1.Introduction
Public relations programmes and campaigns are essential in shaping public opinion and
promoting social change. This assignment explores the development and implementation
of a public relations programme aimed at encouraging regular health and wellness
screenings amongst young people. Additionally, it examines the role of government officials
as opinion-makers, using the example of Siviwe Gwarube, the Minister of Basic Education,
in addressing a potential leak of the National Senior Certificate (NSC) results. The
assignment also discusses various survey methods, including mailed surveys, computer-
administered surveys, group-administered surveys, and telephone-administered surveys,
highlighting their advantages and applications in evaluation research for public relations
programmes.
2.Public Relations Programme: Encouraging Regular Health and Wellness Screenings
amongst Young People
Defining the Problem
Theory: Defining the problem is a crucial step in developing a public relations programme.
According to Stacks (2016), it involves identifying the issue, understanding its causes, and
determining its impact on the target audience. This step is essential in understanding the
root cause of the problem and developing an effective solution.
Application: In this programme, the problem is that young people between the ages of 18
and 24 are not prioritising regular health and wellness screenings. This lack of awareness
and prioritisation can have long-term consequences for their health and well-being. Many
young adults feel invincible and may not see the importance of health screenings, which
can lead to undiagnosed chronic diseases such as HIV, diabetes, and hypertension (Jake
Newby, 01.05.2025). To address this issue, the programme will focus on raising awareness
about the importance of health screenings and encouraging young people to prioritise their
health.
, Setting Objectives
Theory: Setting objectives is essential in public relations, as it provides direction and focus
for the programme (Cutlip, Center, & Broom, 2006). Objectives should be specific,
measurable, achievable, relevant, and time-bound (SMART). By setting clear objectives, the
programme can ensure that its efforts are focused and effective.
Application: The objectives of this programme are to increase awareness amongst young
people about the importance of regular health and wellness screenings, encourage young
people to schedule regular health screenings, and promote a culture of preventive care
amongst young people. These objectives will be measured through surveys, focus groups,
and tracking the number of young people who schedule health screenings. Specifically, the
programme aims to increase the number of young people who schedule health screenings
by 20% within the first six months of the programme, improve awareness about the
importance of health screenings amongst 80% of the target audience, and position
preventive care as a priority for young people, with 75% of the target audience
demonstrating a positive attitude towards health screenings.
Target Groups
Theory: Identifying the target audience is crucial in public relations, as it enables the
programme to tailor its message and activities to meet the needs and interests of the
audience (Wilcox & Cameron, 2017). By understanding the target audience, the programme
can develop a message that resonates with them and encourages them to take action.
Application: The target group for this programme is young people between the ages of 18
and 24, nationwide. This age group is likely to be active on social media, in educational
institutions, and in the workforce. To effectively reach this audience, the programme will
focus on urban and rural areas, taking into account the diverse cultural, socio-economic,
and linguistic backgrounds of young people in the country. By understanding the target
audience, the programme can develop a message that resonates with them and
encourages them to prioritise their health.
Public relations programmes and campaigns are essential in shaping public opinion and
promoting social change. This assignment explores the development and implementation
of a public relations programme aimed at encouraging regular health and wellness
screenings amongst young people. Additionally, it examines the role of government officials
as opinion-makers, using the example of Siviwe Gwarube, the Minister of Basic Education,
in addressing a potential leak of the National Senior Certificate (NSC) results. The
assignment also discusses various survey methods, including mailed surveys, computer-
administered surveys, group-administered surveys, and telephone-administered surveys,
highlighting their advantages and applications in evaluation research for public relations
programmes.
2.Public Relations Programme: Encouraging Regular Health and Wellness Screenings
amongst Young People
Defining the Problem
Theory: Defining the problem is a crucial step in developing a public relations programme.
According to Stacks (2016), it involves identifying the issue, understanding its causes, and
determining its impact on the target audience. This step is essential in understanding the
root cause of the problem and developing an effective solution.
Application: In this programme, the problem is that young people between the ages of 18
and 24 are not prioritising regular health and wellness screenings. This lack of awareness
and prioritisation can have long-term consequences for their health and well-being. Many
young adults feel invincible and may not see the importance of health screenings, which
can lead to undiagnosed chronic diseases such as HIV, diabetes, and hypertension (Jake
Newby, 01.05.2025). To address this issue, the programme will focus on raising awareness
about the importance of health screenings and encouraging young people to prioritise their
health.
, Setting Objectives
Theory: Setting objectives is essential in public relations, as it provides direction and focus
for the programme (Cutlip, Center, & Broom, 2006). Objectives should be specific,
measurable, achievable, relevant, and time-bound (SMART). By setting clear objectives, the
programme can ensure that its efforts are focused and effective.
Application: The objectives of this programme are to increase awareness amongst young
people about the importance of regular health and wellness screenings, encourage young
people to schedule regular health screenings, and promote a culture of preventive care
amongst young people. These objectives will be measured through surveys, focus groups,
and tracking the number of young people who schedule health screenings. Specifically, the
programme aims to increase the number of young people who schedule health screenings
by 20% within the first six months of the programme, improve awareness about the
importance of health screenings amongst 80% of the target audience, and position
preventive care as a priority for young people, with 75% of the target audience
demonstrating a positive attitude towards health screenings.
Target Groups
Theory: Identifying the target audience is crucial in public relations, as it enables the
programme to tailor its message and activities to meet the needs and interests of the
audience (Wilcox & Cameron, 2017). By understanding the target audience, the programme
can develop a message that resonates with them and encourages them to take action.
Application: The target group for this programme is young people between the ages of 18
and 24, nationwide. This age group is likely to be active on social media, in educational
institutions, and in the workforce. To effectively reach this audience, the programme will
focus on urban and rural areas, taking into account the diverse cultural, socio-economic,
and linguistic backgrounds of young people in the country. By understanding the target
audience, the programme can develop a message that resonates with them and
encourages them to prioritise their health.
