Creation of Targeted PR Materials

This document discusses the creation of targeted PR materials and its impact on public relations and social causes. It highlights InfinityTech's donation of $500,000 to support homeless youths in Calgary. The document includes a press release, Facebook post, internal emails, tweets, and key media messages.

Running Head: PUBLIC RELATIONS
Topic- Creation of targeted PR materials
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Author notes

2PUBLIC RELATIONS
MEDIA DELIVERABLES
Press release
Contribution announcement - a social cause with an organizational purpose
Calgary, Alberta, Canada, Release: 6 April 2019. For immediate release
The first Annual donation event of The InfinityTech was held on 4th April 2019. The purpose was to
support the lives of 300 homeless youths off the streets of Calgary. InfinityTech has donated an
amount of $5,00,000 to Homefire, the charitable organization serving the vulnerable children and
youth in Canada. InfinityTech would like to celebrate this social initiative of theirs with you all to
make it successful and meaningful.
For more information feel free to contact us at
PR Consultancy Pvt Ltd.
Alberta, Canada.
Phone- [phone]
Email- [e-mail]
 This is to inform about the $5,00,000 donation made by InfinityTech to the charitable
organization Homefire to support the noble case of supporting 300 homeless youths off the
streets of Calgary.
 The underlying motive of InfinityTech is to improve public relations of theirs and support
social causes to have better business personalization.
Company Boilerplate
InfinityTech is a local technology company in Calgary, Canada. The company has recently started their
initiative of improving public opinion of theirs to strengthen their public relations. Staff retention and
employee valuation is highly supported by InfinityTech and therefore it has started a number of social
campaigns to support its CSR activities.
For more information about InfinityTech contact the below provided details
Contact information
Reach at: @Infinitytech (twitter) and visit community page at @infiniftyglobaltech (Facebook)
Contact person: Sam Andrews, CEO
Address: InfinityTech Solutions, GP Towers, Calgary, Canada- 43
Phone: [phone] email: [e-mail]

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Facebook post
The target stakeholders are InfinityTech employees, media, public and other non-profit
organizations and charitable trusts.
Face book post:
“...lets’ rise by lifting others” youth empowerment# mission homelessness@ cause for a
purpose
Don’t let them freeze, lets share our warmth. We have been part of their pain, now its your
turn, you gotta act now. Donate your bit so that they have a roof above them. Visit the official
page of ours at [e-mail] and be a part of the public awareness.
The objective of the message is to draw more and more public attention to the fact of
homelessness so that it could be reduced to the extent possible and people remember the name of
InfinityTech afterwards. This will improve public opinion on the tech company and public
relations will become strong and long-termed (Castelló, Morsing and Schultz 2013). The
company will be well remembered for its extensive CSR initiatives and as a result the corporate
culture will improve and employee participation will increase (Cho, Schweickart and Haase
2014). Staff retention will also improve greatly (Himelboim et al. 2014).

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Internal email
Stakeholders: employees and employer at InfinityTech
Objective: social support for improvement of public opinion and contribution towards staff
retention
25 March 2019
To
Whosoever it concerns,
From
Sam Andrews
CEO
InfinityTech Solutions
Cc: CSR Head
Subject: social campaign support
Dear all,
As you all know the main motto of our organization is to improve public relations by
improving public opinions about ours and thus focus on staff retention. For this we have
planned to promote a donation campaign of ours to support Homefire, a non-governmental
organization for the homeless children and youths. We have planned to donate an amount of
$5,00,000 to them as a part of our extended CSR activity and public relationship development
approach.
I on behalf of the organization urge you all to donate your bit and make this noble cause a
grand success. Mr. Raghu Paul, CSR Head need to be consulted for the same and the last date
for deposition is 30th March.
Looking forward for your active participation.
Thank you
Sam Andrews
CEO

