COMM11110 BLOG #4

Published on Sunday 17th April 2016

Public Relations Campaign for Antipodean Animal Agency


Figure One: Wires Wildlife, Source: Google Images

Antipodean Animal Agency is Australia’s largest not for profit organisation that specialises in the conservation and rehabilitation of sick, injured, and orphaned native wildlife (Wires Wildlife Rescue, 2015).

Antipodean Animal Agency is currently administering a PR campaign with the objective of increasing the public’s annual donations to provide improved conservation and rehabilitation services to native wildlife. Throughout the campaign, Antipodean Animal Agency desires to inspire the public to donate generously to this worthy cause to assist with the conservation of sick, injured, and orphaned native wildlife.

A suitable campaign message is:

‘The public’s generosity will continue to assist with the conservation and rehabilitation of Australian native wildlife now and into the future’.

The context of Antipodean Animal Agency campaign message should provide meaning to the target public explaining how the public’s generosity is contributing to such a worthwhile cause.

Moffitt (2011) argues that critical research and thinking allows the individual to better understand the rules and principles employed in developing the message components of the PR campaign.

Wetherhead (2013) suggests that an effective campaign message originates with the campaigns expectations and objectives in mind. According to Stegaroiu & Talal (2014), organisations that clearly communicate their expectations and objectives in their campaign message are more likely to maintain a better public reputation. An influential campaign message will help scope the organisations public image that will differentiate from other wildlife conservation organisations (Stegaroiu & Talal, 2014).

When developing a campaign message it’s important to consider the target public of the campaign (CQUniversity, 2016). Target publics are important in regards to setting the foundations of the campaign and ensuring that campaign goals and objectives have been achieved (CQUniversity, 2016). Organisations who ensure that the right public has received the message will allow them to react to the proposal or call for action (CQUniversity, 2016).

The target public for the Antipodean Animal Agency campaign is males and females aged between twenty and fifty who show an interest in animal conservation and rehabilitation. The target public for Antipodean Animal Agency campaign has been selected on the basis that people of this age are more aware of wildlife issues and are motivated towards animal conservation. This demographic are more likely to embrace technology and therefore are more accessible online where the organisation’s key message can be delivered to them.

Reference List

CQUniversity Australia. (2016). COMM11110 –Introduction to Public Relations: Study Guide. Rockhampton, Qld.

Moffitt, MA 2011, ‘Critical Theoretical Considerations of Public Relations Messaging Around the Globe: Tools for Creating and Evaluating Campaign Messages’, Journal of Promotion Management, vol. 17, no. 1, pp. 21-41. [29 March 2016].

STEGĂROIU, I, & TALAL, M 2014, ‘The Importance of Developing Internal Communication Strategy’, Valahian Journal of Economic Studies, vol. 5, no. 1, pp. 63-70.

Wetherhead, D 2013, ‘Media Training: How to Deliver Compelling Messages’, Public Relations Tactics, vol. 20, no. 10, p. 8.

(2015). Retrieved from Wires Wildlife Rescue:

Image Reference List

Figure One: