Stay At Home Campaign | CLarity PR

FACULTY OF COMMUNICATION & MEDIA STUDIES DIPLOMA IN
COMMUNICATION AND MEDIA
PRO221 – Public Relations
Assignment 1: Clarity PR
PREPARED BY:
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LECTURER:
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DATE OF SUBMISSION:
19/4/2021
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Table of Contents
ABOUT US...........................................................................................................................................3
ORGANIZATIONAL CHART..........................................................................................................4
A. Proposal For A Stay-At-Home Campaign....................................................................................5
B. SWOT ANALYSIS.........................................................................................................................5
1. Target Audience...............................................................................................................................8
2. Research...........................................................................................................................................8
Goal....................................................................................................................................................12
Objective............................................................................................................................................12
Messages.............................................................................................................................................12
Timetables..........................................................................................................................................13
Budget.................................................................................................................................................14
Media and Non-Media Tactics..........................................................................................................17
Social Media.......................................................................................................................................17
Online Petition...................................................................................................................................18
Pamphlet............................................................................................................................................21
Appendix............................................................................................................................................22
The Pamphlet.................................................................................................................................26
Evaluation Plan..................................................................................................................................27
Section A – Demographic..................................................................................................................28
Section B - Social Media Promotion Feedback:..............................................................................29
Section C - Online Petition Feedback:.............................................................................................30
Section D – Pamphlet Feedback:......................................................................................................32
Section A – Demographic..................................................................................................................34
Section B - Social Media Promotion Feedback:..............................................................................35
Section C - Online Petition Feedback:.............................................................................................36
Section D – Pamphlet Feedback:......................................................................................................38
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ABOUT US
Founded in 2021, Clarity PR is established in Alor Gajah, Melaka, formed with the
intention to offer clients professional, unconventional, and effective service unlike anything
in the market. The Clarity PR team banded together during the height of the Covid-19
pandemic, where we saw the need for business owners to have a platform to establish their
brands, and established brands to maintain their reputation through turbulent times. Our
company name suggests the tone of our approach to media relations: Clarity. Our experts
strive to establish a clear, sincere, and strategic communication plan for our clients to sweep
their customers off their feet.
Our name, Clarity PR, embodies our ideology: Establish a transparent two-way
communication between our clients and customers, improve client public image, ensure
client’s brand to be viewed as a marvellous gem in the cluttered marketplace. As such, we
uphold all of our clients to a high standard, hence the crystal as seen in our logo. The crystal
not only represents transparency in communication, but also the degree to which we value
our clients and their customers. The three squares surrounding the crystal on the other hand,
shows that no matter the perspective, the beauty of the crystal is still visible.
Mission
We are dedicated to ensuring that your brand receives the recognition and prestige
that it deserves through creative, strategic, and digital media relations strategies. We will
make your organization.
Vision
We aim to have Clarity PR be internationally recognized as an innovative and creative
communication firm. We shall continuously strive for excellent service to ensure our
company becomes a benchmark to future communication organizations.
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ORGANIZATIONAL CHART
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A. Proposal For A Stay-At-Home Campaign
As Covid-19 cases are on the rise again, the workload for The Ministry of Health
Malaysia has increased again in a seemingly never-ending battle. The Frontliners of The
Ministry of Health have fought tooth and nail to ensure that the Covid-19 virus is contained
within the nation. As such, there is only so much that your Ministry can do without the
participation of the people. Therefore, Clarity PR is purposing that we organize a Stay-At-
Home campaign entitled: Our home is our shield, with the slogan: Be patient, to not be a
patient, and hashtags such as: #StayAtHome #EveryLifeMatters #SikitJeLagi,
#LetsKeepItGoing, for use in social media.
Our goal for this campaign is to aid the Ministry of Health by reducing the potential
number of patients that the Ministry of Health needs to attend to. According to our
independent preliminary research, the public’s trust in the government in containing the
Covid-19 virus are slowly dwindling. News articles, and social media suggests that the
people are unsure whether the Ministry of Health is competent in handling the pandemic. The
result of this is that the good work done by the Ministry of Health over the past year is slowly
being under appreciated and thus the Ministry of Health frontliners, medical and non-
medical, are the ones who would weather this pandemic the worst.
This campaign seeks to remind and reinvigorate the public that the pandemic has not
yet been contained and we should all participate in ensuring our safety of the future, not only
the Ministry’s frontliners. We want to bolster public perception of your Ministry and
establish a healthier two-way communication between the Ministry and the people.
B. SWOT ANALYSIS
Since its inception in 1955, Ministry of Health of Malaysia have gone through
multiple stages of changes and adversity. Multiple cases of viral and bacterial outbreak have
since struck Malaysia including the Covid-19 pandemic. Their hard work in combating the
issues is being praised and questioned by the masses.
We, at Clarity PR, have taken it upon ourselves to identify the strengths, weaknesses,
opportunities and threats (SWOT) of Ministry of Health of Malaysia in order for this
campaign to run smoothly. Especially during the Covid-19 pandemic, their contribution to
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our safety is more publicly known. From reviews through social media, press conference,
mass media and printed media, we have gathered much information regarding the aid of
Ministry of Health in helping the citizens of Malaysia.
