This assignment is designed to help you understand the “management fund
This assignment is designed to help you understand the “management function of public relations, and how to set public relations objectives, activate public relations campaigns, and implement public relations programs. AT&T's "It Can Wait" campaign was one of the nominees for the 2015 WEBBY award. Please conduct an Internet search to study the case and answer the following questions:
If you are the public relations director at AT&T, how would you continue and enhance this campaign in 2016? What public relations objectives would you set for the campaign, and what public relations programs would you plan? Please explain how you determine these objectives and programs. In other words, what makes you choose these objectives and programs over others?
Note that you are expected to apply knowledge from Chapter 5, especially the information from pages 87-93, when completing this assignment. Your objectives should be clear, understandable, have a firm completion date, be measurable, and align with management's objectives. Your PR programs should also align with your PR objectives, maintaining consistency throughout.
Format: Short answer only. Describe your answer clearly. You do not need to create the programs, only provide descriptions.
Paper For Above instruction
As the public relations director at AT&T, my primary goal in continuing and enhancing the "It Can Wait" campaign in 2016 would be to deepen public engagement, increase awareness of the dangers of distracted driving, and ultimately reduce texting while driving incidents. To achieve this, I would establish specific, measurable objectives, craft targeted strategies, and develop engaging PR programs aligned with these goals, guided by the strategic frameworks outlined in Chapter 5 (pages 87-93).
One of the core objectives would be to increase awareness about the dangers of texting while driving among young adults aged 16-24. The goal would be to improve awareness levels by 20% by the end of 2016, with progress measured through surveys conducted at campaign milestones. Additionally, another objective would be to increase active participation in the campaign, including the number of pledges made by individuals to refrain from texting while driving, aiming for at least 500,000 pledges by year's end. These objectives are chosen because they directly address the behavior the campaign aims to change—distracted driving caused by texting—and are specific, measurable, and time-bound, which aligns
with the criteria from Chapter 5 (pp. 87-93).
To determine these objectives, I would analyze baseline data from previous campaigns, survey data, and social media engagement metrics to identify gaps and opportunities for growth. I would select objectives that are challenging yet attainable within the context of the campaign's resources and organizational goals. Furthermore, I would ensure these objectives are aligned with AT&T’s broader corporate social responsibility goals to promote responsible use of mobile technology.
The public relations programs to support these objectives would involve multi-channel outreach strategies. First, I would launch a renewed digital media campaign across social platforms such as Facebook, Twitter, and Instagram, featuring real stories from victims and their families affected by distracted driving. These emotionally compelling stories serve to humanize the issue and generate empathy, which can motivate behavioral change. Next, I would coordinate with schools and community organizations to hold awareness workshops and pledge drives, fostering grassroots engagement and peer influence.
To enhance credibility and reach, I would collaborate with influencers and public figures who can champion the message, attracting diverse audiences and amplifying the campaign’s visibility. Additionally, I would deploy targeted advertising, including online videos and banner ads, to reinforce the key messages. Lastly, I would implement a tracking system to monitor pledge sign-ups, social media engagement, and media coverage to evaluate progress towards campaign objectives regularly.
These programs are selected because they are directly aligned with the objectives of increasing awareness and participation. Engaging storytelling, grassroots involvement, influencer endorsements, and targeted advertising are evidence-based strategies outlined in Chapter 5 (pp. 87-93) for effective public relations campaigns. They are adaptable, measurable, and capable of fostering lasting behavioral change. Moreover, these initiatives support AT&T’s brand image as a responsible corporate citizen committed to safety and community well-being.
References
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