Diploma in Communication: Clarity PR Stay-At-Home Campaign Proposal

This report, prepared by Clarity PR, outlines a comprehensive public relations proposal for a Stay-At-Home campaign aimed at supporting the Ministry of Health Malaysia during the resurgence of COVID-19 cases. The proposal includes a detailed SWOT analysis of the Ministry of Health, identifying strengths such as efficient performance and financial support, weaknesses like insufficient staffing, opportunities to bolster public perception, and threats such as misleading information. The campaign targets school students, parents, and teachers, emphasizing their role in containing the virus. The report details research methods, including interviews, and outlines campaign goals, objectives, messages, timelines, and budget. It also presents media and non-media tactics, including social media, online petitions, and pamphlets, along with an evaluation plan to measure the campaign's effectiveness. The report aims to remind the public of the ongoing pandemic and encourage participation in safety measures.

FACULTY OF COMMUNICATION & MEDIA STUDIES DIPLOMA IN
COMMUNICATION AND MEDIA
PRO221 – Public Relations
Assignment 1: Clarity PR
PREPARED BY:
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LECTURER:
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DATE OF SUBMISSION:
19/4/2021
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Table of Contents
ABOUT US...........................................................................................................................................3
ORGANIZATIONAL CHART..........................................................................................................4
A. Proposal For A Stay-At-Home Campaign....................................................................................5
B. SWOT ANALYSIS.........................................................................................................................5
1. Target Audience...............................................................................................................................8
2. Research...........................................................................................................................................8
Goal....................................................................................................................................................12
Objective............................................................................................................................................12
Messages.............................................................................................................................................12
Timetables..........................................................................................................................................13
Budget.................................................................................................................................................14
Media and Non-Media Tactics..........................................................................................................17
Social Media.......................................................................................................................................17
Online Petition...................................................................................................................................18
Pamphlet............................................................................................................................................21
Appendix............................................................................................................................................22
The Pamphlet.................................................................................................................................26
Evaluation Plan..................................................................................................................................27
Section A – Demographic..................................................................................................................28
Section B - Social Media Promotion Feedback:..............................................................................29
Section C - Online Petition Feedback:.............................................................................................30
Section D – Pamphlet Feedback:......................................................................................................32
Section A – Demographic..................................................................................................................34
Section B - Social Media Promotion Feedback:..............................................................................35
Section C - Online Petition Feedback:.............................................................................................36
Section D – Pamphlet Feedback:......................................................................................................38
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ABOUT US
Founded in 2021, Clarity PR is established in Alor Gajah, Melaka, formed with the
intention to offer clients professional, unconventional, and effective service unlike anything
in the market. The Clarity PR team banded together during the height of the Covid-19
pandemic, where we saw the need for business owners to have a platform to establish their
brands, and established brands to maintain their reputation through turbulent times. Our
company name suggests the tone of our approach to media relations: Clarity. Our experts
strive to establish a clear, sincere, and strategic communication plan for our clients to sweep
their customers off their feet.
Our name, Clarity PR, embodies our ideology: Establish a transparent two-way
communication between our clients and customers, improve client public image, ensure
client’s brand to be viewed as a marvellous gem in the cluttered marketplace. As such, we
uphold all of our clients to a high standard, hence the crystal as seen in our logo. The crystal
not only represents transparency in communication, but also the degree to which we value
our clients and their customers. The three squares surrounding the crystal on the other hand,
shows that no matter the perspective, the beauty of the crystal is still visible.
Mission
We are dedicated to ensuring that your brand receives the recognition and prestige
that it deserves through creative, strategic, and digital media relations strategies. We will
make your organization.
Vision
We aim to have Clarity PR be internationally recognized as an innovative and creative
communication firm. We shall continuously strive for excellent service to ensure our
company becomes a benchmark to future communication organizations.
