COMU2005 Assignment 2: Media Relations Strategy Report



Kids Free 2B Kids

Boycotting Bras and Booty’s

Media Relations Campaign Report 2011

Comu2005

Media and Issues Management

Assignment Two: Media Relations Strategy

Semester One 2011

Kids free 2B Kids

Boycotting Bras and Booty’s

Cassandra Cooney

Media Relations Director

42066798

Lecturer: Dr Lyn McDonald

Tutorial: No. 4

Time: Mondays 5-6pm

Due Date: 16th May 2011

Word Length: 3, 293

Executive Summary

As the children’s retail industry consistently looks to capitalise returns, marketing strategies have begun to focus on a more sophisticated look, particularly by maximising the use sexualisation.

To build awareness of the negative impacts, expose brands that do not meet expectations and prompt call for a legislation criminalising the inappropriate sexualisation of children, Kids free 2B Kids has designed the “Boycotting Bras and Booty’s” campaign aimed at the general public and is also geared towards the Australian Federal Government.

Kids free 2B Kids opposes the sexualisation of children within society and aims to create a community that allows children to develop at their own pace and value innocence.

The campaign considers media tactics, budget, target audience, timeline and evaluation in order to communicate the ideologies, values and the Kids free 2B Kids brand.

Overall the following report provides a media relations campaign intended achieve the goals and objective of the organisation.

Table of Contents

Front Cover… …i

Executive Summary… …ii

Table of Contents… …iii

1.0 Introduction… …1

1. Background… …1

2. Purpose… …1

3. Goals… …1

2.0 Situation Analysis… …2

2.1 Secondary Research… …2

2.2 Issues Analysis… …2

2.3 Primary Research… …2

3.0 Stakeholder Identification and Analysis… …2-3

3.1 Recommendations… …3

4.0 Objectives… …3-4

4.1 Key Messages… …4

5.0 Project Strategy and Tactics… …4

5.1 Media Relations Strategy… …4

5.1.1 Contact List… …4-5

5.1.2 Media Pitch… …5

5.1.3 Media Release… …5

5.1.4 Media Alert… …5

5.1.5 New Media and Blog… …5

5.1.6 Collateral Material… …6

6.0 Campaign Evaluation… …6

7.0 Budget… …6

8.0 Timeline… …6-7

9.0 Assigning Personnel… …7

10.0 Conclusion… …7

Bibliography… …8

Appendices Front Cover… …i

Appendices… …ii

a) Contact List… …1

b) Media Pitch and Journalist Example Work… …2-3

c) Media Release… …4

d) Blog… …5

e) Budget Breakdown … …6

f) Timeline and Assigning Personnel… …7

1. Introduction

This media relations strategy report addresses the trend towards the increasing sexualisation of children within society. It has been compiled on behalf of Kids Free to be Kids, a not-for-profit organisation that aims to generate awareness and instil change regarding this issue (Kids free 2B Kids, 2011). The report proposes a media campaign designed to achieve the gaols and objectives of this organisation. Thus, the following report suggests ways to deal with the increasing sexualisation of children within Australian society by developing a media strategy.

1. Background

Kids free 2B Kids is a child welfare group that aims to keep the issue of the sexualisation of children in the media at the forefront of public debate, provide an avenue for concerned members of the community and collect evidence of current commercial practices that are causing concern (Kids free 2B Kids, 2011). The organisation believes kids should be able to develop their full potential without exposure to sexual content before they are developmentally able to process it (Kids free 2B Kids, 2011). The purpose of the group is to promote a quality media environment for children and to raise community awareness of children's needs in relation to the media (Kids free 2B Kids, 2011).

2. Purpose

The need for this campaign stems from concerned members of the community and a recent inappropriate clothing line distribution by Bonds which caused immense anxiety within the community. In September 2010, Bonds released a line of bra tops called “bralettes” targeted at six year olds (Sunrise, 2011). The Sunrise show described the marketing trend as blurring a line and violating an important social norm (Sunrise, 2011). The Daily Telegraph (Doherty, 2010) claimed that parents are concerned, angry and received little support, while Senator Perry released a statement explaining age-inappropriate products should not be marketed to children (Parry, 2010). Evidently this issue holds significance within society and is one people feel strongly about.

