Report: Strategic Analysis of Alliance's Social Change Campaign

This report presents a case study analysis of an environmental sustainability campaign undertaken by the Alliance, a European-based non-governmental youth enterprise. The report begins with an introduction to social change campaigns and their importance in driving societal and political shifts. It then delves into a strategic analysis of the Alliance's campaign, examining its objectives, strategic approach, and key communication channels, including the promotion of environmental sustainability practices. The report also explores the concept of risk communication and its role in spreading awareness about environmental risks. Furthermore, the report outlines proposed evaluation methods used to assess the campaign's impact, such as surveys, workshops, and government reports. Finally, the report provides a critical reflection on the model and approaches used by the Alliance for the development of public relations.

A Case Study (chosen
campaign for social change)
Report and Analysis

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
SECTION A: Strategic analysis ......................................................................................................1
Analysis of objectives behind promotional campaign, strategic approach and key
communication channels .......................................................................................................3
Section B: Proposed Evaluation methods........................................................................................5
Section C: Critical reflection ..........................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Social change campaigns are analysed as set important business activities which are
carried out over a specific time durations in an order to gain something like social and political
change. These are also analysed as movements which are sparked by the ideas and propelled by
some organisation actions. By utilizing the social research and co designs techniques, individuals
will tend to develop unifying concepts and social change campaigns that is needed to be mobilise
people behind the important causes and initiatives (Shor 2012). In present report, one social
change campaign is selected which is carried out by Alliance which is European based
international non governmental Youth enterprise. The main objective is to provide voluntary
service organisation with the opportunities to communicate and exchange experience within
Europe. This report is divided in to three sections, first section of strategic analysis cover
understanding about the concept environmental sustainability campaigns and its important in
countries (Singhal and Rogers 2012). Further, it will also determine the risk communicate
programme carried out by Alliance with the help of volunteers, organisation and Administrative
councils etc. Strategic approach and various communication channels to promote campaigns are
also discussed along with the target audience of campaigns. Along with this, there are various
important proposed evaluation methods have been discussed which are used by organisation to
analyse the results which they have achieved after implementation of environment sustainability
campaign. Different methods used by organisation for collection of data have also been
discussed. In third section, critical evidence of model and approaches used by Alliance for
development of public relations have been determined along with some important functions.
SECTION A: Strategic analysis
Social change is analysed as alteration within order of a community or society that
involves modification in nature includes changes in nature, social institutions, behaviour and
relations. It is also analysed as amendments of essential mechanism in social structure which is
characterized by alterations in cultural symbols, behaviour, social organizations and values
systems (Maher and et.al., 2014). Present report is also based on analysis of environmental
sustainability campaign which was started by several international voluntary service
organizations like Alliance because they are agreed upon significance of promoting and
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coordinating common actions for environmental protection and gave life to international
sustainability campaign in IVS.
A communication campaign has been considered as an intervention which intends to
generate some specific outcomes or effects, relating to large number of individuals, usually
within specified time durations. This campaign was started in year 2009 to create values of
environmental sustainability among individuals in society and spreading awareness among
people in countries towards sustainable development. Alliance is identified as a European based
international non-governmental youth organization which was officially registered in Denmark
in year 2005.
Being aware of delicate relationship in between human beings and surrounding
environment, all par. Organisers were invited in campaign to promote and reflect upon their
impact on local communities as well as their role in global society. Environmental sustainability
means rate of harvesting of renewable resources, pollution creation and depletion of non-
renewable resources that can be continued independently. Various campaigns are organised by
governments to promote sustainability across countries with an to protect exploitation of natural
resources which are non-renewable (Lin, 2014). Development of sustainability towards
environment is a big natural concept that aims to preserve natural resources and reducing
exploitation of environment for healthy future.
Risk communication has been identified as a purposeful exchange of information about
risks in between interested parties. More specifically, it is an act of conveying or communicating
major information in between parties related to range of areas involving such as levels of health
or environment risks, decisions, actions and policies aims at management or controlling health or
environment problems (Davies, 2012). There are various important risk communication
programmes that have been organized by Alliance with support of other organisation to spread
awareness of risk to health of human beings through exploitation of environment and increase in
pollution. There are various risks identified which are faced by human beings just because of
polluted environment in European countries. Moreover, role and contribution of people and
communities towards sustainability of environment in UK and other countries was determined in
risk communication programmes.
In addition to this, increase in pollution within environment, respiratory problems and
shrinking non-renewable natural resources are major risk of concerns that have been
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communicated to government and political parties by Alliance in order to gain their support in
promotion campaign. Further, there are various important communication channels that have
been adopted by Alliance. Interested parties which are involved in campaigns involve
government, agencies, corporations and industry groups, unions, media, scientists, professional
organisations, interest groups and individual citizens (Stonecash, 2018). These promotional
campaigns are also carried out to promote environmental sustainability practices among all major
actors involved in their projects like volunteers, local communities and administrative councils.
