Beruflich Dokumente
Kultur Dokumente
1
Senior Capstone Public Relations Campaign
2
Senior Capstone Public Relations Campaign
Situation Analysis
and Idaho. The services provided include behavioral health services, family
services, senior and disability services, and crime victims services. The
overarching goal for LCS northwest, according to the home page is to expand
and grow the number of people helped by its services. By 2018, David Duea,
president and CEO of LCS would like to work with about 50 percent more
The Yamhill County Office in McMinnville is the LCS office that I will be
working with and the mission statement for that office is, Our Yamhill
stabilization services, and parent education classes. The services offered are
done without any concern of race, ethnicity, religious belief, gender, gender
identity, age, marital status or income amount. For this campaign I will be
focusing on the event Fiesta en La Plaza, which the LCS McMinnville office
3
Senior Capstone Public Relations Campaign
External Environment
about what the future holds for them, their children, and the fear of being
deported. This immigration ban affects any green card holders who already
have permission to be in the United States. Many Hispanics are judged and
profiled, especially after the inauguration of Trump, and even if they have
legal status are still not treated with the respect that is deserved. On the
opposite side, Hispanics who are do not have or are unsure of their legal
status are now paralyzed by the fear of being deported and separated from
their families. Many dont know or are afraid to exercise the rights that they
still have.
The political stance of the President has also made a shift in the social
February 22, LCS hosted a Know Your Rights event for anyone in the Yamhill
4
Senior Capstone Public Relations Campaign
about the Deferred Action for Childhood Arrivals program (DACA), and
preparing your family with a power of attorney and an emergency plan. This
event had a goal to serve as a save place for citizens and immigrants alike to
know and exercise rights that they already have. The morning of the event,
about three men from the McMinnville community called LCS, and voiced
their opinion of how they felt this event should not be going on, immigrants
should not be welcomed in the United States, and they would be attending
the event in order to have their voices heard. Electing a president who has
openly mocked, stereotyped, and mistreated minorities has left the public
Business
The immigration services offered are also extremely cheaper than other
finding jobs that pay above minimum wage and send a majority of those
earnings back to their family. Paying costly consultation fees from other
need to do something quick and cheap about the problem. This has resulted
money that can be spent. Kira is a part time employee for LCS which is will
5
Senior Capstone Public Relations Campaign
make it difficult to get everything prepared for the event and have time to
devote to social media and promotion of the event. Also, since this is a non-
profit, money is often used and needed more in other aspects of the agency.
Target Audience
campaign: active, aware, non-public, and latent. Active publics are people
who see the problem and are actively involved in seeking a solution to the
problem. Active publics are most likely Hispanics in the Yamhill County who
are threatened by the immigration ban. Aware publics are people who see
the problem, but are not actively seeking or participating in the solution.
This group of publics could very well also be Hispanics in area threatened by
the immigration ban, but are paralyzed by fear to do anything about it. This
group could also be non-Hispanics who do not agree with the immigration
ban, but are unsure how they could solve the problem. Non-publics are
people who are unaware of the situation at all, and latent publics are people
who are aware of the situation, but do not view it as a problem. These are
most likely members in the community who support the ban and or the ban
as no affect on them.
Campaign Plan
6
Senior Capstone Public Relations Campaign
With the current immigration ban placed by the president, Hispanics all over
latent public is someone who is aware of the situation but does not see it as
the public feels like the situation is out of their control and they cant do
public and an aware public. An active public is someone who is aware of the
is someone who sees the problem, but is not actively seeking information to
Goal:
The goal of the campaign plan is to provide support and outreach for
Objective 1:
7
Senior Capstone Public Relations Campaign
Before raising funds, LCS needs to ensure that immigrants within the
Yamhill County trust and feel comfortable with ICAP and raise problem
recognition. You cant be an active or aware public if you are not aware of
the issue. Currently, ICAP has 394 clients and we would like to see a 10
percent raise.
Strategy 1:
and ICAP. This a crucial strategy because LCS has received information from
current clients of ICAP that there are immigrants in the community who have
Tactic 1:
the page has a list of all services that ICAP offers with a phone number and
email to contact for more information. The page should include the services
that ICAP offer plus other additional safe and reliable resources. The
and then never hearing back from said lawyer. These will include links to
resources.
8
Senior Capstone Public Relations Campaign
Tactic 2:
Use social media to post hard and soft news about the issue. The hard
news will be stories and messages more so targeted for the non-public and
latent publics. Hopefully by seeing the serious damage this ban is causing
innocent human beings will change their opinion on if this is a problem. The
soft news will be stores and messages more so targeted for the active and
aware publics. Since these publics are aware of the issue LCS will want to
also post stories of families who were impacted by ban, but were successful
Strategy 2:
Yamhill County.
Tactic 1:
posts about ICAP. Then, friends of the active publics will hopefully see the
Tactic 2:
LCS and how he or she got to where they are in life by using ICAP. With the
News Register publishing it, this will increase the chance of latent and non-
Objective 2:
9
Senior Capstone Public Relations Campaign
Raise money for LCS to keep ICAP going. The goal is to raise equal or
Strategy 3:
Fiesta en la Plaza and the money raised will be used to help keep the cost of
ICAP much lower than other professionals or programs in the area. The
event will be targeting active and aware publics and will hopefully lower the
Tactic 4:
Tactic 5:
community to donate to ICAP and inform them of the upcoming event. This
letter will be sent to all current and past donors, clients, and volunteers for
LCS.
Strategy 4:
Tactic 6:
Send a thank you card to all the donors and participants of the event.
Tactic 7:
10
Senior Capstone Public Relations Campaign
Pitch a story to the New Register with the outcome of the event and
Evaluation:
la Plaza.
11
Senior Capstone Public Relations Campaign
References:
Kim, J., & Grunig, J. E. (2011). Problem Solving and Communicative Action: A
http://www.humanservicesedu.org/index.html#context/api/listings/prefi
lter
http://www.lcsnw.org/yamhill/icap.html
12