3. Goals

The goal of this campaign is create community awareness and call for change in government policy regarding sexual content in children’s retail advertising. The organisation believes that reaching these goals will allow children to develop their full potential and reduce inappropriate sexual exposure (Kids free 2B Kids, 2011).

2. Situation Analysis

Public surveys were conducted to understand the way the public perceive this issue. These surveys assisted in identifying and providing background information regarding import stakeholders within the issue. Furthermore, this research gave insight into stakeholder media habits, values, feelings, thoughts and allowed for campaign message testing.

2.1 Issues Analysis

It was found that ninety percent of participants disagreed with Bonds’ actions with a belief that the appropriate age to start advertising lingerie to children would be when they have reached their teen years. Participants also believed that the media is responsible for the increasing sexualisation of children, and 85% claimed they would participate in a boycott of products that advertise to young children.

Secondary Research

The surveys were distributed through Brisbane city, while telephone calls were used for those who live in other parts of Australia. It was though that using a closed questionnaire would be the best way to elicit answers as the public often prefers to be anonymous and have busy schedules. The dominate finding or trend throughout the questionnaires was against Bonds and in support of Kids free to be Kids.

2.3 Primary Research

Thirty people were surveyed for this research while the main demographic was females between 25 and 50 with varied educations and backgrounds. The overall findings suggest that this demographic is against the sexualisation of children in the media and incidences like the Bonds situation leaves them disgusted and frustrated.

3.0 Stakeholder Identification and Analysis

For the purpose of this campaign potential stakeholders have been identified as:

• Children in Australia as they are the direct victims of this issue with their mental and physical health being affected by through early exposure to sexual content

• Parents of Australian children who are the target stakeholders as they are responsible for the upbringing, education and protection of their children. They are also the consumers of children clothing and have expectations from the clothing companies. It was found from the surveys conducted that this demographic is against the sexualisation of children and support a boycott and a legislation that criminalises that act.

• Clothing distributors as they contribute to the trend of sexualisation of children. This emerging and current issue would call for a reaction to the public concern over the sexualisation of children and an opportunity to reflect on their ethical practices.

• Finally the media as the industry reports on this issue and give the public a frame in which to consider it.

3.1 Recommendations

From the surveys conducted it was found that that participants in the target demographic use television as their main source, secondly Internet and lastly, newspapers. Therefore, these mediums would be the most effective to reach this group within a media campaign. Television advertisements on Channel Ten and the Internet websites such as Brisbane Times Online and World News Australia are recommended as these were the specific stations and sites parents preferred.

The feelings and attitudes of the key stakeholders, as stated before were found to be angry, frustrated and against the sexualisation of children. Drawing on these values the angle or basic attitude it can been assumed that the campaign should lead to a heightened awareness regarding this issue, support parents and act to criminalise those who do not meet the expectations of the community.

4.0 Objectives

As the goal of this campaign is to criminalise the inappropriate sexualisation of children and have a legislation passed by 2012 the specific objectives include.

• Create awareness of this issue with in the community and bring it to the forefront of the media within six months (between June 2011 – December 2011)

• Increase media attention of organisation within this time by 10% to create brand recognition, trust and determination of Kids free to be Kids

• Increase visitors to organisation website within this time by 20% to allow target market to become familiar values and ideologies Kids free to be Kids

• Increase distribution of collateral materials such as fliers and fact sheets by 25% to target market in order to make information more publically accessible

• Expose those brands that do not meet the expectations of sexual content exposure to children by monitoring clothing lines, advertising and sales

• Design and compile a petition with over seven hundred thousand signatures of Australians who wish to have the marketing of sexualisation targeted at children criminalised by 2012

4.1 Key Messages

The key message favoured from the surveys was that “Children should be allowed to stay children for as long as possible.” Based on this key message and to connect with and gain support from primary stakeholder the slogan “Boycotting Bras and Booty’s” was created. It communicates the idea that Kids free to be Kids aims to eliminate the sale and advertising of sexual clothing such as child bras. The slogan also incorporates a commonly used term in society “Booty” and represents the general sexualisation of society. Alliteration is also used to create memorability. Used throughout the media relations campaign its purpose is to describe the theme of the campaign.

