Psychosocial Health Of Children And Adolescents

Published Date: 02 Nov 2017

epsype_logotipo_english.jpg

Name: Panagiota Karantza

I.D. Number: 116612

Course: CN3426, PR IN NON PROFIT ORGANIZATION

Instructor: Dr. Ilias Hristodoulakis

Date of Submission: 20/03/2013

Table of Content

Part A

Clients Profile p.3

Problem Identification p.4

Internal Analysis p.4-6

External Analysis p.6-7

Part B

Step 1

Segmentation, Positioning, Brand Analysis p.7-11

Step 2

Communication Objectives p.11-12

Audience Identification p.12

Step 3

Communication Strategy p.13-15

Step 4

Generating Possible Message p.15

Time Table of Communication Strategies p.16-17

Budget p.17

Step 5

Evaluation p.18

References p.19

Part A

Client’s profile

Association for the Psychosocial Health of Children and Adolescents (A.P.H.C.A.) is a nonprofit organization in Greece which is active "in the promotion of psychiatric reform and development of the community care model for the mental health of children and adolescents." (http://www.epsype.gr)

A.P.H.C.A. is one of the first scientific nonprofit organizations and voluntary organizations in Greece. The aims of the organization are, first, the promotion of the prevention though the development of the community mental health by organizing education activities and other programs. Second, the aim of the organization is the diagnosis, treatment and psychosocial rehabilitation in the community. Third, the awareness raising by training health and mental health professionals by special programs. Fourth, is the developing research in national and international level. Fifth, is the creation of a mental health network, in order the successful collaboration of institutions, organizations and scientific groups. Sixth, the proper information of the public and other organizations which are interested and connected with the topic of children and adolescent mental health, by promotional leaflets, magazines, books and films. Seventh aim of the organization in the creation and use of volunteer service, final aim of the organization is the support of the social rights of the people with mental problems and their families by educate them and activate them with topics that concerned them.

Problem identification

A.P.H.C.A is a nonprofit organization that promotes psychiatric support for children and adolescents, and more precisely it supports and develop communities care model for mental health.

One of the founding members of A.P.H.C.A. Mr. John Tsiantis had hired us in order to design and promote a communication campaign about Bulling in Greek schools.

The problem: the increasing number of victimize children in schools. In other words the phenomenon of Bulling in Greek schools the last 5 years.

Due to this problem, the organization needs to develop a situation analysis, with the purpose of identify the internal and external aspects of the organization. This is in order to understand and create a clearer image for the actions that needs to be taken, in order to the organization to provide services and benefit society. By this analysis we are going to have a better understanding of the organization. First, we are analyzing organizations internal environment by the strengths and weaknesses which the organization has.

Internal Analysis

Strengths

Professional staff, the A.P.H.C.A. is a nonprofit organization that consists of professionals of mental health era.

The organization offers a diversity of programs in the mental health area.

The facilities of the organization: the organization has 8 community homes in Attica which are focused on children with mental problems and movements disabilities. All homes offering psychiatrics help on children and adolescents but also on their families.

As we mention previously in the clients profile the organization is specializes in research as well. Thought that action the A.P.H.C.A. is a research center in Greece that examines and all new psychiatric reforms and development in Greek environment. In order to prevents and improve mental problems of the community mental health and solving problems. There is no other nonprofit organization in Greece that specialized and acts on that area.

Also the A.P.H.C.A. is and nongovernmental, non bouroctratic organization which promotes and uses volunteer work in order to serve community.

Weaknesses

In the internal analysis we also have the weaknesses of the nonprofit organization, first weakness that the organization is dealing is, the last 5 years Greece is in an economic crisis which has affect all areas, for examples, economic system, education system, society, politics. All those elements have affected our organization in terms:

First, the lack of donors in order to support research actions of the organization and maintenance of the community homes that the organization has.

Second, lack of volunteers, third weakness is the lack of financial support, and that reflects and affects the originals aims of the organization in terms of the social support. Also the A.P.H.C.A. is not in a position in order to promote and advertise it’s actions to the public’s in order to help community.

The next step in the examination of Association for the Psychosocial Health of Children and Adolescents nonprofit organization is the external environment, which helps us to understand how this organization perceives and what are the factors who can help the organization in future development in the society.

