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Background

Environment
Westport is a suburban community of 30,000 with lots of community pride. Sixty nine percent of
people in the community feel united with the community. It is covered by Chicago television but
also has a local paper and three local radio stations.
The Client
Mayor Max Anderson and the city government
The Issue
Mrs. Tylers son (who has palsy) and his buddies spent summer building clubhouse on a vacant
lot. The easement has been taken for future road construction on that piece of land. Mrs. Tyler
contacted the mayor and asked him to take measures. The mayor called Mrs. Tyler and
promised her that the clubhouse can stay as long as the family wanted but then he found out
the the city engineers office has already taken it down.
Resources
Local paper, three local radio stations, Chicago television
Situation Analysis
Core Problem
Because the mayor made a promise to Mrs. Tyler that he could not keep, he has jeopardized
the relationship between the local government and community which will be exacerbated by
coverage by local media if not immediately addressed.

Goal
Rectify relationship damage between the government and Mrs. Tyler, promote government and
unite the community.
-Rectify relationship damage between government and Mrs. Tyler
-Intercept local newspaper before they write a negative article
-Bring community together to do something nice for Jason
Objectives
1. Neutralize negative news story by tonight.
2. Maintain approval rating of local government among the community at 85 percent by the end
of a week
3. Raise awareness of community improvement by government to 55 percent in one week and
75 in two weeks
4. Increase feeling of unity among community members by 15 percent by the end of May

Evaluation
Objective One:
Criteria: Neutralize negative news story by tonight.
Tool: The report (google alerts) of the evenings news
Objective Two:
Criteria: Maintain approval rating of local government among the community at 85 percent.
Tool: Replication of survey among the community of their feelings towards the local government
Objective Three:
Criteria: Raise awareness of community improvement by government to 55 percent in one week
and 75 in two weeks
Tool: Survey
Objective Four:
Criteria: Increase feeling of unity among community members by 15 percent by the end of May
Tool: Replication of a survey among the community members

Key Publics
Mrs. Tyler and Jason
Demographics: Citizens of Westport. Mother and child with palsy.
Psychographics: Mothers are very protective of children. Palsy is a disease that causes
paralysis and is untreatable.
Self-interests: Having a clubhouse, health, content family
Influentials: Neighbors, Media, Local Government, Family, Community Leaders, Businesses
Channels: Government, media, neighbors
Objectives: Objective number two
Primary Message 1: We apologize for the misunderstanding

Primary Message 2: The Mayor couldnt make that promise because the land was owned and
needed by the government for a road project

Secondary Messages:
Land was legally taken for easement by government

A road is going there
Primary Message 3: We are going to rally the community to help us make up for your loss.
Local newspaper
Demographics: Small local news outlet. Employs around 20 people. Owns majority share of
newspaper market within the community.
Psychographics: Journalists consider themselves the gatekeepers or watchdogs of the
community and have an obligation to report the truth to their readers.
Self-interests: Good stories, serve the community, objective, money

Influentials: Government, peers, readers, investors


Channels: Government, B to B, Peers
Objectives: 1,2,3
Primary Message 1: The mayor apologizes for his mistake

Secondary messages:

He wanted to save Jasons clubhouse

He jumped to conclusions
Primary Message 2: The government had taken an easement for the land for the good of the
community

Secondary Messages:
Land was legally taken for easement by government

A road is going there
Primary Message 3: Tearing down the clubhouse was unfortunate but unavoidable

Secondary Messages:

Land was legally taken for easement by government

A road is going there
Primary Message 4: We are planning an event to get a replacement clubhouse built

Community members
Demographics: Diverse but a lot of community pride.
Psychographics: Many different cultural and religious backgrounds.
Self-interests: Safety, equality, good neighbors, responsible government
Influentials: Media, neighbors, peers, government, business owners
Channels: Media, social media, transportation media, neighbors, opinion leaders
Objectives: 2,3,4
Primary Message 1: Your community prides in its unity and involvement so lets get together and
help this family
Primary Message 2: This is a great opportunity to help your neighbor
Local Business Owners
Demographics: Usually male and white. Opinion leaders in the community and have a vested
interest the growth of the economy.
Psychographics:
Self-interests:Good reputation, profit, public image, safe environment
Influentials: Government, media, peers
Channels: Government, media, peers
Objectives: 2,3,4
Primary Message 1: Show your involvement with the community by helping the Tyler family
Primary Message 2: This is a great opportunity to make your presence in the community visible
Primary Message 3: Helping Tylers family will show you as a responsible and involved member of
the community

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