Public Relations Materials Creation: Infinity Tech & Homefire Project

This assignment presents a comprehensive PR campaign developed by a student for Infinity Tech, a technology company, and Homefire, a non-profit organization. The project includes a press release announcing Infinity Tech's $500,000 donation to Homefire, which aims to help 300 homeless youth in Calgary. The assignment also features a Facebook post designed to engage employees and clients, two internal emails (one for each company's employees), and three tweets to promote the initiative. The student also provides a key media message. The success of each communication piece is analyzed, focusing on reach, engagement, and impact on public opinion. This project demonstrates the student's ability to create diverse PR materials to improve public image, contribute to staff retention, and address a social issue.

Running Head: Assignment 2: Creating PR Materials (Individual Project)
ASSIGNMENT 2: CREATING PR MATERIALS (INDIVIDUAL
PROJECT)

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Assignment 2: Creating PR Materials (Individual Project)
Table of Contents
1. Press release...........................................................................................................................3
2. Facebook Post........................................................................................................................5
3. Internal Email to the employees of Infinity Tech..................................................................7
4. Internal Email to the employees of HomeFire.......................................................................9
5. Three tweets.........................................................................................................................10
6. Key media message..............................................................................................................12
Reference list............................................................................................................................13

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Assignment 2: Creating PR Materials (Individual Project)
1. Press release
02.04.2020 Contact: 201 489 3500
Phone number: 201 489 3095
Email: [e-mail]
INFINITY TECH PROVIDES DONATIONS TO MAKE A DIFFERENCE
Infinity tech provides donation to Homefire for homeless youths
United States, March 31, 2020-Infinity Tech Groups. This leading technology and digital
transformation provider is announcing today that the management has made a decision of
donating $500000 to the HomeFire. HomeFire is a small charitable, non-profit
organization that provides free services to vulnerable youth and children. Infinity Tech is
ready to contribute to this charitable company of Bulgaria to help in social development. A
recent meeting with the CEO of HomeFire has taken place in Calgary. In this meeting, it
has been decided that HomeFire will provide services for getting 300 homeless young
people off of the streets. The CEO of HomeFire is ready to collaborate with the Infinity
Tech in this matter as aim of both of this company is to contribute to the society
The management team of both of these companies is expecting humble support from all of
the stakeholders of businesses regarding this noble cause. Moral support from stakeholders
will motivate these companies to continue doing this kind of contribution in the future as
well.
The CEO of Infinity Tech has said, “We were planning this action for the last two years.
Gradually, we have raised this fund with the help of our internal stakeholders. Now, I think,
we are ready to contribute $500000 for helping young homeless people of Calgary. We

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Assignment 2: Creating PR Materials (Individual Project)
must acknowledge that without the cooperation of HomeFire, it would be difficult for us to
make this possible”. On the other hand, the CEO of HomeFire seems happy with this deal
and he has mentioned,“ We are pleased to be a part of this good action and we want to
thank Infinity Tech for making this decision. Since the beginning of our journey, this kind
of contribution has helped us to serve young people and children who need help. We will
expect to get more support in the future as well”. It can be seen that this contribution of
Infinity Tech has the potential to modify their image to public and staff members forever.
About Infinity Tech
Infinity tech was incorporated with a mission of delivering superior value to the clients by
maintaining service quality through bold leadership, innovation and creativity. Different
services like workforce solutions, software development and corporate consulting are
provided by this company. Infinity tech has clients in the communications, high tech and
dozens of other industries. It helps clients to define next generation digital experiences for
their consumers. Infinity tech has clients from Americas, Europe and Asia and some of
them belong from the largest Fortune 500 companies. Main mission of Infinity tech is to
turn their valuable IT investment to a perennially strategic asset.
Please visit for more information : http://infigroup.com/
http://infigroup.com/mission-statement/
http://infigroup.com/global-presence/
Measuring and explaining success
The success of the press release (PR) can be measured by different indicators among which
press coverage is most effective. As said by Morris & Goldsworthy (2016), a press release of
a company can achieve success if it is picked up by notable mainstream media. Detailed

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Assignment 2: Creating PR Materials (Individual Project)
analysis can help to gain information about media houses that picked up the press release.
Press release services can provide information about media picks to this company. This is a
logical and data driven metrics that can help to measure success of the press release.
Success can be achieved if the press release is picked up by mainstream media houses like
Firbes, CNN and others. More coverage by mainstream media can help to improve the
reputation and image of the company globally. Moreover, Reddi (2019) stated that success of
a press release can be felt by analyzing the impact of the PR on current clients.
2. Facebook Post
a. Target stakeholders
Target stakeholders for the Facebook post include employees and clients. The aim behind this
donation is to improve the reputation of the firm among clients and improve staff retention.
As said by Litt & Hargittai (2016), selecting target stakeholders before constructing a
message is essential, which helps to analyze their expectations. Staff expects to work in a
firm, which is financially stable. This donation project can help to increase their loyalty.
However, company image can be leveraged in front of the clients that can help to gain
competitiveness.

