Amnesty International Australia
Name of the report: Amnesty International Australia
Name of the writer: Tabitha Garang. Anyuat
Position description: communications officer
The date the report is submitted: 14th of September 2015
2. Executive Summary?
The purpose of this report is to examine how the company function in terms of getting out they messages to the public to be heard. Amnesty has a lot of ways of communicating to their audiences these includes social media, television, radio and newspapers. Will be investigating how the organization is progressing the last year in Australia. I used the below list to get the information in which needed to complete this report and also the recommendations.
• Social media
• USQ databases
• Personal knowledge
2.1 Through this report will consider some of the issues Amnesty had last year and how they can be improved.
• The failure to reach the budget in 2014
• Taking actions by making the social media more productive
• Address issues publically
• Media to be told in advance
Table of Contents?
1.0 Memo of authorization 1
2.0 Executive summary 2
2.1 introduction/issues 2
3.0 Introduction/purpose 4
3.1 Scope 4
3.2 Method 4
4.0 Amnesty International Australia 5
4.1 Assumptions 5
4.2 Background (Primary audiences) 5
4.3 Background (secondary audiences) 5
4.4 Finding (Amnesty communication) 5
5.0 social media 6
5.1 Discussion (social media) 6
5.2 social media (Instagram) 6
5.3 social media (YouTube) 6
6.0 social media (Facebook) 7
6.1 social media (Twitter) 7
6.2 Conclusion 7
7.0 Recommendation 8
3.0 This report examines the use of communication within the Amnesty international Australia and how social media becomes a main tool to direct out messages. Will be discussing about some of the issues that have been happening within the organization and some recommendations to solve these issues. Also the primary and secondary audiences will be considered in this report.
3.1 Amnesty International Australia is a part of the Amnesty International network and also a part of the world helping and protecting human rights and dignity. The head of the Amnesty is in Melbourne, Australia. However, the actual Amnesty International organization was originally created in London focusing on human rights and individual’s self-expressions. Peter Benenson founded it in July 1961 and it has grown ever since. It has expanded and has over seven million members and supporters globally.
3.2 Amnesty International:
• Human rights
• Public donation
4.0 The main reason why Amnesty international organization is
Successful and still productive at supporting human rights is because the public has funded it. The public is continuing to donate to the organization.
4.1 Amnesty International communicates with the government often. Government plays a major part in Amnesty international organization. Although Amnesty is a non-profit own organization, it still accept donations from the government. Also they use government so countries around the world can respect them.
4.2 The primary audiences:
• Financial supporters
4.3 The secondary audiences:
• Federal government
4.4 The Amnesty communicates with it audiences through social media such as Facebook, Twitter, YouTube and through Google. Also through television, radio, newspapers and open days. Amnesty communicates with audiences through paid advertising as well etc;
• Communicate with targets through events/fundraising
• Charities events
• Our open days
5.0 Analysis of the organization social media existence has been growing enormously and showing that majority of the target audience members are certainly moving towards this new invention of technology.
5.1 The primary audiences are the Donators, which are known as the public. The way our organization communicates with the donators is by social media. There is an account of Amnesty on Twitter, Facebook, Instagram, YouTube and an official page on Google. The use of social is helping the company to gain donators. By addressing the public with what event coming up, issues the company is dealing with at this stage such as how Australia has taken action to address the world #refugee crisis.
Amnesty International Australia Instagram account has over 184 posts by the company and over 10.8 thousands followers which includes donators, financial supporters and workers. Our Instagram also recommend our official website to be visit if the followers are interested www.amnesty.org its also shows how we post up pictures and letting our primary audiences know what we are up to.
On our YouTube Amnesty International Australia, we have announced that we have reached 500, 000 strong supporters. It is a good indication for our company.
The official Facebook site has 198,466 people liking it. This website explains our community within Australia and what we do. It also has options such:
• Donate now
• Our contact number
• Option to send us an email or a message by Facebook
• We ask our followers to subscribe to our events near them
• Also update them with what is happening in our community
Our official Twitter page has 45.1 thousands followers and has tweets about 8, 925 in which regards what is occurring within the company. It has just tweeted how the number of prisoners in Australia has reached record high of 35, 467. Also tweet about Australia takes its first urgent step to address the world ‘Refugee crisis’. This shows the public, government and the potential donators how we are progressing.
6.2 Through the investigation on how our company communicate with our primary and secondary audiences shows that social media is a great way of communication faster. Social media is so much quicker and faster to update our audiences on things that we are working on. Although, YouTube is not very productive the last time we posted something was 5 months ago.
7.0 It is recommended that the following points be considered for adoption:
• Need to publically address issues happening within our company
• Address target failure for 2014 and come up with a solution
• Need to re-consider our primary audience
• Increased staffing be provided to the Social Media Team by hiring three more members?
• Funding be set aside for the construction of a small, University and in-house studio for use in producing YouTube segments
• A trial of a weekly ‘company catch-up’ to be run via YouTube be conducted
• An internal competition be run asking staff to suggest a fun, appropriate and catchy name for the weekly update.??
PRL1005 Segmentation Assignment criteria
Component Comments Mark
Introduction – the reason for this document. 7 /10
Chosen organisation’s background – what it does, where it is located, its reputation, relationships with stakeholders, its size and place within its industry etc.
Identification of stakeholder groups – who does the organisation focus on?
Importance of the individual stakeholder groups – why does the organisation focus its communication of these people?
Review of the mediums used, the frequency of communication and an initial appraisal of the effectiveness of these efforts.
Grammar, punctuation and spelling (–0.5 for each error)
Referencing and format 7 /10
This is a comprehensive report that includes a great deal of data. Your recommendations are good ones – in particular I like the enhancement of the social media team, and the internal competition to choose a name for the new series of YouTube broadcasts.
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