Public Relations Plan: CSR Activity for Saving Sea from Micro Plastic

This document presents a comprehensive public relations plan aimed at addressing the growing concern of microplastic pollution in the seas, particularly focusing on the Australian South East Coast, Bicheno, and Tasmania. The plan includes a situation analysis highlighting the severity of the problem and its consequences on marine life and water quality. It sets campaign goals such as raising awareness, spreading knowledge on mitigating microplastic use, and raising funds for cleanup efforts. The target audience is divided into primary (local residents), secondary (social workers), and tertiary (fishermen clubs), each with specific objectives. Strategies involve a three-stage approach: awareness campaigns, conveying solutions, and fundraising for cleanup activities. Communication tactics primarily utilize action events, and a detailed schedule with milestones and deadlines is provided using a Gantt chart. A budget is outlined under minimal, moderate, and optimal scenarios, followed by an evaluation plan to assess the effectiveness of the implemented strategies. The overall aim is to reduce microplastic pollution and promote marine conservation through a well-structured and executed public relations initiative.

Running head: ASSESSMENT 3: PUBLIC RELATIONS PLAN
ASSESSMENT 3: PUBLIC RELATIONS PLAN

2
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Table of Contents
Letter of Transmittal...................................................................................................................3
Executive Summary...................................................................................................................3
Situation Analysis......................................................................................................................3
Problem and Consequences........................................................................................................4
Campaign Goal...........................................................................................................................4
Audience Identification and key messages................................................................................5
Audience Objectives..................................................................................................................5
Strategies....................................................................................................................................6
Communication Tactics..............................................................................................................6
Schedule.....................................................................................................................................6
Budget........................................................................................................................................8
References................................................................................................................................11

3
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Letter of Transmittal
Dear sir/madam
This letter has been written to draw your kind attention towards social matter that falls
under the company’s CSR activity.
Saving Sea from Micro plastic this will fall under the company’s CSR activities. This
is known to be an infamous aspect of industrialization in Australia. Although there has been
attempts to tame the growth of such pollution the growth in industrial sector has given rise to
such pollutions. It can be stated that Micro plastic is a major component which is found
largely in sea polluting them and are at disposal from the daily population in the Australian
Sea Coast. In this project plan a conclusive plan will be developed to address the concerning
factors to the public and to raise awareness in order to control the existing situation.
This is a formidable plan that will benefits our society. For the plan is discussed
below.
Thanking Your
Yours Faithfully
Executive Summary
Marine Pollution has been a growing concern for stakeholders in the recent year
industrial sector have been the major cause for the increase of such pollution and increase in
such pollution levels are always blamed on the same. The program goal to ensure that
everyone in the area near to a sea are informed about this concerns and an awareness
campaign is help to ensure that necessary precaution are taken for the benefit of the
ecosystem. The target audience is divided on the basis of three major division primary,
secondary and tertiary. Primary are the locals residents on the place, secondary are the social
workers and tertiary are clubs in the following region. The target audience have been divided
on the contribution that they will have in making the campaign successful. The budgets have
also been created to look after the cost that will be needed in completing the programme. It
can be said that the budget have been made under minimal, mediocre and optimal situation
for the comfort of having a precise overview on the budget of the project. It can be said that
through the use of effective plan the company will be able to execute the stated goal and save
sea from micro plastic.

4
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Situation Analysis
In the recent studies, some Marine Biologist that the levels of microplastic pollution
in sea sediment of Australian South East Cost have increased abruptly has found it out. The
situation in Bicheno and Tasmania are the worst. In the study, it was seen that the biologist
found 3.4 micro plastics in every millilitre of samples, which they collect. This shows that the
current situation is very concerning for the environment. Our company on the other hand has
a vision of being responsible as firm in the country. The act of responsibility also conducts
the CSR activity, which the firm wants to initiate for raising awareness regarding the Micro
plastic pollution which are raising in the sea levels of Australia. The current situation are very
concerning and complicated but making a step forward for such awareness will to tend to
save the environment (Vince & Hardesty, 2017).
The external factors which tend to effect the current situation are political, cultural,
social and technological. The political factors are the government steps which it will take
towards the initiative of the company. If the government will be supportive the ease of
conducting such activity will be easy. The cultural and asocial factors are the combined effort
of local population and grow they will support such initiative taken by the company. It is seen
that people are now more aware that they need to contribute for the environment that is in
favour of such activities. The technological aspect will boost the pace of campaign and will
provide necessary communication required for such programs.
The internal factors are the CSR initiative and approach which the company has
towards its CSR programs. It can be said that the company is high motivated to conduct such
social initiative that benefits the environment as well as the society of the firm. It can be said
that the company has a positive approach towards the activities which are to be carried out by
the firm in order to save the sea from micro plastic hazards.
Problem and Consequences
With increasing use of micro plastic the adverse consequences could be easily be
observed. The major impact of it could be observed on the marine life, which is inevitable
part of the biosphere. The sea and the oceans are the one of the vital sources of water on earth
(Pedrotti et al. 2016). However, with increasing human invasion the pollution of theses water
bodies have also consequently increased. Most of industrial and agricultural wastes are