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ORGANIZATIONAL CHART
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A. Proposal For A Stay-At-Home Campaign
As Covid-19 cases are on the rise again, the workload for The Ministry of Health
Malaysia has increased again in a seemingly never-ending battle. The Frontliners of The
Ministry of Health have fought tooth and nail to ensure that the Covid-19 virus is contained
within the nation. As such, there is only so much that your Ministry can do without the
participation of the people. Therefore, Clarity PR is purposing that we organize a Stay-At-
Home campaign entitled: Our home is our shield, with the slogan: Be patient, to not be a
patient, and hashtags such as: #StayAtHome #EveryLifeMatters #SikitJeLagi,
#LetsKeepItGoing, for use in social media.
Our goal for this campaign is to aid the Ministry of Health by reducing the potential
number of patients that the Ministry of Health needs to attend to. According to our
independent preliminary research, the public’s trust in the government in containing the
Covid-19 virus are slowly dwindling. News articles, and social media suggests that the
people are unsure whether the Ministry of Health is competent in handling the pandemic. The
result of this is that the good work done by the Ministry of Health over the past year is slowly
being under appreciated and thus the Ministry of Health frontliners, medical and non-
medical, are the ones who would weather this pandemic the worst.
This campaign seeks to remind and reinvigorate the public that the pandemic has not
yet been contained and we should all participate in ensuring our safety of the future, not only
the Ministry’s frontliners. We want to bolster public perception of your Ministry and
establish a healthier two-way communication between the Ministry and the people.
B. SWOT ANALYSIS
Since its inception in 1955, Ministry of Health of Malaysia have gone through
multiple stages of changes and adversity. Multiple cases of viral and bacterial outbreak have
since struck Malaysia including the Covid-19 pandemic. Their hard work in combating the
issues is being praised and questioned by the masses.
We, at Clarity PR, have taken it upon ourselves to identify the strengths, weaknesses,
opportunities and threats (SWOT) of Ministry of Health of Malaysia in order for this
campaign to run smoothly. Especially during the Covid-19 pandemic, their contribution to
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our safety is more publicly known. From reviews through social media, press conference,
mass media and printed media, we have gathered much information regarding the aid of
Ministry of Health in helping the citizens of Malaysia.
Thus, here are the multiple strengths, weaknesses, opportunities and threats that we
have gathered and listed:
Strength
The Ministry of Health efficient performance are one of the main reasons the curve of
Covid-19 cases is steadily decreasing. Their work especially those frontliners are nothing but
helpful and cooperative. They even conduct a home and drive thru swab test for those who
are insecure, curious or a suspect of being infected.
After that, the Ministry of Health of Malaysia gained a lot of support financially from
the government, private sectors, and the public during this pandemic. They have been given
enough budget to aid in getting medicine, vaccine and medical apparatus such as covid swab
in order to gain a more accurate data regarding the virus. People at home are also getting
check-up by a doctor if one or two symptoms of Covid infection are present to avoid any
close contact in the Hospital.
Next, the Ministry of Health have been constantly updating us about the Covid-19
cases through an innovating app called “MySejahtera”. This app helps citizens to be more
aware regarding the issues whether we are at home or not. This can help us to make a more
cautious decisions if we should go outside. Not to mention that this app also has instructions
and guidelines on what to do if a person is infected, suspect of being infected or close contact
of someone infected, so that we would not be panic especially during this hard times
Weakness
Everything has pros and cons, even the ministry. The Ministry of Health lacks
sufficient workers, doctors, and government-based hospitals. This can be seen from the fact
that many Ministry of Health officers cannot even take a break even for day because they
lack workers at the patient care centre during this pandemic.
Furthermore, the lack of experience in handling a pandemic is the main reason the
Ministry of Health is having difficulty keeping the chain of infections under control as this is
the first time they have experienced such a serious situation. It seems that they did not
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manage to have a good strategy to get rid of the virus and cure the infected person quickly
and effectively from the beginning.
Other than that, The Ministry of Health needs more media coverage to ensure that
they can deliver information and messages to all Malaysians. However, not all areas in
Malaysia have access to the media such as social media, television, radio, or newspapers.
This leads to limited communication between the ministry and certain people in rural areas.
