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DPR2605 ASSINMENT 2 SEMESTER 2
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DPR2605 ASSINMENT 2 SEMESTER 2
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T able of ContentIntroduction
1. Challenges of Increasing the Scope of a Program and Managing Them as a PR Practitioner
2. Four Barriers and Programme Responses
3. approaches, beyond staff training to embed a programme and ensure that its sustainability
was not threatened by local resistance to organisational change
4. approach to developing and managing a long-term social marketing programme differ from
a shorter-term campaign
Conclusion
SELF-ASSESSMENT AND SELF-REFLECTION
References
, Introduction
This assessment revolves around a comprehensive case study on a social marketing program
originally aimed at smoking cessation, which later evolved to include a broader range of health
initiatives such as weight and stress management. The goal of the program was to provide a holistic
approach to health and wellness, addressing multiple interrelated health issues. The program's
evolution highlights several challenges and strategic responses, which are crucial for a Public
Relations (PR) practitioner to understand and manage effectively.
The program's expansion from a single-issue focus on smoking cessation to a multi-faceted health
initiative presents both opportunities and complexities. Integrating additional health services
requires careful planning and coordination to ensure that the diverse needs of the target population
are met without diluting the program's core objectives. As the scope of the program broadens, the
potential for resource strain, mission creep, and stakeholder resistance increases. PR practitioners
must navigate these challenges by maintaining clear communication, fostering stakeholder buy-in,
and ensuring consistent messaging.
1. Challenges of Increasing the Scope of a Program and Managing Them as a PR Practitioner
Expanding a social marketing program to incorporate additional services like weight and stress
management presents several challenges:
Resource Allocation: Increasing the scope demands more resources, including finances,
personnel, and time. The initial budget and resources allocated for smoking cessation might
not suffice for the expanded services.
Mission Creep: With a broadened focus, there is a risk of losing sight of the primary
objective. The program might become too diffuse, reducing its overall effectiveness.
Stakeholder Resistance: Stakeholders, including staff and the target audience, might resist
the change due to perceived complexities or a departure from the original mission.
Coordination and Integration: Ensuring that all services are well-coordinated and integrated
can be challenging. Misalignment can lead to inefficiencies and reduced program efficacy.
As a PR practitioner, managing these challenges involves:
Clear Communication: Articulate the reasons for the program expansion and the benefits it
brings to the target population. Use data and success stories to illustrate positive outcomes.
Stakeholder Engagement: Involve stakeholders in the planning and implementation process
to foster a sense of ownership and reduce resistance.
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