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Public Relations

The primary reasons behind their failure to effectively, efficiently and consistently practice the PR have been further attributed with the lack of proper resources and ineffective time management as well as faulty resource allocation (Gale, 2007). Contextually, involving in community development activities is often considered as a vital strategy for promoting relationships as well as developing long-term prosperous ownership of initiatives with variety of important publics emphasizing on the sustainability needs of the organization through stakeholder engagement. In order to attain successful outcomes from the campaigns that are designed to promote healthy relationship with large group of population and encouraging behavioral change concerning with certain specific issues identified by NPOs, it is crucial that proper strategies and planning is devised prior to the commencement of the campaign. It is equally necessary that effective monitoring and evaluation is developed for ensuring the quality and effectiveness of the undertaken PR campaigns (Gale, 2007). Based on these considerations, the purpose of this paper is to analyze and evaluate the effectiveness of PR initiatives engaging United Nations International Children's Emergency Fund (UNICEF) and its public in relation to certain health related issues including cancer awareness, drug abuse prevention, smoking cessations and child welfare among others. Identification of Key Publics The primary reason behind determining the target group is to identify the groups and audiences who need to change their perceptions, behavioral traits and attitudes (European Centre for Disease Prevention and Control, 2010). The proper identification of audiences and their efficient segmentation can facilitate in determining the course of communication in the most progressive way. Contextually, UNICEF attempts to communicate with a wide range of the public maintaining a mutually beneficial relationship. Each of these public groups is further identified to have unique sets of issues concerning with various health factors (United Nations Children’s Fund, 2005). Correspondingly, the communication campaign initiated with due concern towards health issues, UNICEF targeted the group of public including men and women living in the most deprived areas specially those working in hazardous environmental conditions. For similar kind of PR campaigns, the school and college going young and adult people, who tend to easily get habituated to smoking and are vulnerable to drug abuse, can also be treated as the target audiences. Similarly, parents and teenagers were also targeted for the campaigns in order promote child welfare by UNICEF in its PR campaigns concerning the progress needs for women and children. With reference to the organizational vision and PR initiatives, the communication programs conducted by UNICEF can be divided into three fundamental groups of audiences in general, including men and women working in hazardous working environment, school and college going children and adult prone to unsocial lifestyles, and the parents who are primarily engaged in the working followed by teenagers (NGLS, 2009; United Nations Children’s Fund, 2005). Effectiveness of Communication between UNICEF and Its Intended People The perquisite for effective communication requires timely preparation, effective use of languages, proper understanding of culture where the campaign will be held and ...Show more

Summary

Public Relations Introduction Public Relations (PR) is often considered to be one of the vital instruments for effective communication with publics within the modern day business environment. However, PR is often perceived to be a challenging task when it comes to deal with Non-Profit Organizations (NPOs)…
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