Opportunity
The Ministry of Health stands to gain a lot from this campaign. Primarily, we aim to
help the ministry by reminding the masses that the pandemic is not yet over, and that the
frontliners are the ones who would suffer the most. Ideally, this campaign would make the
public more empathetic towards the frontliners’ struggles in containing the virus over the past
year.
Moreover, this campaign would hopefully see a decline of people going out
unnecessarily. This means that there would be less potential for the public to get infected,
thus a step closer for the ministry to contain the virus. The cooperation of the public is key in
stopping the spread of the virus.
Furthermore, this campaign can symbolically act as the ministry’s cry for help. As the
ministry of health already have their hands full, this would act as good publicity and wake-up
call for the entire nation. From fishermen to local businessmen, students to policymakers, the
nation would be reminded that the Ministry of Health is the country’s first line of defence in
combating the virus.
Threat
The spike in misleading information has now become a major problem that the
Ministry of Health is facing. Although the spread of false information is not novel nowadays,
it is worrying to see this happen in respects to the Ministry of Health. As a result, social
media user may promote the wrong idea, information or even news through their Twitter and
Facebook by retweeting and liking the posts that shows the ministry in a negative light. As
we already know, the spreading of false information is not something new to this pandemic,
however the effect of it is growing anxiety and fear among the public which makes them
hesitate to trust any sources even though the sources come from Ministry of Health itself.
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Therefore, the biggest threat toward the Ministry of Health is the trust of the people.
Even though the ministry has implored all Malaysians to stay at home, there are still many of
those who refuse to give their cooperation because they distrust the ministry’s competency in
handling the pandemic since cases are still increasing day by day. Hence, public participation
of a campaign conducted by the Ministry of Health is a major concern.
1. Target Audience
In light of the recent increase of cases, Clarity PR is targeting this Stay-At-Home
campaign towards school students, their parents, and their teachers. Based on the statistics
provided by the Ministry of Health, the Education Sector has seen a rapid increase in cases
during the first quarter of 2021. We, at Clarity PR, feel strongly towards students and
especially the younger generation as they are growing up during very turbulent times. Many
decisions are ultimately out of their control, hence making them victims that have no power
in controlling the situation and coming on top of this pandemic. Therefore, their parents are
the biggest contributing factor regarding whether students are staying at home or not as the
student’s livelihood and wellbeing are governed by the parent’s support. Additionally,
teachers also play a pivotal role in ensuring student safety and education at school. Our
agency takes the matter of students contracting Covid-19 very seriously as they represent the
future of our nation. It would be a very dreadful event should their lives be taken away from
them early.
2. Research
Interviewing is the chosen method of research as we would be able to gauge and
understand our informants better. By communicating directly with our informants, we can
paint a clearer picture and form a comprehensive understanding of their concerns,
suggestions, and predicaments. From these interviews, we can structure the stay-at-home
campaign around it. Additionally, we will be conducting interviews with not only the high
school and primary school students, but also the parents and teachers as well.
Our team is working on conducting a massive interview that would cover many
grounds regarding the education sector. We target to at least interview 10 different
households and 10 teachers from different schools in selected red-zone districts of each state
in Malaysia, totalling up to roughly 280 informants. Within each household, we would be
interviewing the parents as well as their children. The teachers on the other hand, must also
come from different school districts and hold different positions, from senior teachers to the
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principal itself. We would also ensure that we cover different household and schools with
different socio-economics status (T20, M40, and B40) to collect a more inclusive result.
However, this could likely be subject to change due the feasibility, appropriateness, status of
covid-19 cases, or time limitation of such an undertaking. Ultimately, we would be
conducting this research until we have collected sufficient data that would help in structuring
the campaign.
2. 1. List of Questions
Below are three (3) separate list of questions depending on the category of informant:
Students, Teachers, and Parents. It should give a rough idea of what we aim to understand
from our informants, however, additional follow-up questions may be asked depending on the
situation.
a. Students
We decided to ask these questions because we need to get a better grip and
understanding towards school students’ activities before, during and after school sessions.
