media relations midterm

7/31/2019 Media Relations Midterm

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World Zoo Inc.

Prepared for: Mr. David Richard, Marketing DirectorPrepared by: Alex Oanono, Account Manager

March 21, 2012

Media356 Inc.


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Table of Contents

About Media356 Inc. 2About 2Goals 2Tactics 2

Situation Analysis 3The Problem 3

SWOT 5Strengths 5Weaknesses 5Opportunities 5Threats 6

Messaging 6Target Audience 6Communications Audit 7

Profiles 7Content 7

Media Outlets 8Outlets 8

Media Lists 9Potential Story Pitches 9

Newspaper 9Magazine 9News Stations 9Television 9

Spokesperson 10WZI Needs a Spokesperson 10Proposed Spokesperson 10Training

10

Objectives 12Objective 12

Execution & Evaluation 14Timeline for Execution 14

Evaluation of Results 15Acting & Evaluation 15

Budget 16Media356 Inc. for World Zoo Inc. 1


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Contact Information 17About Media356 Inc.

About

Media356 Inc. is a media relations firm based in Boston, Massachusetts founded by John Dingleberg and Billy Baggins in

2003. Media356 Inc. specializes in corporate communications, crisis management and branding.

Goals

Media356 Inc. hopes to represent World Zoo Inc. (WZI) by creating a 6 month plan that would use the media to:

Resolve the current public opinion of the mammal disease outbreak

Educate the public about WZIs efforts in better animal nutrition, genetic management, veterinary medicine, and animal

habitats

Inform the public about WZIs new infrastructure

Raise attendance and donations

TacticsMedia356 Inc. will reach these goals through the following tactics:

Determining the target audience

Identifying proper media outlets and create media lists

Selecting and training a spokesperson

Defining WZIs messaging

Preparing for potential crisis

Running a communications audit and modifying social media efforts

Media356 Inc. for World Zoo Inc. 2


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Situation Analysis

The Problem

After looking into WZIs current situation, Media356 Inc. has concluded that WZIs main problem is that press is

incorrectly influencing public opinion. This overall disconnect has occurred because the WZI has not properly reached out

to media outlets to provide them with information and insight as to what is really going on at WZI internally and externally.

Internal Knowledge External View

There has been an 11% increase in animal deaths due to an unknown

communicable disease that, according to the Center for Disease Control, only

effects carnivores and large heard animals - excluding primates. This research

has not been published or released to the public.

A 360-pound San Diego zookeeper recently died - it is suspected that he diedof a heat stroke.

The press has made the public

nervous about an unknown animal-

killing disease that could possibly

kill humans.

Every WZI park is undergoing infrastructure changes.

Two years ago, Dr. Evelyn Portner was hired as Director of WZI. Since her

arrival, she has been taking steps to resolve all park issues. These changes do

not happen over night.

The American Zoo Association

(AZA) is threatening to pull WZIs

accreditation due to infrastructure

issues.

Over the past 30 years, the number of animal breakouts has continuously

dropped. But recently there have been cases of animals getting out of their

enclosures. These pens are older and constructed from concrete and iron bars.

WZI has been conducting research on how to build animal habitats that

effectively contain and accommodate wildlife. WZI curators and architects are

systematically reconstructing and replacing animal enclosures that make

animals feel like theyre in nature, but cannot escape. Habitats will have things

like motes and hide walls.

This is taking a lot of time, but the project should be should be completed in 4

years.

The media has been writing about

increased animal break outs- which

reflects poorly on zoo by making

WZI look negligent and cruel to its

animals.



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Internal Knowledge External View

WZI currently has 35 lion cubs. In 3 years, they will be territorial adult cubs and

there wont be enough space for WZI to raise them in safe environments. It has

been difficult to find places to transfer the lions to.

Therefore, WZI has purchased a large amount of land in the Okavango desert

in East Africa to develop an Eco Tourism program. Here, people can travel to

Africa to see Lions in their natural habitat while WZI helps lions adapt to living in

the wild after being raised in zoos.

This program is motivated by part of both of WZIs education and research

initiatives.

The press has reported that WZIs

will not be able to accommodate its

35 lions when they become adult

lions in 3 years. Press attention is

negative, stating that WZI will be

able to solve the problem.

These lions are a huge attraction to

the zoos.



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SWOT

Strengths

In 2011, over 140 million people visit WZI zoos across the world.

New leadership under Dr. Evelyn Portner.

Successful births of endangered animals - such has the black rhinoceros in Chicago.

Project to rebuild animal habitats is successful and on a track to be completed in 4 years.

WZI zoos support 1,200 scientific and educational programs in over 75 countries worldwide.

Weaknesses

Lack in proper communication with media outlets and press.

