pr strategic case study

7/31/2019 Pr Strategic Case Study

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GOALS & OBJECTIVES:


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DEC COMMUNICATIONS PR BRIEF SUMMARY

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PROBLEM OUTLINE

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RESEARCH:


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PROGRAMMING:


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EVALUATION & STEWARDSHIP:

DECs approach to the PEDIGREE campaign= summative evaluation which was

aimed at assessing outcomes and impacts when the programme has concluded.

Summative evaluates results against the objectives set, however this can only be

feasible if SMART objectives have been set; specific, measureable, achievable,

realistic and timebound.

Evaluating specific goals/objectives:Identify and engage well known ambassadors with a public love of dogs to front the

campaign

-Secured the support of celebrities Tom Williams and Myf Warhurst


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Raise awareness on the extent of dog homelessness within Australia

-The PR campaign substantially lifted the awareness of dog homelessness to

promote the dogs that were up for adoption and address the misconceptions about

why theyre up for adoption. This was measured through far reaching media

coverage

-DEC also received written and verbal feedback from both consumers and mediaregarding the success of The PEDIGREE Dog Adoption Index in quantifying the

issue and raising their awareness creating a strong word of mouth program

-Growth in Facebook members as a direct result of editorial calltoaction


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Secure 15,000 fans on the Facebook page through the social media

campaign

- Over the course of the campaign the Facebook page received morethan 32,000 fans


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Formative approach? If it were taken, any

problems that may have come up during

the programme could have been

immediately rectified, such as ensuring

they reach all of their target publics.

This could have been easily included at

each of DECs Pre-campaign activities

stage, Campaign activity stage and Post-

campaign activity stage.


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