5.0 Project Strategy and Tactics

This campaign has been created to create public awareness regarding the sexualisation of children. However a minor government relations strategy should also be considered as their cooperation is needed to change legislation. This strategy is not discussed below. This campaign will be distributed via mass media. Working with the media allows a company is able to take some role in disseminating the information they want regarding their business (Cutlip, Center & Broom, 2000). Overall an effective media strategy allows for an organisation to frame the concept in which they are mentioned in the media (Grunig, Grunig, & Dozier, 2002).

5.1 Media Relations Strategy

This strategy includes tactics such as media releases, pitches, backgrounders and fliers distributed through various mediums (Wilcox, 2009). The purpose of this strategy is to correspond with and build relations with media in order to generate news, frame the organisation in a favoured way, create awareness and communicate the intended messages of the campaign.

5.1.1 Contact List

To ensure the campaign reaches the audience, a list of key media personnel has been compiled, considering the favoured news preferences from primary research (Wilcox, 2009). Programmes such as Today Tonight has an audience rating of 1.34 million and a 55% audience demographic of 25- 60 year olds (TV AUS, 2010), while magazines such as Practical Parenting were also included due to a readership of 145, 000, with 94% of readers within the 18-50 year old demographic (Practical Parenting Media Kit, 2010). Radio stations such as 105.3 FM have been incorporated to reach a local audience, while ABC Radio targets the nation as a whole and has a large audience of 1.3 million weekly (Wilson, 2010). Therefore the included contact list was compiled based on audience numbers, target audience preference and to maximise viewer reach.

(Please refer to Appendix a for Media Contact List)

5.1.2 Media Pitch

To sell journalists possible stories and invite them in media pitches have been included in this campaign (Wilcox, 2009). The example media pitch tells the journalist of recent interesting company activity, while angle, talent, and interview times were included in the pitch to make the story more appealing and frame Kids free to be Kids is a way that fits with the current campaign.

(Please refer to Appendix b for Media Pitch)

5.1.3 Media Release

To attract a large amount of media interest media releases have been included within this campaign (Wilcox, 2009). The example release shows how one journalist can be targeted, and an issue can be framed to suit one publication and increase possible media coverage, and create awareness of the issue and the organisation.

(Please refer to Appendix c for Media Release)

5.1.4 Media Alert

To create media hype and highlight a story media pitches are another tactic included throughout this campaign (Wilcox, 2009). The included alert tells the media of an upcoming event and entices them with the possibility of great visuals and an interesting story.

5.1.5 New Media and Blogs

In order to connect with the primary stakeholders and create transparency for the organisation, a new media component including website blogs have been included within the campaign (Wilcox, 2009). New media will include chat forums and websites such as Facebook and Twitter and chat rooms, this tactic is targeted at parents of young children who may not work. These forums will allow them to connect with each other and the organisation.

The example blog informs publics of issues or updates within the company and encourages consumer feedback, with the intention of gaining stakeholder support.

(Please refer to Appendix d for Blog)

5.1.6 Collateral Materials

To assist in engaging with the audience, adding to the visuals within the campaign and demonstrating the passion and concern of the organisation, collateral materials such as flyers will be handed out on days the company ask for petition signatures (Wilcox, 2009). The example flyer contains relevant and interesting information regarding the organisation and campaign.

6.0 Campaign Evaluation

To measure the success of this campaign, results will be compared to the objectives (Wilcox, 2009). These involved an increased in media attention regarding the issue and Kids free 2B Kids, an increased number of visitors to the company website and exposing brands which do not meet the expectations of the community regarding this topic. To compare these sets of data media outlets will be monitored with focus on the frequency and nature in which Kids free 2B Kids is framed. The Organisation website will also be monitored with a focus on which parts of the site are being viewed more frequently. These figures will be monitored prior to the campaign, during the campaign and after the campaign in monthly segments.

