Required
Make them into sentences
– Objective of the brief
– Objective of the campaign
– Target Audience – find the statistics
– As I have updated the campaign idea, assist to edit the ‘Step by step planning and execution process’ if necessary.
Please refer to attach doc for more information
Contents
Client Brief…………………………………………………………………………………………………………………….. 2
Campaign Idea ……………………………………………………………………………………………………………….. 4
Objectives of the brief (Help to make into sentences / Paragraph)…………………………………………. 5
Objectives of the campaign (Help to make into sentences / Paragraph)………………………………….. 5
Target Audience (Help to make into sentences / Paragraph) …………………………………………………. 5
Step by Step PR Planning and Execution Process (Help to edit) …………………………………………… 6
Research …………………………………………………………………………………………………………………….. 6
Strategic Action Planning……………………………………………………………………………………………… 6
Communication Implementation ……………………………………………………………………………………. 7
Evaluation…………………………………………………………………………………………………………………… 9
Client Brief
Overview of the Brief
You and your team need to form a PR agency to pitch for a potential piece of business from the
client, Workforce Singapore or WSG. In formulating your agency, you will need to provide a
background with the company name, logo and area of expertise and identity. You may fabricate
skillsets the team members have to elevate the credibility of the agency.
The Client
Workforce Singapore (WSG)
Workforce Singapore (WSG) is a statutory board under the Ministry of Manpower (MOM). It
oversees the transformation of the local workforce and industry to meet ongoing economic
challenges.
WSG promotes the development, competitiveness, inclusiveness, and employability of all levels
of the workforce. This will ensure that all sectors of the economy are supported by a strong,
inclusive Singaporean core.
While its key focus is to help workers meet their career aspirations and secure quality jobs at
different stages of life, WSG will also address the needs of business owners and companies by
providing support to enable manpower-lean enterprises to remain competitive. It will help
businesses in different economic sectors create quality jobs, develop a manpower pipeline to
support industry growth, and match the right people to the right jobs.
(adapted from Workforce Singapore website)
The Brief
WSG is keen to promote a series of Lifelong Learning programmes during the period of 1st Jan to
31st March 2021. In line with the recent Covid-19 pandemic, WSG hopes to encourage the current
workforce to upgrade their skillsets based on new labour demands and the changing economy.
This is to ensure that Singaporeans can maintain employability and continue to contribute to the
recovery of the weakened economy.
The programme is specially aimed at a primary audience (retrenched workers) and secondary
audience (employed workers looking for a change), aged 35 onwards.
As an agency, you must provide the following deliverables with the above brief in mind:
1. Develop a theme to encapsulate the campaign and its focus.
2. Craft key objectives according to the requirements and target audience of the campaign.
3. Present a full-fledged PR campaign learnt in the module, with meticulous attention to
detail.
4. Your pitch should be between 15-20mins and should consist of 10 to 12 slides only. The
presentation slides should be uploaded onto Blackboard as the submission.
5. A written plan to support the pitch of not more than 20 pages, 1.5 spaced must be
submitted. The deliverables in the report should include:
A) SWOT
B) PESTEL
C) Step by step PR planning and execution process
D) Showcase of real tools to execute the campaign (collateral, news releases etc)
E) Measurement of outcomes (what are the indicators here)
F) Any risks to consider (and how these can be mitigated)
G) Any other supporting research to elevate the writing
H) Any other visuals your team feels will add credibility to the campaign look and feel
Note: You must demonstrate the ability to understand the business context before the PR context
can be applied. PR strategy must support the business strategy; this demonstrates how PR can gain
a seat at the top table.
Campaign Idea
#beinspiredforchange campaign:
Pre-events tactics:
– Press release + Media/Publication invitation to events (for confirmation on specific event
dates)
– CNA interview with WSG’s representative(s) about the events and programmes
– Events listing on major event sites
– Google and Facebook ads for the events
Current day events:
– Inspirational movies in theatres and outdoor screenings (include booth for career
consultant)
– Partnership with schools and conduct panel discussion (include booth for career
consultant)
– Radio and Podcase on Spotify and radio stations (topic like mid-career change, interview
preparation tips and upskilling opportunities)
– Interviews with people who attended course under WSG’s Lifelong Learning
programmes
– Have caricature artist to draw on caps at the event that people can post on social media
with the hashtag
Measurement:
– Sign-ups to determine participation volume
– Informational in the day. Movie at night. Participants to fill in feedback form before
watching the movie
– Media monitoring (social media comments, likes, etc)
– School booths to measure
Objectives of the brief (Help to make into sentences / Paragraph)
– Promote a series of Lifelong Learning Programmes (1 Jan to 31 Mar 2021)
– Upgrade skill sets based on new labour demands and the changing economy
– Maintain employability
Objectives of the campaign (Help to make into sentences / Paragraph)
Target Audience (Help to make into sentences / Paragraph)
– Primary Audience: Retrenched workers
– Secondary Audience: Workers whom wishes to change career path.
– Aged 35 onwards.
• If possible, Find out statistics for Singaporean 35 years old and above (whether are
employed, retrenched, unemployed,etc)
• Maybe find out which social media 35 years old and above use most often.
Step by Step PR Planning and Execution Process (Help to edit)
Our agency needs to follow the PR planning and execution process to meet the campaign’s goals.
This process has four steps that include research (defining the public relations problem),
planning, implementation (taking action), and evaluation (Duckett, McKee, Sutherland, Kyle,
Boden, Auty, Bessell & McKendrick, 2017).
