ALR701 Public Relations: Media Release, Media Kit & Plan

This assignment encompasses a comprehensive public relations strategy developed for WeKarre, an organization dedicated to raising awareness about the crucial role of carers in the community, particularly those supporting individuals with disabilities. The assignment begins with a 30-minute plan that outlines a persuasive communication strategy, incorporating motivational, cognitive, and social concepts to influence public perception and advocate for carers' rights. Following the plan, the assignment includes a backgrounder that addresses misconceptions surrounding carers and highlights the challenges they face, such as limited work opportunities and financial instability. The core of the assignment is a media release announcing the launch of "YoungKarre," an online community designed to support young carers, providing them with resources, a platform for interaction, and access to specialists. The media release features quotes from key figures, including Matthew Donahue, Monica Andrews, and Paralympian David Alcott, emphasizing the importance of carer recognition and funding. Finally, the assignment includes a media kit for YoungKarre, detailing essential components such as contact information, high-quality photos, interviews, and informative documents to facilitate media coverage and enhance the project's impact.

WRITING FOR PUBLIC RELATIONS
1

Table of Contents
30 minutes plan..........................................................................................................................3
The backgrounder.......................................................................................................................6
Media release..............................................................................................................................7
Media kit: Young care................................................................................................................9
Reference list............................................................................................................................10
2

30 minutes plan
Situational analysis
 Background
A difficult situation has created due to a statement of Greg Narsey, the councilor of
Manningham city. Many authors have criticized his comment on the worthiness of the
payment to full-time care provider. Wekarre has seen opportunity to increase awareness
regarding the role of care providers. They do not agree with the comments of Narsey.
WeKarre is making people understand the contribution of carers. They want to prove that
carers deserve funding for their contribution. They believe that carers are important part of
healthcare system.
 Problems and opportunities
The main problem is a misconception about the role of care providers in the community.
Carers face lots of issues that include stress, limited work opportunities, poverty and others.
Opportunities of carers include launching of interactive space. This can help them to achieve
support from specialists. Raising awareness is an opportunity to explain the role of carers in
the community of Manningham. This approach can help care providers to assist people.
Problem of carers includes misconceptions about the role that creates stress. This aspect
impacts on workplace opportunities. Moreover, raising awareness about their role can help
them to provide proper care. Elimination of issues is possible as well.
Objectives and evaluation
Objectives of the media release and the approaches of WeKarre mentioned below. Both of
these objectives are SMART objectives.
 To spread awareness regarding the role of carer within the society
Specific Measurable Achievable Relevant Time-bound
Meeting this
objective can
help to aware
carers regarding
basic rights in
return for their
contribution
Evaluation of
the perception
of community
and other
authorities is
required
Releasing a
media release
regarding this
chosen subject
can help to
achieve this
objective
It is relevant as
it can protect the
basic rights of
care providers
It can be meet
within 1-2
months
3

Table 1: SMART objective 1
 To gather attention of media towards opportunities of care providers
Specific Measurable Achievable Relevant Time-bound
Gathering media
attention can
help to engage
more people in
protecting the
rights of carers
Evaluation of
media attention
is required after
introducing the
press release
For achieving
this objective,
WeKarre needs
to publish a
press release
It is relevant as
it can give
major exposure
This objective
can be met
within 1-2
months
Table 1: SMART objective 2
Target publics
I must reach carers as target public to achieve my objectives. This approach can inform them
about opportunities. It can also help to raise awareness about their role in the community.
Carers think that they have less work opportunities. They are confused about their role in
society.
Moreover, many people think that full time care providers are a burden. This aspect impacts
on their financial stability. All these issues create stress and depression among carers (Leung
et al. 2017). However, care providers read different new release regarding job opportunities
career development. For gaining target public’s attention and raise awareness, application of
persuasive communication style is important.
Strategy
My persuasive strategy concept is to change an existing opinion of care providers regarding
their role. I will demonstrate the role and responsibilities of carers and different opportunities
that can help them to get relief from existing issues. Aim of this strategy is to increase
awareness among carers regarding their basic rights to get funds.
1. Motivational strategy concept
I will change the belief of people regarding the role of care providers in healthcare system.
This strategy can motivate care providers. They will be able to fight for their basic rights.
Key message:
 Carers are important to assist physically disable persons to pursue their daily work.
 They must have necessary pension and other funding.
2. Cognitive strategy concept
4

