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7/31/2019 Media Relations Midterm
1/18
World Zoo Inc.
Prepared for: Mr. David Richard, Marketing DirectorPrepared by: Alex Oanono, Account Manager
March 21, 2012
Media356 Inc.
7/31/2019 Media Relations Midterm
2/18
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
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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
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
www.alexoanono.com
Media356 Inc. for World Zoo Inc. 17
http://www.alexoanono.com/http://www.alexoanono.com/mailto:[email protected]:[email protected]