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… 19 May 2014 …
PUBLIC RELATIONS REPORT…for 6% Premium Increase
Prepared byAngela p. genders
For Healing-Hands Health Fund1011 Eagle StreetBrisbane, 4000QueenslandAustralia
Table of Contents
1.0. Company Description & Details …page 1
2.0. Letter to the Head of PR (…Introduction) …page 2
A4 Personal Letter to Fund Members… …page 3 A4-Sized Media Press Advertisement… …page 3 Webpost… …page 3
3.0. Media Examples …page 5
Җ 3.1. PR-Media 1: Mail-out Letter …page 6- 3.1.1. Description of Media …page 7
Җ 3.2. PR-Media 2: Newspaper-Insert …page 8- 3.2.1. Description of Media …page 9
Җ 3.3. PR-Media 3a: Company-Blog/Social-Media Pages …page 10- 3.3.1. Description of Media …page 11
Җ 3.4. PR-Media 3b: Twitter-Tweet …page 12- 3.4.1. Description of Media …page 13
4.0. Conclusion …page 14
5.0. Referencing …page 15
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Helping Hand Health Fund …
1.0. Company Description & Details:
Our Company Name is: Helping Hand Health Fund
Our Company Logo is:
Head Office: Helping Hand Health Fund
1011 Eagle Street
Brisbane, Qld. 4000
Toll Free: 1800 398.111
Telephone: 07 3398.1111
Fax: 07 3288.0000
Website: www.helping-hand.com.au/
Email: [email protected]
(…We have offices in all major cities)
2.0. Letter to the Head of PR (…Introduction):
… Page 1 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 1 …
19 May 2014
Mr Roland Schmidt
Public Relations Manager
Helping-hand Health Fund
1011 Eagle Street
Brisbane, Qld. 4000
RE: Impending Increase by 6% to Monthly Premium/Fee
Dear Roland,
As of 1 June 2014 our Company’s premium/fees are set to increase by 6% per month.
I don’t envisage this to cause the Company any great disruption or mass exit of Fund
Members. We have been serving Australia for close to 30 years and in that time have
grown from strength to strength in our Fund Members. It has also been some 5 years
since we have deemed it necessary to raise our premium/fees.
Whilst we continue to meet the needs of our Fund Members in all areas of healthcare
and keep our hand firmly linked with theirs, we can only continue to grow.
We remain one of the most affordable Health Funds in this country even with our 6%
increase. The three areas of Media I recommend to inform our invaluable members of
this augmentation to the premiums are as follows:
• A4 Personal Letter to Fund Members
• A4-sized Media Press Advertisement
• Web-Post
- Blog
- Tweet from Funds Twitter Account
… Page 2 …
A4 Personal Letter to Fund Members…
This form of communication will ensure all Fund-Members are personally advised in
writing of the impending 6% increase of premium/fees. (…example attached)
A4-Sized Media Press Advertisement…
This will be by way of a single insert flyer to be included in all States Sunday-
Newspapers. It will be a coloured insert-sheet and we will take the opportunity to
recruit new members by way of a “special offer”. (…example attached)
Webpost…
- Blog to be posted to the Company’s-Blog/Social-Media
- Tweet from Funds Twitter-Account
These two forms of communication of our Announcement regarding our 6% increase
are directed to our Millennial’s – Generation-X Members.
---
By selecting these 3 Media options we are able to target our project’s key audience,
which is every Helping-Hand Fund Member, as well as targeting New-Members.
Consideration was given to the following media options, cost and effectiveness was
the weight given to eliminate them.
• 20-30 second radio commercial
• A4 media release
• Podcast (40-60 seconds)
• Design plan for intra/internet sites
… Page 3 …
Our goal is to maintain a high standard of health care support, being an affordable
investment to our Fund Members. Our objective is to maintain our current level of
Members and alleviate any concerns they may have about the increase in that of
premiums/fees, whilst encouraging New-Members to join Helping Hand.
At the completion of a 2 month period (01.06.2014 31.07.2014) I will submit a
report to you evaluating the responses and membership figures to our 6% increase and
new member recruitments.
• Member Letter (Julie from Head-Office has been selected to document all
responses by mail, email, and telephone) – will collect data from each State.
• A4 Media Press Advertisement (each State Office Receptionist will document all
responses and submit to Julie)
• Blog & Tweet (Mathew from Head-Office will be tracking online reaction and use)
With all these measures in place we will continue to deliver outstanding
Health/Medical support to our current Members and grow our New-Membership.
I trust Roland this all meets with your approval and on your confirmation, and/or any
additional invaluable suggestions, will implement the above discussed immediately.
