Developing Public Relations Plan For London Humane Society

Question

Task:
For this assignment, select a PR scenario and develop a detailed public relations plan based on the following outline:

Answer

1: Issue or opportunity
The London Humane society has been chosen in this particular project on public relations plan as it lays prime emphasis on aspects like caring for the animals. The Human Society is committed to increasing the welfare of the animals (Gacek, 2019). It is also important to take into account various factors such as caring for the various groups of animals who must be cared for.

2: Research
The research would be mostly based on review of secondary sources. It has been observed that animal cruelty across the United Kngdom has increased over the period of time. It was observed that over 10,564 dogs had been adopted along with over 786 horses. There were also 29,432 cats which were also adopted. There were also 17,500 animals who were taken to the wildlife centres and it also investigated about 93, 632 complaints related to animal cruelty. The pet population increased to about 9 million dogs in the year 2018 and had about 8 million cats.

The increase in the degree of animal cruelty revealed the fact that it is essential for the organization to account for an increase in the degree of animal cruelty. It can also lead to creation of an appropriate shelter for animals in order to improvise on operations over the period of time.

The primary research would be conducted on the basis of surveys and the responses recorded from the same would be accounted for in order to gain a quantitative insight into the data management process (Lockwood et al., 2019).

The survey has been undertaken in the form of a table below wherein 100 people were chosen for the study:

Table 1: Survey
(Source: Developed by author)

It is important to understand that the factors associated with consumer well being can help in improvisation of characteristics and it can also help in creating a high degree of awareness among the groups. The survey among the groups have revealed that this has led to an increased degree of well being among the consumers who were prone to developing a proper insight and knowledge into the systems of managing animal welfare and cruelty.

It is also important to account for factors such as improvisation of operations over the period of time. It has been observed over the period of time that the improvisation of operations over the time. It has also been observe that this can lead to operations over the time period and can lead to lowering of instances associated with animal cruelty (Longobardi & Badenes-Ribera, 2019). The survey has revealed the fact that any instance of cruelty towards the animals is one of the prime reasons which would enable the employees to undertake activities in a proper manner.

The survey of the participants is one of the prime lookouts which can enable the candidates to observe the aspects which would lead to understanding of the components of the components related to improvisations of the value chain processes. It is also important for individuals to understand the factors which would lead to improvisation of operational efficiency over time. It is also important to take into consideration the factors involving changes in the segment of operations over the period of time (Hsiao, 2017). It is also important to take into account the factors such as improvisation of business efficiency and operations over the period of time as it can help in determining the extent to which the organization can influence its activities by creating an outreach among a large group of audience which can help in understanding how these animals can be protected to ensure safety.

3: PR Objectives
The PR objectives have been developed in the form of a SMART table as highlighted below:

Table 2: Survey
(Source: Developed by author)

It is important to understand that the goals and objectives of the organization should be linked with the strategies of the firm which can help in improving the degree of business operations over the time period. The goal associated with creation of public shelters can enable the organization to install stations and this can also induce various individuals to take care of these animals (Chan & Wong, 2019). The London Humane Society should create a campaign that justifies these objectives and it is also important for the organization to take into consideration the factors such as improvisation of operations over the period of time and this can help in attaining a high degree of accolades from various platforms. It is also important for the organization to take into consideration the factors such as improvisation of businesses and operations and the same must be accounted for while developing a definite goal and objective to increase business operations over the period of time (Bright et al., 2018). Apart from this, it is also mandatory to account for an increase in the degree of awareness among the human beings about the cruelty inflicted among animals and this can create a high degree of efficiency. It is also important for the society to account for factors such as the degree to which the efficiency in business operations can be improved in the long turn course of operations.

4: Stakeholder analysis
The prime stakeholder analysis has to be taken into consideration and the prime individuals who happen to be the major associates of the event involve the following people:

Government and local authorities: The government and local authorities are often targeted as a major stakeholder group prior to launching any campaign as it can help in creating a prominent degree of outreach which in turn would be useful for the consumers and the society at large. It is also important to take into account the rules and regulations (Johnson, 2018). The government and local authorities also play a prominent role in outlining the degree to which local authorities can also help in developing the manner in which local authorities would support the campaign by raising awareness about these homeless animals.

