SAVE

THE REEF
MEDIA PLAN

Rishita Sharma-5007225
Shubei Lou-5089103
Zang Jiexin-5052441

Table of Contents
Situation Analysis ......................................................................................... 3

Campaign .......................................................................................................
Aim .......................................................................................................... 3
Objectives ................................................................................................ 4
Key message ............................................................................................ 4
Strategy .................................................................................................. 4
Tactics ...................................................................................................... 5
Target audience ...................................................................................... 8
Target media ........................................................................................... 9

Campaign timeline ..................................................................................... 10
Gantt Chart .......................................................................................... 12
Campaign budget ....................................................................................... 13

Evaluation .................................................................................................. 14

References ................................................................................................. 15

Situation analysis

Greening Australia is a non-profit organization that protects and restores
landscapes in Australia since 1982. Currently more than 150 people are
associated with the organisation and have restored over 30 areas around
Australia. The organisation conserves landscapes at a large scale through
scientific, innovative and cooperative methods.
The issue that we aim to project into the media is the endangered situation of the
Great Barrier Reef. According to our secondary research, only 7% of the Great
Barrier Reef is free from bleach (ARC, 2016). The current situation of the Great
Barrier Reef is putting itself into the list of endangered world heritage site
(UNESCO, 2016).
Our primary research showed that 8 out of 10 people know that the Great
Barrier Reef is facing threats, but none of them is aware of the level of
seriousness of this issue. More importantly, none knows about what exactly they
can contribute to our precious natural site. Therefore, this media plan is going to
raise awareness and provide more detailed information on the issue and
ultimately, suggest ways that ordinary people can help with the situation.
In this media plan, we target various audience through different channels;
popular newspaper targeting the nation, national geographic magazine targeting
worldwide audience, especially environmentalists (a field trip on helicopter to
the reef where photos would be taken on the spot), the guardian targeting global
audience who are passionate about environmental issues, and Great Barrier Reef
Marine Park Authority targeting specifically the locals and fishers. The different
media outlets that have been employed in this campaign cater to different
segments of our target audience that ensure wider coverage.

Campaign Aim
The aim of this plan is to inform and educate different groups of our target
audience about the bad situation faced by the Great Barrier Reef through various
mass media channels. After a basic awareness is established, a further aim would
be to encourage different groups of our target audience to contribute their
substantial effort respectively to protect this natural site.

Objectives:
Informational
1) Greening Australias objective in this campaign is to accomplish a wide spread
awareness about the ever-degrading situation of the Great Barrier Reef,
Queensland. The target is to get 5,000 people engaged by the end of 2 months.
2) The campaign will be using print media that helps the organization reach its
goal with its wider audience reach.
Motivational
1) With high sensitivity among the target audience regarding environment, the
campaign is targeting to put people in action to preserve the reef. This will be
achieved through various practices incorporated in daily life and rigorous
research by experts.

Key Messages
1) The campaign conveys the level of deterioration of the Great Barrier Reef
2) The campaign suggests ways for different groups of audience to contribute to
the protection of the Great Barrier Reef:
a. Encourage active participation from environmentalists in efforts to stop the
degradation of the Great Barrier Reef.
b. Reduce by-catch and overfishing by fishers

Strategy statement
The objectives of the campaign will be met by following three approaches. First
is the approach to appeal to the emotional side of the audience, by connecting
with them on an intellectual and ethical side (Heath, Toth and Waymer, 2009).
This approach will take into account people process of emotional and intellectual
information. Second is the approach to frame the information in ways that affect
the target audience the most. This approach will help in shaping the perspectives
of the people through which they see the situation (Hallahan, 1999). The last and
final approach to influence the audience is informational power that our
campaign will provide to the audience. This campaign will equip the audience
with sufficient information that makes them empowered to initiate change in the
society and help protect the great barrier reef (Erchul and Raven, 1997).


Tactics tables
Tactic 1

Overview of the situation

Media
Release

Targeting passionate and caring Australians

Team
Member
Responsible

Jessica

Media Outlet Sydney Morning Herald-Environment

Journalist

Ben Cubby-Environment editor for Sydney Morning Herald

Email: bcubby@ smh.com.au.

