DPR2605 ASSIGNMENT 1
UNICEF IN NIGERIA
by
,DECLARATION OF OWN WORK
I,
(NAME and SURNAME) confirm that:
✓ this MODULE contains my own, original ideas and work
✓ those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter
CMNALL/E/301
✓ I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit
Policy on Research
✓ I have read the University’s Policy of Research Ethics Ethics.pdf
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
✓ I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered
by Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright Act 98
of 1978 and I have read the regulations of the University of South Africa in this respect,
available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Docum
ents/Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
,TABLE OF CONTENTS
INTRODUCTION ................................................................................................................. 3
CASE STUDY QUESTIONS ................................................................................................ 3
1. ROLE OF PUBLIC RELATIONS............................................................................ 3
1. Advocacy ........................................................................................................ 3
2. Media Relations.............................................................................................. 3
3. Stakeholder Engagement ............................................................................... 4
4. Strategic Planning and Evaluation .................................................................. 5
2. STAKEHOLDERS AND STRATEGIC TACTICS USED ........................................ 5
1. Nigerian Government ..................................................................................... 5
2. The Media (Local and International) ............................................................... 5
3. Non-Governmental Organisations (NGOs) ..................................................... 6
4. International Partners ..................................................................................... 7
5. The General Public ......................................................................................... 8
3. QUALITATIVE RESEARCH METHODS USED ..................................................... 8
1. Workshops and Focus Group Discussions ..................................................... 8
2. Observational research (field visits) ............................................................... 9
4. THE USE OF MASS MEDIA IN THE UNICEF NIGERIA PROGRAMME .............. 9
1. Assessment of Mass Media Use in UNICEF Nigeria’s PR Campaign ............ 9
2. Final Argument ............................................................................................. 11
5. SUCCESS OF THE PROGRAM .......................................................................... 11
6. WHAT DID I LEARNED IN THIS THIS CAMPAIGN ............................................ 12
QUESTION 7: APPLICATION SECTION........................................................................... 14
A. RESEARCH......................................................................................................... 14
1. RESEARCH BACKGROUND ....................................................................... 14
2. KEY RESEARCH INSIGHTS ....................................................................... 15
3. UNDERSTANDING THE ISSUE .................................................................. 16
4. FORMULATING THE PROBLEM STATEMENT .......................................... 17
B. ADAPTATION...................................................................................................... 17
1. CAMPAIGN OBJECTIVES ........................................................................... 17
2. IDENTIFYING AND DISTINGUISHING BETWEEN PUBLICS ..................... 17
3. RESEARCHING POSSIBLE SOLUTIONS ................................................... 21
4. PLANNING STAKEHOLDER ACTIVATION AND PARTICIPATION: ........... 22
5. DETERMINING RESOURCES ..................................................................... 23
6. DEVELOPING A SYSTEM OF CONTINUOUS LIAISON ............................. 26
C. IMPLEMENTATION OF STRATEGY .................................................................. 28
1. CAMPAIGN NAME AND SLOGAN .............................................................. 28
2. STRATEGIC APPROACH ............................................................................ 28
3. MESSAGE CONSTRUCTION: ..................................................................... 28
-i -
, 4. MEDIUM SELECTION.................................................................................. 28
5. HOW SHOULD WE TRY TO COMMUNICATE DIRECTLY WITH
STAKEHOLDER GROUPS? ........................................................................ 29
6. SELECTED STRATEGY & EXECUTION PLAN ........................................... 29
7. COMMUNICATION PLAN & CAMPAIGN SCHEDULE ................................ 30
D. BUDGET ALLOCATION ...................................................................................... 32
E. EVALUATION ...................................................................................................... 36
1. Measuring Campaign Objectives .................................................................. 36
2. Recommendations for Future Campaigns .................................................... 38
SELF ASSESSMENT QUESTIONS .................................................................................. 38
1. What have you learned (what knowledge have you gained) by completing
the portfolio task? ......................................................................................... 38
2. What skills, abilities, and orientations (attitudes and values) have you
acquired?...................................................................................................... 39
3. Which strengths could you apply in your future life and work
environments? .............................................................................................. 39
4. Which shortcomings do you need to address in the future? ......................... 39
5. To what extent have you achieved the learning outcomes formulated for
each study unit? Specify the learning outcomes you have achieved. ........... 40
CONCLUSION ................................................................................................................... 40
REFERENCES .................................................................................................................. 41
- ii -
UNICEF IN NIGERIA
by
,DECLARATION OF OWN WORK
I,
