Module 5: You are acting as a public relations practitioner for (fictitious) non-profit charity “Flying Fox Appreciation Agency”. From the details herehttp://www.australianwildlife.org/field-updates/2014/awc-inspires-historic-bid-to-restore-extinct-mammals-to-nsw-national-parks.aspx Write ONE key message. (What is the specific aspect of wildlife conservation that you want to promote in the context of this charity?) Who is your target audience/public? Why?
Source: The Courier Mail
The flying fox or fruit bat, is one of the most widely misunderstood native inhabitants of Australia. This winged mammal goes unpraised for it’s efforts pollinating and dispersing the seeds of native plants. While also commonly blamed for the spreading of Hendra or Equine Morbillivirus (EMV), when in actual fact it is not capable of passing the virus on to humans (Bat Conservation 2012). So while their numbers decline, isn’t it about time we did something?
The Australian Wildlife Conservancy (AWC) website was consulted on behalf of the non-profit Flying Fox Appreciation Agency (FFAA) charity for their upcoming awareness campaign. First and foremost in the AWC’s listing of key facts was, “Australia has the worst mammal extinction record in the world” (Australian Wildlife Conservancy 2014). This profoundly astonishing fact which was followed by supporting data, will be the key message and basis of the campaign going forward.
As the AWC has already conducted and published their extensive level of research, the FFAA would be right to use this readily available information. Although the key message has the ability to impact Australians as a whole, the data and information provided by the AWC is focused primarily on the state of New South Wales. Using this localised information in what Kerslake (2015) describes as “secondary research”, suggests visitors to the National Parks of New South Wales should be the target audience in this instance.
Source: The Herald Sun
In discussing audiences, Wilcox et al. (2013 p.106) argue that “public relations programs should be directed toward specific and defined audiences or publics”. Given our data is tailored towards the New South Wales public and we are already aware that visitors to these parks hold interests in native flora and fauna, it is for these reasons this specific audience has been targeted.
References
Australian Wildlife Conservancy 2014, AWC inspires historic bid to restore extinct mammals to NSW National Parks, viewed 5 May 2015, http://www.australianwildlife.org/field-updates/2014/awc-inspires-historic-bid-to-restore-extinct-mammals-to-nsw-national-parks.aspx.
Bat Conservation & Rescue QLD, 2012, About bats, viewed 5 May 2015, http://bats.org.au/about-bats/flying-foxes.php.
Grey-headed flying foxes, n.d. digital image, viewed 5 May 2015, http://www.heraldsun.com.au/ipad/flying-foxes-hung-out-to-fly/story-fn6bfmgc-1226011614536.
Kerslake, T 2015, Module 3: The public relations campaign – planning, course notes, COMM11110 Introduction to Public relations, CQUniversity e-courses, https://moodle.cqu.edu.au/.
Wanted, n.d. digital image, viewed 5 May 2015, http://www.couriermail.com.au/ipad/bobs-fix-for-urban-vermin-is-a-blast/story-fn6ck620-1226240242939.
Wilcox, D, Cameron, G, Reber, B & Shin, J 2013, Think public relations, Pearson Education, New Jersey.
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