Public Relations — Project Development Report — Communications Essay Example

7Public Relation

Public relation communication

Youth Unite non profit organization


1.0 Executive Summary 3

2.0 Research and Situation Analyses 3

3.0 Publics segmented 3

4.0 Goals 4

5.0 Strategies 4

6.0 Objectives 4

7.0 Tactics 5

8.0 SWOT analysis 6

9.0 Budget 6

10. References 7

1.0 Executive Summary

Unite for Youth is a non profit organization that is involved in providing mentorship programs for both high and middle school. This program has formed constant partnership with different schools within Greater Claremont region. This organization believes that it is through public relation that a sense of personal responsibility is constantly reestablished that youths in this area will follow commitment paths towards their adulthood with a designed sense of accomplishment. Unite Youth widely put focus on middle school youths where it is projected within three years with 50% of the students being from middle school. It is evident that this age group is considered to be problematic and therefore this is the perfect time since mentoring will be effective.

2.0 Research and Situation Analyses

Due to the constant growing number of young individuals either entangled within juvenile courts or those falling in cracks at school, Unite Youth will ensure that it develop a responsibility of ensuring that it is in the direct response (Biagi 2005). It will be important for the program to be positioned in a way that would be accessible to most youth within Greater Claremont. It is at elementary school level that mentors are entailed to guide the young generation thus destroying negative impacts that can make a student shun away school. It is noted that once a student enters high school having a history of poor performance and disturbance, it is essential to make proactive effort so as to help the child in building their lives. It is an alarming concern that in three years to come, the number of students who causes disturbances would have projected to 50% if active action is not taken into account (Biagi 2005).

3.0 Publics segmented

Unite Youths focuses on ensuring that certain public segments considered to be major principle towards this program success are incorporated. Youths have and will continue to realize that they need to overcome stress in their lives that are brought about through discrimination, drug abuse and poverty thus being the primary public segment (Tye 1998). Families are also public segment for this non profit organization since when youth through their mentors are able to become stress free, becomes main objective in promoting families ties. As a result many youth are seen to assist their families hence improved relations within families (Tye 1998).

4.0 Goals

The main goal for Unite Youth is to ensure that it has been able to foster commitment to young individuals in both the middle and high school, which in turn will promote strong interpersonal skills, pro-social friendship and reassert the kind of hope that will drive them in future. To accomplish this goal the organization expect that young individuals to be caring and be in an inclusive learning environment which ensure that best effort is promoted which in turn will reinforce personal respect (Center & Jackson 1995).

5.0 Strategies

The following strategies will be of great help in driving this organization towards success.

  • Establishing various training programs for mentors so as to ensure that their communication capability is increased effectively

  • Coming up with a strong and effective monitoring system that will protect the youths and their mentors.

6.0 Objectives

Unite Youth main reason for establishment is in order to provide mentorship for both middle and high school individuals. In addition to its various partnerships, Unite Youth widely focuses on matching with a caring adult volunteer with a certain referred youth. The main objectives that Youth Unite focus to set up is divided in four distinct programs namely;

  • Trailblazers: this will be the central point program for this organization. Middle school students and their respective mentors are expected to participate in this structured program with great support.

  • Turnaround: this program put focus on students that are suspended and expelled from both high and middle schools.

  • Higher ground: this mentoring program will highly engage youth that have faced various trial within juvenile courts.

  • Lunch friends: this part of friends will closely work with students from the designated elementary schools (Phillips 2001).

7.0 Tactics

Due to various challenges that Youth Unite is likely to face while supporting youths, it has developed tactics that will ensure that the project is a success both now and in future. The following are various tactics that this non profit organization is going to use to ensure future success.

  • Establishing of a strong relationship thus forming network with both juvenile court and school systems.

  • Constant launching of a definable series of fundraising activities that will ensure successful expansion of the program (Phillips 2001).

8.0 SWOT analysis


  • The organization exploits the benefit of maximizing on its public relation.

  • It is through this that youths and mentors have build strong relationships


  • The organization has to work tremendously to overcome rejection with community and youths who are the main target.


  • Youth are the main individual who comprises that Australian population that it will be easy to reach such a group. Thus great establishment of strong public segment.

  • Attack through illegal practices that emerge from drug abuse and poverty among the youths (Tymson & Peter 2006).

9.0 Budget


Start up expenses





Total expenses


Cash requires

Total assets

10. References

Biagi, S. 2005. Media/Impact: An Introduction to Mass Media. Chicago: Thomas Wadsworth.

Tye, L .1998. The Father of Spin: Edward L. Bernays & the Birth of Public Relations. New York: Crown Publishers.

Center, H & Jackson, P. 1995. «Public Relations Practices,» 5th ed., Prentice Hall, Upper Saddle, N.J. pp. 14–15

Phillips, D.2001. Online Public Relations. London: Kogan Page.

Tymson, C & Peter, L. 2006. Public Relations Manual. Sydney: Tymson Communications.