The end of the campaign will also include email or street surveys asking the audience their perceptions of the organisation. Budget will also be taken into account during the evaluation, reviewing whether the lowest dollar was spent for maximum media coverage and audience reach. Evaluating the campaign in different ways allows for collection of qualitative and quantitative data, comparison data and audience feedback. It’s intended that this evaluation will show whether campaign goals and objective were reached.

7.0 Budget

The total budget for this campaign has been based on a budget of $5,100. This figure considers the photographer, printing, radio and websites costs. The budget demonstrates all the necessary costs for this campaign and attempts to manage the small budget the organisation has.

(Please refer to appendix e for Budget Breakdown)

8.0 Campaign Timeline

The timeline for this campaign runs from June 2011- December 2011. During the campaign media tactics and organisation roles have been strategically coordinated to maximise audience and media attention to achieve the goals of the campaign. The example timetable allows for a steady flow of media coverage throughout the campaign to reach the goals and objectives.

(Please refer to appendix f for Timeline)

9.0 Assigning Personnel

To ensure all tactics, activates and duties are completed and organised throughout the campaign, different departments will be responsible for different areas. For example, personnel within the web team will be responsible for blogging, while those in printing will be responsible for ensuring the correct amount and size of surveys and flyers are printed and delivered. This is to avoid chaos and confusion on important campaign dates.

(Please refer to appendix h for assigning personnel)

Conclusion

In conclusion the sexualisation of children in society has reached alarming levels for many parents (Kids free 2B Kids, 2011). To allow children to develop at their own level, stop the unnecessary marketing and pass a legislation to criminalise such inappropriate actions, Kids free 2B Kids will launch a six month campaign titled, Boycotting Bras and Booty’s. This campaign will bring this issue to the forefront of public debate, create awareness and expose those who do not meet the expectations of the community. Media tactics such as releases, pitches, blogs and flyers will be used to reach the target market, parents of young children, through mass media. These tactics provide maximum reach and communicate the ideologies and goals of the organisation. Components such as evaluation, budget and timeline have also been considered and provide structure for the campaign. Overall this campaign assists Kids free 2B Kids in achieving an important goal to help the community.

Bibliography

Cutlip, S; Center, A & Broom, G. (2000) Effective Public Relations. Prentice Hall Inc, Upper Saddle River: New Jersey. Pages 233 – 244

Grunig, L; Grunig, J & Dozier, D. (2002) Excellent Public Relations and Effective Organizations: A study of communication management in three countries. Lawrence Erlbaum Associates, New Jersey. Page 386.

Wilcox, D. (2009). Public Relations Writing and Media Techniques. Pearson: New York.

Doherty, E. (2010). Bonds sells bras for six-year-old girls. Retrieved from.

Kids Free 2B Kids. (2011). How Kids Free 2B Kids and ACCM Can Help. Retrieved From.

Practical Parenting Media Kit. (2011), Readership Circulation. Retrieved from.

Sunrise. (2011). Pre-teen bras – will you support the boycott? Retrieved from.

TV AUS. (2010). Australian Television. Retrieve from.

U.S Department of Media Relations. (2011). Media Strategies. Retrieved from.

Wilson, J (2010). Media room: ABC Radio Figures. Retrieved from.

Parry, S. (2010). Time for Australian retailers to wake up to the issue of child sexualisation.

Retrieved from.

Comu2005

Media and Issues Management

Assignment Two: Media Relations Strategy

Semester One 2011

Kids free 2B Kids

Boycotting Bras and Booty’s

Cassandra Cooney

Media Relations Director

42066798

Includes:

Media Contact List

Media Pitch

Media Release

Blog

Budget Breakdown

Campaign Timeline

Assigning Personnel

Appendix (b) Media Pitch

Media Pitch

1st June 2011

Baby Beauty Pageant Breakdown

Recipient: Erina Flessas

Email: eflessas@.au

Position: News Researcher

Media Outlet: Channel Sevens’ Today Tonight

Hi Erina,

I am writing to let you know that Kids free 2B Kids has called for a ban on beauty pageants involving children less than thirteen years of age.

