Public relations Contemporary Approaches Communication Plan

Contemporary Approaches to Public Relations Musaab Adam

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Education, Awareness Improvement

and Increased Sponsorship Campaign

for the:

Malaysian Mental Health Association

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Back ground

Recently the World Health Organisation or (WHO) released a report estimating that one

in five people will have a mental health disorder in their lifetime.

(http://bhd.bz/mentalhealth/index.cfm) This high figure has resulted in an alarming rise

in social stigma surrounding mental illness in most societies around the world. In Africa

for example a mentally ill person could be mistaken as a voodoo practitioner or magic

spell victim, and thus could be subjected to torturous rituals as the suitable cure. In

advanced nations mental illness is identified by symptoms which are increasingly on the

rise. Identification of mental illness symptoms is crucial because the human brain is

subject to a number of clinically proven conditions; these include epilepsy

schizophrenia, and manic depression, thought disturbance, delusions and hallucinations.

According to David Crosbie, Chief Executive of the Mental Health Council of Australia,

(MHCA) there is disappointment among the council that there is so little movement in

towards positive reform or considerable financial support in the mental health sector (.

mhca.org.au/MediaReleases/2010/Budget%202010%20Release.pdf).

However in contrast with our Malaysian situation we have a long way to go until we

implement health reforms such the Australian (CoAG) Health Reform agreement

whereby the (MHCA) is allocated annual funding commitments to improve the lives of

the thousands of people suffering from mental health disorders in Australia.

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(MHCA) CEO David Crosbie argued that “State and federal governments have

underinvested in mental health for decades and now we are all paying a huge price for

this”

The wide spread ignorance about the types, symptoms and cause of mental illness in

Malaysia is fuelling the stigma surrounding it thus leading towards further segregation

against mentally ill people specially children. The results of a dipstick survey which was

carried out at an early stage are extremely alarming. 30 youthful respondents didn’t

recognise the existence of the (MMHA) or Malaysian Mental Health Association in

addition 25 of them didn’t recognize any symptoms of any mental illness such as

depression. According to the (MMHA) website “Mental illness is often misunderstood.

For centuries, it has been seen as either possession by evil spirits, a moral weakness or

punishment from a higher being. Those suffering from mental illness are commonly

perceived to be restless, violent and unpredictable”.

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Situational Analysis

The formative research carried out provided sufficient evidence that (MMAH) main

dilemma is in the form of visibility which is directly affecting their volume of

sponsorship, and volunteers. Another major problem is the lack of awareness regarding

mental illness in society in addition to the wide spread ignorance about the proper

methods of caring for the mentally ill a, individuals with severe depression are possible

suicide victims if there condition left untreated. However it’s proposed that (MMAH)

collaborate with another (NGO) which is KOMAS to produce a short film that creates

awareness about the rights of mentally ill people. KOMAS is the most probable

candidate hence it is an NGO that specialises in creating short films and documentaries

to inform the Malaysian public of societal issues.

(MMAH) will allocate a small budget to (KOMAS) for producing a short film or a

documentary about mental illness for the purpose of informing and education various

publics about the rights of the mentally ill. A small sum should be asked as a voluntary

donation as an entrance fee in order to generate more funding in the form of revenue,

however in the case that screening is free it is very beneficial. Exposure to the short film

will consequently increase the level of awareness about mental disease amongst the

target publics, which will ultimately lead to improving mentally challenged individuals

quality of life besides boosting the visibility of the two institutions.

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Campaign Goals and Objectives

According to Oxley (1987), the goals and objectives of the campaign must be easily

measureable and realistic with the desired outcomes being timely and gauged freely by

observing multiple statistical variables. Examples such as the number of new volunteers

and donations raised or utilising digital media like Facebook, a strong primary support

media, promoting cheaply and counting the likes on the fan page.

Short Term Goals Include:

The introduction and implementation of new and improved mental health reforms,

passed as a bill through senate, holding fast to the constitution. Eliminating the

stigma people associate with mental illness. Creating long lasting attitudinal

adjustments and enhance further progress towards becoming a tolerant Malaysian

society. FindING new sources for volunteers, sponsorship and donor support for

(MMAH) by the year 2011.To increase the level of awareness regarding mental

illness educating on the symptoms and early warning signs. Educating Malaysian

youth about societal issues affecting those feeling marginalized. Endorsement of the

mentally ill rights by educational institutions in Malaysia through their active

engagement through advocacy.

