Phoenix only has two seasons annually, there is one which is usually getting very hot and the other not as hot. Therefore, the hot season is their summer. The season which is not very hot of cause is good and people enjoy during such times of the year but the summers are dangerous because it gets too hot. Sometimes, the temperatures can even exceed 120 degrees, and this can cause fatal situations to the people or even death due to dehydration. Phoenix harbors a large population of about 11.7 million who are known to be mostly outdoor and so disseminating information about being safe during the summers was an uphill task for the media office of the region. For the year 2018, the communication office had a new idea on how to get the information circulated to the target population as fast as possible. The idea from the news desk was to come up with a transformation and evade the normal government boring news and develop something new, catchy, and jittery. This is because in a way being prepared for the summers was not only a choice but rather an obligation.
For many years, the news department had always reminded residents on the summer safety and readiness news over and over again, but recently, it seemed as if the boring news was beginning to be ignored by many. As such, the newsroom had an obligation to network with other organizations in the city and come up with a whole new idea on how to get the people ready for the summer heat. It communicates the core reason for conducting the program. The newsman in Phoenix had an insight at the right time to come up with a different way of attracting the public to get ready for the dangers of the summer heat. They saw it wise to make many requests from the media departments on the ideas of how well to reach the public on varied news. They as well needed to get appropriate information on what materials they needed to succeed. The staff as well-conducted reviews internally on the available channels and the best way to come up with safety massaging. Because of the preparedness, the team was very proactive in their quest to spread the news across the city.
The major target group of this program of the cause was the residents of Phoenix city. Apart from which the other secondary targets were; the employees of the city who were about 14 thousand in number, the local media groups, the residents of Maricopa county, the residents of Arizona and the regional cities. At a closer examination, it is true to say that some other critical audiences were not included by the team, for instance, the school-going children, the hard labor workers across the city, and even the businessmen and women. They needed to get the information on the safety preparedness of the summer heat, and that was a gap being that they were neglected by the team.
In the case study, there was never any proper way used by the team to identify their target groups and as well there is no mention of research on the methods to be used in reaching out to these groups. But instead, the case study only explains how the team resorted to taking advantage of a method that must have been tried and worked before and yet they never considered whether it would still work or fail. This platform was a monthly newsletter printed by the city and they considered it as a good way of reaching the residents who had not resorted to paying water bills online and with this the target population was around 375, 000. The question they never asked themselves was, what about the remaining residents who had switched to an online water billing system? And that was yet another drawback.
Another area that the research the team never gave its pride of place was the non-literate community. They were never mentioned anywhere in the planning and yet they as well constitute a percentage of people in the city and there was a necessity that they too should have been up to date with the news of getting ready for the summer heat. Despite the weaknesses, there were also strengths that the team had, for instance, the cost of disseminating information was greatly reduced as they were looking at cost-effective options. The other advantage that the team had was its new idea of disseminating the information in a unique and better way compared to the old boring techniques. This saw it that the team was very successful at the end of the program.
Objectives
Usually, objectives are of three types, that is cognitive which is to with the mind-set, effective which is designed for the attitude of an individual and psychomotor which is about the behavior of an individual. Looking at the objectives that were laid down in the case study, psychomotor was never touched in any way. Therefore, there was a lapse because they never looked into how the residents of Phoenix city will behave ones, they get the information about the summer temperatures in a whole new way. The cognitive objectives came out so clear because the one on updated messaging spoke to the idea of an expanded mindset and the use of both local and national media as well brought an idea of better information, meaning a widened mindset. The attitude of the residents was as well given its pride of place in that an improved print and digital media would arouse the urge to read the information and therefore attitudinal change. Again, the grand funding of items such as umbrellas would encourage the residents to even embrace the information in a much-concerned way. This would also go a long way in making sure that the attitude of the residents is right.
There were as well output objectives coming out so well, such as the idea on the betterment of information is a good output, well as the funding of items to be used during the hot season, shows output to the public good. But though, to make the objectives more achievable, the team might have also thought of opting to have a time frame. This is because it is always better to have goals and spread them promptly so that they are worked on within their periods.
In my assessment, I would say that the use of output objectives was appropriate only that they would have thought of giving them time frames for achievement. And also, the team would have thought of the behavior that was expected from the residents from all these new programs. But yet again, the objectives had used action verbs and the roots were so clear. They were as well achievable and therefore, well framed.
Programming
The theme of this case study was a new, digital, and better way of disseminating news about being ready for the summer heat in Phoenix. It must have been a very catchy and thought of idea since the people in the city were beginning to neglect the common and boring way of passing the news that had been used by the government over and over again. The research techniques to be used in the evaluation must have also been as the case study shows that the campaign was a blistering success. The launch which in the city-wide summer safety campaign received newsmen from all walks of life, something that is out of the ordinary. Also, several media houses including televisions, radio and, the web had covered this story leading to very wide dissemination. It was in such a way that all the media houses in the US were now covering the news not forgetting social media such as Facebook. And at the end of it all, the objectives of the case study were met.
The pseudo-events in this case study, such as the campaigns during the launch in the city that attracted news reporters countrywide was a good move for the team. Such events always trigger appropriate awareness of an activity or event before it begins, therefore, attracting more attention. The team also did could involve the use of both controlled and uncontrolled media. The controlled media were used such as the letters and speeches but the uncontrolled ones included the use of radios, televisions, and newspapers. All these were put in place by the team to realize success.