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Willing Hearts Case Study

708 Words3 Pages

Willing Hearts (WH) is a non-profit organization in Singapore which provides daily meals to its beneficiaries. The theories will explain what is most important when crafting a PR plan for the organization In implementing strategies and tactics, we must first understand who is the target public that the organization is targeting. Target publics are important in defining who they are and how they behave as this is the first step in setting the foundation in strategic communication (Kim and Ni, 2010). Guth and Marsh (2006, p.93) described public as a group of individuals with common interests or values. They can be internal or external publics. In the case of WH, their target publics are the beneficiaries and volunteers. The beneficiaries and …show more content…

With most of the public getting their information through social media platforms and online media, organizations have to adapt and switch to these platforms as well. However, there are drawbacks when using them as well because the target publics may not understand the messages or understand it but not take the necessary action. Breakenridge (2009) mentioned that the online community doesn't appreciate pitching and messaging. Instead, for social media to be effective involves the proper understanding of how they work. This means that although social media is a powerful tool, the target publics can choose what they want to read or listen to. Information that is boring will be treated as …show more content…

Although they have more than ten thousand 'likes' and constantly update their page, the content that they put up is not interesting enough for people to notice them. Despite that, many members of the public know them because they have been on mainstream media for the work that they have done. However, to reach out to even more people, they will have to do more in terms of content creation and engaging the online public. Which is why we have proposed to take over their Facebook page for a year and improve on their content and social engagement. To conclude, we believe that identifying target publics of the organization is most important followed by goals and objectives, messages and then communication channels. If WH does not know who their target publics are, they will have problems in setting their goals and objectives and what kind of messages to disseminate and what channels to use when delivering the appropriate

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