Research
Research is the first step in the PR Planning and Execution Process; it is the initial step in which
the issues at hand or opportunity is given a keen look. There is a need to research this stage,
either formal or informal research into the issue at hand. Our agency will research the rate at
which people in Singapore have lost their jobs due to the pandemic. The rate of people looking
for new employment opportunities and the economic changes resulting from the pandemic thus
necessitating the need for new labor demands and the changing economy.
Considering the number of employees retrenched and employees looking for new employment
opportunities, the research will also consider the age. The age to be considered will be
employees of 35 years and above. The research is meant to identify these employees and target
them in the campaign program. Most importantly, the research will help identify the current
economic trends and new labor demands in the market and present the information to Workforce
Singapore. The information will help Workforce Singapore develop training programs for the
employees and advise employers on what to look for during the hiring process to enhance their
productivity (Taylor, 2018, p169). The research will also look into ways to upgrade their skills
and knowledge to match the new labor demands. This will enable the retrenched employees to
get new opportunities and other employees looking for work opportunities to change their
current jobs.
Strategic Action Planning
Strategic Action Planning is the second step of the PR Planning and Execution Process. This
stage is vital in establishing a strategic plan for resolving the situation identified in the problem.
In this step, our agency will develop a strategic plan that Workforce Singapore can use in helping
employees meet their career aspirations and secure job opportunities that match their aspirations.
The plan will also entail details on how Workforce Singapore will help businesses remain
competitive, create jobs, and match the right employees to the available jobs in the market.
This stage begins with transforming the problem into a goal that our agency wishes to
accomplish (Taylor, 2018, p169). The goal will be to encourage the current workforce to
enhance their skills to match the labor market changes and economic changes. By achieving
these goals, Workforce Singapore will ensure that Singaporeans remain in the right employment
positions. They are skilled and promote the productivity of the organizations and boost the
Singapore economy.
Communication Implementation
The third stage of the process is Communication Implementation. Our agency will communicate
the plans it has developed to ensure that the workforce upgrades their skillsets. It will also
communicate the strategies that our agency has formulated on enhancing the employability of the
Singaporeans and support economic development. This step entails both communication and
implementing the plans and strategies developed to address the issue.
In communicating, our agency will include defining the objectives that it wishes to achieve from
the process. The communication and action stage will also be used in developing other
components of the PR Planning and Execution process. The components include the budget
(shown in below table) for the process and the planning schedule (shown in below image). It will
create an outline of how everything will be undertaken, including the operations’ timelines. This
stage is vital for the success and achievement of the process goals. It additionally includes
implementation where the team implements the strategies and plans developed to address the
issue.
BUDGET
Jan-20
Feb-20
Mar-20
Market research
100.00
100.00
100.00
Research (Sub-Total)
Advertising
100.00
100.00
100.00
Video Advertising (YouTube)
200.00
200.00
200.00
Radio Advertising (Podcase and Radio)
Social Media Advertising (Facebook,
Intagram)
300.00
300.00
300.00
100.00
100.00
100.00
Advertising (Sub-Total)
Content
600.00
600.00
600.00
Press release
100.00
100.00
100.00
Content (Sub-Total)
Venue
100.00
100.00
100.00
Booth rental
100.00
100.00
100.00
Equipment rental (speakers, Mircophones,
etc)
100.00
100.00
100.00
Decorations
100.00
100.00
100.00
Signage
100.00
100.00
100.00
Venue (Sub-Total)
Refreshment
400.00
400.00
400.00
Food
100.00
100.00
100.00
Drinks
100.00
100.00
100.00
Others
100.00
100.00
100.00
Refreshment (Sub-Total)
Recruitment
300.00
300.00
300.00
Recruitment (Freelance)
1,000.00
1,000.00
1,000.00
Recruitment (Full-Time)
5,000.00
5,000.00
5,000.00
Recruitment (Sub-Total)
Miscellaneous
6,000.00
6,000.00
6,000.00
Printed agendas / Program
100.00
100.00
100.00
Cups
100.00
100.00
100.00
Miscellaneous (Sub-Total)
200.00
200.00
200.00
Total
7,700.00
7,700.00
7,700.00
Evaluation
To determine the success or effectiveness of the strategies implemented to enhance the
Singaporeans’ employability, it is essential to carry out an evaluation exercise. Our agency will
design an evaluation tool that shall evaluate the effectiveness of the Workforce Singapore
campaign. The evaluation framework shall define the benchmark used to compare the set goals
and the achievements realized (Kriyantono & McKenna, 2017 p7). Our agency will select a
measurement that shall be used in evaluating the efficiency of the process.
Our agency will guide Workforce Singapore to analyze data about the workforce, draw
conclusions from the data, and provide Workforce Singapore with the best recommendations
based on its data collected and analyzed. There shall also be an option of making changes to
adjust to the established goals and carry out a new evaluation to determine the success. The tools
used in creating the benchmark are the same tools used in evaluating process success.
References
Duckett, D., McKee, A., Sutherland, L., Kyle, C., Boden, L., Auty, H., Bessell, P. and
McKendrick, I., 2017. Scenario planning as communicative action: Lessons from participatory
exercises conducted for the Scottish livestock industry. Technological Forecasting and Social
Change, [online] 114, pp.138-151. Available at:
[Accessed 5
December 2020].
Kriyantono, R. and McKenna, B., 2020. Developing A Culturally-Relevant Public Relations
Theory For Indonesia. [online] Ejournal.ukm.my. Available at:
[Accessed 5 December 2020].
Johnston, KA, & Taylor, M (eds) 2018, The Handbook of Communication Engagement, John
Wiley & Sons, Incorporated, Newark. Available from: ProQuest Ebook Central. [5 December
2020].
Teamgantt.com. 2020. Digital Marketing Campaign Template And Sample | Teamgantt. [online]
Available at: [Accessed 7 December 2020].
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