(NAME and SURNAME) confirm that:
✓ this MODULE contains my own, original ideas and work
✓ those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter
CMNALL/E/301
✓ I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit
Policy on Research
✓ I have read the University’s Policy of Research Ethics Ethics.pdf
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
✓ I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered
by Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright Act 98
of 1978 and I have read the regulations of the University of South Africa in this respect,
available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Docum
ents/Policy_copyright_infringement_plagiarism_16November2005.pdf
_________________
STUDENT NUMBER
________________ _____________
SIGNATURE DATE
_________________ _____________
WITNESS DATE
,TABLE OF CONTENTS
INTRODUCTION ................................................................................................................. 3
CASE STUDY QUESTIONS ................................................................................................ 3
1. ROLE OF PUBLIC RELATIONS............................................................................ 3
1. Advocacy ........................................................................................................ 3
2. Media Relations.............................................................................................. 3
3. Stakeholder Engagement ............................................................................... 4
4. Strategic Planning and Evaluation .................................................................. 5
2. STAKEHOLDERS AND STRATEGIC TACTICS USED ........................................ 5
1. Nigerian Government ..................................................................................... 5
2. The Media (Local and International) ............................................................... 5
3. Non-Governmental Organisations (NGOs) ..................................................... 6
4. International Partners ..................................................................................... 7
5. The General Public ......................................................................................... 8
3. QUALITATIVE RESEARCH METHODS USED ..................................................... 8
1. Workshops and Focus Group Discussions ..................................................... 8
2. Observational research (field visits) ............................................................... 9
4. THE USE OF MASS MEDIA IN THE UNICEF NIGERIA PROGRAMME .............. 9
1. Assessment of Mass Media Use in UNICEF Nigeria’s PR Campaign ............ 9
2. Final Argument ............................................................................................. 11
5. SUCCESS OF THE PROGRAM .......................................................................... 11
6. WHAT DID I LEARNED IN THIS THIS CAMPAIGN ............................................ 12
QUESTION 7: APPLICATION SECTION........................................................................... 14
A. RESEARCH......................................................................................................... 14
1. RESEARCH BACKGROUND ....................................................................... 14
2. KEY RESEARCH INSIGHTS ....................................................................... 15
3. UNDERSTANDING THE ISSUE .................................................................. 16
4. FORMULATING THE PROBLEM STATEMENT .......................................... 17
B. ADAPTATION...................................................................................................... 17
1. CAMPAIGN OBJECTIVES ........................................................................... 17
2. IDENTIFYING AND DISTINGUISHING BETWEEN PUBLICS ..................... 17
3. RESEARCHING POSSIBLE SOLUTIONS ................................................... 21
4. PLANNING STAKEHOLDER ACTIVATION AND PARTICIPATION: ........... 22
5. DETERMINING RESOURCES ..................................................................... 23
6. DEVELOPING A SYSTEM OF CONTINUOUS LIAISON ............................. 26
C. IMPLEMENTATION OF STRATEGY .................................................................. 28
1. CAMPAIGN NAME AND SLOGAN .............................................................. 28
2. STRATEGIC APPROACH ............................................................................ 28
3. MESSAGE CONSTRUCTION: ..................................................................... 28
-i -
, 4. MEDIUM SELECTION.................................................................................. 28
5. HOW SHOULD WE TRY TO COMMUNICATE DIRECTLY WITH
STAKEHOLDER GROUPS? ........................................................................ 29
6. SELECTED STRATEGY & EXECUTION PLAN ........................................... 29
7. COMMUNICATION PLAN & CAMPAIGN SCHEDULE ................................ 30
D. BUDGET ALLOCATION ...................................................................................... 32
E. EVALUATION ...................................................................................................... 36
1. Measuring Campaign Objectives .................................................................. 36
2. Recommendations for Future Campaigns .................................................... 38
SELF ASSESSMENT QUESTIONS .................................................................................. 38
1. What have you learned (what knowledge have you gained) by completing
the portfolio task? ......................................................................................... 38
2. What skills, abilities, and orientations (attitudes and values) have you
acquired?...................................................................................................... 39
3. Which strengths could you apply in your future life and work
environments? .............................................................................................. 39
4. Which shortcomings do you need to address in the future? ......................... 39
5. To what extent have you achieved the learning outcomes formulated for
each study unit? Specify the learning outcomes you have achieved. ........... 40
CONCLUSION ................................................................................................................... 40
REFERENCES .................................................................................................................. 41
- ii -