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Internal email
Stakeholders: employees at Housefire
Objective: to communicate about the partnership and donation campaign support by
InfinityTech.
26th March 2019
To
Whosoever it concerns
From
Ross Gerry
CEO
Homefire
Dear all,
Hope you all are doing great being a part of Homefire? Well, here is another good news to
enhance your happiness. Infinitytech, a local tech company here has shown their support for
our noble cause and are eager to be part of this social service. They have extended their
partnership hand and have promised us a donation of $5,00,000 to help the 300 homeless
youths off the street of Calgary.
I am very happy to announce that our Board has accepted their proposal and the donation
ceremony is finalized on 4th of April. I request you all to be a part of the ceremony and support
their noble cause whole-heartedly.
Thank you
Ross Gerry
CEO

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Tweets
@InfinityTech
Targeted stakeholders are company officials, public, media and various non-governmental
organizations and charitable trusts like Homefire.
The objective of the tweet is enhancing public relation and support social campaigns as a part of
company’s CSR activities.
Two tweets are
InfinityTechnologies @InfinityTech. 26th March 2019
The 2 key components for creating a successful # PRStrategy#SocialCauseSupport#social
mediamarketing
InfinityTechnologies @InfinityTech. 20th March 2019
Want to retain employees #nurture#goodcorporateculture#increasedpublicrelations
@HomefireYYC
Targeted stakeholders are various organizations like InfinityTech, public, media and other
similar non-profitable organizations.
The objective of the tweet is to increase social awareness need and engage more organizations to
be a part of their cause (Saxton and Waters 2014).
One tweet of Homefire is,
Homefire @HomefireYYC. 4th April 2019
Another milestone#partnership@InfinityTech#supportforacause#proudmoment

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Key media message for media interview
Key stakeholders are media (specially CBC Canada), employees and employers of InfinityTech
and Homefire and general public.
Objective of the message is to provide information about InfinityTech to the general public with
a positive connotation of social service support to Homefire. Both organizations want to increase
public awareness of social service and thus have long term sustainability in future (Heath 2013).
Key media message of InfinityTech CEO
Here I would like to grab the opportunity to announce with great pleasure and valor that we have
widened partnership opportunity with Homefire to be a part of their noble social support cause.
We have decided that our first donation charity of $5,00,000 will be extended towards them to
support 300 homeless youth in Calgary. I would also like to mention that this is our first
initiative and we are looking forward to strengthen this partnership in future as well. We are very
pleased to be a part of Homefire and are looking forward for more public engagements in near
future.
Key media message of Homefire CEO
I would like to declare that we have achieved another milestone in our success path and now the
tech company InfinityTech is our partner. They have encouraged us in our journey and their
donation amount of $5,00,000 will be fully utilized for the cause of the homeless youths and
children. I on behalf of my whole team would like to sincerely thank Mr. Sam Andrews and his
organization. And we all are also looking for strengthening out partnership in future as well.

8PUBLIC RELATIONS
References
Castelló, I., Morsing, M. and Schultz, F., 2013. Communicative dynamics and the polyphony of
corporate social responsibility in the network society. Journal of Business Ethics, 118(4),
pp.683-694.
Cho, M., Schweickart, T. and Haase, A., 2014. Public engagement with nonprofit organizations
on Facebook. Public Relations Review, 40(3), pp.565-567.
Heath, R.L. ed., 2013. Encyclopedia of public relations. Sage Publications.
Himelboim, I., Golan, G.J., Moon, B.B. and Suto, R.J., 2014. A social networks approach to
public relations on Twitter: Social mediators and mediated public relations. Journal of Public
Relations Research, 26(4), pp.359-379.
Kent, M.L., 2013. Using social media dialogically: Public relations role in reviving
democracy. Public relations review, 39(4), pp.337-345.
Saxton, G.D. and Waters, R.D., 2014. What do stakeholders like on Facebook? Examining
public reactions to nonprofit organizations’ informational, promotional, and community-building
messages. Journal of Public Relations Research, 26(3), pp.280-299.