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Key stakeholders and target publics

Target public Reason

Primary stake holders

The mentally ill

The campaign revolves around them

Internal stakeholders

Sponsors Sponsor groups are vital hence they contribute towards MMAH funding

NGOs/ Humanitarian

organisations

The contributions Non Governmental organisations will provide is critical

hence they could join forces with MMAH to fight for the same cause.

Local community

Public The aid provided in the form of volunteerism and donations puts the

Malaysian public at a high level of importance.

The media

New media, print and

broadcast

The main attraction to new media is its relatively low cost of advertising in addition the target publics are youth therefore new media is an exceptionally effective tool. In addition the broadcast and print media will aid in publicising the cause for free. These media corporation have an agenda of social cultural responsibilities to fulfil.

Community/interest

group

Universities and colleges Youth from schools and colleges are targeted by this campaign hence the

main concern is to educate them about mental illness and the social stigma

associated with it.

members of parliament

Government parties Government organization are able to advocate for the cause by writing reforms that will established grounds for laws to protect the rights of mentally ill people which could lead to the elimination of some of the systemic discrimination against people who experience a mental illness

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Message

Developing mental disorder is not by choice; nevertheless as a community we have

the choice of developing the right attitude towards the mentally challenged.

The core message of this campaign is aimed at creating awareness amongst the target

publics and calling for government action regarding the issue.

The slogan of the campaign aren’t we courteous will complement all messages

distributed. The slogan was developed and designed in order to remind us of our

compassionate Asian culture.

The target publics will be approached with different messages moulded to suite the

different perspectives they occupy. These messages will be tailored as to inform five

different categories which are:

The target Public -the message here will focus on creating awareness about

mental illness and call for donations.

Youth – to inform and enlighten them about social issues associated with mental

illness as to reduce the systematic discrimination against mentally ill individuals.

The Government – to call for an action in the form of creating new mental health

reforms or even follow the Australian federal government footsteps by adopting

few of their successful strategies and possibly appointing a minister for mental

health.

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NGOs – to encourage collaboration.

The media – to generate awareness by broadcasting the materials produced in

collaboration with KOMAS.

Strategy/Tactics

The strategy of this campaign is based on affirmative action and direct interaction in

conjunction with Xavier’s structure, Johnston and Patel (2005). The introduction of new

mental health reforms and the expected change in policies of the administrative

Government will be the direct consequence of the Action plan while a Communication

plan will sustain the action strategy by motivating and informing publics. According to

Newsom, Turk and Kruckenberg (2004) key PR tactics usually consist of rhetoric,

symbols and slogans in this campaign the following strategies are proposed:

Organizing events and providing channels for the families of mentally ill

individuals to share their experience and educate the rest of publics about

mental illness.

o Marathon

o Speeches and visual presentations

Employ a local celebrity to become the ambassador of MMAH

o Celebrity endorsement.

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To utilize new media technologies especially social media networks as an

effective mechanism for creating awareness about mental illness.

o Setting up a face book support page

Fruitful collaboration with the media to increase funds and awareness through

the endorsement of the short film/ documentary produced by KOMAS.

The planned tactics will take account of:

Participation in the World Mental illness day on 10th October 2011

Setting up a community booth in Kuala Lumpur convention centre KLCC.

o The booth will function as a station for distributing flyers and selling

tickets for the film.

The incitation of a cooperative (MMAH) (KOMAS) YouTube channel to promote

the 30 minutes short film produced by KOMAS.

Publicity through print and broadcast media.

Organizing a charity marathon in Klang valley.

o Family meeting sessions after the marathon.

Setting up billboards and distribution of flyers around Petaling Jaya area to

elevate public awareness.

According to a study on the effects of socialization which was aimed to measure

students attitudes in relation to socialization Anderson & Western (1967) concluded

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that students apply three meanings which are political economic liberalism which

opposes mainstream thinking patterns and rather support the left way of thinking,

social liberalism which magnifies the believe that every man/woman should be free

from restrictions forced by the society and intellectual interest.

Anderson & Western findings concluded that students are increasingly socially

committed and have the capacity to participate in solving problems of their society due

to their insubordinate pattern of thoughts from the first definition.

