Done by:

Student Name/ ID No:

Myat Thu(32813747)

Unit Code and Name:

PRO204 Public Relations Strategy

Class: B

Unit Coordinator: Ali Biddiscombe

Local Lecturer: Anjna Vij Nihalani

Assignment Name/ Title:

Assessment 2/ Strategic Communications Plan

MURDOCH UNIVERSITY

BACHELOR OF COMMUNICATION

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 This strategic plan will be emphasizing, discussing and elaborating on the
relations between the public relations 10 point plan and the chosen case study of the
organisation. The chosen case study is the topic of diabetes in which one in nine
Singaporean adults are affected. The reason why the topic of diabetes chosen was that,
it was more easier and efficient to discuss among the societies so that the communities
as well as part of the media organisations and the other important associations would
be able to understand what issues and circumstances they are mostly likely trying to
discuss and be able to visualize the viewpoints and information easily. This case study
of diabetes was chosen because it is an important and pressing issue to communicate
to the target publics so that they will be aware of the situation and also tries to prevent it
from not happening it again.

1. Background

The chosen case study is the Singapore’s Ministry of Health Promotion Board
(HPB). The background of Singapore’s Ministry of Health Promotion Board (HPB)
(Health Promotion Board, n.d.) is that, it is a part of the ministry of the power of
Singapore mainly important for contributing messages across the communities,
promoting health consciousness and schooling, making sure of the convenience of
health supplies, and as well as controlling the conditions of health supplies served to the
local residents and foreigners in the Republic of Singapore. Moreover, it also involved in
the management of sickness across the nation, integrating the utilisation of belongings
and the skills where it is essential. In addition, Singapore’s Ministry of Health Promotion
Board (HPB) was set up in 2001 to perform as the main operator for the public health
promotion and as well as the avoidance of illness programmes, with the perception of
constructing a state of normal communities. Also, HPB implements programmes that
aim the communities as a whole, essentially for various associations of the societies,
such as the youths, adults and the aging population. This is because these approaches
would be more capable as there were more age-appropriate towards each association
of the communities, and as well as in the end it makes sure that it just set up a pro-

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health surroundings for the communities to participate in the activities the organisation
just organise it for them.

2. Problem/ Opportunity

For the problem in this situation, not many communities in Singapore are really
aware of the Ministry of Health Promotion Board (HPB) in relation to the case study of
diabetes. Moreover, the aging population do not see the main importance and the
consequences of the diabetes.

For the opportunity, it tries to raise awareness of Health Promotion Board (HPB)
among the communities. In addition, it has better initiatives and also the activities
implemented for the societies. Moreover, it also increased sign-ups for the training part.
Furthermore, another opportunity would be the Health Promotion Board (HPB) tries to
communicate the information effectively to the aging societies.

Strength- For the strength of Singapore’s Ministry of Health Promotion Board (HPB)
in relation to the chosen case study which is about diabetes, it could be seen that, the
Health Promotion Board (HPB) inspired a more effective way, rather than the indifferent
way against the health promotion, and as well as changing its direction towards to hand
over to the communities more permission by constructing more and more efficient
structures such as guiding the work force and contributing the sources of equipment to
inspire the societies to do the health promotion in their own space.

Weaknesses- For the weaknesses in this case, it could be seen that, it is the only
component that position the HPB at the drawbacks related to others. The weakness
would be the HPB’s production which is about health promotion, intangible rather than
tangible. This is likely because when the production is almost intangible, the Health
Promotion Board (HPB) is less expected to achieve more reputation among the
communities. Also, HPB does not take a direct approach towards the health promotion,
but rather towards a more behind-the-scenes approach. This acts as a main hazard as

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the reputation can bring advantage in which it would result in more credibility in their
programmes as well as the communities taking their programmes more seriously.

