A Public Relations Proposal fo Essay Example For Students

A Public Relations Proposal fo Essay A Public Relations Proposal for the American Egg Board, 1997AN EGG IS ALWAYS AN ADVENTURE OSCAR WILDEEggs should be avoided because they are high in cholesterol. This is the biggest MYTH that has cracked the good reputation of the egg in the past years. In 1945, the number of eggs consumed per capita each year was 402. Then the news broke scientists discovered a link between high cholesterol levels in the bloodstream and an increased risk of heart disease. Americans have cut down on their egg consumption fearing negative effects on their health. Fifty years later, in 1995, consumption dropped to 240 eggs per capita. The cracked reputation of the egg is now being patched up. New research is reveals a positive future for the mistreated egg. Furthermore, the egg industry has experienced an increase in production in recent years. In 1995, 174.4 million cases of eggs (360 eggs/cartons in each case) were produced, and in 1997, the number rose to 183.2 million cases. The U.S. egg industry is a major contributor to the nations food supply. In 1996, the distribution into the marketplace of the 177.6 million eggs produced is as follows:53.0% purchased at retail27.9% further processed (used in the manufacturing of products such as cakes, pies, pasta, etc.) for food service, manufacturing, retail and export17.4% for food service use1.7% for exportCholesterol and its link to heart disease have been the biggest detriments to the eggs good name. Nutrition experts recommended a daily limit of 300 milligrams of cholesterol in order to maintain a low cholesterol level. A single egg yolk contains 200 milligram s of cholesterol thereby causing experts to suggest a 4-egg-a-week limit. Since that time, however, changes in expert opinion have come about. Recent research has shown that there are two types of cholesterol: Dietary cholesterol, the cholesterol consumed in foods and blood cholesterol, the cholesterol found in the bloodstream (also called serum cholesterol). Recent studies have concluded that the amount of dietary cholesterol has little effect on the level of blood cholesterol. The culprit is actually saturated fat, a substance that is not abundantly found in eggs. Blood cholesterol can be broken down into two major parts: HDL or high-density lipoprotein and LDL, low-density lipoprotein. HDL, known as good cholesterol, helps move cholesterol back to the liver for removal from the bloodstream. LDL, referred to as the bad cholesterol, helps cholesterol stick to artery walls. Saturated fat raises blood cholesterol and LDL levels more than any other element in the diet. Eating foods like red meat, which are high in saturated fat, strongly affect the cholesterol levels in the blood. On the other hand, eating eggs, which contain The. HDL cholesterol, is less threatening, according to nutrition experts. Studies have shown that many people on a low-fat diet can eat one or two eggs a day without measurable changes in their blood cholesterol levels. The discovery of the differences between the bad cholesterol (HDL) and good cholesterol (LDL) helps to end this delusion of the egg. Prevention of heart decease means strict monitoring of the bad cholesterol in the blood stream. Spreading the news of the dietary cholesterol (good cholesterol) present in the egg will encourage Americans to consume more eggs. In addition, based on data from the American Heart Association, there are no direct relationships between egg consumption and Coronary Vascular Disease (CVD) mortality in male or female populations. Evaluating the data resulted in some interesting comparisons. Weekly per capita egg consumption in France, the United States and England are 5.1, 4.5, and 3.3 eggs per week where as theCVD mortality rate per 100,000 per year is 250, 460 and 516 respectively. Japan showed the lowest CVD mortality rate, with the highest per capita egg consumption (6.5 eggs per person per week). Salmonella Enteritidis (S.E.) bacterium was another concern regarding eggs. The situation with this bacteria is fortunately not as grave as it seems. If the egg is properly handled and prepared, the chances of consuming an egg that is infected with Salmonella is slim. In fact, the number of outbreaks linked to Salmonella contamination of shell eggs has steadily declined from a high of 77 in 1989 to 50 in 1996, according to John Mason, former director of the United States Department of Agriculture. According to Dr. Mason, the risk of