Public Relations Project: PR Materials for Infinity Tech and Homefire

This assignment requires the creation of public relations materials for Infinity Tech, a technology company, to promote its donation of $500,000 to Homefire, a non-profit organization serving vulnerable children and youth in Calgary. The project includes developing a press release, a Facebook post, and a communication piece for employees, all designed to enhance public opinion, contribute to staff retention, and highlight the company's corporate social responsibility. The materials aim to announce the initiative to help 300 homeless youth and children and to build a positive brand image. The assignment also emphasizes the importance of targeting the right audience and measuring the success of the communication efforts through social media analysis and engagement metrics. The student is tasked with crafting compelling content, considering the target audience, and utilizing various communication channels to effectively convey the message and achieve the PR objectives.

Running Head: PRESS RELEASE
Press Release
Name of the Student
Name of the university
Author Note

2PRESS RELEASE
1. The media release had been called in order to make the current initiative taken by the
organization in order to cater to the needs of the youth and the children who are in
vulnerable conditions. Infinity Tech has donated an amount of $500,00 which would
assist the organization that has been concerned with the services of the Homefire
Deliver in a way so that the organization can help the deprived youth and the children
from their homeless condition. The number of children who would be brought under
the domain of the program would include 300 youth who had been homeless.
The organization that had joined the organization in collaboration would include the
HomefireYYC that would be intervening in the rescue of the vulnerable children from
their deprived condition.
The organization had been concerned with establishing a sound relationship
between the people who are their customer. The organization had always pick it upon
them to create a corporate social responsibility. As such, the program of the
organization had enhanced the understanding of the people and the corporate in order
to comply to the responsibilities of the society. The brand had always being careful
about indulging in with different organization voluntary work as well as retain their
employee. In order to sum up the attempt the organization had been with the fact that
they develop a concrete base in developing a sound relation with the public and
connect them with the vision, mission and the action of the organization (Tai &
Chuang, 2014).
The post can be measured on the basis of the content that has been shared with the
press. The press release is a traditional and an effective process that has allowed the
organization to spread the news related to its action. As such, it would allow the
organization in spreading the news to the desired audience who in turn would be
effective in developing a relationship with the organization on the basis of the brand

3PRESS RELEASE
image that has been developed by the organization through its conformity with the
social responsibility of the organization. As such, the organization would be able to
connect to the desired audience as well as develop their base in the market and
enhance their brand image in a simultaneous manner.
2. Facebook Post
a. The target audience for the organization would include the target customers of the
brand. Targeting the customer group through the Facebook post would be
effective for the organization, as it would allow the organization to reach their
customers with an increased rapidity (Schivinski & Dabrowski, 2015). With the
evolving market scenario, the communication between the organization and the
stakeholders are gaining primary importance in the market. The Facebook would
be an effective media as the communication over the social media is gaining a
forefront in terms of the communication conducted over the information
technology (Schivinski & Dabrowski, 2016).
b. The copy of the Facebook post can be as follows
The InfinityTech has currently joined hands with the charitable organization
Homefire and has donated an amount of $500,000 in order to assist the
organization in dealing with the vulnerability of the children in the streets
deprived of basic facilities. As such, the organization along with the Homefire has
pledged to bring out 300 street youths and children’s from their condition of
poverty.
The organization can adopt some creative innovation in terms of dealing with the
post and to gain massive outreach. The innovation can include interesting poster
and artworks that can be a symbol of the mission that had been taken up the