Opportunities- For the opportunities in this case, it could be seen that, it is the only
foreign opportunities to make higher purchases or the income in the surroundings. An
opportunity for the Singapore’s Health Promotion Board (HPB) would be that it almost
tries to construct and transport the programmes from other nations. Also, there is an
expansion in the amount of more and more famous patterns of media such as the
internet. Moreover, campaigning of the programmes can almost or usually be done on
online as well as also on other famous platforms such as the social media. By having
these kinds of famous platforms such as the social media, it is likely more efficient and
effective because it can try to make more and more connection among the communities
as well as also trying to update the most important and essential issues so that the
communities can get a better understanding of it and may really know what is
happening in which circumstances.

Threats- For the threats in this situation, it could be seen that, it is the foreign
component in the surrounding that could cause inconvenience for the HPB. The threat
would be globalisation. This is because, the gesture of globalisation influence health in
many approaches by the approaches of commerce, travel, physical as well as the
artistic surroundings, commercial agreement, transportation, manufacturing of
properties and as well as the working surroundings. The establishment of the new
syndromes may also prohibit the achievements of the HPB in making sure of the health
promotion.

3. Goals & Objectives

Goals- For the goals, it would be raising the awareness of the health promotion and
another goal would be to communicate to the aging communities what the health
promotion is about and as well as what they are trying to do with the communities. This
is to ensure that it needs to protect and to identify any symptoms of diabetes to
decrease the alarming case and tries to advance the health of Singaporeans.

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 Objectives- For the objectives, it would be to increase the sign-ups by 30% over the
next three months. Another objective would be, to change the way the public view the
organisation so that the communities can know what and how to prepare the necessary
circumstances.

4. Target Publics

The target publics chosen in relation with the PR 10 point plan and the organisation
would be the aging people who have diabetes because they are the only communities
who is coming to check up for their health matters. The reasons why this target public
chosen was that, it can try to work out the issues that the communities are facing
(Duxbury, 2015), it is also the main role to success because almost everything can be
prepared around the societies (Rashty, 2013). Moreover, by vividly identifying like this
kind of target audience (Brown, 2008) as mentioned above, it becomes simple to seize
someone’s consideration because their needs and objectives (Evans, 2013) are mostly
front and centre.

5. Key messages

The key message in relation to the PR 10 point plan with the organisation is
Embrace your next stage of life; Live longer and healthier. The purpose of choosing this
key message was that, the target audience (Next, 2009) will be easily able to listen and
recognize. Furthermore, it also enables to give directions (Next, 2009) to the
communications and strengthen mutual relationships (Agency, 2016) with the target
audience.

6. Strategy and Tactics

The strategy and tactics (Group, 2016) in relation with the PR 10 point plan and the
organisation would be by having press interview and media release it will be sent every
month to provide updated and latest news for journalists . Moreover, the strategy
statement would be to create awareness amongst the elderlies about the Health
Promotion Campaign. This is because in turn it hopes to influence elderlies to take a

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step in upgrading themselves, by educating them through case studies about the
importance of diabetes and also the consequences of the diabetes even in their old age.

The tactics for this campaign would be to do a community involvement in

collaboration with the community centers so that the community would be able to
participate in it. Another tactic would be by having social media and community
consultation, it is more easier and efficient for the community to connect and raise their
concerning issues.

7. Channels

The channels that would be using in accordance with the PR 10 point plan and the
organisation would be the traditional media such as online newspaper. In this campaign,
Today newspaper will be selected to communicate with the target public since it is
considered to be the most popular newspaper in Singapore with a diversity of news
published everyday to serve Singapore's readers (Today, n.d.). Additionally, the
newspaper includes "Singapore" section providing latest news, insightful commentary
and analysis about Singapore which is supposed to be appropriate to publish news
about the diabetes.
The second medium channel will be utilized in this campaign is Straits Times which
is an online newspaper in Singapore. It features an abundance of globally and locally
top stories and news (Straits times, n.d.). Moreover, the website also includes two
sections namely, education and environment providing in-depth analysis and the most
updated news about current issues in Singapore. Hence this medium is suitable to
publish news about the case study of diabetes. In addition, Strait times is also available
on App store publishing the same information as on the website offering  flexibility for
readers to consume news.
Along with print and online newspaper, the campaign is forecasted to choose
Channel 5 on TV to communicate with the target audiences more frequently. TV has
both positive and negative impacts on the society’s awareness, attitudes, and behaviors
about social issues since it is a visual and auditory medium affords media producers
additional methods and opportunities influencing publics. Furthermore, Channel 5 offers