contracting egg-related salmonellosis is extremely low for healthy individuals. Dr. Mason also mentions that there is one outbreak for every 1 billion eggs consumed. In addition, according to statistics of the Center for Science in the Public Interest, Salmonella Enteritidis in eggs is not the main cause of food poisoning deaths. With proper care and handling, it poses no greater risk than any other perishable food. The American Egg Board is an active par ticipant in the SafeServe program and is a member contributor to the Partnership for Food Safety Education. They, together with the Egg Nutrition Center, provide a variety of egg safety brochures for both consumers and institutional food service organizations. Tips include discarding any cracked or leaking eggs and keeping eggs refrigerated at or below 40 degrees Fahrenheit. They also recommend cooking the egg until the egg whites are set and the yolk is thick but not hard. Salmonella is destroyed at a temperature of 140 degrees Fahrenheit for 31/2 minutes or until the egg reaches 160 degrees Fahrenheit. A subject that also needs to be addressed in the analysis of egg consumption is the inception of egg substitutes. The first egg substitutes were created about 20 years ago and were largely made up of egg whites and were bought by heart patients and people watching their cholesterol. Since then, more brands and types of egg substitutes have been produced. However, substitutes cost about 20 to 25 cents a serving, or two to four times as much as real eggs. Also, they often contain artificial coloring and preservatives which negatively affect the taste. Eggs are an inexpensive source of high-quality protein and are fairly low in saturated fat. One egg contains about as much fat as youll find in an 8-ounce glass of 1 percent milk. Eggs contain a high nutrient density and a broad range of vitamins and essential minerals. Majority of water soluble vitamins and minerals, all the fat soluble vitamins, and 45 % of the high quality protein are localized in the yolk. Therefore eggs are an essent ial part of the diet of people of all ages. They can provide many of the vitamins and minerals that seniors may be lacking in their diet. As for children, cutting out foods that contain cholesterol may actually deprive a child of essential nutrients necessary for proper growth and development. Serving children a cholesterol free diet can be a hindrance to good nutrition at a critical time in their lives. An important piece of news about the egg is omega-3. Eggs are a rich source of omega-3, a fatty acid that is essential to brain growth and development. Studies indicate that omega-3 may reduce the risk of Cardiovascular Disease, arthritis, high blood pressure, tumor growth and diabetes. With all the benefits that the egg can offer and with all the current research supporting its advantages, there are more and more reasons for the public to welcome the egg back into their diets. OBJECTIVES:To change the misconception of the eggTo create an awareness of the positive attributes of the eggTo educate the publics on the nutritional benefits of the eggTo persuade the publics to consume more eggsTarget Audiences:The success of this public relations campaign greatly depends on selecting the right markets to direct it towards. Various target audiences are addressed in this proposal. The main public this proposal seeks to target consists of male and female consumers aged 18 34. According to the Lifestyle Market Analyst, male and female singles of this age bracket are ranked one of the highest among the U.S. population to be involved in sports, fitness and health. The individuals in this group are concerned with improving themselves, interested in new technology (i.e., the Internet), and own and operate a personal computer. They travel frequently on business, spend considerable amount of time participation in outdoor sports, and enjoy gourmet cooking/fine foods. In comparison to men, the women are slightly more interested in improving their health, dieting and natural foods. Both the male and female audiences are technologically and media savvy, follow current trends. Another interesting fact is that many of these people are involved with their careers, therefore lessening the time for cooking and food preparation, especially in the morning. A majority of this pu blic lives in metropolitan area. Women aged 35 64 are also a public that must be targeted. They are usually the key decision makers in their homes, in terms of nutrition and diet for all members of the