This has been accomplished with an aim of getting effective and viable solutions to challenge
sustainable development; one of great challenges of our time.
Stages involved in risk communication programmed organisation by Alliance involves Hazard
identification, risk assessment, policy development, implementation and evaluation. At initial
stage, problems have been identified by organisation and its volunteers faced by local
communities and people due to increase in environmental pollution as well as depletion of
natural resources (Blackburn, 2012). The next step of risk communication programme was to
assess level which is associated with pollution on health and other natural resources which are
required to live. Moreover, it is identified that continuous rise in pollution and improper waste
management by organisation regulating in countries have polluted environment. According to
NHS, more than 47% of overall patients in health care organisation were having respiratory
problems and infections which are caused by living in unhealthy environment. Development and
implementation of various environmental sustainability policies was another important part of
risk communication programme organised by Alliance.
Analysis of objectives behind promotional campaign, strategic approach and key communication
channels
Study of Article provides a clear understanding that there are various objectives of
Alliance behind starting of this environmental sustainability campaigns such as: Increasing level of environment sustainability: It was main objective implied to increase
in practices related to environmental protection and getting support of volunteers,
organisation and administrative councils across countries in world to raise importance of
healthy and green environment among people (Sachs, 2012). Further, this campaign also
aims at raising level of environment sustainability within IVS projects, through
empowerment of various organisations, thus for the reduction of influence of
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environment on society. It has provided major support to Alliance for creating awareness
among people in local communities about Environmental Hazards and problems which
are needed to be faced in future due to scarcity of natural resources and unhealthy
environmental conditions. Bringing social change: As per analysis, campaign was carried out by Alliance to change
perception of individuals in societies, communities, organisations and vendors towards
environment. In society, there are people who belong to diversified cultures and
backgrounds, etc. Public relations is most important practice used by Alliance for
managing spread of information among individuals, organisation and public (Hart, 2013).
Main objective behind this is to provide information about risk that is associated with
unhealthy environment conditions and getting support of international and large scale
business enterprises towards carrying out waste management programmes for
environmental sustainability. Changes in policies and procedures: Main objective of The Alliance behind carrying out
the campaign is to achieve support of government and authorities towards improvement
of environmental sustainability practices that needs to be improved by organisation
(Bendell, 2017). Moreover, the main objectives of organisation is to be raise the
campaigns, bringing major changes in environmental protection, improvement in policies
and practices that needs to be taken in to consideration. Further, empowering organisation
to raise its possibilities and practices of protecting business environment. Spreading awareness: Campaign is also carried out with aim to spread awareness about
the delicate relationship of people with the objectives of organisation to raise its
importance among the business environment. Various new and innovative
communication channels have been raised by Alliance to promote quality of services.
 Economic development: It is the problem that proves the most problematic as most of the
people disagree on political ideology what is and what is economically sound and how it
will affect the business and through the extension, jobs as well as employability.
Strategic approach
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The environmental sustainability strategic approach is identified as plan for creation of
healthy environment in countries. It will provide support in determining how the city will evolve
and develop its strengths in order to become an ever and more vibrant resilient and sustainable
community, integrated with the healthy ecosystem. Strategic approach to improve the
environmental sustainability among the people is to raise significance of environment. Moreover,
the evaluation of sustainability in organisation's governance, involving direct board oversight
and the major accountabilities over environment and social issues. Moreover, more diversity and
speciality on the boards and ground level operations and also linking with executives and other
business enterprise (Sahakian and Wilhite, 2014). Development of public relations is also
another approach that is implemented by Alliance through proper use of communication
channels and professional business campaigns. Rather, manager also robust the regular dialogues
with the key important stakeholder on the changes of sustainability challenges, including the
employees, investors, NGOs, suppliers and consumers. Moreover, key communication channels
like internet, newspaper and television channels was used by Alliance to promote the campaign
of environmental sustainability. Target audience which is selected by Alliance was the local
communities and societies, government official, health care organisation and commercial
business enterprises to achieve support and successful accomplishment of objectives behind
improvement of organisation.
Section B: Proposed Evaluation methods
There are various important ways through which success of this environmental
sustainability campaign started by Alliance can be measured in order to analyse that whether the
objective of organising campaign was achieved or there are any requirements of much more
efforts to make improvement in policies and strategic approach. Data related to increase in
environmental hazards and their influence on health of human beings and other resources have
been collected (Yearley, 2013). Government's environmental authority have been analysed to
decrease in environmental problems after starting of these campaigns. Surveys are analysed as
most important method that is used by Alliance to collect the information from their target
audience such as local communities' people and audiences (Barr and Prillwitz, 2014). This will
provide support in evaluation of changes which have been occurred in thinking and perceptions
of people towards environmental protection. Information and studies carry out by researchers are
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also analysed to get an evaluation of public response towards environment al sustainability and
methods they applied by organisations for management of waste which is carried out under the
professional to support the business procedures and employment.
