Baroondra Council in Australia - Case Study Example

Student’s Name: Course Code: Lecture’s Name: Date of presentation Public Relations Plan Table of contents 1. Situation Analysis ----------------------------------------------------------------------------------2 1.1 Background Statement ---------------------------------------------------------------------------2 1.2 Research ----------------------------------------------------------------------------------------------2 1.3 Problem Statement --------------------------------------------------------------------------------3 2. Objectives ---------------------------------------------------------------------------------------------4 3. Target Public -----------------------------------------------------------------------------------------5 4. Strategy ------------------------------------------------------------------------------------------------7 4.1 Objectives --------------------------------------------------------------------------------------------7 4.2 Key Message ----------------------------------------------------------------------------------------8 5. Tactics -------------------------------------------------------------------------------------------------9 6. Budget ------------------------------------------------------------------------------------------------10 7. Calendar ---------------------------------------------------------------------------------------------11 8. Evaluation -------------------------------------------------------------------------------------------12 1. Situation Analysis 1.1 Background Statement The Council urban planning has been prepared on behalf of the Baroondra Council in seeking support of the alteration of the local urban boundaries through a proposed expansion to the north to Belmore Rd and east to either Elliott Ave or further to Balwyn Rd Baroondra Council is in Australia with a population of 3,500 residents, 1000 people in Greenvoice, 12 council representatives i.e. country and wishes to expand to the suburb of Deepene. The Boroondara Council carried out a survey to determine the popularity of the idea by mailing over 3,500 of the residents to be affected by the extension to the Council to Balwyn suburbs. Majority of respondent residents are not popular with the plan. Most of the residents have some information about the proposal but are not able to. For instance Patricia O'Dwyer, the Balwyn Historical Society secretary also opposed the proposal. According to her, Balwyn gained its unique name from Andrew Murray's property Balwyn, which was to the Andrew Murray property in Balwyn, and which has remained in the west of Balwyn road. 1.2 Research: Primary – Qualitative Sensitize all the residents in order for them to give honest opinions due to lack of the necessary details. Email all local trades to get their feedback about the issue. Launch a briefing meeting specially to the Maribyrnong Council. Primary – Quantitative Carryout random phone interviews to evaluate the residents opinions Omnibus Survey. Carryout door- to- door interviews through use of short structured questionnaires Secondary (desk) . Review of the previous history of similar Pop-Up park developments. Localised historical issues analysis, economic, social, green, to know previous attitudes of target publics toward those similar kind of issues. Media analysis and online research, from which to know what the media thinking about the issue. 1.3 Problem Statement The Baroondara Council is concerned that the ideas of expanding the council boundaries is not popular enough especially among the affected residents. Although the councilors are expected to vote on the issue in two weeks, a number of the Councils are yet to agree with the idea citing backlash from the electorate; taking into account electrons will be done latter in the year. Balwyn residents are not totally supportive of the proposal because they are concerned on the possible impact of the change of boundaries and hence the jurisdiction regions and also the resultant impact of the proposal. Balwyn Historical Society has also opposed the ideas of having the Balwyn Suburban included into the Baroondara Council. According to the society, the Balwyn suburban gained its popularity from the Andrew Murray's property Balwyn, which is on the west of the Balwyn Road and thus not among the areas which have been earmarked for inclusion into the larger Boroondara Council. They believe that if the proposal is implemented it its current state, it would be ironical to have separate the suburban of Balwyn from the original Andrew Murray’s property. 2. Objectives From the campaigns and meetings, the council seeks to inform and sensitize about 80% residents of Balwyn suburban on the positives of joining the council Boroondara after the extension of the boundary within 10 days since the council will vote after 2 weeks’ time. During this period, the council will carry out an informative crusade on print and electronic media, which are widely popular in the region (informative objectives). The council is also targeting to convince 65% of the Balwyn residents of the benefits of joining the council, this involves promising tax waiver on certain aspects to the traders so that the council can cushion then on any cost associated with the change of their new zone jurisdiction. The impact will also be carried out through telephone calls and also in conjunction with face-to- face interview with the business class, as well as organizing mini seminars with the local Balwyn administration. This will help in persuading them to soften their stand and also quell any fears of higher cost