The proposed ban comes from one concerned parent who claims her daughter was publically abused and humiliated while taking part in the Little Miss Melbourne Beauty pageant in April this year.

Dennis Abbey claims her seven year old daughter was verbally abused by judges and teased by other participants, and as a result is suffering depression.

Kids free 2B Kids has therefore started a petition to ban these types of pageants, as part of their Boycotting Bras and Booty’s campaign which aims to criminalise the inappropriate sexualisation of children in Australian society.

Sadly, this situation is not uncommon and I believe your viewers would be very interested in this story.

With 40% of your audience members between 18 and 49, no doubt most will be parents and concerned about this issue and the message it sends to their children and the way it shapes our community.

Mrs. Abbey is more than happy to take any further questions you may have or a photo opportunity can be organised all this week between 1pm and 3pm.

Please don’t hesitate to contact me if you need anything, I’d very much appreciate your thoughts.

Kind Regards,

Cassandra Cooney

Media Relations Director

Kids Free 2B Kids

Appendix (c) Media Release

Media Release

29th June 2011

Bonds Backlash

Recipient: Helen Sparn

Email: hsparn@.au

Position: Journalist

Media Outlet: Generation Next Magazine

Kids free 2B Kids has celebrated after a backlash in public support has forced Bonds to recall their line of “bralettes” made for girls as young as six.

The child bras marketed by Bonds were deemed inappropriate, disgusting and another attempt by retail brands to promote the sexualisation of children.

The organisation is working alongside parents and other child welfare groups such as Collective Shouts and The Australian Council on Children and the Media to stop situations such as these, as well as the sexualisation of Australian children.

Founder of Kids Free 2B Kids Julie Gale said, “It is good to see a major company like Bonds finally recognise these items are totally unnecessary and contribute to the adultification and sexualisation of little girls.”

Child Psychologist Dr Michael Carr-Gregg said the community needed to “Let Bonds know they are not going to put up with this blatant adultification of children.”

Ms Gale added that this win demonstrates the way the public feels regarding the sexualisation of children, and that Kids Free 2B Kids will continue their mission of attempting to protect young children against this type of sexual content.

This incidence is the cause of Kids Free 2B Kids’ new campaign Boycotting Bras and Booty’s which is calling for wider community awareness and the criminalisation the sexualisation of children.

Media Contact

Cassandra Cooney

Media Relations Director

Kids Free 2B Kids

Appendix (d) Blog

Blog

Intended to feature on Kids Free 2B Kids website

Page Example:

Appendix (e) Budget Breakdown

Budget Breakdown

Things to be considered Estimated Cost

Media Spokesperson Training $0.00 – Julie Gale already equipped

Flyers $73.00 with Pixo x 1000

Evaluation Surveys $50 with Pixo x 1000

TV: Written Tactics $0.00 as sent by email

Magazine: Small Space $250 with Generation Next

Website maintenance $0.00 as done by staff

Protest $0.00 as done by staff and volunteers

Petition signing events $500 for posters and stall

Photographer for campaign photos $200 by In-house photograph

Media monitoring before and after campaign $0.00 as done by staff

Radio: Public Service Announcement $4000.00 with B105 and

Total Cost $5037.00

…End…

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Email: ccooney@.au

Mobile: 0430500283

Email: ccooney@.au

Mobile: 0430500283

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The Issue

How you can help

Kids free 2B Kids has been outraged with the launch of padded bikinis for seven year olds by Abercrombie Kids Online.

The triangle stripped bikinis were designed for seven year olds but has been re-categorised for over twelve’s.

Kids free 2B Kids founder Julie Gale has said, “These bikinis clearly push the boundary of inappropriate marketing and there is no need to target them to seven or twelve year olds.”

The online retail company has said the swimwear range is not inappropriate for twelve year olds and child welfare has been considered.

Kids free 2B Kids is investigating this issue and has started a petition to criminalise the sexualisation of children in the new campaign Boycotting Bras and Booty’s.

We’d love to know your thoughts.

Please leave comments in the box below;

Read more on this issue at:



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Appalling Abercrombie Kids Bikinis

26rd October 2011

Sign the Petition against the sexualisation of children here

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