Regards
Angela GendersPublic Relations Department
… Page 4 …
… Page 5 …
3.1. P
Assessment 3Public Relati
Angela p. genStudent ID: 7
D
H
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R-Media 1… Letter to Members advising of 6% increase to Premium/fees effective 01.06.2014.
ons ReportSwinburne University
Bch Business (Public Relations)[PUB20002] Public Relations Theory &
Practice
ders588690
ear Valuable Helping-
elping-Hand Health F
amily health cover to y
e offer an assortment
ur commitment to you
ast 5 years. However, w
remium/fees of 6%, ef
e will continue to pro
o maintain a healthier,
lease contact us if you
hone, email, or online-
ours,
teve Reinhardt
eneral Manager
RE: 6% Increase - Effective 01.06.2014.
Hand Member,
und, for close to 30 years now has been delivering affordable
ou and your family.
of Health Cover designed to suit your budget and personal needs.
has ensured that we have not raised our membership fees for the
e now find it necessary to implement a monthly increase to
fective 01.06.2014.
vide the services you require for yourself and your family needs
happier lifestyle.
have any questions regarding the necessary increase, either by
chat on our website.
eLA: Emily NugentDate: 19 May 2014
… Page 6 …
3.1.1. Description of Type of Media Used & Why…
The first Media-Example selected is a company letter, addressed personally to each
Fund-Member and sent by conventional mail. One reason the medium was selected is
that our company has no age restrictions on employment and as such this particular
form of communication particularly is appreciated by the more mature fund members.
It is a letter presented upon official company letterhead, individually typed and
personally signed by the general manager.
Neither an email nor blog can compare to such an official company document. It is an
individual document to an individual fund member, giving a feeling of importance.
Whilst the journey of a letter such as this takes time and there are costs in its
preparation and delivery through conventional mail. Those costs are absorbed by a
company willing to help acknowledge the technology restrictions of its older clients,
and keep them informed of Fund changes.
Although this form of communication is beholdant of the more traditional
“hierarchal” channel of communication, each individual has within them both a
“child” and a “parent’ aspect. And although this medium is utilised moreso to
embrace and acknowledge the more mature-aged members of Helping-Hand Health
Fund, every individual, irrespective of age, still derives encouragement from the
proverbial personal acknowledgement and communication “from a person of
authority”, and enjoys finding traditional-mail within their letterbox.
Whilst the electronic age is here, not all people have chosen to embrace it, so this
form of communication still has its place in our world of communication.
… Page 7 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 7 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
AngelStuden
3.2. PR-Media 2… A4 Paid Press Advertisement – Newspaper Insert
a p. genderst ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 8 …
3.2.1. Description of Type of Media Used & Why…
A colourful Flyer in Print Media was selected for our second Media-Example, as one
of our Membership Demographics is those of the Baby-Boomers. Whilst technology
has been embraced by many in this group, the Sunday Paper is still somewhat a
religion/habit with them. You will be assured of touching base with many.
Generation-X is also a group that can be reached with this Media, to some extent. As
they are the Generation sandwiched between Traditional-Media and Technology, and
therefore, despite their adapt utilisation of modern-technology, still hold the
Traditional-Media Audience/Demographic within that of the Sunday-Paper
Another reason this media was selected is “colour” attracts attention from people of
all ages. Even a young child will be attracted to this colourful flyer and hand it to their
parents.
This media was also selected because it is a hard copy document that can remain in
the home and in a person’s focus for some time, unlike a form of media, for example,
upon the internet, blogs, facebook, twitter, is only there whilst it remains upon a
screen.
Also New-Membership was part of the design of this Public Relations initiative. This
Media provides opportunity to feature a “special offer” by way of a gift voucher to
encourage new members. At the same time, our Company wanted to advise the
general public of our 6% increase in Premium/Fees. The first in over 5 years.
… Page 9 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 9 …
3.3. P
Assessment 3Public Relati
Angela p. genStudent ID: 7
Hi Everyone,
After 30 years of Health-Care Services in Australia,
Helping-Hand unfortunately announces a 6% increase
to monthly Premium/Fees. This is due to the rise in providing you with
Quality Health-Care Services during a difficult economic-time with the
growing cost of living within the Australian climate. This is the first rise
we have had in over 5 years, can you believe that?! We have managed to
stay-off having to pass on the increases which came with the GFC to our
Triple-H Family, but couldn’t manage to protect you from the
Government Budget-Changes to HealthCare.
Helping-Hand continues to grow and will continue to support our
Members to maintain a healthier-you! Whether it is an individual or
family need, we remain one of the most affordable Health-Funds
tailored to meet your needs always.
Visit our website at www.helping-hand.com.au and get a free quote if
you’re looking to change to a better, more supportive Fund. And join by
31.07.2014 and receive a $150 gift voucher. –Don’t miss out everyone!
Stay Healthy!
-H.H.H
Comments:
POSTED: 12 May 2014
R-Media 3a… Company Blog/Social-Media Pages
ons ReportSwinburne University
Bch Business (Public Relations)[PUB20002] Public Relations Theory &
Practice
ders588690
eLA: Emily NugentDate: 19 May 2014
… Page 10 …
Login
Follow
Create a Blog
Comment
3.3.1. Description of Type of Media Used & Why…
Blogging has become an invaluable tool for that of Company’s Worldwide. Not only
is it a two-way symmetrical form of communication, yet it is a casual, conversational
style allowing a company’s clients and customers to feel as though they have built a
relationship and friendship with their respective Health-Fund.