London Humane Society can target the public authorities in order to create a broader message which would allow the individuals to account for factors such as improvisation of operations and taking care of the homeless animals in an appropriate manner. The local authorities should also implement laws in a proper manner as it can enable the audience to set up a proper target group who would be involved in various forms of activities. The local authorities should also be involved in understanding how the resources may be properly channelized to ensure that the pets are treated in a better and efficient manner.

Owners of pets: The owners of the pets play an important role in influencing the manner in which they are treated. It is also important to take into consideration the factors such as improvisation of activities which can allow the owners to take care of their pets in a better manner (Hsiao, 2017). It can also enable the individuals to outline the policies and processes which would serve as an effective means of communication over the period of time and this can help improve operational efficiency.

The owners of the stakeholders play an important role in outlining the manner in which these activities can be propagated across a diverse segment of audience. It is also important to account for factors such as proper treatment of animals which in turn would allow the people within any particular society to understand the notions associated with taking care of these animals in order to ensure operational efficiency (Longobardi & Badenes-Ribera, 2019). The owners of the pets would also take into consideration the factors such as improvisation of techniques which may be adopted to ensure proper treatment being provided to the pets.

5: Development of key messages
The development of the key messages involve factors such as outlining the key objectives of the campaign and this can also help in understanding the manner in which the purpose of the campaign can create a significant volume of outreach. It can also help in understanding how the messages which are communicated across a large group of audience are circulated in an appropriate manner. The key messages are as follows:

“Helping homeless and stray animals”
This can be one of the key messages of London Humane Society and it is also possible for the organization to take into account the factors such as improvisation of operations over a period of time and making necessary arrangements to highlight the changes and also understanding how these activities can be propagated across a vast platform (Hsiao, 2017). The factors such as an increase in the number of homeless animals must also account for factors such as improvisation of operations over the period of time. It is also important for stakeholders to understand the importance of underlying beliefs and notions which can help in creating a high degree of awareness.

“Preventing cruelty among animals”
The aspect of prevention of cruelty among animals is one of the most essential aspects which must be considered and the same must be communicated as a key message to the stakeholders (Arluke & Irvine, 2017). It is also important to account for factors such as improvisation of operations over the period of operations and it can also highlight the manner in which these animals may be rescued in order to ensure that the activities which propagate their need must be accounted for.

The key messages would outline the factors which would be responsible for understanding how the same would be accounted for while developing key messages.

6: Tactics
The prime PR objective was to make arrangements for developing a proper shelter for the homeless animals. The tactics which have been used are as follows:

• Creating an activity group or a small community society who would be involved in making arrangements for and pooling the funds required to diversify resources in a proper manner (Connor, Currie & Lawrence, 2021).
• Creating an action plan with small milestones which would help in understanding how these objectives can be attained in a seamless manner. It is also important to set evaluation standards for monitoring the performance

The PR objective associated with creation of awareness requires various components and these include the following:

• Creating an outreach through social media, digital media and other platforms in order to ensure that the message is clearly communicated across a large group of audience.
• To conduct surveys in order to understand the demographic and psychographic abilities of the individuals.

7: Timelines
In order to implement the desired plan of action, it is essential to plan activities so as to ensure timely completion of work within the deadline. It can also help in determining the degree to which the timeline of the activities held the fact that a large volume of time elapsed during the event (Johnson, 2018). It has also been outlined that the aspect of business operations and the act of planning for the campaign and executing the same took about a total of 14 months. The act of outlining the factors such as creating a stable form of operational outlook is essential as it can benefit individuals to take into consideration the factors such as improvisation of operations over the period.

8: Evaluation
The degree to which the competitive factors can be evaluated is measured in terms of which the cases regarding cruelty among animals have declined over the period of time (Bright et al., 2018). The factors such as improvisation of the policies and processes can help in understanding the manner in which the same can be considered to ensure corrective business operations. The lower number of cases associated with animal cruelty must also be accounted for in this regard (Chan & Wong, 2019). This can also help in understanding how these notions would lead to corrective actions.

