PUBLIC RELATION

CAMPAIGN- PEACE
FROM KL
COMMUNITY
Peace from KL Heal The World Charity
Music Festival 2009

To inform and make public awareness, Peace

from KL has launched a publicity campaign
starting from June 2009 and end in August 2009.
The community vision is to educate the public
on peace efforts to live in a sustainable world.
The objective, strategy and tactics have been
outline. The Charity Music Festival is the climax
event for this publicity campaign. Along the
process, road show exhibitions, online
community, advertisements will be discussed
further. Evaluation and ethical issues are
addressed

Publicity Director – Muhamed Azrul Azli

5/8/2009
Peace from KL PRL2003- Public Relations Campaign

Contents
1.0 Introduction- Situation...........................................................................................3
2.0 Objectives.......................................................................................... .................4
3.0 Target Audience.............................................................................. .....................5
4.0 Campaign Strategy....................................................................................... ........6
5.0 Campaign Tactics................................................................................... ..............6
5.1 Online Community- Interactive Media...................................................................6
5.1.1 Official ‘Peace from KL’ website.........................................................................6
5.2 Road show Exhibitions.......................................................................................7
5.3 Peace from KL Heal the World Charity Music Festival.............................................8
5.4 Media Mix Strategies.............................................................................................9
5.4.1 Newspaper and Magazine............................................................................... ..9
5.4.2 Broadcast Media- Radio.................................................................................10
5.4.3 Interactive Media- Online advertisements..........................................................10
6.0 Scheduling................................................................................... .....................11
7.0 Budget..................................................................................................... .............14
7.0 Evaluation........................................................................................ .................17
7.0.1 Online Community Website........................................................................17
7.0.2 Road Show Exhibition...............................................................................17
7.0.3 Peace from KL Heal the World Charity Music Festival....................................17
8.0 Ethical Issues....................................................................................................18
9.0 References..................................................................................................... ...19
10.0 Appendix......................................................................................................... ..20
Appendix 1..................................................................................... .........................20
Appendix 2..................................................................................... .........................21
Appendix 3..................................................................................... .........................22
Appendix 4..................................................................................... .........................23

10 Introduction- Situation

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The beginning of the 20th century the world has witness violence, mass murders,

conflict and wars which were depict as “A Beastly Century”. Since World War 1 in

1914 followed by World War 2 to present war in Iraq has become a huge problem

towards global peace. According to a study, in total death toll recorded from wars

and conflicts from the past century was an enormous 231 million people (Leitenberg,

2006). The figure represents every human life that had been sacrifice. The effect of

war is not only during war times but after the war ended. There are significant

changes in psychological and sociologicaltowards of the individual who survived.

These changes can lead to many social problems and eventually may lead to

terrorism. War and conflicts has never brought positive outcomes thus is the

responsibility for us humans to change this for a better future.

Peace from KL” is a non- profitable, non-political community which is base in the

heart of Kuala Lumpur, Malaysia is registered at April 30th 2009. Peace from KL

wants to develop a culture right from the heart of individuals of Malaysians. The key

to a culture of peace lies in the hearts of “We Malaysian” that live in this world that

can plant a powerful seed for the future of all life on Earth. Therefore to achieve

support from Malaysians, good public relation campaign must be established. Peace

from KL will create activities that are relevant and practical. In order to achieve this,

Peace from KL will create a musical event to collect donation, road shows

exhibitions etc (See Appendix 1). To be more effective, Peace from KL will work

hand in hand and proceed all donations both monetary and human power to AMAN

Malaysiawhich is a well known humanitarian aid on disaster communities.

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“Peace is not the product of terror or fear. Peace is not the silence of cemeteries. Peace
is not the silent result of violent repression. Peace is the generous, tranquil contribution
of all to the good of all. Peace is dynamism. Peace is generosity. It is right and it is
duty”.

-Oscar Romero-

20 Objectives

There are several key objectives that Peace from KL wants to achieve from the first

3 months- June, July and August 2009 of the campaign.

1. To increase 50 percent of public awareness upon the existence of “Peace from

KL” community on to the minds of Malaysian for the first 3 months of the

campaign.

2. Strategically coordinate existing efforts within the Malaysian government relating

to conflict resolution by proactively develop policies, strategies and

recommendations for expanding our capacity for nonviolent conflict resolution.

3. To send a message towards the world that Malaysian support peace and wants

all war to end before 2010.

4. To educate the public on the affects of war thru various communication methods.

5. To achieve of at least 200,000 members/ followers for the first three months of

the campaign.

6. To achieve a target of RM 1million in ticket sales and donations from the charity

musical event.