Growing lion population.

Struggling management infrastructure.

Lack of social media.

11% increase of animal deaths.

People think animals are breaking out more often than they used to.

WZI has not made any effort to pitch positive stories to the media.

Opportunities

WZI has made recent advances in animal nutrition, genetic management, and veterinary medicine.

90% of mammals housed in WZI zoos are born in the zoos and not taken from the wild.

Man species are endangered or threatened and would have li ttle chance of survival without human intervention.

The Okavango Eco Tourism program will generate the revenue needed to support the Okavango research facility efforts.



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Unpublished research from the Center of Disease Control reporting that the cause of the increased 11% of animal

deaths is caused by a virus that is not communicable to humans. The research proves that the virus can be easily

eliminated.

Threats

People dont trust WZI zoos because of all the negative press directed toward WZI.

Decreased attendance due to misconception that WZI animals carry diseases that humans can catch.

The Okavango Eco Tourism program needs to be established within 3 years before the l ions fully mature and cannot be

nurtured properly in zoos.

17% decrease in donations and attendance- resulting in less annual revenue.

Messaging

To the general public, World Zoo Inc. is an organization of worldwide zoological parks and research facilities that provides

a hands-on educational experience while dedicating a strong effort to wildlife conservation and animal research.

Target Audience

General public

Schools

Children

Parents

Scientists/ Veterinarians/ Zoologists



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Communications Audit

Profiles

WZI website

Individual Zoo websites

Facebook

Twitter

YouTube channel

Branding

All profiles seem to have disconnected messaging to their audiences. The Facebooks, Twitters, and YouTube channels

arent cohesive because each individual zoo has its own social media outlets in addition to that of the entire WZIorganization.

There are too many profiles to update - zoos dont seem to communicate with each other and promote the WZI brand

as a whole.

ContentWZI is not strong on social media. Most accounts have relatively low activity for such a big organization. If profiles are

updated, content is usually photos or about activities and daily living of animal guests. The YouTube channel occasionally

documents animal births.

It seems that the WZI concentrates more on advertising and promotional efforts to convince people to come to the

zoos, rather than engage the audience in conversation via social media.

This lack of conversation stems from the fact that WZI wants its audience to experience the zoos in person - rather than

from behind a computer screen.



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Media Outlets

Outlets

Discovery Channel

Animal Planet

World WIldlife Fund

National Wildlife Federation

Zoobooks, Zoobies, Zootles- childrens magazines

TIME Magazine, TIME Magazine for Kids

National Geographic, National Geographic for Kids, National Geographic Channel

Animal Wellness Magazine

Local newspapers of zoos, including but not limited to:

The Boston Globe, Boston.com, Chicago Tribune, The Tampa Tribune, etc.

Local news and radio stations of zoos.

Morning talk shows: The Today Show, Live! with Kelley, Good Morning America, etc.



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Media Lists

One of WZIs disadvantages is a lack of a media list. Media356 Inc. will compile a media list and start building

relationships between reporters and WZI. This will help determine who story pitches should be sent to depending on their

subject matter.

Potential Story Pitches

NewspaperInterview with Dr. Evelyn Porter after a press conference releasing the CDC findings.

Magazine

Feature story and spread about the Okavanga Eco Tourism program, its purpose, and its wildlife. This could be in a

magazine like National Geographic or Smithsonian.

News Stations

Births of endangered species at local zoos.

TelevisionA behind the scenes tour of a zoo with interviews with curators and architects of the new habitats.



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Spokesperson

WZI Needs a Spokesperson

It is important for WZI to have a spokesperson, or brand representative, as the face of the WZI organization. Currently,

one of the issues contributing to the negative press surrounding WZI is that reporters have specific stories in mind when

covering WZI. That being said, no one has been able to combat false claims against WZI zoos or provide the media with

positive stories to write about.

There needs to be someone who can be interviewed about WZI and communicate messages to the media that help

depict WZI in a more truthful, informed light.

Proposed SpokespersonAfter considering all high position staff members at WZI, Media365 Inc, has concluded that Director Dr. Evelyn Portner is

the best candidate to be WZIs spokesperson because:

She has a PhD in Zoology and is a licensed veterinarian.

She was raised in the Serengeti by her parents who were wildlife filmmakers - and she does well on camera.

She cares deeply about WZIs inhabitants and sees them as guests or ambassadors to the wild.

She is the mastermind behind the restructuring of the WZI organization.

She is responsible for building the new animal habitats in the zoos.

It was her idea to start the Okavango Eco Tourism program.

She is well versed and informed about everything that goes on with WZI.

