Essays on Public Media Assignment

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The ‘Plant A Tree Day’ Campaign Strategy From your personal and group perspective, how effective are these kinds of campaigns? Campaigns are vital in handling arising issues in the society as they communicate a pre-meditated message with an intended impact. The developer of a campaign message can be an individual, a group of people, governments or even an international organization. In most cases, the larger the source of the message, the larger the campaign and so is the impact. However, the recipient(s) of the message must first be clearly identified and the mode of communicating the message identified.

In most cases, campaigns tend to rely on more than one communication channel to put across their message. Barry (2000) indicates that the type of communication channel chosen is often determined by the scope of the message and the composition and demographics of the target public. The effectiveness of such campaigns depends on a number of factors. Most important among them are; communication channel, proper identification of the intended public, demographics of the intended public, the message itself and timing of the campaign.

The communication channel chosen determines whether the message will reach the intended public and whether they will understand it (Barry 2000; Smith 2004). For instance, a campaign targeting deaf people shall be useless if it is broadcasted through radio because they cannot access the message. Alternatively, a message targeting students of a particular learning institution will not achieve its objectives fully if is not carried out in the particular institution. The issue of timing is also most appropriate. For instance, a campaign condemning fast foods will not be well received in an event sponsored by a fast food restaurant such as McDonalds.

On the overall, organizers must be wary of conflict of interest when it comes to sponsorship. Good examples of campaigns in our modern world are marketing campaigns by a number of corporations selling products and services to the public. The corporations always seek to reach the maximum audience with their messages which in most cases persuades the public to buy their products or provide vital information about their products. Some campaigns are also carried out to clear the air about certain issues.

For instance, Shell Corporation which is major global oil explorer and driller has been accused of environmental degradation through oil spillage in some parts of the world such as Nigeria. Such accusations have negatively affected the firm’s public image and even affected its sales and profits. The firm has responded by carrying out intensive far reaching campaigns that seek to assure and inform the world that the firm is committed to environmental protection and preservation (Bernays 2004). Such messages more often than not highlight the environmental conservation related activities that the firm has sponsored or is involved in.

The idea is to reverse the damage done by negative publicity. The campaign has worked wonders and the firm is back to winning ways. Marketing campaigns such as on road safety have also been very successful in reducing traffic related accidents and deaths. The success of such campaigns implies that there is no shortage of campaigns and they have been marked as effective ways of communicating.

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