7. To gain sponsorship from Malaysian firms to help promote, fund and expand

programs proven effective at reducing and preventing wars.

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30 Target Audience

Often any campaign there should be directed towards specific and defined

audience. The primary target audiences of ‘Peace from KL’ arethe young generations

that are active and full of spirit. This group of audience are more approachable,

passionate and more free time than the working or older generations. In general, they

can easily be taught of the culture we will plant into their minds. According to

Department of Statistic Malaysia there is approximately 10 million people age between

7 to 25 years. (See appendix 2). The reason is that one day the younger generations

will be the future leaders. We believe that if we can capture the minds of the younger

generations the older generation will follow suit as well. The target audiences are

segment based on the profile below:

Age 7 to 25 years.
Location All states in Malaysia
Gender Male and Female
Interest Active and love charity works
Education Level Primary School and beyond

40 Campaign Strategy

Peace from KL has 3 main strategies in the first 3 months of the campaign. This

will describe how in concept all the objective stated above will be achieve. Here we

will use the concept of push strategy that is adapted by marketing principles. With

the right events and publicity this will simply “pushed” the audience to participate.

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1) To create an online community of Peace from KL thus can reach the whole

Malaysia.

2) To create road show exhibition in educating the audience.

3) Organize a big ‘Peace from KL Heal the World Charity Music Festival’ to show

support for world peace.

The theme for the ‘Peace from KL’ community is “Heal the World”.

50 Campaign Tactics

5.1 Online Community- Interactive Media

5.1.1 Official ‘Peace from KL’ website

The Internet now has completely changed and has become a future platform to

communicate with the people beyond national borders. Therefore, Peace from KL

shall not miss this opportunity to exploit the latest technology. “Creating websites

offers a very cost effective route on distributing information”(Bickerton, P, Bickerton,

M, Pardesi, U, 2000, p. 211). The website address is <http://www.peace-from-kl.org>

.The official website will be equipped with information on the latest updates, current

news(e-newsletter) on current war/conflicts, current death toll statistics, make

donation, community activities and much more. The website must be practical and

user friendly. “A single website must be readability, good navigation and fast

download as important considerations” (Ashcroft & Hoey, 2001). The website is only

for registered members and singing up is free. Registered members will be given a

specific user name and password to ensure safe and secure web surfing. It will also

ease them to make donations, participate in poll votes, and join Peace from KL

community activity. The website will be also equipped with a discussion session

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where members who want to give suggestions, information and comments. This

section will be monitored and updated with weekly topics that are relevant to current

peace issues. The estimated cost to build and design a website is RM 2000.

In order to attract the target audience more effectively, Peace from KL must

follow the trend of using social networking sites. The most popular sites are

Facebook, Myspace, Friendster and the latest Twitter. This will be easier to keep in

touch with the target audience and keep them updated.

5.2Road show Exhibitions.

For the purpose of educating the audience/public, Peace from KL uses a method

of mobile road show. The mobile road show uses a trailer that visitors can enter and see

all the exhibits inside (See Appendix 3). The road show will serve a purpose of

educating the audience on peace building community. They will be given information on

history of wars/ conflicts, effects of war towards the country and resources wasted on

wars/ conflicts. Some of the other activities are speech on various techniques and

approaches to solve community conflicts, peace video presentations, peace essay

competition, peace art competition & exhibition and launching of ‘1 Minute of Silence’

campaign. Basically, a team of 10 people will be going to selected schools, colleges and

universities around Malaysia to deliver the message. This road show will start at June

and will end in August at the Peace from KL Heal the World Charity Music Festival. To

reach the general public, the mobile road show will also be joining TV3’s Jom Heboh

carnival to reach the general public.

5.3Peace from KL Heal the World Charity Music Festival.

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To bring out the charitable spirit within the target audience Peace from KL will

organize a humanitarian charity music festival themed “Heal the World”. This will be the

main event of this campaign which will be held on 30th August 2009 at the Stadium

Merdeka Kuala Lumpur. This will align with the National Independence Day Eve, which

will attract many people to come. The event will start at 5pm and will end on 1230am.

There will be acts from approximately 15 different countries which will include music

performances, dance, and poetry in the spirit of promoting world peace. There will also

be an education exhibition, flee market, and. food and beverages stalls.

The objective of the music festival is to raise funds for the community as well as

for donations. This is a non-profit event which large sum of the revenue will be donated

to AMAN Malaysia. The remaining revenue will be use to maintain Peace from KL

community and for future events. At the end of the evening, the community director

along with AMAN Malaysia will hand over a petition to the Malaysian government to

urge world community to stop all wars/ conflict before 2010.