External Analysis

Opportunities

The financial crisis that Greece in facing the last 5 years drives a lot of people to identify their wants and their needs and more specific to look for answers for their problems.

Another opportunity is the increasing unemployment in Greece. though that the organization would benefit in terms of volunteering help and the creation of jobs positions for people that are interested in the field that the organization acts, for example psychology, psychiatry, professors and in the area of research.

the target group that the organization is address, children and adolescents can create a good opportunity in the identification and the recreation of social bases. In other words the target audience of this organization would get in action by identify their problems and get in action to solve them by using the knowledge of our organization.

Final opportunity that the A.P.H.C.A. has is, the aims of the organizations can be supported and funded by governmental funds and European programs.

The next step in External Analysis is the Threats that the organization might face by the environment.

Threats

Since Greece is in economic crisis there is a threat in the financial position of Greece. Also, form that economic crisis there is disappoint and fear in the people and that fear and disappointment would be an obstacle for the people to search and enter into a procedure to solve their psychological problems or insecurity that financial crisis had create.

In conclusion of the situation analysis, the organization is specialized in psychosocial problems, and the Bulling problems is phenomenon how had enter Greek society and Greek education system with tremendous "speed" an needs to be indentify as problem. In order to solve this problem the society needs to be informed and take action for this problem. The A.P.H.C.A. because of those reasons needs a communication camping in order to inform and help children and their families.

Part B

Step 1

Segmentation, Positioning and Brand Analysis

For this project we have to design and integrate a strategic communications plan that is created for the problem that our client, the nonprofit organization has. The Association for the Psychosocial Health of Children and Adolescents (A.P.H.C.A.) problem is the increasing number of victimize children in schools. In other words the phenomenon of Bulling in Greek schools the last 5 years.

Mr. John Tsiantis (one of the funding members of the A.P.H.C.A. organization) had hired us in order to create a campaign in order inform children, parents and teachers in order to raise awareness of this specific issue and who to identify and help people who had become victims of Bulling.

We are going to design a public relations campaign for the problem of the organization, we have to propose a strategy that deals with the problem of the organization.

The plan starts with the segmentation of the organizations, the programs that offers and the customers.

The aim of this segmentation is to categorize the customers that the organization targets (customer oriented organization).

Segmentation

The segmentation of the A.P.H.C.A organization is based on Age Group, Gender, Type of Disability, Education Level (for certain categories). The segmentation of the organization is very small and specializes because is focuses on children and adolescent who has cretin characteristics.

Age Group: the organization addressed on children and adolescents from age 6-17 and 17-50. We have to point that, the organization offers specific programs for people with mental and psychosocial problems and that’s why the age segmentation is too big.

Gender: the organization addresses on both Male and Female.

Education Level: depending from age, Elementary School, Junior-High School and High school.

Type of Disability: Learning Disabilities, Psychosocial Problems, Mental Disabilities and Psychiatric Disorders.

This is the segmentation that our organization has as its nature, in other words the area that is active and offers in the society.

The problem that A.P.H.C.A has and wants to promote though a communication campaign it focuses on children male and female, from age 6-12, 13-15 and 16-18, students of Elementary School, Junior-High School and High school which are victims of bulling.

Positioning

A.P.H.C.A is a nonprofit organization that is offering a product or service in Society. Because of that our nonprofit organization is in competition with other organization, profit and nonprofit oriented who specialized in this area. The positioning of the organization is going to offer us a better understanding as regards the A.P.H.C.A and their competitors.

The "The operation of A.P.H.C.A. is based on the principles of social activism and participation and social problem-solving, the concept of voluntary service, the application of scientific methodology, the ethical code of mental health professionals and the practice of decentralization, and a non-bureaucratic management, in such a way that the operational model is characterized by flexibility, directness and effectiveness." (http://www.epsype.gr/operational_principles.aspx). From the official side of the organization we see that the principles are very specific and unique, in terms of positioning the core cannot easily copied by other organizations, because the organization offers very specific services in the market, from very specialized staff and volunteers.