household Though, the total egg consumption of the average U.S. household may not have drastically decreased in past years. It is essential this audience become well informed, considering the vital role they may play in a large portion of households in the U.S. Men ages 35 -64 arealso an important public because of their increased interest in health and fitness. Another important audience involved is the media. This group consists of food, lifestyle and health editors of major publications (newspapers and magazines). They are vital to the success of the campaign because it is through them that all the information is disseminated and ultimately reaches the general public. Also, the aforementioned consumers rely strongly on magazines for their nutritional information. Freedman's Bureau Essay*Promotional material These items is expected to increase the visibility of the Eggs-cellent Eggs Campaign, such as postcards, T-shirts, caps, and refrigerator magnets. Communication Vehicles:The Egg Board will use a number of communication vehicles to achieve its public relations. Among the public relations tactics the Egg Board will employ are included:Press kits (which contains news release, background information, a fact sheet, and a VNR). Press Kits will be sent to school nutritionist, food, health, and lifestyle editors of magazine and newspapers, Food, health, and lifestyle producer of television stations, gyms, food, health, and lifestyle editors of online publications. News releases to keep the media informed of the latest news in health and nutrition, e.g., information on good and bad cholesterol, trends in eating, and to inform the media of up and coming events. Each news release will be special to the targeted vehicle. VNR (Video New Release) The American Egg Board will produce a VNR that includes general to specific information on eggs. Such as nutritional facts, health benefits and research to portray eggs in a positive way. PSA (Public Service Announcement) The American Egg Board will produce two PSA (TV. 30 sec Radio 60 sec ) that includes general to specific information on eggs. Such as nutritional facts, health benefits and research to portray eggs in a positive way. Evaluation:The Public Relations plan will be closely monitored and evaluated to ensure the effectiveness of the Public Relations program. The evaluation methods includes: surveys (e.g., survey following the special event and at the end of the campaign), sales and content analysis. Analysis of media clippings and post surveys will detect any change in perception of the egg and any change in eating or nutritional habits. The number of website visitors and toll-free callers will be a quantifiable determinant of reach. The number of request for information will show the demand for information on egg nutrition, egg recipes and health advice. Monitoring a change in the U.S. per capita consumption of eggs will determine the success of the campaign. Estimated Campaign ExpensesPromotional Pamphlets$50,000School Program $24,500POP Promotion$3,120Health Clubs$31,2000Editors Menu$15,000Menu Updates$11,000Communication ToolsPress kit$5,000VNR$65,000PSA$75,000Spokesperson$180,000Eggmunch$75,000Evaluation CostTotal Cost$499,420 Notes to the Estimated Campaign Expenses:1. Pamphlets 500,000 will be printed at a cost of $.10 per pamphlet2. School Program this includes 1-million handouts (cost: $.01 each), 30,000 posters (cost: $.15), and 5,000 nutrition guides for educators ($2 per guide). 3. POP Advertising this includes a POP display in major supermarkets through the US for an average of 200 per state 10,400 total ($.15 per display)4. Health Clubs 5,200 top/popular health (Average 100 per state), (cost: $6 per package including shipping cost)5. Editors menu binder 200 produced (cost: $10,000 preproduction, and $6 per copy including shipping cost)6. Menu Updates two planed estimated cost: $5,000 preproduction and $5 per update including shipping cost. 7. Press Kit includes slides, pictures, eggmunch invitation, news release, fact sheet, T-shirt, VNR (note 8). 8. VNR (Video News Release) production cost: $55,000, copies are $5 each. 9. PSA (Public Service Announcement) production cost: TV. $50,000 copies are $5 each; Radio cost $10,000 copies are $3 each. 10. Spokesperson $130,000 salary for 12 months and $50,000 for travel and related expenses. 