of business among the traders. (Persuasive objective) To convince over 75%c of the councillors that the expansion of the Boroondara Council will not overburden the council and it will be for mutual benefit of the council as well as the residents/ taxpayers of Balwyn who are expended to change heart from the numerous campaigns organized in the region. The councillors understanding will be evident based on the personal reaction as well as the voting pattern. (Persuasive objective) 3. Target public Which target public? Balwyn Historical Society How do they view themselves? The Balwyn Historical Society has also opposed the ideas of having the Balwyn Suburban included into the Baroondara Council What do they think about issues? They believe that if the proposal is implemented it its current state, it would be ironical to have separate the suburban of Balwyn from the original Andrew Murray’s property. What is reading & comprehension level? . According to the society, the Balwyn suburban gained its popularity from the Andrew Murray's property Balwyn, which is on the west of the Balwyn Road and thus not among the areas which have been earmarked for inclusion into the larger Boroondara Council. Most of them finished their high school even university study, so the reading and comprehension level are pretty much high. What style of content & communication? The best way is to talk with the representatives of What is their self-interest? The self-interests of residents is to the protection of their business and history Which target public? Balwyn residents How do they view themselves? Our idea of altering the boundaries of Boroondara Council is not popular with the residents. Fists of all the residents feel that this is a waste of time and resources, since there is no genuine recourse available to address their views. Although, the council stated popularizing the idea since September 2009, the residents cannot see any advantage associated with the extension. Although the northern frontier of Deepdene is Belmore Rd, the eastern border of Deepdene never extended beyond the Maleela Ave, Hardwicke St, Monash Avenue line, the boundaries have basically remained “fluid”. Some of the interviewed respondent felt that majority of the residents will still oppose the idea, since there was no emergency need warranting the change of boundaries and hence the address. What do they think about issues? They believe that the change of address will make then incur huge costs and losses through the increased cost charged by the municipal and undue cost of changing postage and signage letterheads. In order to fully get the majority support for the ideas, the Council will seek to change the negative opinions harbored by the community residents and crystalline latent positive ideas and opinions among the yet to be affected members by exhibiting the development for political, social, economic and environmental reasons . 4. Strategy 4.1 Objectives The Balwyn residents Create a better understanding of the process and process of boundary alterations. Bring on board, the Community partners and the municipal administration in planning and pointing out the role to be played by each body in the exercise Balwyn Historical Society Develop an understanding on the nature and reasons behind the alteration of the boundaries and the importance of the planning and communication. I will demonstrate the development on the decisions as to which actions to be taken and measure their outcome 4.2 Key Message Balwyn residents At least 200 youths from Balwyn will be considered for municipal jobs created from the extension and they are strictly reserved for the residents. This will help ease the unemployment rate experienced in this area. A number of roads in the area will be upgraded to class A like the main roads of the rest of Boroondara council. As for the traders, the council will offset any charges that will be incurred as a result of changes expected in their business operations as a result of the change of boundaries. Balwyn Historical Society As per the request by the Balwyn Historical Society the Council will consider extending the boundaries beyond Gordon St to Belmore Road, to include the entire Andrew Murray's property Balwyn. 5. Tactics Carrying out campaign through print and electronic media Carrying out briefing meeting-councillors Organizing random sample telephone interview Conducting resident intercept attitude survey 6. Calendar 7. Evaluation Balwyn Residents I would check to see if I had achieved 65% of the Balwyn residents of the benefits of joining the council, this involves promising tax waiver on certain aspects to the traders so that the council can cushion then on any cost associated with the change of their new zone jurisdiction. The impact will also be carried out through telephone calls and also in conjunction with face-to- face interview with the business class, as well as organizing mini seminars with the local Balwyn administration. This will help in persuading them to soften their stand and also quell any fears of higher cost of business among the traders I would use personal interview to see if I had achieved my persuasive object of persuading 85% of the councillors to support the development. Balwyn Historical Society I would check to see if I had achieved 80% residents of Balwyn suburban on the positives of joining the council Boroondara after the extension of the boundary within 10 days since the council will vote after 2 weeks’ time. During this period, the council will carry out an informative crusade on print and electronic media, which are widely popular in the region. Read More