Strategic Public Relations for Aerospace Engineering at UNSW Sydney

This report details a public relations strategy for UNSW Engineering's aerospace engineering program, focusing on identifying and targeting key public segments. The primary target segment is defined as individuals aged 18-25 interested in pursuing higher education in aerospace engineering. The proposed communication tools include social media platforms like Facebook and Twitter for broad outreach and cost-effectiveness, as well as the distribution of informational leaflets on university, college, and high school campuses within Sydney to directly engage potential students. The strategy emphasizes the importance of aligning communication efforts with the specific interests and characteristics of the target demographic to maximize the effectiveness of the public relations campaign and boost enrollment in the aerospace engineering program. Desklib provides access to a wealth of study resources, including past papers and solved assignments, to support students in their academic endeavors.

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

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Table of Contents
Introduction................................................................................................................................2
1. Identifying Primary and Secondary Public Segments........................................................2
1.1. Primary Public Segments............................................................................................2
1.2. Secondary Public Segments........................................................................................2
2. Primary Segment to be Used for PR Activities..................................................................2
3. Communication Tools to be used for PR............................................................................3
3.1. Social Media................................................................................................................3
3.2. Distribution Leaflets in University, College and High School Campuses..................3
Conclusion..................................................................................................................................4
References..................................................................................................................................5

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Introduction
The market segment refers to a part or subdivision of the overall market that features
distinctive and specific characteristics (Cross et al. 2015). In market segmentation, marketing
is tailored to the requirements and needs of the target segment or audience as opposed to the
process of mass marketing, where the marketing activities are directed towards the market as
a whole (Dolnicar et al. 2014). This report identifies three primary and secondary public
segments for advertising the aerospace engineering program offered by UNSW engineering
in Sydney, selects a primary segment for public relations and outlines the communication
tools to be used, in order to market the engineering programs successfully to the target
audience.
1. Identifying Primary and Secondary Public Segments
1.1. Primary Public Segments
 Demographic segment
 Geographic segment
1.2. Secondary Public Segments
 Behavioral segment
2. Primary Segment to be Used for PR Activities
The primary segment that will be the target audience of the promotional activities
undertaken by UNSW Engineering for its aerospace engineering program will be the
demographic segment. This segment will comprise of people aged between eighteen and
twenty five years who are interested in pursuing higher education in the domain of space

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engineering in order to pursue a career in this field someday. The bachelor’s program in
aerospace engineering takes four years to complete while the masters program takes a year to
complete, hence both the programs are sure to appeal to college and university students in the
age group of 18 to 25.
3. Communication Tools to be used for PR
3.1. Social Media
UNSW Engineering will make extensive use of social media platforms in order to make
its aerospace engineering programs widely known to its target audience, that is, university
students in the age group of 18 to 25 years. Social media platforms like Facebook and Twitter
are widely used nowadays for the dissemination of information and are characterized by easy
outreach as well (Scott 2015). Such platforms are therefore certain to do well for reaching out
to the target audience as all of them will have accounts on both the social media platforms
mentioned. Social media platforms are also inexpensive to use compared to other forms of
advertising options that exist (Spence et al. 2016).
3.2. Distribution Leaflets in University, College and High School Campuses
Another method that the UNSW Engineering will make use of in order to market its
aerospace engineering program to its target audience, is to distribute information leaflets
about the program at university campuses and colleges operating in the city of Sydney. These
are venues that will be filled with members of the target population who could be interested
in pursuing an aerospace engineering degree. Such leaflets will also be distributed in high
school campuses where students on the verge of selecting a subject for a college degree could
be persuaded to take up an aerospace engineering program offered by UNSW engineering.

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Conclusion
Thus, the UNSW Engineering can successfully partake in PR activities for its
aerospace engineering program by first identifying the primary public segment and using the
right communication tools to reach out to this segment.

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References
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., 2014. Required sample sizes for data-
driven market segmentation analyses in tourism. Journal of Travel Research, 53(3), pp.296-
306.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons.
Spence, P.R., Lachlan, K.A., Edwards, A. and Edwards, C., 2016. Tweeting fast matters, but
only if I think about it: Information updates on social media. Communication
Quarterly, 64(1), pp.55-71.