass media channesl such billboard televiosns, radio, and social media can prove to be very important in passing on the creation of good public relatios. One of the best way that the campaign would be appealing is through the introduction of a once in a lifetime opportunity to make the campaign more attractive to the public. People will always fancy the chance of having such an experience. The museum could think about introducing a one day free experience to the public for the day when they will be celebrating their 50thanniversary. Through this they could make sure that the people who will attend the anniversary will be able to get a chance to experience the various aspects of their different cultures. This campaign should at least take off about a month before the actual anniversary celebrations. During this period they should make sure that they are able to reach out to the highest possible number of people. The one month period will be long enough to maximize the number of people reached, but also not long enough to make the campaign economically unstable. For the whole campaign the museum should aim at spending about 500,000 Singapore Dollars. Anything more than this might end up not being beneficial to the museum economically. The budget should be allocated to only to the important activities. The museum should also consider blending both free and costly communication media so that they can be able to get the information to people of all classes. In order to determine whether or not the campaign was a success the museum need to come up with a way in which they can be able to evaluate whether the campaign is a success or not. One of the ways through which the museum will be able to know whether or not the campaign was a success is by seeing the number of people who will attend their anniversary celebrations. If many people attend the anniversary then they will probably be able to come to the conclusion that the campaign was a success (Gregory, 2003). If the number of attendees will be low then there is no doubt that the campaign would have been a failure. The campaign’s success can also be evaluated in terms of the number of people that will be able to get the information of the existence of the campaign. If the campaign will be able to reach out and appeal to many people, then the possible conclusion will be that the campaign would have been a success. Sometime the campaign might be appealing to many people despite the fact that only a few might be in a position to respond to the campaign. In such a case it would be inappropriate to judge the success of the in terms of the number of people who turn out. If the campaign will be able to fulfill the above mentioned criteria, then it will be appropriate to come to the conclusion that the campaign was a success. With high people turning out for the anniversary celebrations the museum would have been able to communicate the message of the revamping and developments made to many people. People who will be satisfied will go ahead and spread the news to other people. However, one thing that should be noted is that it will be rather hard for there to be any meaningful evaluation of the strategy instantly. The long term effect of the strategy to the museum’s public relations is what matters most in this vase References Green, A., & Chartered Institute of Public Relations. (2010). Creativity in public relations. London: Kogan Page. Gregory, A. (2003). Public relations in practice. London: Kogan Page. Gregory, A. (2010). Planning and managing public relations campaigns: A strategic approach. London: Kogan Page. Lattimore, D. (2009). Public relations: The profession and the practice. Boston: McGraw-Hill Higher Education. Stacks, D. W., & Michaelson, D. (2010). A practitioners guide to public relations research, measurement and evaluation. New York, N.Y: Business Expert Press. Watson, T., & Noble, P. (2007). Evaluating public relations: A best practice guide to public relations planning, research & evaluation. London: Kogan Page. Weiner, M. (2006). Unleashing the Power of PR: A Contrarians Guide to Marketing and Communication. Hoboken: John Wiley & Sons. Read More