Online Channels for Oral Cancer Awareness: A Public Relations Report

This report analyzes a public relations campaign designed to raise awareness about oral cancer. It explores the use of online channels, including Facebook, Twitter, and Instagram, as platforms for disseminating information and engaging target audiences. The report details campaign objectives, outlines the strengths and limitations of each online channel, and discusses the process of meeting campaign goals. Furthermore, the report applies Macnamara's model to evaluate the effectiveness of the campaign tactics and develops a social media news release to support the campaign's messaging. The report highlights the importance of public relations in addressing the growing issue of oral cancer and emphasizes the need for effective communication strategies to inform and educate the public.

Running head: PUBLIC RELATIONS
Public Relations
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction......................................................................................................................................2
Part 1................................................................................................................................................3
Part 2................................................................................................................................................8
Conclusion.......................................................................................................................................9
Bibliography..................................................................................................................................10

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Introduction
This paper has been constructed in order to answer two parts. The first part of the paper
tries to explain the three online channels that can be used in order to undertake the challenge that
is awareness against oral cancer. This section would even explain the process that would be used
in order to meet the campaign objectives and to effectively reach the target audiences. The
strengths and limitations of the online channels that have been introduced will even be discussed
and finally the Macnamara’s model would be applied in order to have an idea about the success
of the tactics that have been explained earlier.
The part 2 of the paper would try to develop a social media news release and this would
be influential for the development of the campaign that has been used for the awareness of oral
cancer.

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Part 1
Public relations have been one of the significant ways with the help of which the
awareness about any campaign that has been put forth can be brought forward to the consumers.
It has been observed that oral cancer has been rising in the global world and measures to reduce
this disease have to be taken by making the consumers aware about it.
Oral cancer has been found to be a fatal disease and this disease takes life of thousands
every year. The main objective has been to create awareness in the mind of the consumers so that
they take adequate measures to prevent oral cancer. The public relation promotion can be
undertaken by taking help of various online channels.
It is seen that the online channels that have been used for establishing awareness about
oral cancer has been Facebook, Instagram and Twitter. These are the platforms are utilised in
order to spread awareness to the consumers about oral cancer. It is seen that one of the major
social media network has been Facebook. Facebook is a renowned social media application that
is used by the consumers all over the globe in order to interact with other individuals who are
residing all over the globe. Facebook is helpful for uniting the friends and getting to know about
the current information about their friends (Culbertson, & Chen 2013). As Facebook is a
renowned network and creating awareness among the Facebook users about oral cancer can lead
to effective awareness campaign. The campaign can be undertaken by creating a page about the
awareness about oral cancer and how it has become fatal in the modern world. It is seen that this
page even provides videos and information regarding oral cancer so that the consumers can
understands the effects of oral cancer and what measures can be undertaken in order to reduce
the impacts of oral cancer. This page even allows users to join the awareness campaigns and they

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can share this page in their own profile so that their friends can even even have an idea about the
same.
The next online channel that has been used for the promotion about the awareness of oral
cancer can be Twitter. This is an online blogging site where everyone can blog and share their
thoughts and feelings about any topic that is in their mind. In this site, the users can follow the
other users and can read their blogs in order to gain knowledge about what they feel (Cutlip,
2013). In order to create awareness, an account can be created and the link can be forwarded to
various users. In their Twitter account, one can promote awareness about oral cancer by writing
the ill-effects of oral cancer in their blog and how it has an impact on the life of the consumers.
Information about oral cancer can be explained in their blogs so that the followers can learn
about the same and undertake steps in order reduce its impact in an individual life. The pictures
and videos based on oral cancer are even forwarded so that the followers can gain knowledge
and convey the same in the society. It has been observed that Facebook and Twitter has been one
of the most used social media network and therefore making use of the same would lead to the
development of the promotion about the awareness of oral cancer can be undertaken in an
effective manner.
The next online channel that can be undertaken in order to promote the awareness about
oral cancer has been the use of Instagram. Instagram is a growing social networking site and
users of this application upload their pictures so that their friends and followers can watch them
and comment on the same (Austin, & Pinkleton 2015). In this aspect, Instagram has been used by
creating an account where pictures and awareness about the oral cancer are posted so that others
can gain idea about the same. The pictures and the messages that have been used for the purpose

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of campaigning for the oral cancer has been in line with with the campaigning objectives so that
the targeted audience can be reached.
There are various limitations and strengths that are related to the three online channels
that have been used for the purpose of campaigning regarding the awareness about the oral
cancer (Coombs, & Holladay 2013). It has been observed that each of the online channels has
their strengths and weaknesses and each one of them would be discussed in detail.
Facebook
This is one of the leading social networking site that has been used by millions all around
the world. The strengths and limitations have been underlined as follows:
Strengths
Facebook has been found to be the most significant online campaigning mechanism that
would be useful for spreading awareness about oral cancer. Facebook has the facility of creating
pages where one can share videos pictures and even write various facts about oral cancer (Grunig
et al., 2013). The page that has been created only concentrates on the awareness on oral cancer
and anyone can access this page in and can share this page and can provide comment upon the
same. The user can even like the page and after this any new information about oral cancer that
would be posted in the page would be updated in the notification link of the users. In this
manner, with least number of efforts awareness on oral cancer can be conveyed effectively.
Limitations
Limitations in association to Facebook are minimal. It is seen that Facebook only
promotes campaigns within the Facebook users only and are unable to create awareness to the