11. Eggmunch (special event) cost includes park permit/usage fee ($10,000), staff of 25 (5 workshop leaders at $200, 5 cooks at $200, and 15 helpers at $100);PA system and DJ $5,000, rental items, food ($15,000), and promotional items: spatulas, T-shirts and refrigerator magnets. Accomadation for up to 1,000 persons. Media ListConsumer MagazineAmerican FitnessAmerican HealthBetter Health MagazineBetter NutritionBody Mind Spirit MagazineConscious ChoiceConsumer Reports on HealthCosmopolitanCooking LightCountry Living Healthy LivingCurrent HealthElleEating WellEssenceFamily CircleFirst for WomenFIT MagazineFitnessGlamourHarpers BazarHealthHealthy KidsLadies Home JournalLiving FITMademoiselleMarie ClaireMcCalls MagazineMirabellaMens FitnessMens HealthMs. Muscle Fitness Natural Health: The guide to well beingNew WomenNutrition Health ReviewParenting MagazinePreventionRedbookSelfShapeVogueWThe Walking MagazineWellness QuarterlyWomans DayThe Womans JournalWomans WorldWorking MotherWorking WomanTRADE MagazineJournal of Food ScienceJournal of NutritionNatural Foods MerchandiserNutrition Research NewsletterNutrition ReviewsNutrition TodaySupermarket NewsNewspapersMajor Morning DailiesUSA Today-Arlington, VAThe Wall Street Journal- New York, NYTop Daily Newspapers (Based on the highest circulation)Wall Street Journal New York, NYUSA Today Arlington, VANew York Times New York, NYLos Angeles Times Los Angeles, CAWashington Post Washington, DCDaily News New York, NYChicago Tribune Chicago, ILNewsday Melville, NYHouston Chronicle Houston, TXDetroit Free Press Detroit, MIChicago Sun-Times Chicago, ILDallas Morning News Dallas, TXSan Fransico Chronicle San Fransico, CABoston Globe Boston, MAPhiladelphia Inquirer Philadelphia, PATh e Star Ledger Newark, NJNew York Post New York, NYArizona Republic Phoenix, AZThe Plain Dealer Cleveland, OHStar Tribune Minneopolis, MNSan Diego Union Tribune San Diego, CAMiami Herald Miami, FLSt. Petersburg Times St.Petersburg, FLOrange County Register Santa Ana,CAThe Oregonian Portland, ORBaltimore Sun Baltimore, MDRocky Mountain News Denver, COSt. Louis Post-Dispatch St. Louis, MOAtlanta Constitution Atlanta, GADenver Post Denver, COBoston Herald Boston, MASan Jose Mercury News San Jose, CARadio (Top 20 DMA)#1 New York, NYWABC-AM New York, NYWMXV-FM New York, NY#2 Los Angeles, CAKABC AM KBIG FM#3 Chicago, ILWVAZ FMWGN AM #4 Philadelphia, PAWHAT-AMWHYY-FM#5 San Francisco, CAKALW FMKCBS AM #6 Boston, MAWGBH FMWMJX FM#7 Washington, DCWMAL-AMWJKF-FM#8 Dallas-Ft.Worth, TXKERA-FMKNON-FM#9 Detroit, MIWDET FMWDTR FM#10 Atlanta, GAWGST AMWQXI AM#11 Houston, TXWGST-AMWRFG-FM#12 Seattle, WAKOMO-AMKVI-AM#13 Cleveland, OHWMMS-FMWCBS-FM#14 Minneapolis-St.Paul, MNWCCO-AMWMN N-AM#15 Tampa/St. Petersburg, FLWHNZ AMWRBQ AM#16 Miami/Ft. Lauderdale, FLWSHE FMWHQT FM#17 Phoenix, AZKESZ FMKTAR AM#18 Denver, COKHOW AMKOA AM#19 Pittsburgh, PAKDKA-AMWTAE-AM#20 St.Louis, MOKWMU-FMWGNU-AMSpecial Radio Food Programs:21st Century Nutrition- WEDO-McKeesport, PAEat Right Las Vegas KORK- Las Vegas, NVFood for thought WCCO- Minneapolis, MNGreat Recipies with Lynn Paska WHRL Albany, NYYour Health USA Radio Network Dallas, TXTelevisionFamily Programs47 Family Magazine KWHB Tulsa, OKAmerican Family NET network Washington, DCCTN Today WCLF Clearwater, FLTodays Family KTVT Ft.Worth, TXTodays Family WTGL Orlando, FLFoodGetting Healthy TV Food Network New York, NYHealthy Alternatives Cablevision of Framingham Inc., Framingham, MAHealthy Living Fit TV Virgina Beach, VAIn Food Today TV Food network, New York, NYHealthA Healthy Perspective Marcus Cable Sheboygan, WICall the Doctor WFMZ Allentown, PAChanging Habits with Caryl Ehrlich Time Warner Cable of New York City-New York, NYFox for Health FNC-New York, NYFor your Health WTCI Chattanooga, TNGet the Facts Cabel TV of Kennebunk- Kennebunk, MEGetting Healthy TV Food Network New York, NYHealth Beat WTVE Reading, PAHealth Call WLAE New Orleans, LAHealth Matters Mestar Communication Allentown, PAHealth Today WMGM Concord, NJHealthy Living Fit TV Virgina Beach, VAHealthy TV Healthy Television Production New York, NYBIBLIOGRAPHYMogelonsky, Marcia: Eggs get RehabilitatedAmerican Demographics, pg. 30, August 1997ONeill, Molly: After the Fall: Humpty Dumpty Regains His ThroneThe New York Times, pg. F1, September 24, 1997Kolata, Gina: Scientists Ease Up On Fear of EggsThe New York Times, pg. F3, September 24, 1997The Lifestyle Market Analyst 1997 Chicago: 5RDS/Polk Co., 1997Bacons 1997 Media Directories Chicago: Bacons Information Inc., 1997www.usda.govwww.unitedegg.orgwww.cpit.gorwww.aeb.orgwww.fightbac.orgwww.enc-online.orgwww.jesadv.comAdditional Sources of Infromatio n* In-person interviews were conducted with members of the target audience