Additionally, Noah’s Ark aim at attaining a significant growth in the work force as well as in the services it offers. In its effort to create a strong positive relationship with public, the organization has established an effective public relations headed by Louise Baring. This entails introduction of a feedback system through which public can make their contributions on affairs of the organization. As the demand for its activities increase, Noah’s Ark has the opportunity of using social media to create a stronger PR plan. This paper covers the strategic PR plan that covers use of Friends of Noah’s as a face group account that will ensure better communication between the organization and the public. Despite the forces such high costs and disruption that would offer resistance to the plan, Noah’s Ark new PR plan will be implemented. The PR targets parents with disabled children as well as providers of care to the children requiring special needs. The PR plan will be undertaken within a period of 26 months starting from November 2013 to December 2015. PR estimated budget is $2,080,000. To ensure that the Noah’s Ark PR plan attains its goals, the management will undertake interim and annual evaluations through the use of content analysis, emulate surveys, focus groups, ethnographic studies and feedback analysis. Introduction Noah’s Ark is an organization that is based in Australia with an aim of providing sustainable support for children who are disabled as well as those who require additional needs. Having been established in 1976, the organization provides quality professional services to the care providers and parents in order for them to acquire best options that ensure their children attain full potential. As the organization’s client base expands, Noah’s Ark has expanded its programs to include special training, regular workshops, Early Childhood Intervention Programs (ECIS), Inclusion and Professional Support Program (IPSP) and National Disability Insurance Scheme (NDIS). This implies that to maintain its target market that includes parents with disabled children, carers of disabled children and LACs power holders in NDIS, the organization must maintain effective public relations. Noah’s Ark values include provision of professional services, provision of expertise and extensive knowledge, maintenance of ethics and integrity, innovation and timely response to the changing needs of the society. It is in this regard that the organization has established a communication department under the leadership of Louise Baring. Holding a Bachelor of Communication in public relations, Louise has a wide experience that acts as a key strength for the organization. To meet the needs of its target market, there is need to reposition the organization as a major aspect of improving its PR. This paper will identify the public relations strategy that Noah’s Ark will emulate in order to attain its objectives and attain a competitive edge in the hospitality industry. Background Noah’s Ark should emulate a strategic PR planning in order to ensure that it builds its own capacity as well as standing up for the rights of children with disability.