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other online users (Heath, 2013). Facebook being a public aids the users to comment on the page
with respect to the awareness campaign and hence anyone can post anything if they so desire.
Twitter
Twitter is another social networking site that has been used by various users and has
grown to be one of the best blogging website. Like the other applications, Twitter has strengths
and weaknesses as well and they would be discussed as follows:
Strengths
In twitter, it has been observed that the users can have their own blogs and therefore can
convey their messages with the help of written messages. In this scenario, it is seen that
messages regarding the awareness campaign are conveyed in the blog so that the followers can
gain knowledge about the campaign and can even comment on the blog in order to share their
views (Spicer, 2013).
Limitations
There are several restrictions that are available in Twitter as it is seen that Twitter only
allows writing down in their blogs along with pictures and videos but such activities can only be
seen by the user who are following the account of the campaign. Twitter being a blogging site
does not have the ability to provide the in-depth awareness about the campaign regarding oral
cancer.
Instagram

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This is a social networking site where the users can upload their pictures and videos. In
this aspect promotion on the awareness of oral cancer can be undertaken and it is seen that there
are various strengths and limitations that would be discussed effectively.
Strengths
The strength of this app has been that Instagram can be accessed easily and one can
create pages related to any topic and accordingly can upload pictures. One can forward their link
to the other users so that they can have knowledge about the page related to the awareness of oral
cancer (Parsons, 2016).
Limitations
One of the major limitations of Instagram has been that this application only permits
uploading of pictures and videos and does not allow any written and verbal messages to the other
users. Hence, convey of precise awareness on oral cancer cannot be viewed effectively.
The implementation of the macro model of evaluation for the campaigning of oral cancer
can be undertaken by looking at the inputs that have been undertaken in order to establish
effective awareness campaign against oral cancer. The campaign has been undertaken by taking
help of the secondary data and it has been observed that feedback from oral cancer patients have
been conducted in order to gain precise information about the oral cancer and why it needs to be
mitigated (Toth, 2013). A focus group has been constructed where pre-examination of the
campaign has been undertaken in order to get a clear idea about the broad level oral cancer
awareness campaign.

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The next stage involves the output stage where the rate of response with respect to the
oral cancer awareness campaign has been recorded. The responses that have been gathered are
put through distribution statistics and audience statistics. It is even seen that extensive
monitoring of the data that have been gathered from the responses. The reader and the audience
survey can act as a useful mechanism that would be useful for the undertaking of the campaign.
After the completion of the input and the output stage, if the campaign is found to be useful then
it is implemented in the outcome where qualitative or quantitative researches are undertaken in
order to gain the observable results that could be effective for the promotional campaign of
mitigating oral cancer.
Part 2
This section of the paper would look to develop a social media new release campaign
which would be done by creating a draft content that would be used for the establishment of key
messages that can be use in the online channel campaigns that is associated with the awareness
on oral cancer.
It is known that this campaign has been undertaken with respect to awareness on oral
cancer. The campaign content that has been used in Facebook is inclusive of an attractive slogan
which states “Don’t turn your Short Term pleasure into Long Term pain”. Individuals who are
above the age 20 years have the tendency of consuming various tobacco related items that can be
hazardous to them. People consume such items with an intention to gain short term pleasure and
satisfaction and in this scenario; they have an impact on their long term life. The consumption of
tobacco can is injurious to health and it is one of the significant factor for oral cancer among
people. This not only has an impact on the person who is facing cancer but even has an impact
on their peers, friends and family. Therefore, one should look to abstain from such consumption

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so that they can have a healthy lifestyle. The steps and the measures that is taken in order to
mitigate can they can have a healthy life (Olasky, 2013). The content that is given in Twitter is
quite similar to the one that is given in Facebook due to the fact that Twitter mainly concentrates
on written articles. On the other hand, in Instragram, it is seen that an attractive and on the same
time a realistic and practical picture about a living oral cancer patient has been portrayed over
which the ill effects of oral cancer and the consumption of tobacco has been highlighted (Dozier
et al., 2013). There are other pictures as well that depicts the ways that can be useful for the
consumers to take actions in order to stay away from such fatal disease. Therefore, undertaking
such contents for the various online channels would increase the awareness campaign regarding
oral cancer.
Conclusion
The paper therefore has tried to explain the best three online channels that would useful
for the oral cancer awareness campaign. The strengths and the limitations along with the
incorporation of the macro valuation model is undertaken in order to gain knowledge about the
effectiveness of the campaign. The construction of the campaign content for the online channel
promotion is even effective for the development of the awareness campaign on oral cancer.

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Bibliography
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& Sons.
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Grunig, L. A., Hon, L. C., & Toth, E. L. (2013). Women in public relations: How gender
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