b) Can you break down your publics into smaller groups according to what you know?
Drinkers (or those who are considering drinking):
- Over 18s
- Under 18s
Parents
Individuals with a history of cancer or those who are more susceptible to cancer

c) What do you need to know about these publics to better develop a communication strategy?
- How each groups consumes media (e.g. younger generations would be more reachable on social media as opposed to older generations who would be more exposed to news channels and newspapers)
- The intent behind drinking generally varies depending on age 

d) Does it make a difference if you see your publics as “active” or “passive”?  How?
- Yes, because it helps to determine the intensity of the communication strategy

e) How would you best reach your publics? What assumptions have you made about which publics use different media platforms?
- Refer to (c)

What do you know about your publics?
that our client are religious organisations that is anti alcohol consumption for religious and health reasons. eg SDAs

b)

Can you break down your publics into smaller groups according to what you know? 
Different denomination of christiantiy  and the digital divide; age gaps in the church. 

c)

What do you need to know about these publics to better develop a communication 

strategy? 
whether the specific  denomination of Christianity is anti alcohol for religious reasons or health reasons(Your body is a temple of God- somewhere in the book of romans). 

d)

Does it make a difference if you see your publics as “active” or “passive”?  How?
Yes, this will determine how aggressive the communication campaign is, whether we use more positive notions to persuade or negative ones. 

e)

How

would you best reach your publics? What assumptions have you made about 

which publics use different media platforms? 
every week at church or online via websites. We are assuming everyone goes to church and that there is not digital divide that prevents people from online activities. 

Publics involved include;
Parents
Educators
Governments
Youth organisations ie beyondblue and life line
Young people

 b) Can you break down your publics into smaller groups according to what you know? 
Yes - 
Personal/emotive connection = parents, friends and family of young people

Institution = educators, government, social institutions

Directly impacted = young people

c) What do you need to know about these publics to better develop a communication strategy?
Different generations and modes of communication -  Need to include intergenerational communication 
- collaborate with different modes/ publics
- Needs to engage young adults and think about the present 
- have an emotional aspect that parents can also approve

 d) Does it make a difference if you see your publics as “active” or “passive”? How?
- active = parents, educators, government 
- passive = young adults - goal = to engage them through communication strategy

e) How would you best reach your publics? What assumptions have you made about which publics use different media platforms? 

young adults = social media - emotional
Government implemented campaign
Use multiple platforms - TV, radio, posters at schools, intervene in schools

Design a communication strategy that considers advertising and public relations across media platforms. Include a publicity component where you use a newsworthy angle to engage your public via news media sites.
Advertising campaign:
Show on TV, sponsored social media
Begins with party scene that all young adults can relate to - slowly show progression of young person's life and health deteriorating. Show the narrative of an individuals life - get young people to engage. Focus on not overdoing it rather than not drinking at all.

Public relations campaign:
Government implementation of campaign directly into schools. Activity/seminars to engage young people.
Use of 'Instagram influencer' to endorse the campaign rather than celebrity. Young people draw a greater connection with influencers on a personal level.

What are you trying to communicate and how might this differ depending on your client and the different publics you’ve identified? What about the different characteristics and expectations of different media platforms? 
Characteristics of media platforms - social media = small clip - engagement 
TV and radio and posters - get simple message across, target to parents.
Key publics is young people 
- engage through real life seminars and influence of social media figures

 

( c) and (d). What do you need to know about these publics to better develop a communication strategy?

 

(e)