Tickets will be sold via the official website and shopping malls around Kuala

Lumpur. A booth will be open on July to start selling tickets. Tickets will be price range of

RM 15 to RM 500. There will be a VIP ticket for corporate who wish to donate to our

community. Peace from KL target to attract 200,000 people to come for the music

festival. In order to achieve the high number good publicity and marketing must be

done.

5.4 Media Mix Strategies

5.4.1 Newspaper and Magazine.

Advertisements will be done primarily by newspaper and magazines.

“Newspapers are one of the most preferred media because of its cost-effectiveness,
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high level of involvement and vast reach” (Duncan, 2005). The type of newspaper that is

preferred is both broadsheets and tabloid. Tabloid is famous in particular high school,

college and university. Often students are given free to encourage reading habits. The

purpose of advertising in newspaper is to inform the public on the existence of the

community and publicize the “Peace from KL Heal the World Charity Music Festival”.

Advertisements will be publish every weekendin the beginning of June. The

newspapers that propose to advertise in are The Star, MYC and Utusan Malaysia, both

being predominantly the widest print distribution channels for news in Malaysia. The

estimated cost for advertisement is RM 500 per advertisement.

Magazines “are classified by the frequency of their publication, how and where

they are distributed as well as their target readers” (Duncan, 2005). The advantage of

magazine advertising target audience are often focused on creating and building image,

has high reader involvement because the reader had actually selected and paid for the

magazine and more permanent compare to newspaper. However, magazine’s have

longer lead time thus Peace from KL will only issue articles and advertisement once a

month. This will publicize all the activities that Peace from KL members during the

month. The estimated cost per advertisement is RM 3000 per advertisement.

5.4.2 Broadcast Media- Radio

Radio is called the “theater of mind”. Research had shown that “radio is a

background medium: it is often on while people are doing other things-multitasking”

(Duncan, 2005). Radio has the capability of image transfer that is the power to remind/

recall listeners on a single topic. There will be 2 phase of publicizing on the radio. Firstly,

Peace from KL will have a weekly segment radio interview till end of July. This serves

the purpose to educate the general public on peace efforts and relevant issues and to
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aware the public on the objective of Peace from KL. Secondly, the broadcast is to

publicize the “Peace from KL Heal the World Charity Music Festival” which will begin in

August. The estimated cost is RM 8,000 for the entire campaign.

5.4.3 Interactive Media- Online advertisements

Nevertheless to ensure the existence of sites, advertisement is the best solution.

In order to gain awareness, Peace from KL has decided to use Ad-words which is

more noticeable and cost effective. Usually Ad-words are place in high traffic area

and suitable is in search engines area. The most popular search engine’s is Google.

“Google advertising can direct more customers to the website as well as generate

awareness among the target market by which generating sales to the business”

(Rudl, 2006). Thus this shows that it can also attract new members for the

community (See appendix 4).

60 Scheduling

Start Duratio End

Publicity Task Date n Date
Campaign Launch 6/1/09 1 2-Jun-09
Website Launch 6/2/09 1 3-Jun-09
Ad word Advertisement- Online 6/2/09 1 3-Jun-09
Road Show Exhibition - KL 6/4/09 4 7-Jun-09
Newspaper 6/6/09 2 7-Jun-09
Radio Interview- 1 6/5/09 1 6-Jun-09
Heal the World Charity Music Festival - Ticket
Sales Begins 6/7/09 1 8-Jun-09
Website Update 1 6/8/09 1 9-Jun-09
Road Show Exhibition - Selangor 6/8/09 4 12-Jun-09
Newspaper 6/13/09 2 14-Jun-09
Radio Interview -2 6/13/09 1 13-Jun-09
Website Update 2 6/15/09 1 16-Jun-09
Road Show Exhibition - Pahang 6/15/09 6 20-Jun-09
Newspaper 6/20/09 2 21-Jun-09
Radio Interview- 3 6/19/09 1 20-Jun-09
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Website Update -3 6/22/09 1 23-Jun-09