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Assignment 2: Creating PR Materials (Individual Project)
b. Facebook post and suggestion of driving engagement
It is suggested to use the above mentioned creative Facebook post for driving engagement.
The used image is indicating that donation is a sharing love for the society. Bright colors and
brief and simple content have been used to attract stakeholders. As mentioned by Lee,
Hosanagar & Nair (2018), brief and simple content helps to drive engagement through social
media posts.
c. Measuring and explaining success
The Facebook post can be measured by analyzing the reach of the post. Reach can be defined
as the number of people seen a Facebook post, which can be through paid or organic effort
(Huang & Depari, 2019). In the page insight of Facebook, reach option is there, which
elaborates reach of every post. Reach by city, country and demography can be measured to
evaluate the success.

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Assignment 2: Creating PR Materials (Individual Project)
This Facebook post can be called successful if it achieves high reach among clients.
Successful posts also achieve high amounts of likes and comments as target stakeholders get
engaged with the post and take interest in the matter posted.
3. Internal Email to the employees of Infinity Tech
TO: XXXX
CC: XXXX
BCC: XXXX
Subject: Let us work together to achieve a better future
Dear colleagues,
It is an honor to work with this fantastic and talented workforce to achieve the
organizational objectives. I believe that together we can be able to achieve those objectives
and gain a competitive advantage.
As employees you need to give your best effort to provide best and quality service to the
clients that can help us to provide proper value to them. Our other essential objective is to
develop and improve public opinion about the organization. This can help us to gain more
benefits and expand our business to new heights. Good public image is always essential to
gain an upper hand in this competitive business market.
Moreover, we are also looking forward to performing our duties towards society in which
we operate and gain benefits. For achieving this objective, we are forming a partnership
with Homefire in Calgary and donating them $500000. This amount can help them to
provide support to the homeless youths who live on the street. We have raised this fund
gradually and decided to help the youths who we think are the future of our society. We
would like to thank you for your hard work and good performance that has made us eligible
to stand beside the needy section of our society.
You as an employee need to perform all your duties and give best performance and service

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Assignment 2: Creating PR Materials (Individual Project)
to the clients that can help us to gain the desired objective of increased public opinion about
the company.
I am excited to be part of this workforce and my sleeves are rolled up to achieve the
objectives and I know yours are too.
Regards
CEO, Infinity tech

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Assignment 2: Creating PR Materials (Individual Project)
4. Internal Email to the employees of HomeFire
TO: XXXX
CC: XXXX
BCC: XXXX
Subject: An excellent opportunity to stand beside poor homeless youths of Calgary
Dear employees,
I would like to let you all know that our company is entering into a partnership
with Infinity Tech for a great project. After a long discussion with the CEO of Infinity, we
have made a decision of helping 300 homeless youth of Calgary. In this noble mission, the
partner company will provide us $500000 and we will use this fund to meet the objective of
this project.
This donation is the initiative from the end of Infinity Tech as they want to modify
their image in front of their stakeholders through contributing to the society. The CEO of that
company has told me that he was planning for this program for the last two years with his
colleagues. Finally, they are ready for this donation. We always welcome this kind of
approach in our business as our mission is to serve to the community and engage others in
this mission.
Therefore, I am requesting all of the employees of HomeFire to provide their best
effort to make this initiative successful. Shortly, the management team will let you all know
your roles and responsibilities within this project. Your heartiest cooperation is required to
make this plan of partnership and donation successful. I will be responsible to supervise each
of the tasks associated with this project. If you have any questions about this project, you can
mail me at my email address at any time.
I am looking forward to hearing from all my employees about this project.
Yours sincerely,

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Assignment 2: Creating PR Materials (Individual Project)
XXXX
The CEO of HomeFire
Address: XXXX
Contact number: XXXX
5. Three tweets
a. Target stakeholders
Internal and external stakeholders of both of these companies are the target audience
of these three tweets. Moreover, people from all over the world, who use twitter and follow
these companies, will be informed about this noble action. As mentioned by Lamb, Gilbert &
Ford (2018), twitter has become one effective social media that helps people to reach the
maximum audience within the minimum time. It will help Infinity Tech and HomeFire to
think about donating for noble causes.
b. Objectives of tweets
● To promote donation for addressing the issue of homelessness in Calgary
● To inform consumers, employees and shareholders about this noble action
● To influence more people to donate for addressing the social issue of homelessness of
youths
c. Tweets

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Assignment 2: Creating PR Materials (Individual Project)

DONATION FOR SERVING TO THE HOMELESS
YOUTH OF CALGARY
Who is Infinity Tech?
Infinity Tech provides different services
like workforce solutions, software
development and corporate consulting
are provided by this company. It has
clients in the communications, high tech
and dozens of other industries. It helps
clients to define next generation digital
experiences for their consumers.
Who is HomeFire?
HomeFire is a small charitable
organization of Calgary that serves to
poor children and youths.
Why Infinity Tech and
HomeFire are
collaborating?
The Infinity Tech will donate $500000 to
HomeFire for serving 300 homeless
young people of Calgary
The aim of their planned
project
Addressing the social issue of
homelessness and influence more people
for donating for social causes
The statement from the
CEO of Infinity Tech:
“We will keep contributing to the
society”
The message from the
CEO of HomeFire:
“We are grateful to Infinity Tech for this
partnership and cooperation”
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Assignment 2: Creating PR Materials (Individual Project)
6. Key media message