Headline

Multi threats faced by the Great Barrier Reef are killing it

Angle

Shocking situation that triggers human interest

The precious natural site is facing multi threats which jeopardize the
survival of the reefs and marine life

Main Frame

Situations Framing

Key
Messages

- Quadrupled sediment inflow to marine park (Serious water

pollution)
- Climate change remains the biggest challenge for the Great Barrier
Reef
- Outdated fishing practice damages seafloor and its resident plants
and animals
- Industrialization in Queensland is damaging the Great Barrier Reef
- Queensland government even encourages increased shipments to
go through the narrow straits between reefs
- Need to educate and raise awareness

Tactic 2

Letter to the http://www.theguardian.com/environment/2016/apr/10/greatEditor

barrier-reef-new-chapter-opens-in-the-fight-to-save-natural-wonderfrom-mining
Team
Member
Responsible

Rishita

Media Outlet The Guardian

Journalist

Michael Slezak
michael.slezak@theguardian.com

Headline

Response to article Great Barrier Reef: new chapter opens in the

fight to save natural wonder from mining

Angle

Human Interest & Proximity

Criticize the governments actions

Main Frame

Issues Framing

Key
Messages

-The Queensland government is not doing enough

-Queensland government is giving green light to the coalmining
business
-The situation of the great barrier reef has deep implications on coal
mining business (whether these would be hauled in order to protect
natural sites)
-Burning of coal is really hurting the health of reef

Tactic 3

Professional insights on the issue

Feature
Article

Focus on targeting environmentalists

Team
Member
Responsible

Cynthia

Media Outlet National Geographic magazine

Journalist

Jane Lee
Email:janejaelee@gmail.com

Headline

The journey to discover the dying Great Barrier Reef

Angle

In-depth knowledge with concrete evidence

Main Frame

Issues framing

Key
Messages

- Concrete and on-the-spot evidence to show the conditions of the

reef
- Wake up call to tell people that the disastrous situation is really
happening to our country
- Encourage specialists to find ways to improve the situation

Tactic 4

Targeting people living around the site and fishers

Brochure

Basic and easy-to-understand knowledge

Team Member
Responsible

Jessica

Media Outlet

Great Barrier Reef Marine Park Authority

Journalist

The Communications section of Great Barrier Reef Marine Park

Authority
(07) 4750 0846 (day and evening)
Email: media@gbrmpa.gov.au

Headline

Responsible fishing, rescue the reef

Angle

General education with a local angle

Main Frame

Actions framing

Key Messages

-By-catch has negative impact for the ecosystem in the water

- Do not poach (illegal hunting) species in protected areas.

-Climate change is not easy to alter but we should do what we can

to protect the nature
Tactic 5

General education for people living around the site

Opinion piece

Team Member
Responsible

Cynthia

Media Outlet

Sydney Morning Herald

Journalist

Peter Hannam

Headline

Whats still left for us to do for the dying Great Barrier Reef

Angle

Provide information on how an ordinary person can help

with the situation

Main Frame

Actions and Issues framing

Key Messages

-Any contribution is helpful

- Collective efforts is the critical thing to save any natural site
-The Great Barrier Reef is a world-class natural site, everyone has
the responsibility to protect it, especially Australians

Target Audience:
-Environmentalists worldwide
-People who are passionate about protecting the environment worldwide
-People who like to fish locally
-Australian citizens

Target Media:
1. Sydney Morning Herald Environmental
According to the diagram, Sydney Morning Herald remains the most read
newspaper which means it would be able to reach out to the most audience
among all the newspapers (Bennett, 2016). Moreover, since this newspaper is an
Australian newspaper, the readers, which most consists of Australians would be
more interested in this Australian issue.

2. National Geographic magazine
It is a global leader in geographical and environmental issues. It attracts more
than 60 million readers per month worldwide. This means that the magazine
would be in favourable to our issue of protecting the Great Barrier Reef. This also
means that subscribers and readers of this magazine are likely to be people who
concern about environmental issues. The target media would help our clients in
reaching a global audience.

3. The Guardian
The Guardian is the most read newspaper worldwide. It can be a very effective
platform for us to reach our target audience. By placing the issue onto such a

reputable global newspaper can raise peoples awareness about the issue
worldwide.

4. Great Barrier Reef Marine Park Authority
This is a local channel which can easily inform information to certain audience
(fishers at the great barrier reef). By conveying our message right on-site where
the fishing activities are done, it might be more effective.