Workshops: By making collaboration with large scale business enterprises and entrepreneurs,
Alliance will carry out evaluation of methods and strategies which are implemented by
organisation to promote environmental sustainability (Jabareen, 2013). Through this, Alliance
will ensure the environmental sustainability working groups will keep on developing and
improving the sustainability work of the Alliance both internally through the annual awareness
increasing actions and the reminders for the members business enterprises and extremely through
the representation at the events associated with the sustainability and sustainable development.
Government reports and statistics: One of the most important proposed evaluation method
which implies to analysis of government reports and statistics annually which are formulated
environmental authorities to provide information about increase or decrease in exploitation of
natural resources (Gimenez, Sierra and Rodon, 2012). In this context, for evaluation of success
social change campaign the organisation will carry secondary research and analyse the
government reports to identified increase or decrease in exploitation of natural resources in
countries.
Interviews: Various interviews sessions are conducted with the health care professional and
doctors to get information about increase and decrease in the number patients having diseases
which are caused by unhealthy living conditions and environment (De Medeiros and et.al.,,
2014). Health care professionals will provide clear reports of reduction in diseases and number
of patients as results of successful social change campaigns.
Economic development: It was one important objective behind carrying out the promotional
campaigns. It is mainly related to giving people what they require without compromising the
quality of life, especially in the developing nations ad decreasing the financial burden on the
government. Effective environment protection will also reduce government expenditure on
environmental cleanliness (Fischer and et.al.,, 2012). Through analysis of rise in national
income, Alliance will be able to analyse economic development of UK. Performance evaluation
of government department will be accomplished for analysing the effectiveness of policies and
strategies implemented for reducing the pollution and creation of environmental protection
among individuals. Along with this, policies of government related to waste management for
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small business enterprises, health care, supermarkets and restaurants are analysed to evaluate the
influence of campaign on practices of these business enterprises towards environmental
sustainability.
Section C: Critical reflection
Public relations is analysed as activity which is accomplished by various business
enterprises to protect as well as increasing the reputation of every particular organisation for that
matter any individuals. In present fierce competition, where every business enterprise work every
hard to work upon its brand image, public relations has become a need of the hour. It is essential
for every organisation to communicate well wit its target audience (Kolk, 2016). The correct
flow of information is important. Moreover, the public relations activities requires the correct
flow of information between organisation and its public also called its target audience.
Moreover, it is more important for Alliance in development of long term direction to achieve
success in business operations and promotional business campaigns to raise the important
business concepts of organizations. By this, organisation will be able to ensure the smooth way
of communicating between environment authorities and local communities for promotion
sustainability development campaigns. There are various social and cultural dimension which I
have identified from this campaign such as collectivism among the people towards adaptation of
change as they are living with their own cultural values and spirituals. Social dimension are
related with concern of organisation towards the values, norms, rules and roles which provides
great influence on the behaviour of human beings, emanating from the cultural backgrounds.
Basically there are tow models of public relations which are based on research and
utilized by organisation the gather public onions and data led the scholars to label these business
models with two ways rather than the one way of getting they are more resemble business and
the public opinions towards the involvement of people in accomplishment of success social
campaigns (Guy and Shove, 2014).
There are basically two models of Public relations such as Asymmetrical and
symmetrical model. Both of these methods are usually applied as they based on the two way
communication which provides support to the organisation in increasing effectiveness of
campaigns and providing valid information (Barr, 2016). I have also analysed that the risk
communication programme which carried out involves stages such as Hazard identification, risk
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assessment, policy development, implementation and evaluation. Surveys are analysed as most
important method that is used by Alliance to collect the information from their target audience
such as local communities' people and audiences. Asymmetrical model is based on the
principles of behavioural psychology. According to this, Public relations research will aim to
demonstrate understanding of public about the environment sustainability and damages caused
ineffective and unhealthy environment. This method of public relations will also determine the
understanding and belief of organisation towards measures that needs to be taken for improving
the environmental conditions across the countries. In this type of model, Experts of public
relations in organisation will position their business enterprise and brands on the whole within
the minds of their target audience (Roper, 2012). In this method, I have analysed the Alliance
also needs to use the two ways asymmetrical model . In this, they will tend to promote their
campaigns by increasing brand image of their organisation and perform various environmental
protection practice to influence their target individuals such as local communities, social
individuals, organisation and other voluntary service organisation which are involved to promote
their promotional campaign related environmental sustainability in other countries across the
world (Newsom, Turk and Kruckeberg, 2012). Through application of this model, organisation
will be able to influence local communities and people to protection environment from pollution
and make effective utilization renewable and non renewable natural resources, through the
manipulation and force the public to behave in the same way the organisation require from them.