“According to a Hubspot Survey, 57% of companies have acquired customers through
blogging in both 2011 and 2012 and new leads were valued as higher quality
compared to leads gained from outbound marketing strategies like trade shows, direct
mail and telemarketing”. (Miller. 2013. www.electricpr.com.)
As the Company’s clients/readers have built a relationship, and gotten to know us
through our Blog, this is therefore the ideal forum in which to inform our technology-
based-demographic of our new 6% membership/fees rise. As it is less traumatic and
shocking to be told of such a budget shift from that of a “friend”, as opposed to that of
a “Company”.
The direction of traffic to the Blog remains the same as what we implemented when
we first launched it. All Facebook, Twitter, Company Websites, etc., our entire
digital-footprint hyperlinks to the Blog.
We already have in place the fact that our email signature includes the website URL
and have set-up our webmaster pages within search-engine directories the likes of
Yellow-Pages, Google, Bing and Yahoo.
… Page 11 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 11 …
… Page 12 …
3.4. PR-Media 3b… Tweet from Company Twitter-Account
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 12 …
3.4.1. Description of Type of Media Used & Why…
The direction of web-traffic to the Helping-Hand Health Fund Twitter-Account is the
same as that mentioned within the above Blog-Description.
We ensure we maintain favourable SEO (search engine optimisation), and double-
check that all of our web-link include the Twitter-Account Hyperlink.
Previous Market-Research has shown that regular Twitter, Facebook, and Social-
Media posts spark interest and exposure, and thus that of the likelihood of ‘sharing’
within our Publics. Exposure means increased traffic. And therefore we must ensure
that this initial post is backed up by our Social-Media Manager with ongoing Tweets,
to answer any questions that may be within the minds of our members, alleviate any
concerns, and hence create hash-tags to encourage conversation.
Once again, this ideal online-forum of communication is directed towards that of our
technological-clientele, and henceforth reaches our younger demographic within the
Millennial’s and Generation-X’ers.
… Page 13 …
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 13 …
4.0. Conclusion…
Therefore, as you can see from the above Media-Examples Roland, we cover a wide
variety of Traditional Print-Media, to Online Social-Media, which encompasses
communication to all of our Company’s Membership-Demographic. From those of
the Technologically-savvy Millennial’s, to that of the moreso Luddite-traditional
Baby-Boomers.
Buy utilising the chosen Public Relations approach, we also alleviate any discomfort
or concerns our current-members may have with the 6% membership/fees rise.
Reinforcing the fact that we not only provide a “full range coverage” for all family
shapes, sizes, models and requirements, whilst still remaining one of the most
affordable Health-Funds upon the market, and fortifying our Market-Positioning,
within our strength and size, at the same time being stable and supportive.
Simultaneously, we can use this opportunity to recruit new members to Healing-
Hands, those to whom may either be dissatisfied with their current Funds, are looking
to sign-up to a Fund, and of course, those whom are members of Funds who will be
implementing a higher than the recommended 6% price rise. We do this not only
through our solidity and reliability within the marketplace, yet also through offering
the membership incentive of a free $150 gift-voucher to nudge any fence-sitters
along.
If you at any time have any questions, comments, or recommendations, they would be
most welcomed and most certainly applied. So please feel free to contact me at your
convenience to discuss your reactions to the Media-Report.
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 14 …
5.0. References…
• Bupa. 2014. Bupa, Find a Healthier You. Official Website. Bupa Australia Pty Ltd.
5 May 2014. http://www.bupa.com.au/
• Kotler, P. 2014. Principles of Marketing. Fifteenth Edition. Pearson. England. 27
March 2014.
• Mahoney, J. 2013. Public Relations Writing. 2nd Ed. Oxford. Australia. 27 March
2014.
• Medibank. 2013. Medibank, For Better Health. Official Website. Medibank Private
Limited. 5 May 2014. http://www.medibank.com.au/
• Miller, KC. 2013. 5 surefire ways to direct traffic to your website. ElectricPR. 18
May 2014. http://electricpr.com/wp/5-surefire-ways-to-direct-traffic-to-your-
website/
• Westfund. 2014. Westfund Private Health Insurance. Official Website. Westfund
Pty Ltd. 5 May 2014. http://www.westfund.com.au/
• Flyer Image: http://25.media.tumblr.com/tumblr_13kkpm6GCn1qboii5o1_400jpg
Assessment 3Public Relations Report
Swinburne UniversityBch Business (Public Relations)
[PUB20002] Public Relations Theory &Practice
Angela p. gendersStudent ID: 7588690
eLA: Emily NugentDate: 19 May 2014
… Page 15 …