I will impact the memory, thinking and consciousness of care providers through this
cognitive message.
Key messages:
 Carers must know their roles in a community and provide the best service to eliminate
issues like stress.
 Through active participation in career development process carer can reduce struggle
in life.
3. Social strategy concept
I have identified that the TP, carers belongs to low-income communities and they will use
David Alcott as their opinion leader to deliver key messages. David Alcott is a wheelchair
tennis and basketball player. He knows the role of carers in the life of physically disables
person.
Key messages
 Without the assistance of care providers, a physically disabled person cannot focus on
achieving their life goals.
 Carers must get respect and reasonable remuneration.
Tactics and timing
News release in print media is the best available medium to deliver key messages because it
is cheaper and affordable. This media reaches to the community in a deeper way. Target
public can read the messages and interpret easily. However, backup tactics like social media
publication has been prepared to convey key messages. Both news releases and social media
are backups to relate to the caregivers in timely manner. Because newspaper can reach all
target people regularly. On the other hand, target people follow social media posts regularly.
5

The backgrounder
A misconception is there about the role of carer. This creates issues for them that include
stress, less work opportunities and others. Carers plays a major role in providing support to
patients, especially people with some sort of disability. Caregivers need to be aware about
their roles, responsibilities and rights. It can help them to eliminate discrimination in society.
The comment made by Cr Narsey about carers depicts the lack of awareness that is present
among the society. It is also present among caregivers themselves.
Carers play some essential role that includes personal care of the care receivers. This consists
of performing personal activities like bathing, dressing, feeding and providing medicines.
These activities need to perform the whole day, which states that this job is a full day ( Ewing
et al. 2016). Hence, a carer is eligible to get jobs as full time. Organizations must pay wages
and other benefits like pension to carers. The website of NDIS, Australia contains description
about the role of caregivers and different responsibilities. This includes personal care, in
home-care, therapy support and transportation (Hireup.com.au, 2019). However, families of
disabled person can hire a carer for performing a single task like transportation.
Hiring of a carer for full time or for a shift is possible through this site. Carer must get
payment according to mode of hiring of carers. However, caregivers are ignorant about their
rights and responsibilities. This creates different issues in their life (Stillar et al. 2016).
Mental stress increases due to low availability of jobs and less work placements. Publication
of the press release can help to increase knowledge about the role of care providers in the
community. Main target public is carer in this case. This public release is focusing on the city
of Manningham. Different tactics like publishing the article through print media like
newspaper can increase awareness. Moreover, back up tactics like increasing awareness
through social media is also ready.
Manningham city is a local government area in Australia it has 12 suburbs. Different
communities live in this area, which includes caregivers and care receivers. Both the group
must have awareness about the need and role of care providers. Caregivers provide different
essential activities and support. It helps in increasing mobility of disabled people. Hence, it is
a full-time job. This group of people deserves equal respect and recognition from the society.
They deserve different benefits like wages according to government guidelines, pensions.
6

Media release
WEKARRE
PRESS RELEASE
Contact:
Name:
WEKARRE
Phone:
Email:
Carers play an important role in assisting physically disable people
Launching “YoungKarre”
City of Manningham, Australia- August, 2019-WeKarre values the profession of carers. We
are supporting carers to have their basic rights. Community people of Manningham need to
support caregivers to get reasonable pension and other funding.
Matthew Donahue said, “There is no doubt regarding the role of carers. Their contribution
in helping people to recover. Due to this reason, we must take initiative to provide
sufficient funds to them”. WeKarre agrees with this statement. We are taking the initiative
to increase awareness regarding the roles of carers that can help to understand their
eligibility to get sufficient funds.
In the words of Monica Andrews, “If caregivers do not get pensions and other funding, how
will they be able to live a healthy life? We must think about financial condition of carer as
they are the backbone of the healthcare industry”. David Alcott has agreed with the point
and has mentioned, “I depend on my carers from childhood to perform daily tasks. I believe
that we must provide sufficient funds to carers for helping them to lead a better life”. We
have seen that David is fighting from his childhood to get his dream. His careers have
assisted him to do so.
We have reviewed all the perspectives shared by these famous people. We think that carers
7