We also need to know about their current protocol; are they following the school Standard
Operating Procedure (SOP) as being implemented by the government or not?
Questions 1 to 5 asks the students about their opinion regarding school, online class
and physical class. Then, from question 6 to 8 we ask them about their role in following the
school SOP that has been implemented. While question 9 to 12, we would like to know their
opinion on school session and examination. Finally, from question 13 to 15, they are aim
towards the students’ actions after they finish their school session.
Below are among of the intended question that we at Clarity PR are asking on the
student:
1. What do you think of school reopening?
2. Do you like online class?
3. How challenging is online class?
4. Do you prefer physical class more?
5. Is it better to study in school than at home?
6. Did you follow the SOP before entering school?
7. Do you wear your mask when in school?
8. Did you maintain a safe distance?
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9. Do you miss physical class?
10. Do you miss your teachers and friends?
11. How do you feel when the exam is being postponed?
12. Should exam be continued but with stricter SOP?
13. Do you still follow the SOP after school session?
14. Do you wash your hands and change your clothes after you reached home?
15. Do you think we should continue with physical class even when the cases are
increasing?
b. Teachers
Due to cases of Covid19 infection in schools that reported by the Ministry of Health
are increasing every day, we need to know more about how the teachers make sure that their
students are following SOPs in schools and to what extent the SOPs can guarantee their
safety to not infected by the virus. In addition, we also wanted to acknowledge what is the
pros and cons of having a new norms teaching environment from the teacher's point of view.
Questions 1 to 5 is to ask the teachers opinions on the Standard Operation Procedure
(SOP) that has been provided by the government. Next is, question 6 to 11 was about the
Online Distance Learning (ODL).
1. Do you think that the provided SOP is well enough to protect your students from the
infection?
2. As far as you can see, how your students can corporate with the SOP?
3. As a teacher, what did you do to make sure that the student are following the SOP?
4. What are the challenges that you have to face in teaching due to follow the SOP?
5. What do you think about the hybrid system provided by KPM in order to reducing the
risk of infection among students?
6. What are the benefits that you can see of having an ODL?
7. What are the challenges when you are teaching from home?
8. Is it necessary for all teachers to get an intensive training on a new norms teaching skills?
9. How the teachers manage to teach students that have to sit for big exam like SPM
candidates within this situation?
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10. How the teachers help their students that might have problem while ODL?
11. Which one do you prefer, teaching at home or school?
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c. Parents
Parents are crucial to interview when it comes to primary and secondary school
students. Their input will shed a lot of light regarding how their household is responding
towards the pandemic. Household culture is important to understand because it can show
whether or not the students are informed and taught to handle themselves during the
pandemic. Other than that, we included questions regarding the schooling of their children.
Moreover, we also included questions pertaining to the family’s traveling/outing habits to see
if they frequently leave their house.
Questions 1 – 4 is regarding the parents’ awareness of the pandemic. Questions 5 – 11
is about their children’s schooling and education. Questions 12 – 18 is regarding the family’s
outing habits and frequency.
1. Do you educate and enforce your children regarding the importance of abiding by the
SOPs?
2. Are your children adjusting or rebelling against the new norms?
3. Are the covid-19 cases high in your neighbourhood?
4. Do you keep track of the covid-19 cases in your neighbourhood?
5. Do you have complete trust in sending your children to school whilst cases are
increasing?
6. How do your children go to school?
7. What are your biggest concerns when sending your children to school?
8. Have you provided a suitable and conducive environment for your children to study at
home, should they be required to attend online classes again?
9. Are you able to find your children other means of giving them supplementary classes
rather than sending them to a tuition centre? Online for example?
10. Do you think the school your children attend provides a better learning environment
than at home?
11. What is your opinion on hybrid classes for school students?
12. Does your family have a lot of outings together? Going to the mall or park for
example?
13. Do you travel a lot as a family?
14. How often do you as a family leave the house? For example, to eat out, do chores, or
buy groceries and household supplies?
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