Channels of delivery

The extremely interactive nature of web 2.0 applications will enable the campaign to

utilize the two-way symmetrical communication model which was developed by Dozier

& Grunig (1993), however the internet will be looked upon as a primary channel due to

its inexpensive and powerful delivery methods Instead of spending millions on

expensive advertisements, social media sites allow us to do it for free and quite

possibly, reach a larger audience.

Furthermore the two ways asymmetrical communication process with its high level of

interactivity will allow for an accurate measurement of the campaign desired affect at

all times.

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According to Marshall (2001) the internet has the potential to become a place for a

new public sphere where ideas could be exchanged and debated freely.

The campaign will make the most of social media websites such as:

Facebook According to a survey conducted by international firm TNS Malaysians have the most

number of friends on social networking websites like Facebook. They also spend the

most hours per week on such sites.

(http://thestar.com.my/news/story.asp?file=/2010/10/13/nation/7212273&sec=nation)

Twitter The website will feature daily comprehensive updates informing the target publics of

MMAH events and activities.

YouTube The short film aimed at creating awareness amongst target publics which was the result

of the collaboration between MMAH and KOMAS will be free and available to all publics

on a specially MMAH endorsed channel.

Blogs An instrument of Informal communication approach provided by new media

technologies.

MMAH official

website

A modified and enhanced website that is live chat enabled will be created in order to

increase interactivity with target publics.

Budget

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Activity/ Category Venue Cost

Internal expenses

Bills MMHA Headquarter RM 7,000/ year

Materials MMHA Headquarter RM 5,000/ year

Research N/A RM 9,000/ year

External expenses

Short film production RM 25,000/ year

Flyer distribution booth Shopping malls, University and college campus RM 19,000/ year

Public seminars Shopping malls, University and college campus RM 10,000/ year

Press Conference Hall room RM 7,000/ year

Publicity

News Letter/ Press Release Local Print Media RM 3,000/ year

Brochures the Klang valley REGION AND JUST

OUTSIDE Selangor Kuala Lumpur

RM 5,000/ year

billboard advertisements LDP, NKVE, and The Sprint HWY RM 50,000/ year

Internet MMHA Head quarters RM 1,750/ year

Total cost RM 141,750

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Evaluation

The success of the PR campaign is measured in terms of the total number of objectives

achieved. According to Oxley (1987) the success of any campaign is reflected in the

target public attitude change, and changes in the level of awareness regarding the issue

or the organisation. The overall success of the campaign is evaluated after considering

few elements such as the communication audit in the form of a dipstick survey which

was conducted at different stages of this campaign.

The analysis of the results will aid in identifying minor or major flaws in the

communication plan. However the success of the campaign will be measured using the

Stewardship concept developed by Harrison (2003) the concept will allow researchers

to gauge accurate measurements of objectives success in addition to providing

necessary information for future proposals and reference.

Furthermore evaluation will be carried out at each stage of the campaign to eliminate

any possible errors that might affect the success of the communication plan.

The World’s “Mental Health Day” held every October 10th is of great importance. The

MMAH is responsible for organising major events with another evaluation by counting

visitor numbers and furthermore observing intensity of media coverage received.

Evaluating the level of awareness about mental disease and changes in attitude towards

mentally ill people will require another dipstick survey to be carried out.

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Tactics 1- press releaseNo. 8 Jalan 4/33 off Jalan Othman,

46000 Petaling Jaya, SelangorMALAYSIA

Press release For immediate release

Contact:Datin Dr. Ang Kim Teng8 jln 4/33, off Jalan Othman,46050, Petaling Jaya,Selangor Darul Ehsan,[email protected] : 03-77825499 / 03-77835432

Mental health and social stigma

Taking steps

Selangor, KL- 3rd November 2010 - Everyone is at risk of developing mental health problems. According to the World Health Organisation, one in four people experience mental health disorder during their life time. Unemployment, dysfunctional marriage , and financial hardship are few factors often increase the possibility of developing mental health disorders due to stress. Mental illness is a major cause of social stigma, discrimination and exclusion.

Doctors say “The healthy mind healthy body” the wellbeing of an individual depends on a healthy mind. Yet a small portion of those suffering from mental health problems receive treatment. Discrimination and rejection by society are few reasons why individuals with mental disorders don’t seek help. Learning about the symptoms, and creating family support groups can help mentally ill people enjoy meaningful lives. We need to start thinking positively as the first step to de-stigmatise mental illness.