References
Arluke, A., & Irvine, L. (2017). Physical cruelty of companion animals. In The Palgrave international handbook of animal abuse studies (pp. 39-57). Palgrave Macmillan, London. Retrieved from: https://www.researchgate.net/profile/Arnold_Arluke/publication/318401686_Physical_Cruelty_of_Companion_ Animals/links/59f0f55caca272cdc7ce04f6/Physical-Cruelty-of-Companion-Animals.pdf

Bright, M. A., Huq, M. S., Spencer, T., Applebaum, J. W., & Hardt, N. (2018). Animal cruelty as an indicator of family trauma: Using adverse childhood experiences to look beyond child abuse and domestic violence. Child Abuse & Neglect, 76, 287-296. Retrieved from: https://www.lucysproject.com/here/wp-content/uploads/Animal-cruelty-as-an-indicator-of-family-trauma.pdf

Chan, H. C. O., & Wong, R. W. (2019). Childhood and adolescent animal cruelty and subsequent interpersonal violence in adulthood: a review of the literature. Aggression and violent behavior, 48, 83-93. Retrieved from: https://www.researchgate.net/profile/Heng_choon_oliver_Chan/publication/335235860_Childhood_and_ adolescent_animal_cruelty_and_subsequent_interpersonal_violence_in_adulthood_A_review_of_the_ literature/links/5e1e9fdfa6fdcc904f705524/Childhood-and-adolescent-animal-cruelty-and-subsequent- interpersonal-violence-in-adulthood-A-review-of-the-literature.pdf

Connor, M., Currie, C., & Lawrence, A. B. (2021). Factors influencing the prevalence of animal cruelty during adolescence. Journal of interpersonal violence, 36(7-8), 3017-3040. Retrieved from: https://pure.sruc.ac.uk/ws/files/15263212/14807.pdf

Gacek, J. (2019). Confronting animal cruelty: Understanding evidence of harm towards animals. Man. LJ, 42, 315. Retrieved from: https://journals.library.ualberta.ca/themanitobalawjournal/index.php/mlj/article/download/1133/1120

Hsiao, T. (2017). Industrial farming is not cruel to animals. Journal of Agricultural and Environmental Ethics, 30(1), 37-54. Retrieved from: http://162.247.143.50/images/topic/pdf/Industrial_Farming_is_Not_Cruel_to_Anima.pdf

Johnson, S. A. (2018). Animal cruelty, pet abuse & violence: the missed dangerous connection. Forensic Research & Criminology International Journal, 6(6), 403-415. Retrieved from: https://www.researchgate.net/profile/Scott_Johnson33/publication/329457813_Animal_cruelty_pet_abuse_ violence_the_missed_dangerous_connection/links/5c09c8fd92851c39ebd8cad8/Animal-cruelty-pet-abuse-violence-the-missed-dangerous-connection.pdf

Lockwood, R., Touroo, R., Olin, J., & Dolan, E. (2019). The influence of evidence on animal cruelty prosecution and case outcomes: results of a survey. Journal of forensic sciences, 64(6), 1687-1692. Retrieved from: https://www.researchgate.net/profile/Randall-Lockwood/publication/333302868_The_Influence_of_Evidence_on_Animal_Cruelty_Prosecution_and_Case_ Outcomes_Results_of_a_Survey/links/5de529b7a6fdcc2837004e88/The-Influence-of-Evidence-on-Animal- Cruelty-Prosecution-and-Case-Outcomes-Results-of-a-Survey.pdf

Longobardi, C., & Badenes-Ribera, L. (2019). The relationship between animal cruelty in children and adolescent and interpersonal violence: A systematic review. Aggression and violent behavior, 46, 201-211. Retrieved from: https://www.researchgate.net/profile/Claudio_Longobardi/publication/327646893_The_relationship_between_ animal_cruelty_in_children_and_adolescent_and_interpersonal_violence_A_systematic_review/links/ 5ec6a856a6fdcc90d68a1734/The-relationship-between-animal-cruelty-in-children-and-adolescent-and -interpersonal-violence-A-systematic-review.pdf