5
ASSESSMENT 3: PUBLIC RELATIONS PLAN
poured into this water bodies, which eventually degrades not only the water quality but also
the marine life living it. Similarly, by the use of micro plastics the organic pollutants of the
sea such as the PCBs, DDT etc concentrates themselves on the surface of theses micro
plastics owing to their hydrophobic nature. When the marine animals feed on theses micro
plastics they, unintentionally intake the organic pollutant as well which increasing the
chances of the concentration of these pollutant in entire food chain (Green et al. 2015)
Campaign Goal
The campaign goal that will be set for achievement for the current Public Relationship
plan are as follows:
● Raising awareness related to the micro plastic pollution in sea regions of Australian
South East Coast, Bicheno and Tasmania
● Spreading knowledge related to mitigating the use of micro plastic elements in such
areas
● Campaigning in different region of the said region to prescribe necessary precautions,
which are to be taken by the public and companies in this areas.
● Raising possible funds from the public as well employing CSR funds to clean up
micro plastic elements in the sea to decrease Micro plastic pollution the sea for these
regions (Browne, 2015)
The above are the main objectives for the purpose of which the plan will be made to ensure
that the pollution spread by micro plastics in sea are decreased and the sea are saved through
the pollution done by these elements.
Audience Identification and key messages
There are three division of the audiences which have been targeted for the current
plan of raising awareness and contributing to the society’s environment. The three division of
the audience for the current plan are as follows:
Primary: The local people residing in the areas of Australian South East Coast, Bicheno and
Tasmania. This will be the primary audience of the campaign, which will be influenced and
communicated through the campaign (Syberg, Hansen, Christensen & Khan, 2018)
Secondary: People belonging from social working background and which are concerned
related to the environment we'll be secondary audience which will be communicated for

6
ASSESSMENT 3: PUBLIC RELATIONS PLAN
supporting the campaign and for working for the company’s social operation and saving the
sea from micro plastic pollution (Pettipas, Bernier & Walker, 2016).
Tertiary: The fishermen clubs and the docks on these coast which have formed clubs will
also be communicated and influenced through the current awareness programme This will
help in telling them the precautions which are needed by them to decrease the micro plastic
levels in sea sediments (Galloway, Cole & Lewis, 2017)
Audience Objectives
The objectives for which the different groups of audience will be targeted are as
follows:
Primary: The Local residents of the are stated above are communicated and targeted through
the campaign for making them know about the current situation and the deep concerns, which
can happen in the future if the situation is not controlled. They will be told about the
precautions, which they have to take for controlling the current situation and contributing to
the environment (Losh, 2015)
Secondary: The social workers will be communicated from the campaign in order to increase
the amount of people who are attracted towards the awareness programme. Social worker
would be told to team up with the campaign members and help the company to successfully
carrying out the awareness program and to raise funds for cleaning the sea.
Tertiary: The clubs will be communicated to raise awareness about the current situation and
telling about the precaution, which they have to take while operating in sea and harbours.
Funds will also be raised from these clubs for environmental purpose (Hylton, 2017)
Strategies
The strategy for such campaign is to ensure and aware the targeted audience about the
current situation and to help them in controlling the current situation. The Campaign will be
divided in three stages. In stage 1 every Locality, social worker and club president will be
communicated through a proper campaign in which they will be told about the current
situation related to the micro plastic pollution in sea of Australian South East Coast, Bicheno
and Tasmania (Struxness & Parker, 2016). In second stage, the campaign will convey the
possible precaution and solution to the current situation. In the third stage, the company will
raise some funds from the club and population in the society and will employed its CSR

7
ASSESSMENT 3: PUBLIC RELATIONS PLAN
funds in the cleaning activities of the sea. This will be concise program which will primarily
focus on betterment of seawater in the current areas (Theaker, 2017)
Communication Tactics
The communication tactic are of two types one is action events in which there will be
events organized to communicate with audiences and the other is the verbal tactics in which
the audience is communicated through written words such as news releases and pamphlets.
The organization will currently use the Action Event tactic to communicate and address the
audiences through an event which will be held in localities of Australian South East Coast,
Bicheno and Tasmania. The locals, social workers and club presidents will be invited in the
event to raise awareness among on the people and to help them understanding the concerns of
the current situations. This will have direct and specific communication with the audience
which have been targeted in this campaign (Pearson, 2017)
Schedule
For the purpose of creating a proper schedule for the plan a Gantt chart is made to show the
milestones and deadlines for each work which will be initiated in the campaign:
Activities
D
a
y
1
D
a
y
2
D
a
y
3
D
a
y
4
D
a
y
5
D
a
y
6
D
a
y
7
D
a
y
8
D
a
y
9
D
ay
10
D
ay
11
D
ay
12
D
ay
13
D
ay
14
D
ay
15
D
ay
16
D
ay
17
Planning
Conducting
Interview with
staff
Reviewing
Records

