Public Relation Campaign for Mum Run: Planning and Execution
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Added on 2019-10-18
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This article discusses the planning and execution of a public relation campaign for Mum Run, a non-profit organization working for women in the UK to promote good health through running. It includes an environmental analysis, PESTEL analysis, stakeholder analysis, and campaign strategy and tactics.
Public Relation Campaign for Mum Run: Planning and Execution
Added on 2019-10-18
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Running head:Public Relation CampaignPublic RelationCampaign
Public Relation Campaign2 IntroductionThe Mum Run (TMR) wants to start a Public Relation (PR) campaign to spread benefits of this over a period of 6 months. Here we are going to focus on this campaign planning and success which will fulfil the aim of generating fund for this campaign and also bring more trainers and volunteers (Run Angles and Makers) so that more women will join this program. Proposal Name- Run mum Run....Aim- generate fund and recruit personnel for Mums Run CampaignEnvironmental Analysis and Communication Context The Mum Run is a non-profit organization which is working for women in UK to spread message of run daily and make yourself fit and healthy. This organization has come with completely new concept. The concept was not also well planned and executed action as it all came accidentally and become successful. Thus women who are actually the centre of this organization and its campaign are showing interest of the concept.Organization activity and its relevance today Women since civilization process started has been considered to manage house hold only. Slowly this concept got changed and women started entering in those works where only men used to work. Women started managing corporate sectors, government, educational organization and many more activities. They have been managing work and home transition so overall womenbecome very much busy in managing multi-tasking jobs at home and outside. This after certain
Public Relation Campaign3period of time starts affecting health of them especially after marriage. It is rare to see women doing exercise. This is the reason they suffer diseases easily as compared to men.[Kotler, P. (1979).]The founder felt this reason and started this initiative. The success of organization lies with the interest and participation of women. It seems like the environment for this organization is favourable. Here are the reasons of favourable environment-The concept of stay fit and healthy is popular among women these days.They need motivation for exercise and this organization provides motivation like Fight against any disease.Women when alone feel hesitant and uncomfortable to do exercise like running due to socialcause but when they are in group fear goes down and this they get from organization.Women want to know a proper way of staying fit and healthy which this organization provides via its program.The public awareness of women health and safety across the world is creating favourable condition of growth. Support from Government and community The organization is getting enough support from community people and government. In past, we witnessed that the organization is able to collect £ 110,000 amount within 3 weeks of time. It also managed to generate revenue of £20K per month from selling of slogan based sportswear. These are the key indicator of support and success from community. The organization has got many award and recognitions from various institutions are also the sign of support it is getting day by day. The government is also encouraging such organization to promote women health.
Public Relation Campaign4Some environmental issues are also there for this organization which are-Most of time women are not willing to complete program due to lack of time which makes efforts void.The organization provides running and its related usefulness but not any parenting activities like breastfeeding, staying off work etc. Some segment of women are more concerned about this services not running or doing exercise.This organization is facing competition with most of “Health Care organization” who are working towards women health and awareness about healthy life by own effort. This can be athreat to the campaign growth. [Lindenmann, W. K. (2003).]PESTEL Analysis for Mum Run CampaignPolitical- The present government is in favour of women empowerment and healthcare. Various initiatives are taken by government of UK to promote good health especially for women. Our movement is a part of this mega initiatives thus government may fund and support our programs.There are many such good cause programs going across UK thus a solid justification will only help to get more fund and support.[Cain, S. (2009).]Economic- Our campaign doesn’t involve any economic activity as our motive is not to earn profit. We are not competing with anyone thus this factor has little or no influence directly to cause. Indirectly it may affect the fund collection amount from our stakeholders.
Public Relation Campaign5Social- It is for women good health and independence. The society is changing and women are participating almost in every field where earlier men used to dominate. They are managing family and outside thus importance of their healthcare is increasing. Our program is based on women care through running. So social environment is favourable.Technological- We are doing promotion over Facebook, Instagram, Twitter, YouTube etc. This social media is helping us to get more people attention especially women who we couldn’t reach.Environmental- Our primary motive is to bring health awareness Run mum run is a part of that big cause and it will certainly make environment healthy and happy. Legal- The campaign is following all legal guidelines laid by UK judiciary and government. All permissions are taken before any campaign activity and also in fund raising. We are also presenting activity and financial transaction details verified by auditors to Government.[Richardson, N.,et.al2010]Communication ContextCommunication plays a very important role in such type of organizational motive. For the MumsRun, it is very important to share message of the prime motive of this campaign. As per the organization, they are not competitive, not for male, no parenting activity doing organization. They are simply focusing on “running women” campaign.What can be good communicating opportunity for this campaign?Since it is a unique concept and new to women and society, it is very much important to send clear message so the communication tools that can be used for this purpose are-
Public Relation Campaign6Social Media- It is one of the most powerful tool of communication in today’s scenario. The concept of Mums run started from this social media channel. According to statistical data given by an agency, almost 63% of total UK population uses Social media. In case of women almost 73% of women are on social media platform actively. This can be used as promotional tool for this campaign. Even the organization can get attention of corporate houses, government agenciesand other organizations across the world under this platform. Facebook, YouTube, Instagram, WhatsApp etc. are some of the popular social media where it can post photos and videos to get attention.TV ads- Today all have television sets at home. This is another faster medium which they can useto drag attention of people to support organization by way of “crowd funding” or donation. In this case, a video of the campaign along with speech of a trained spokesperson or involving celebrity for this campaign will benefit to raise fund. Though it is a costly affair but it will make a big impact.Word of mouth- Creating excitement about the program among people, engaging Run Angles andRun Workers to spread message among their friends and relatives. Popularizing a success story of women health (Buzz creating) among people will drive attention of people towards this program and more will be interested to associate with this program. Posters and Banners (Window display, fliers etc.)- Since in UK, most of the people are outgoing,thus posters and banners they normally see while they are outside. If the organization puts attractive hoardings or fliers so that people can notice and contact organization for support. Timing of this activity analysis
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