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people a range of enjoyable and educational programs which is believed to be the most
proper medium selection to target the public.
Radio also will be chose as one of the most effective communication channels to
target the public in this campaign. Johnston (2007) stated radio is the oldest of the daily
news media, however it has a range of programs to suit different messages and it is
easily accessed for listener. The campaign is planned to select Morning Agenda on 938
LIVE to interact with the target since it has "Talkback" section providing time for detailed
interview on an issue in Singapore (Media Corp, n.d)

8. Timetable
9. Budget

10. Evaluation

The evaluation for this campaign would be (Mahoney, 2013) stated evaluation play a
crucial role in measuring the effective of PR projects and planning what should be
improved for next time. The author also stated there are four PR evaluation categories
which are input, output, outtake, and outcome.
Since the ultimate goal of the campaign is raising awareness about the diabetes and
engaging targeted group to organize the diabetes activities. Thus, It is necessary to
assess the outcome which is "a measurement of a public changed its knowledge,
attitudes and behavior as a result of a PR campaign" (Mahoney, 2013)
The following will be the evaluation of the campaign:

1. Monitoring the number of diabetes patients engaged in Health Promotion Board

(HPB).
2. Conducting a focus group of the target public to determine whether their behaviors
has been changed after the campaign
3. Monitoring the media to assess whether the media release is sent properly with the
key message.
4. Conducting online and face to face survey to measure whether the target public
understands the importance and consequences of the diabetes, or their feeling about
diabetes at the end of the campaign.

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5. Evaluating through Facebook Statistics to get the accurate results of the target
publics.

References Lists

Agency, Pulse Marketing. 5 Components of a Successful Public Relations Strategy. 2016.

https://pulsemarketingagency.com/5-components-successful-public-relations-strategy/
(accessed August 26, 2016).

Brown, Danny. Top 5 PR Strategies. 2008. http://www.webanalyticsworld.net/2008/09/top-5-pr-

strategies.html (accessed September 08, 2008).

Duxbury, Jess. Why Is Understanding Your Target Audience So Important? 2015.

http://www.silvereggmedia.co.uk/understanding-target-audience-important/ (accessed January
28, 2015).

Evans, Mark. The Importance of Really Knowing Your Target Audiences. 2013.
https://www.forbes.com/sites/markevans/2013/03/20/the-importance-of-really-knowing-your-
target-audiences/#1318ca024dd7 (accessed March 20, 2013).

Group, BBS Communications. Strategy and tactics: Why it is important to know the difference. 2016.
http://www.bbscommunications.com.au/strategy-tactics-important-know-difference/ (accessed
September 28, 2016).

Health Promotion Board. (n.d) About us. Retrieved from https://www.hpb.gov.sg/about

Johnston, J. (2007). Media Relations issues and strategies. National Library of Australia. Second Edition.

Pp 222-247.

MediaCorp. (n.d)Our Business- 938LIVE. Retrieved from http://www.mediacorp.sg/corporate-

en/corporate/radio

Mahoney, J. (2013). Public Relations Writing. Oxford University Press. Second Edition. Pp 193-196.

Next, PR. 3 Key Messages. 2009. https://prnext.wordpress.com/2009/09/06/3-key-messages/ (accessed

September 06, 2009)

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Rashty, David. Why defining your target audience is important. 2013. http://jumpstartcto.com/why-

defining-your-target-audience-is-important/ (accessed June 26, 2013).

Today. (n.d) Printed Edition. Retrieved from http://www.todayonline.com/print-edition

The Strait times. (n.d) About us. Retrieved from http://www.straitstimes.com/

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