Final PR plan..docx - CITY KIDS PR PLAN Victoria Karam...

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CITY KIDS: PR PLAN Victoria Karam Public Relations COMM 301-001 Professor Doshi 4/30/2018
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Part I: Challenge City Kids is a non-profit organization based in Washington D.C. that was founded on the idea that giving children enriching life experiences can enhance their lives. City Kids was founded in 1996 by Randy Luskey to help children be prepared for life beyond a traditional classroom. The organization’s core mission is based on three principles: “long-term youth engagement, experiential education programming with a focus on overcoming challenges, and goal setting with a focus on future planning” (City Kids Wilderness Project, n.d.). The organization’s primary program focuses on shepherding children long term. The enrollment process consists of an application, two orientation events and occasionally an interview or a recommendation from the school of the child. They enroll 20 6th graders every year and guide them through a six-year or longer process. During the school year, the organization stays in DC where they focus on after school and weekend activities such as job training and college preparation. In the summer, they move to Jackson, Wyoming where they run a summer camp. Through experiences such as outdoor adventures, City Kids help “children learn the values of plan, prepare, proceed, and to build their resiliency, broaden their sense of personal possibility, and to build the skills they need to work well with others as both team leaders and team members. City Kids then helps transfer what they learn from these experiences to their real lives to help them pursue academic, career, and personal achievements” (City Kids Wilderness Project, n.d.). The organization is all about equipping children with the tools to reach personal, educational and career success. 2
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The main problem for City Kids is monetary. Therefore, this communication plan is intended to attract potential donors. The challenge for the plan is to motivate individuals to donate to the organization. Most people like to put their money into something that will give them something in return. Donating to a nonprofit will give them nothing in return. And again, because most individuals aren’t directly affected by the issue that City Kids is handling, they aren’t as likely to give their money away without proper incentive. Because of this, the plan for City Kids will use the issue to their favor to create an emotional PR strategy. People rely heavily on their emotions when making decisions, and children strike many emotions. Moreover, everyone loves a success story, and so when people hear that an organization that is successfully helping children overcome significant life setbacks they are more likely to become involved. After the financial challenge is addressed, their other problem falls on recruiting more children to their programs for which they need to raise awareness of their organization and their cause.
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  • Spring '19
  • city kids

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