4PRESS RELEASE
organization. The organization can also release some interesting video clippings
linked with the process and allow the organization in order to develop a sound
relation with the people with whom they are trying to establish their connect.
c. The post would be effective in dealing with a wider audience base and the effect
can be measured in terms of the connection that it has developed with the people
around them, who are their target customers (Crane, Matten & Spence, 2019). The
success can be measured using the different social media analysis methods that are
available with the organization. Generally the success and the engagement can be
analyzed on the basis of the engagement and the reaction of the viewers and the
audience that has been established on the part of the potential customers.
3. Dear Employees,
This is to bring to your notice that the Infinity Tech is going to come up with the
initiative of reviving the deprived vulnerable street youth and children from their
condition. As such, in order to do so the organization would collaborate with a
charitable organization named Homefire who would help us in reviving around 300
youths and children. In order to achieve the mission, the organization would provide
the charitable organization with an amount of $500,000.
This would be an unique initiative that had been taken by the organization in
complying to the corporate social responsibility. As you, all are aware of the fact that
the organization had been associated with the charitable work since the day of its
initiation, as such this initiative is also one of its kind. However, the current initiative
had been a massive on in its dealing. The organization had felt that the it needs to
responsible for the happenings that has happened in the society and as an element of
the society it has happened that the organization takes initiatives in order to comply to
the needs of the society.

5PRESS RELEASE
The organization had also felt that as an element of the society where we function, it
is important for us to contribute towards making the place a better one for the people
to reside.
The organization would like the participation from the employees in order to carry out
the initiative in an effective way. The organition is looking upto the participation of
the employees.
Thank You
4. Employees
HomeFire
This is to notify the employees that the organization is coming in collaboration with a
leading company in the field of the information technology. Infinity tech that would
allow the organization to intervene in the vulnerable condition of the people specially
the children and the youth residing in the street side living in a deprived condition.
The organization is making a donation and expecting that Homefire helps them in
achieving their mission.
The project is going to be massive one, as it would allow us to help almost 300
people from their deprived condition. As such, we would expect the participation of
our members in order to carry out the process in an effective manner. This would
allow us to make our contribution to the full capacity of ours.
5. The target stakeholders of the organization would be audience who are more available
on the social media and who are willing to contribute to the effective of the social
work (Cheng, Ioannou & Serafeim, 2014). The targeted audience is expected to be
aware of the social responsibilities. The stakeholders of the tweeter post would also
include the eminent personalities and the industrialist who might be collaborating

6PRESS RELEASE
with the Infinity technology in the days to come in their other projects (Khan,
Muttakin & Siddiqui, 2013).
The objectives of the tweet would be to share the message on an wider base in a
comparatively shorter period of time. It can be understood on that the organization
need to share the message related to the press release in a shorter form and contribute
to the brand image of the organition.
Infinity Tech is collaborating with Homefire
Infinity tech is saving 300 youth and children residing on the street
Lets’ save the people of our society- becomes another area of Infinity Tech
6. I, on the behalf of the Infinity Tech would like to release the news that we are
collaborating with an eminent charitable organization inn order to come up with
another initiative where would try to help the people who are residing on the streets.
In the process would like to extend our helping hands towards 300 deprived youth and
children and provide them with shelter. Annually, our organization has conducted
several programs where they have tried to help the people of the society, who are in
dire need of help. However, it has been noted that the organization has taken a huge
initiative by this project. The organition would be donating an amount of $500,00 for
the case.
The Infinity Tech believes in the fact that the organition need to cater to the
responsibilities of it as a social organition. We would feel privileged if the initiative
turn out to be successful. We would like to connect with as much people as we can in
this venture. The relationship that we have built with Homefire in this vemture would
be carried forward in the future course and we are looking forward to more
collaborative initiative in this respect.

7PRESS RELEASE
References
Cheng, B., Ioannou, I., & Serafeim, G. (2014). Corporate social responsibility and access to
finance. Strategic management journal, 35(1), 1-23.
Crane, A., Matten, D., & Spence, L. (Eds.). (2019). Corporate social responsibility:
Readings and cases in a global context. Routledge.
Floreddu, P. B., & Cabiddu, F. (2016). Social media communication strategies. Journal of
Services Marketing.
Khan, A., Muttakin, M. B., & Siddiqui, J. (2013). Corporate governance and corporate social
responsibility disclosures: Evidence from an emerging economy. Journal of business
ethics, 114(2), 207-223.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-
214.
Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.