Concerning competition there is a competition in the market but not in specialized era that the A.P.H.C.A offers. Other competitor are To Xamogelo Tou Paidiou, ELEPAP,FLOGA and Cerebral Placy Greece" there are some of the competitors how specializes on similar but not identical problems. One common competition factor for all those organizations is that all are nonprofit oriented organizations and they are supported by their volunteering members.

Branding

After the positioning of the organization, the next step in order to understand the market environment in which our organization is acting is the Branding of the organization.

Branding helps us to distinguish the organization from other organizations how offers similar or the same products or services.

The Association for the Psychosocial Health of Children and Adolescents (A.P.H.C.A.), the logo is simple and reviles the nature of the organization; it presents a boy and a girl with a heart, which presents the equality and the love which the organization wants to offer.

The organization has an inviting slogan "Do you want to speck? Now you can!" in translation from Greek language. The slogan is followed by a telephone number 116-111 that the public’s can call and speak for their problems. The slogan it set a question and answers by giving a motivation to do, because now you can speak.

The organization wants to create the idea of discretion and support to everyone who wants to speak for something that they want. They would be treated equally with respect and love for their problem.

Finally, the A.P.H.C.A aim is to support children and adolescents with psychosocial problems in order to support and educate them in order to become active citizens and members of the society, but also wants to support and educate their families how need support too.

Step 2

Communication Objectives

In this step we as public relation specialist we have to define carefully the objective of the communication program and organize them in terms of priority.

First objective is to inform the target audience about the main issue of the campaign. This would be possible by educate and training the audience (children, teachers and parents).

Second, it informs and influences the Ministry of Education and other Governmental institutions which are direct interested with the topic of Bulling in school environment.

Third, it creates awareness of the target audience which is connected with the problem that the organization wants to promote.

Fourth, it creates a motivation feeling on the victims of Bulling, by making them to speak and ask for help from a specialist (psychiatrist/ psychologist).

Fifth, increase the volunteer numbers for the organization.

Final communication objective is to increase the number of media coverage and interest about that particular issue.

Those six are the communication objectives that we are to focus on and on them to create our communication campaign.

Audience Identification

The next element of this step is to identify the audience of our communication campaign, with the following identification we are going to prioritize the audience, in other words the public’s that is more related with the issue of the campaign. The audience identification should create a map about the public and who must be more informed. In order to do that we have to divide our audiences in two groups, the first is the Primary Audience and the second is the Secondary Audience.

Primary Audiences are the customers of our organization students, teachers and parents. Next is our Sponsors, that they need to be fully aware of our campaign and the aim of the campaign in order to sponsor it. Our employees are also primary audience because the execution and the support of the campaign are based on them.

Secondary Audiences are, the Greek Government and Ministry of Education that they are going to support our program. Local Authorities are the next audience that we have to focus. For example the director of studies of Aghias Paraskevis High school is going to inform, support and promote our campaign in the area of Aghia Paraskevi. Finally Media is our secondary audience because thought them our campaign would be promoted in public.

Step 3

Communication Strategy

In order to promote our communication campaign we are going to use and apply two communications strategies, in order to deliver effectively our message to the public. The first communication strategy is the Media Relation. This strategy is one of the most important strategy for corporate communications. In this strategy we are going to raise consumers’ knowledge about that issue, by defining the problem. Also, by using this strategy or aim would be to create a connection within the organizations brand name and reputation with the problem of Bulling in Greece. By using that strategy the A.P.H.C.A. would be in the position to create awareness by using the basic element of media coverage as strategy. The selection of this strategy is based from the communication objectives that we discussed above.

In order to support the above statement Kedar Nath Dwivedi and Peter Brinley Harper said "increasing awareness in Greece about the need for implementing prevention program’s in the field of mental health, but unless professionals in the field are supported and trained it is difficult to make much progress." (Dwivedu and Brinley (2004)). This quotation creates to us a better understanding on the elements that we have to take under consideration in our campaign.

The tactics for this communication strategy would be the creation of a media list with media channels and journalist how can inform and promote our campaign problem.

Second, PR specialist and would be in charged to inform and update the media with our message in weekly basses for example. By sending news releases ready to use and creating good public relationships with media (broad cast media, print media, radio media and online media).