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People suffering from mental illness are often marginalised to the extend they are unable to take part in society. Mentally ill people are unable to obtain jobs, access education or enjoy leisure activities as a result of being discriminated against.

It is very important to learn about mental disorders in able to reduce the stigma that prevents people from getting help as mental disorders are not permanent and can be cured. Today psychology and modern medicine provide us more than ever before with treatments, strategies and drugs to treat mental disorders.

Additionally family acceptance is one of the most important factors for recovery. “ To help mentally ill individuals in our society It is important to get over the myth and embrace the facts” says Dr. Ang Kim Teng. The MMHA is a non-profit agency governed by an elected volunteer Board of Directors.

Our campaign is now online! Visit our webpage and support our campaign at: www. mentalhealth .org.my/index.cfm?menuid=6&action .

Speech This speech has been written for Datin Dr. Ang Kim Teng the President of Malaysian

Mental Health Association (MMAH). For the “aren’t we courteous” campaign speech to

be delivered during the opening of the film festival on the 3rd of December 2010 at 3-

4pm

Good afternoon.

I am delighted to join you today in this wonderful event. My best congratulations to the

organisers, volunteers and every one attending this event, I am very impressed by the

collaboration with KOMAS which resulted in the production of the amazing

documentary they produced in conjunction with raising awareness about mental illness.

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Today, in keeping with the theme of the documentary i would like to share some

thoughts with you about mental health issues in Malaysia.

I am here on behalf of the Malaysian Mental Health Association and all the marginalised

mentally ill persons in our society. The most disturbing fact about mental illness is the

discrimination mentally ill people face every day. This discrimination is observed in lack

of opportunities in seeking jobs or the active participation in society.

The role of everyone in eliminating stigma surrounding mental illness is not limited,

each and every one of us is compelled to advocate the rights of mentally challenged

people.

I am pleased to indicate the role MMHA plays in creating awareness in our society , and

the education of the public about the symptoms and the methods of caring for the

mentally ill. Our lack of knowledge about mental illness is the main cause of this social

stigma today.

Every member of the civil society should mobilize and get involved in creating

awareness to eliminate this stigma, often the main reasons why mentally ill people don’t

come forward and seek treatment.

Depression is the most common mental disorder in Malaysia today. Reports estimates

two in every five Malaysians suffer from mild to chronic depression. Left untreated

depression can lead to more mental disorders or even suicide.

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Youngsters suffering from mental disorders are not just suffering from teen age angst,

they are our children. Mental disorders such as depression will have direct impact on

their health. Recognition of symptoms such as weight loss, and extreme change in mood

is the first step in helping them. It is critical to dismiss myths about mental disorders in

able for us to de-stigmatise mental illness.

Psychiatric and brain disorders are true medical illnesses that requires medical

intervention just like diabetes and heart conditions. Children and adolescence can

develop severe mental disorders such as anxiety disorder. According to statistics one in

every 10 children in Malaysia suffers from mental disorders severe enough to cause

impairment. These children deserve to receive proper treatment.

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Reference List:

Anderson, D. & J Western. 1967. An Inventory to measure student’s attitudes In

University of Queensland Papers, Departments of Government and History, St.

Lucia: University of Queensland Press.

D. Dozier, Grunig, L. and, Jane Grunig 1995. What is communication Excellence? In

Communication and Conflict Management: Theory and Practice (MCC345) Unit

Reader 2005, Murdoch: Murdoch University. 3-11.

Marshall, P David. 2004. New Media Cultures. New York: Amold Publishing.

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Newsom, D., J. Turk & D. Kruckenberg, 2004. This is The Realities of public relations. (8th

ed.), POP: Thomson Wadsworth.

Harrison, K. 2003. Strategic Public Relations (3rd ed.), Perth: Century Ventures.

Oxley, H. 1987. The principles of public elations, Londres: Kogan Page.

Xavier, R., Johnston, K. and A. Petal, 2005. Exploring strategy: What public relations

strategy means in practise, In Asia Pacific Public Relations Journal 6:2.

Electronic References

mhca.org.au/MediaReleases/2010/Budget%202010%20Release.pdf (accessed October

31, 2010)

http://bhd.bz/mentalhealth/index.cfm (accessed November 2nd, 2010).


(accessed October 31, 2010).

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Public relations Contemporary Approaches Communication Plan

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