TrainingIt has been noted that Dr. Portner has been discouraged from working with the press - as she entered her position during

a time where media attention had mostly been negative. But, with proper media training, Dr. Portner would be able to

steer the direction of media attention away from inaccurate stores and towards informative stories that would interest

media consumers and influence the American Zoo Associations opinion of WZI to a more favorable one.

Media356 Inc. can ensure that Dr. Portner would be given proper media training so that she enters every interview and

press conference with the confidence and knowledge to represent WZI in the most beneficial way possible. We can

promise that Dr. Portner would be briefed on every reporter she speaks to - their publication, recent relevant stories, and



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bias on WZI. Dr. Portner would be able to anticipate hard-hitting questions, and know how to deal with questions that

she would prefer not to answer, or didnt know the answer to.

Media356 Inc. would be on call for every interview to record conversations and monitor the integrity of reporters and

publications.

Dr. Portner would be prepared with at least 3 anchor points for each interview.



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Objectives

Objective

The main objective is to change public opinion about World Zoo Inc. in order to raise attendance and donations to

support wildlife research efforts.

1. Manage the crisis situation about the 11% increase in animal deaths.

Show concern and sympathy for the zoo keeper who suddenly died in San Diego.

Release the CDC research findings that prove that the animals have contracted a virus that is not

communicable to humans and is not the cause of the zookeepers death.

Explain how local duck & swan inhabitants, native ambassadors, around the zoo have excreted the virus into

a local duck pond that animals have access to drink from.

Promise the public that WZI is handling the situation, is systematically cleaning and filtering the water, and

nursing the infected animals.

2.Publicize advancements in animal nutrition, genetic management, and veterinary efforts under Dr. Evelyn Portner.

Pitch stories to relevant media outlets that allow for reporters to interview Dr. Portner about her plans and

programs under WZI, interact with animals, and interview architects and curators of the new animal habitats.

These types of stories are great because reporters will be able to get all types of engaging multimedia

extras like photos and videos of the zoos.

Dr. Portner and all interview participants would be trained and briefed.

Highlight WZIs efforts and leadership in 1,200 educational and wildlife research programs in over 75 countries

worldwide.

3.Educate the public about the Okavango Eco Tourism program to pressure the program into being established sooner.

Pitch an exclusive story about the maturing lions, the huge purchase of land in East Africa, and the program

plans.



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This is extremely important because once the public knows about the efforts that WZI is making

towards caring for the lions, the pressure from the program might expedite the licensing for the

programs establishment.



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Execution & Evaluation

Timeline for ExecutionMonth Plans and Programs

April 2012 Coach and train Dr. Evelyn Portner for press

Pitch to morning shows to do a special for Wildlife month in May.

Hold a press conference to announce release the CDC findings and the steps being taken

to stop the virus.

May 2012 Wildlife Month

Officially announce, in an exclusive story, the purchase of land in the Okavango desert and

the Eco Tourism program.

June 2012 Pitch to children, parent and educator magazines about the educational experience of going

to a WZI zoo. Purpose is to inspire families and schools to take children to the zoos.

Release stories about animal nutrition, genetic management, and medicine.

July 2012 Invite the press and AZA representatives on a safari in the Okavango Valley to learn aboutthe program.

August 2012 Host Zookeeper Week, a week filled with fun activities for children, parents, and summer

camps to come learn about animals and their habitats. Notify the press about the event to

spark some conversation about WZI zoos.

September 2012 Host an annual fundraising gala across all of WZI zoos to increase donations to support

ongoing programs and research. Donations should be accepted on WZI websites, through

social media platforms, at zoos and the event.

ALWAYS Video tape and release successful animal birthing reports to media.

Update and organize social media to engage audience and inform them about the zoos

programs.Always release new research findings.



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Evaluation of Results

Media356 Inc. will monitor:

All press coverage

Social engagement

Attendance

Donations

This data will be compiled into charts that track all four criteria in lapse time to see what type of media attentiongenerated attendance and donations.

In conjunction, a press kit will be created, collecting all print, online, and multimedia coverage of WZI zoos.

Acting & Evaluation

After evaluating the criteria in 6 months, we will gain insight and be able to adjust what wasnt working for the future.



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Budget

Description Quantity Unit Price Cost

Press releases 20 $200.00 $4,000.00

GaggleAmp for 6 months. 6 $100.00 $600.00

News conferences 1 $500.00 $500.00

Safari Trip 20 $7,000.00 $140,000.00

Subtotal $145,100.00

Total $145,100.00



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Contact Information

Please feel free to contact:

Alex Oanono

Media356 Inc,

100 Boylston St- C304

Boston, MA 02116

T 8564264584

[email protected]

www.alexoanono.com

http://www.alexoanono.com/http://www.alexoanono.com/mailto:[email protected]:[email protected]

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