8
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Observing
Business
Operation
Initializing
campaign
Addressing the
audience
Meeting the
social workers
Meeting the
club president
Raising Funds
Cleaning the
sea
Budget
Particulars Minimal Moderat
e
Optimal
Contacting different individual belonging from the 1000 2500 3500

9
ASSESSMENT 3: PUBLIC RELATIONS PLAN
aforesaid locality
Invitation to every local resident, social worker and club
presidents
10000 26000 34000
Cloth bags for giveaways 5000 9000 16000
Initialization of campaign 6000 15000 18000
Creation of event 12000 18000 24000
Management of event 20000 36000 52000
Rent, rates and electricity 12000 15000 18000
Cleaning of sea program 54000 65000 85000
Salaries to instructors 5000 8000 10000
Food and lodging for team that has been employed in this
activity
3000 5400 6100
Total budget for the plan 128000 199900 266600
Evaluation Plan
After the implementation of the plan it has been seen that thee will drastic changes in
behaviours of every individual towards the contribution of ensuring that micro plastic
pollution does not increase in the sea for the concerned areas (Ling, Sinclair, Levi, Reeves &

10
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Edgar, 2017). It will take a lot of effort to engage the population in such work but it will be
possible after everything goes right cleaning of the sea will ensure the purity of sea water is
regained which will decrease the pollution in sea levels.
Pertinent Research
In order to compile a prominent research before making a plan government websites and
local polls were taken to know about the current situation revolving around micro plastic
pollution in sea levels. Websites related to micro plastic pollution in sea were analysed to-
know about the rates of increase and decrease of this pollution in the sea coast of Australia.
Prior to confident and precise, research the regions of Australian South East Coast, Bicheno
and Tasmania. The sources of the this kind of pollution was determined to know the extent to
which this can increase in the future days of Australia. The effect to sea marine life is
magnificent through this kind of pollution (Syberg, Hansen, Christensen & Khan, 2018). All
this knowledge related to environmental effect lead to a decision that protecting sea from
micro plastic would be the ideal cause for which the company can work for the society.
Communication Samples
An invitational letter is been made for inviting locals of Australian South East Coast, Bicheno
and Tasmania. The letter comprises of the name of the company, an invitation quoting
everyone to join the event and to get information relating to concern of the micro plastic
pollution in sea. The major concern and future consequences that can happen were also
mentioned to ensure that every one attends the meeting and contributes towards a social cause
(Zhang et al. 2017).

11
ASSESSMENT 3: PUBLIC RELATIONS PLAN
References
Browne, M. A. (2015). Sources and pathways of microplastics to habitats. In Marine
anthropogenic litter (pp. 229-244). Springer, Cham.
Galloway, T. S., Cole, M., & Lewis, C. (2017). Interactions of microplastic debris throughout
the marine ecosystem. Nature ecology & evolution, 1(5), 0116.
Green, S. J., Armstrong, J., Bogan, M., Darling, E., Kross, S., Rochman, C. M., ... &
Veríssimo, D. (2015). Conservation needs diverse values, approaches, and
practitioners. Conservation Letters, 8(6), 385-387.
Hylton, L. L. (2017). Microplastic pollution in Indiana's White River: an exploratory study.
Ling, S. D., Sinclair, M., Levi, C. J., Reeves, S. E., & Edgar, G. J. (2017). Ubiquity of
microplastics in coastal seafloor sediments. Marine pollution bulletin, 121(1-2), 104-
110.
Losh, S. (2015). A proposed method to analyze meso-and microplastic pollution on beaches
in Oregon.
Pearson, R. (2017). Business ethics as communication ethics: Public relations practice and
the idea of dialogue. In Public relations theory (pp. 111-131). Routledge.
Pedrotti, M. L., Petit, S., Elineau, A., Bruzaud, S., Crebassa, J. C., Dumontet, B., ... & Cózar,
A. (2016). Changes in the floating plastic pollution of the Mediterranean Sea in
relation to the distance to land. PloS one, 11(8), e0161581.
Pettipas, S., Bernier, M., & Walker, T. R. (2016). A Canadian policy framework to mitigate
plastic marine pollution. Marine Policy, 68, 117-122.
Struxness, R., & Parker, M. (2016). Strategic Public Relations Plan & Client Materials
Redmond Wastewater Division.
Syberg, K., Hansen, S. F., Christensen, T. B., & Khan, F. R. (2018). Risk perception of
plastic pollution: Importance of stakeholder involvement and citizen science.
In Freshwater Microplastics (pp. 203-221). Springer, Cham.
Theaker, A. (2017). What is public relations?. In The Public Relations Strategic Toolkit (pp.
17-27). Routledge.
Vince, J., & Hardesty, B. D. (2017). Plastic pollution challenges in marine and coastal
environments: from local to global governance. Restoration Ecology, 25(1), 123-128

12
ASSESSMENT 3: PUBLIC RELATIONS PLAN
Zhang, W., Zhang, S., Wang, J., Wang, Y., Mu, J., Wang, P., ... & Ma, D. (2017).
Microplastic pollution in the surface waters of the Bohai Sea, China. Environmental
Pollution, 231, 541-548.