Third, tactic of this strategy would be the weekly update of the organization wed side with news, real stories from customers (children, teachers and parents) in order to promote the effectiveness of the campaign.

The final tactic of this strategy would be the place of advertisements about the camping in newspapers, magazines for children and parents. For example in the magazine Schoolwave which address on students and in the magazine Parents that address on issues that parents might have with their children.

The other communication strategy is the Social Media Strategy. The last years Social Media is one of the most effective channel of advertising, promotional and communication tool how numerous of profit and nonprofit organizations use for advertising purposes. For this communication campaign about the phenomenon of Bulling in Greek schools, social media is the most appropriate communication strategy. Due to the problem is about children who are victims of bulling in their school environment, the reason comes from the nature of the problem, from the audience and from the campaign targets. By proper use of social media the campaign would effectively and directly address the primary audience.

The first tactic would be the creation of a Fan Pages and groups in social media (Facebook, Twitter) and blogs about the issue of Bulling. This tactic would give the opportunity for direct promotion and communication of the audience with the organization.

Next step of this tactic would be the update of those pages we mention above, with news on the issue, and campaigns and opinions and advices from professionals about Bulling. We need to mention here that the systematic update on weekly bases is obvious.

Social Media gives the opportunity for monitoring visitors of the pages. This monitoring gives us the opportunity to know exactly to needs and the preferences of our audience.

Step 4

Generating Possible Message

After Communication Strategy and the tactics which needs to be taken in order to ensure the implementation of the campaign we have to generate the possible message. That message would be used in order to point out the major activities of the communication strategies.

The message use would be in order to persuade and create an action feeling to our target audience. In this campaign are going to used three (3) messages for the three target audiences, children, teachers and parents.

The message for the target audience "children" would be "Stop hiding, speak to us." This message aims to create a feeling of get in action and drive the children (victim) to speak and express what is happening.

The next massage for the Teachers and the Parents would be "Open your eyes, observe and protect." With that message the teachers and the parents would have the opportunity to get in action and be informed about bulling and how to identify in the school environment. The information would be by phone lines (calling in A.P.H.C.A).

Time Table of Communication Strategies

Media Relations

Activities

Q1

Q2

Q3

Q4

Media Relations

Media list creation, channels and journalist

Update the list by adding channels and journalist

Update the list by adding channels and journalist

Update the list by adding channels and journalist

Weekly information

Weekly information

Weekly information

Weekly information

Weekly press releases of the actions of the organization

Weekly press releases of the actions of the organization

Weekly press releases of the actions of the organization

Weekly press releases of the actions of the organization

Monthly: Advertise the campaign though media channels, newspapers and magazines

Monthly: Advertise the campaign though media channels, newspapers and magazines

Monthly: Advertise the campaign though media channels, newspapers and magazines

Monthly: Advertise the campaign though media channels, newspapers and magazines

The time duration of the campaign is one month each Q=1 month (4 months campaign)

Social Media

Activities

Q1

Q2

Q3

Q4

Social Media

Create fan pages of the organization (Facebook, Twitter)

Weekly: update the fan pages (news, stories, professionals opinions)

Weekly: update the fan pages (news, stories, professionals opinions)

Weekly: update the fan pages (news, stories, professionals opinions)

Create blogs

Weekly:update the blogs with news and information.

Weekly:update the blogs with news and information.

Weekly:update the blogs with news and information.

The time duration of the campaign is one month each Q=1 month (4 months campaign)

Budget

The next step for this project is to present a table with the financial needs of the campaign. We as PR specialist we are proposing the budget that this campaign needs in order to be completed.

Type of expenses

Price

Operational costs

$$$$

Prints and production

$$$$

Advertings Campaing (chanels, newspapers, magazines)

$$$$

Staff salaries

$$$$

Pr office salaties

$$$$

Total

0000

Step 5

Evaluation

In the evaluation step we have to evaluate the communication proposals in tree main categories:

First category is Media Coverage: the number of coverage that our organizations hag in media and the tone of the coverage.

Second category is Interactivity: the number of visitors that our messages, fan pages, blogs during the time of the campaign. By whom and what which time period?

Third category is Behavioral: keep a total number of our visitors and their behavior after the information that they had.

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