According to this model, Alliance will not have to use the more volunteers and resources to
identify the reaction of social campaigns on their stakeholders, government authorities and
public.
Apart from this, Another important model of public relation is identified as two way
symmetrical model of the public relations is considered as an ideal way of increasing Alliance's
reputation among its target audience. According to this, public relations experts in organisation
are mainly depended on the two way communication to position their campaigns among the end
users (Heath, 2013). Moreover, free flow of information must be their among the local
communities and government. Moreover, I have realized that Social campaign carried out by
alliance to raise the awareness of people towards the sustaining country's environment and
analysis of hazards which are responsible for polluting and exploiting country's environment.
Many diseases and problems have been raised due to increase in environmental issues just
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because carelessness of people and organisation towards waste management. By using this
model, Alliance will be able to direct communicate with target people, who are living in most
polluted cities (Rice, and Atkin, 2012). Though this sustainability campaigns, I have been able
to get information about the measure and strategies which are implemented by state government
to reduce pollution level and increase in environmental awareness among target audience.
In addition to this, public relations functions are mainly categorized by public s within
the relationships are established and people to whom the appeals have been made to provide
them understanding of some policies, procedures, individuals, causes and products or services.
Function of PR involves community, employee, government and financial relations.
Rather, I have also analysed that functions of public relation consists of Alliance's planned,
active and continuing participation within diversified community or culture sustain and increase
its environment to provide benefit to both the organisation and community (Avelino and
Wittmayer, 2016). There are various important principles that involves many accommodations
and innovative business functions. This aids the voluntary service organisations in Alliance to
perform the partnerships, volunteer activities public participation and philanthropic
contributions.
Along with this, performing functions of public relation also involves requires Alliance to
develop its relationship with volunteers and employees which are associated with them in the
projects related to protection and reducing depletion of scarce natural resources in countries of
Europe. It clearly implies that for creation of positive public relation, it is essential for
organisation to develop effective team of volunteers and employees. They can also provide them
knowledge about team work and coordination in order to accomplish objectives of environment
sustainability development (Blackburn, 2012). Employee empowerment termed as delivery of
adequate authority and responsibilities to employee so that they will be able to carry out effective
participation in activities. In order to achieve the business objective effectively, it is essential for
manager to carry out an important business perspective in including business functions and
performing effective task to achieve the goals and objectives. Through this, Alliance gets an
ability to promote their campaign in different parts of countries and encourage new volunteer
along with business enterprises to take active participation in sustainability development.
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Apart from this, I have also analysed that maintaining effective and satisfaction among the
workforce is the job of internal relations. Moreover, the public relations who have specialization
in internal relations also possess the primary responsibilities of conveying with the intra
organisational public's, executives, management, labour and administrative staff. In addition to
this, the general media relations offered by diversified public involves various public relations
agencies along with the specialization or sub function that exist commonly.
Moreover, crisis management in the social change campaigns of Alliance involves both planning
for and reacting to emergency situations (Vries and et.al., 2015). They also have requirement for
the quick response plans and fast as well as accurate information which they will provide to new
media channels and their public relations agencies which are specialized in crisis and
management of risks, they also provide and implement in the case of crisis.
Moreover, the lobbying is identified as adjunct towards reaction of government or public affairs
units of Alliance and external lobbying enterprise will also be hired by organisation (Singhal and
Rogers, 2012). They usually possess an expertise with their particular industry for which they
have been hired for communicating and maintaining its relationship with some legislators, press
secretaries and other government officials. This will also provide support to the organisation in
making effective relationship with the people and attaining their supports towards environment
sustainability development (Davies, 2012). In order to achieve success in operations and IVS
projects, it is also essential for the organisation to development and funds raising often overlaps
with the members relations in that mainly aims to build support, particularly in the form of
financial donations or government grants.
CONCLUSION
In this report, it is concluded that the development of positive relationships with public
and organisation along with target audience will help the organisation in getting support
increasing environmental sustainability within country. Social change is analysed as alteration
within order of a community or society that involves modification in nature includes changes in
nature, social institutions, behaviour and relations. It is also analysed as amendments of essential
mechanism in social structure which is characterized by alterations in cultural symbols,
behaviour, social organizations and values systems. Stages involved in risk communication
programmed organisation by Alliance involves Hazard identification, risk assessment, policy
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