must get respect. They need sufficient funding for their contribution. We are launching an
online community, named “YoungKarre” for supporting young care providers to solve their
issues. We are looking forward to their response towards out initiation. We want them to
share their problems with us. We will provide effective solutions.
This project of youngkarre includes:
❖ Provision of information about different roles of care provider in the society.
Information about ways to provide proper care to patients and families are there.
❖ A major part of caregiver feel stressed due to improper wage and benefits. For them,
arrangement of counseling is there and our specialists will provide them information
about career development.
❖ Special training arrangements are present in this project that helps them to improve
skills. It can increase their competitiveness.
❖ They can also view message from our brand ambassador to get inspired.
About the organization
Wekarre is a public organization that is focusing to increase awareness about the roles and
responsibilities of care providers in a community. The people facing any sort of disability
can get proper support through the help of care providers. Youngkarre is a part of this
mission statement that can help to influence young care providers. Moreover, in young care
provider stress level can diminish through this project.
Care providers from all over the region can feel free to contact us.
For more information visit our website: www.wekarre.com
Contact number: xxxxxxxxxxx
# # #
8

Media kit: Young care
Different elements are required to prepare this media kit that includes:
 Contact information of the organization: Information like website address, contact
number is included in the information list. Providing proper information helps to
improve quality of media release and creates less confusion (Tuffrey-Wijne et al.
2016). Moreover, different contact details can help care providers to remain attached
with this online community easily. Hence, the achievement of the objective of
increasing awareness of care providers is possible.
 Latest interviews and high quality photos: This is another essential element of
digital media kit. Persuasive appeal and high quality photos can influence the target
public easily. The officials must provide interview of organization officials, brand
ambassador. This can help to increase strength of the media release. This also can
help in influencing target public of care provider (Randle et al. 2018). In this case
interview of David Alcott is required that can motivate and influence the target
population. They can get a clear picture about their roles and responsibilities and gets
motivated to perform their job.
 Documents containing detailed information about the project: This is the most
essential part of this digital media kit. Detailed information about the online
community like permissible age to get entry and profession. Moreover, explanation
about different features should include interactive space for young caregivers,
availability of assistance from specialists.
 Reports and articles about the issue: Different documents regarding the issue are
essential for preparing the digital kit. The whole project based on an issue and specific
information about that issue is important. Different reports of newspaper, previous
articles about care providers and documents regarding perception or thinking of
caregivers are required. In addition, any relevant article that shows roles and
responsibilities of care providers is essential for this digital kit.
9

Reference list
Ewing, G., Austin, L. and Grande, G., 2016, ‘The role of the Carer Support Needs
Assessment Tool in palliative home care: a qualitative study of practitioners perspectives of
its impact and mechanisms of action’, Palliative medicine, vol 30 no 4, pp.392-400.
Hireup.com.au. (2019). Find the support you need. [Accessed on 22nd August, 2019]
Available at: https://hireup.com.au/become-a-client/?
utm_source=google&utm_medium=cpc&utm_campaign=pss-
ndis&source=google&medium=paid&campaign=1697526711&adg=61640474370&key=
%2Bndis
%20%2Bcarer&ad=329825165026&position=1t1&type=b&gclid=CjwKCAjwnf7qBRAtEiw
AseBO_A8F0oq71aUHufFgWPbgGcpbzY8gQ2gAo-
zv03LmcSZ4f_Z8vOgBjBoCF9AQAvD_BwE
Leung, P., Orgeta, V. and Orrell, M., 2017, ‘The effects on carer well‐being of carer
involvement in cognition‐based interventions for people with dementia: a systematic review
and meta‐analysis’, International journal of geriatric psychiatry, Vol 32 No 4, pp.372-385.
Randle, M., Miller, L. and Dolnicar, S., 2018, ‘What can agencies do to increase foster carer
satisfaction?’, Child & Family Social Work, Vol 23 No 2, pp.212-221.
Stillar, A., Strahan, E., Nash, P., Files, N., Scarborough, J., Mayman, S., Henderson, K.,
Gusella, J., Connors, L., Orr, E.S. and Marchand, P., 2016, ‘The influence of carer fear and
self-blame when supporting a loved one with an eating disorder’, Eating disorders, Vol 24
No 2, pp.173-185.
Tuffrey‐Wijne, I., Abraham, E., Goulding, L., Giatras, N., Edwards, C., Gillard, S. and
Hollins, S., 2016, ‘Role confusion as a barrier to effective carer involvement for people with
intellectual disabilities in acute hospitals: findings from a mixed‐method study’, Journal of
advanced nursing, Vol 72 No 11, pp.2907-2922.
10