Developing a Key Message and Positioning Frame for UNSW Engineering

This report outlines a public relations strategy for UNSW Engineering's aerospace engineering program, focusing on crafting a key message and positioning frame to attract prospective students. The key message centers on pursuing an aerospace engineering degree to fulfill dreams of space exploration and contributing to scientific discoveries. The positioning frame targets students with high scientific aptitude seeking careers in space science and technology, as well as adults looking to further their education in this field. The report also discusses the application of Aristotle's rhetorical proofs, specifically ethos and logos, to enhance the appeal of the program by highlighting the credibility of the degree and the logical importance of space research. This strategic approach aims to effectively communicate the value and opportunities offered by the UNSW aerospace engineering program to its target audience.

Running Head: PUBLIC RELATIONS
Public Relations
Name of the Student
Name of the University
Author Note

1PUBLIC RELATIONS
Table of Contents
Introduction................................................................................................................................2
1. Key Statement.....................................................................................................................2
2. Positioning Frame...............................................................................................................3
3. Aristotle’s Three Rhetorical Proofs....................................................................................3
References..................................................................................................................................4

2PUBLIC RELATIONS
Introduction
The key message comprises of the primary or main points that a business enterprise
wants its target audience to listen to as well as to remember (Doorley and Garcia 2015). The
key message creates meaning while also headlining the main issues that the business
enterprise wants discussed. Key messages enable an enterprise to enhance relationship with
the target audience, control communication and constitute a vital feature of any public
relations campaign (Austin and Pinkleton 2015). This report defines a key message and
positioning frame for UNSW Engineering, which it can successfully use to market its
aerospace engineering program to its target audience that comprises primarily of youth
looking to embark on engineering degrees in Sydney. It also discusses which of the three
rhetorical proofs propounded by Aristotle are used for creating this positioning statement.
1. Key Statement
Pursue an Aerospace Engineering Degree and Live your Dream of Flying in Space
 Scientific discoveries constitute a major achievement of mankind. Without science,
life would be dull, meaningless and devoid of rationale. Science gives meaning to life
and the outer space contains mysteries that science is yet to discover.
 With resources on planet Earth becoming increasingly limited, scientists are now
looking to the outer space to find solutions and answers to the problems that we face
here on earth.
 Get to join top scientists of the country as they seek to unravel the mysteries of the
galaxy by working as a space engineer after completing our aerospace engineering
degree. Live your dream of flying to outer space and put yourself in a position to
uncover knowledge and facts that remain known to the human race until now.

3PUBLIC RELATIONS
2. Positioning Frame
The aerospace engineering program offered by UNSW engineering caters to the education
industry, and in particular, the needs and requirements of students with high scientific
aptitude looking to pursue a bachelor’s degree in engineering, that can help them to find work
in the sector of space science and technology in Sydney, and other parts of Australia as soon
as they graduate. The program is open also to adults working in this sector in some capacity
or the other, who are interested in furthering their education by acquiring a degree in
aerospace engineering.
3. Aristotle’s Three Rhetorical Proofs
Rhetoric refers to the act of persuasion, a study of this act of persuasion as well as
individual acts of persuasion. The three rhetoric proofs that have been propounded by
Aristotle are logos, ethos and pathos (Miller 2017). Ethos refers to the credibility of the
rhetor as perceived by the audience, pathos refers to a persuasion of the audience by getting
the audience to feel or to experience certain emotions and logos which involves using logical
strategies to perceive an audience. In the positioning statement discussed above, both ethos
and logos have been used to make the aerospace engineering degree appealing for
prospective customers (Stacks 2016). Logical explanations have been given on the
importance of space research and learning about space technology and the credibility of
pursuing a degree in aerospace engineering has been highlighted, with the audience being
told that they can get to work with some of the finest minds in the field of space technology
in the country when graduating with this degree.

4PUBLIC RELATIONS
References
Austin, E.W. and Pinkleton, B.E., 2015. Strategic public relations management: Planning
and managing effective communication campaigns. Routledge.
Doorley, J. and Garcia, H.F., 2015. Reputation management: The key to successful public
relations and corporate communication. Routledge
Miller, G.R., 2017. Persuasion and public relations: Two “Ps” in a pod. In Public relations
theory (pp. 45-66). Routledge.
Stacks, D.W., 2016. Primer of public relations research. Guilford Publications