Outline calendar

Greening Australia Save the Great

Barrier Reef Media Plan Calendar Status

Assigned
Start Date End Date To

Media Release

30/05/16 12/06/16 Rishita

Media Release on SMH

30/05/16 15/06/16

Email and confirm with Ben Cubby Complete 30/05/16 05/30/16
Discussing details with Ben Cubby Complete 01/06/16 03/06/16
and the team
Finalization

In
04/06/16 08/06/16
Progress

Confirm on all details with Ben

Cubby

Not
Started

Letter to the Editor for the

Guardian

10/06/16 12/06/16

30/05/16 07/06/16

Jessica

Contact Michael Slezak

Complete 30/05/16 02/06/16

Meeting with the team

Complete 03/06/16 03/06/16

Finalization

In
06/06/16 07/06/16
Progress

10

Feature Article on National

Geographic

07/06/16 05/07/16
Cynthia

Contact Jane Lee

Complete 06/06/16 06/06/16

Decide on the approach

Complete 08/06/16 12/06/16

Research and drafting

In
12/06/16 25/06/16
Progress

Meeting to finalize details

In
26/06/16 28/06/16
Progress

Send to the magazine

Not
Started

Opinion piece on the SMH

30/06/16 03/07/16

10/06/16 01/07/16 Rishita

Contact Peter Hannam

Complete 03/06/16 03/06/16

Meeting to brainstorm ideas

Complete 06/06/16 10/06/16

Drafting the opinion piece

In
11/06/16 15/06/16
Progress

Finalization

Not
Started

Brochure to be distributed

16/06/16 20/06/16

08/06/16 15/07/16 Cynthia

Contact Great Barrier Reef Marine Complete 08/06/16 10/06/16
Park Authoritys media office
Research and confirm the content Complete 11/06/16 20/06/16
Designing the brochure

In
22/06/16 27/06/16
Progress

Printing of templates

Not
Started

28/06/16 30/06/16

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Finalize all details

30/06/16 02/07/16

Distribution

05/07/16 10/07/16

Gantt Chart

12

Indicative Budget:
ITEM

Print advertising and publication

Media outlets
-Sydney morning herald
- Great barrier reef marine park
- National geographic magazine
- The Guardian

In house meetings

AGENCY CHARGE

$3000

200*3*4 times

$2400

325*3*3 times

$2925

Research

50*5*10

$2500

Printing cost

5000*0.107

$535

Reef trip cost

1428*2

$2856

Journalist Meeting

5*3*200

$3000

Labour Cost

- Proofread and Formatting

Client meeting

- Writing and Editing

EXPENSE

Miscellaneous

3*10*200

3*10*100

$6000
$3000

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- Telecommunication

400*3

$1200

- Copying

3*10*350

$10500

- Utilities

3*100

$300

- Office supplies

35*3

$105

- Transportation

3*100

$300

Evaluation

TOTAL BUDGET

3*7*350

$7350

$45971

Evaluation
Qualitative:

- Retraction of mining firms from the Great Barrier Reef.

- Implementation of the research done by the environmentalists to
preserve the reef.
Quantitative
- The no.of people who have allied with the campaign.
- The no.of environmentalists working on the preservation of the reef

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References
1. ARC, C. (2016). Only 7% of the Great Barrier Reef has avoided coral
bleaching ARC Centre of Excellence for Coral Reef Studies. [online]
Coralcoe.org.au. Available at: http://www.coralcoe.org.au/mediareleases/only-7-of-the-great-barrier-reef-has-avoided-coral-bleaching

2. Bennett, L. (2016). Emma data: SMH retains top spot - AdNews. [online]
Adnews.com.au. Available at: http://www.adnews.com.au/news/emmadata-smh-retains-top-spot.

3. Erchul, W. and Raven, B. (1997). Social power in school consultation: A
contemporary view of French and Raven's bases of power model. Journal
of School Psychology, 35(2), pp.137-171.

4. GREENING AUSTRALIA (2015) Introduction of Greening Australia
[WWW]. Available from: http://www.greetourningaustralia.org.au/

5. DBRMPA (2014) Great Barrier Reef Outlook Report 2014 [WWW].
Available from:
http://elibrary.gbrmpa.gov.au/jspui/handle/11017/2855

6. Heath, R., Toth, E. and Waymer, D. (2009). Rhetorical and critical
approaches to public relations II. New York: Routledge.

7. Hallahan, K. (1999). Seven Models of Framing: Implications for Public
Relations. Journal of Public Relations Research, 11(3), pp.205-242.

8. UNESCO, (2016). Why Is The Great Barrier Reef In Danger? | PTBA. [online]
Ptba.org.au. Available at: http://ptba.org.au/why-is-the-great-barrierreef-in-danger/

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