PR plan. Resources for aging .docx

PR plan. Resources for aging .docx - SEABURY RESOURCES FOR...

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SEABURY RESOURCES FOR AGING: PR PLAN Isabel Martinez Public Relations COMM 301 Professor Doshi 04/23/19 PART 1: CHALLENGE:
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Seabury Resources for Aging is a non-profit organization founded more than 93 years ago by the Episcopal Senior Ministries (ESM). From the beginning, Seabury Resources for Aging's purpose is “to provide personalized, affordable services and housing options to help older adults in the greater Washington, DC area live with independence and dignity.”(Seabury Resources for Aging). Although the organization was once created to provide a home to senior residents of the D.C. area, nowadays, it also supplies an in-home assessment to the older residents who prefer to stay in their own homes. The Seabury organization aims to provide good living conditions to the elderly community of the Washington, D.C. area. In their work to achieve this, they not only have housing facilities for the elderly who wish to enjoy this service, but also a team of volunteers who visit the elderly in their homes. This second option is available for elderly people who do not wish to leave their homes but need help to cope with the day-to-day chores of a home. In their process of providing better service for the elderly, Seabury has a team of volunteers that are trained in the assistance to the elderly and how to give them the assistance they need. In the facilities that Seabury has, they also have a team of qualified personnel to take care and provide assistance to the elderly. This organization aims to help the elderly feel more at home and attended in their needs. This organization’s main problem, however, has been economical. Thus, the intention of this communication plan is to target the community members and others to donate and integrate them into the activities of the organization. Community members prefer to put their money into something where they will see something in return. Therefore, a donation to an organization that is nonprofit will not give them anything in return. Incentivizing people is the secret to obtaining more donors. The elderly are always considered as the “grandparents of the community” and are usually looked upon tenderly and this is the emotion PR strategy that will be used. As the program to incentivize community members to participate actively in the
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