Hawaii Red Cross Case Study

Purpose of the project

The purpose of this project, is to develop and deploy a comprehensive media strategy/campaign for the Hawaiian chapter of the American Red Cross. It will focus on what the Hawaii Red Cross can do to enhance its internal communication, with the goal of providing the Hawaiian community with tailored content, such as local pictures and stories, so that the organization chapter can reach its goals of attracting increased donations and support. I will do that by researching how the organization 's internal communication works today, and what efforts have been put into action earlier to solve the problem. I will deploy relevant communication theories towards understanding this problem and forming a product solution. I will support

It wants people to know that it exists, what the organization does, and how the community can contribute, both by volunteering and donating money. The Hawaii Red Cross staffers do not feel that they get through to the local public of Hawaii. It seems like the information provided is too distant for the community to relate to. People do not feel like they need to support the Red Cross because disasters will not affect them, or anybody they know. It is important for the Hawaii Red Cross to convince people that disasters could happen to them, because emergencies do happen in their community When they do get the point across, donors often call to make sure the money stays in Hawaii. They want to support their own community, not a state at the U.S.

The actual process of gathering stories is also an issue for the Hawaii Red Cross. Since the organization is in the disaster emergency response industry, its clients are usually going through some sort of a traumatic event. Therefore, the Red Cross representatives have to be very sensitive about taking photos, and approaching the clients to tell their stories too soon. For the Hawaii Red Cross, the clients and their privacy come first, according to communication manager Yano. The representatives never want to overstep that boundary, and make the clients feel uncomfortable, or make them feel like they are being exploited. Also, they always have to have the people in the photograph sign a release form, to be able to publish the picture. The people 's immediate urge to know immediately is another issue for the Red Cross. In today 's fast-paced social media world the public wants to know everything right away. This has rubbed off on the traditional news media, and stories are often not newsworthy a week later. Thus, Hawaii Red Cross staffers have an ethical dilemma wherein they want to get a story from a client, but at the same time they do not feel like they can approach victims because they want to be