Thus, here are the multiple strengths, weaknesses, opportunities and threats that we
have gathered and listed:
Strength
The Ministry of Health efficient performance are one of the main reasons the curve of
Covid-19 cases is steadily decreasing. Their work especially those frontliners are nothing but
helpful and cooperative. They even conduct a home and drive thru swab test for those who
are insecure, curious or a suspect of being infected.
After that, the Ministry of Health of Malaysia gained a lot of support financially from
the government, private sectors, and the public during this pandemic. They have been given
enough budget to aid in getting medicine, vaccine and medical apparatus such as covid swab
in order to gain a more accurate data regarding the virus. People at home are also getting
check-up by a doctor if one or two symptoms of Covid infection are present to avoid any
close contact in the Hospital.
Next, the Ministry of Health have been constantly updating us about the Covid-19
cases through an innovating app called “MySejahtera”. This app helps citizens to be more
aware regarding the issues whether we are at home or not. This can help us to make a more
cautious decisions if we should go outside. Not to mention that this app also has instructions
and guidelines on what to do if a person is infected, suspect of being infected or close contact
of someone infected, so that we would not be panic especially during this hard times
Weakness
Everything has pros and cons, even the ministry. The Ministry of Health lacks
sufficient workers, doctors, and government-based hospitals. This can be seen from the fact
that many Ministry of Health officers cannot even take a break even for day because they
lack workers at the patient care centre during this pandemic.
Furthermore, the lack of experience in handling a pandemic is the main reason the
Ministry of Health is having difficulty keeping the chain of infections under control as this is
the first time they have experienced such a serious situation. It seems that they did not
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manage to have a good strategy to get rid of the virus and cure the infected person quickly
and effectively from the beginning.
Other than that, The Ministry of Health needs more media coverage to ensure that
they can deliver information and messages to all Malaysians. However, not all areas in
Malaysia have access to the media such as social media, television, radio, or newspapers.
This leads to limited communication between the ministry and certain people in rural areas.
Opportunity
The Ministry of Health stands to gain a lot from this campaign. Primarily, we aim to
help the ministry by reminding the masses that the pandemic is not yet over, and that the
frontliners are the ones who would suffer the most. Ideally, this campaign would make the
public more empathetic towards the frontliners’ struggles in containing the virus over the past
year.
Moreover, this campaign would hopefully see a decline of people going out
unnecessarily. This means that there would be less potential for the public to get infected,
thus a step closer for the ministry to contain the virus. The cooperation of the public is key in
stopping the spread of the virus.
Furthermore, this campaign can symbolically act as the ministry’s cry for help. As the
ministry of health already have their hands full, this would act as good publicity and wake-up
call for the entire nation. From fishermen to local businessmen, students to policymakers, the
nation would be reminded that the Ministry of Health is the country’s first line of defence in
combating the virus.
Threat
The spike in misleading information has now become a major problem that the
Ministry of Health is facing. Although the spread of false information is not novel nowadays,
it is worrying to see this happen in respects to the Ministry of Health. As a result, social
media user may promote the wrong idea, information or even news through their Twitter and
Facebook by retweeting and liking the posts that shows the ministry in a negative light. As
we already know, the spreading of false information is not something new to this pandemic,
however the effect of it is growing anxiety and fear among the public which makes them
hesitate to trust any sources even though the sources come from Ministry of Health itself.
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Therefore, the biggest threat toward the Ministry of Health is the trust of the people.
Even though the ministry has implored all Malaysians to stay at home, there are still many of
those who refuse to give their cooperation because they distrust the ministry’s competency in
handling the pandemic since cases are still increasing day by day. Hence, public participation
of a campaign conducted by the Ministry of Health is a major concern.
1. Target Audience
In light of the recent increase of cases, Clarity PR is targeting this Stay-At-Home
campaign towards school students, their parents, and their teachers. Based on the statistics
provided by the Ministry of Health, the Education Sector has seen a rapid increase in cases
during the first quarter of 2021. We, at Clarity PR, feel strongly towards students and
especially the younger generation as they are growing up during very turbulent times. Many
decisions are ultimately out of their control, hence making them victims that have no power
in controlling the situation and coming on top of this pandemic. Therefore, their parents are
the biggest contributing factor regarding whether students are staying at home or not as the
student’s livelihood and wellbeing are governed by the parent’s support. Additionally,
teachers also play a pivotal role in ensuring student safety and education at school. Our
agency takes the matter of students contracting Covid-19 very seriously as they represent the
future of our nation. It would be a very dreadful event should their lives be taken away from
them early.
2. Research
Interviewing is the chosen method of research as we would be able to gauge and
understand our informants better. By communicating directly with our informants, we can
paint a clearer picture and form a comprehensive understanding of their concerns,
suggestions, and predicaments. From these interviews, we can structure the stay-at-home
campaign around it. Additionally, we will be conducting interviews with not only the high
school and primary school students, but also the parents and teachers as well.
Our team is working on conducting a massive interview that would cover many
grounds regarding the education sector. We target to at least interview 10 different
households and 10 teachers from different schools in selected red-zone districts of each state
in Malaysia, totalling up to roughly 280 informants. Within each household, we would be
interviewing the parents as well as their children. The teachers on the other hand, must also
come from different school districts and hold different positions, from senior teachers to the
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