Road Show Exhibition - Terrenganu 6/22/09 6 27-Jun-09
Newspaper 6/27/09 2 28-Jun-09
Radio Interview- 4 6/27/09 1 27-Jun-09
Magazine 6/28/09 1 29-Jun-09
Website Update 5 6/29/09 1 30-Jun-09
Road Show Exhibition -Kelantan 6/29/09 7 5-Jul-09
Newspaper 7/4/09 2 5-Jul-09
Radio Interview5 6/4/09 1 4-Jun-09
Website Update 6 6/6/09 1 7-Jun-09
Road Show Exhibition - Perlis 6/6/09 7 12-Jun-09
Newspaper 6/11/09 2 12-Jun-09
Radio Interview 6 7/10/09 1 11-Jul-09
Website Update 7 7/13/09 1 14-Jul-09
Road Show Exhibition - Kedah 7/13/09 6 18-Jul-09
Newspaper 7/18/09 2 19-Jul-09
Radio Interview 7 7/18/09 1 18-Jul-09
Website Update 8 7/20/09 1 21-Jul-09
Road Show Exhibition - Penang 7/20/09 5 24-Jul-09
Newspaper 7/25/09 2 26-Jul-09
Radio Interview - Final 7/25/09 1 25-Jul-09
Magazine 7/26/09 1 27-Jul-09
Website Update 9 7/27/09 1 28-Jul-09
Road Show Exhibition - Perak 7/27/09 7 2-Aug-09
Newspaper 8/1/09 2 2-Aug-09
Radio Advertisement 8/1/09 31 31-Aug-09
Website Update 10 8/3/09 1 4-Aug-09
Road Show Exhibition - Negeri Sembilan 8/3/09 6 8-Jul-09
Newspaper 8/8/09 2 9-Aug-09
Website Update 11 8/17/09 1 18-Aug-09
Road Show Exhibition -Melaka & Johor 8/17/09 7 23-Aug-09
Newspaper 8/22/09 2 23-Aug-09
Website Update 12 8/24/09 1 25-Aug-09
Road Show Exhibition - Live Concert 8/24/09 6 30-Aug-09
Newspaper 8/30/09 2 31-Aug-09
Heal the World Charity Music Festival 8/30/09 1 30-Aug-09
Magazine 8/31/09 1 1-Sep-09
Campaign End 8/31/09 1 1-Sep-09

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7.0
Budget
The
budget

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allocated for this public relation campaign is RM300, 000. Below is the
estimated/projected expenses and revenue for the entire 3 months:

Expenses RM RM RM
Website
Website Design and Registration 2000
Website Maintenance 1000
Total 3000
Road Show Exhibition
Vehicle Rental 10,000
Crew Allowance
-Supervisor 3000
- Crews 5000
8000
Accommodation 5000
Fuel cost 10,000
Food and Beverages 6,500
Promotional Material 2000
Stationeries 1000
Misc 1000
Total 43500

RM RM RM
Heal the World Charity Music Festival
Performers 70,000
Stadium Rental 25,000
Lighting Equipments Rental 45,000

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Canopy/ Marquee Rental 10,000

Crew Allowance
-Security 8000
-Stage 3000
-Ticketing 4000
-Clean Up 1000
-Site Stewards 1000
18000
Insurance 4000
Community Travel (Fuel) 2000
International Performers
Accommodation 5000
Postage, Stationery and
Petty Cash 1000
Contingency 8000
Telephone Charges 2000
Total 190000
Media
Newspaper 6500
Magazine 9000
RM RM RM
Radio 8000
Ad word Advertisement 200
Total 23,700
TOTAL ESTIMATED EXPENSES 260,200

Revenue

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Donation
-Online 10,000
-Road Show 100,000
-Music Festival 100,000
210,000
Ticket Sales 500,000
Sponsorship 100,000
TOTAL ESTIMATED REVENUE 810,000

70 Evaluation

Evaluation is often a critical point in accessing a PR campaign. Broader outcome

measures about “whether target audience group actually receive the message

directed to them, were aware of the message, understood it, retained and even

reacted upon its meaning” (Phillip, 2001).

7.1.1 Online Community Website

To evaluate the effectiveness of the online, a software will be use to track

daily traffic. It will tell the exact number of people who visited the website.

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Other methods are thru the weekly new registered members, participation on

the forum and donations made online.

7.1.2 Road Show Exhibition

To measure the effectiveness, is whether the road show volunteer crew can

reach as many education institutions in peninsular Malaysia. The minimum

amount is to reach 200 educations institutional which include schools,

colleges and universities.

7.1.3 Peace from KL Heal the World Charity Music Festival.

The amount of the visitors who came to see the music festival and donations

made are the primary method to measure the effectiveness of the campaign.

Expected number of visitors is 200,000 people and donations RM 500,000.

80 Ethical Issues

A guiding principal in non-profit organization is no one individual is to profit from

the organization. Abandoning such principle will cause bad publicity for this

campaign. There are several ethical issues may arise during the duration of this

campaign.

Honesty and transparency is one of the famous issues in non-profit

organizations. An example would be how honest when estimating proportion of

money for donation and other activities? Thus, all financial statement reports for this

campaign will be published at the official website. This will inform the public about

our activities.
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Secondly, conflict of interest within the volunteers. All volunteers, employee,

board members shall not have any interest and must be professional during and

after this campaign. For example is illegal for a board member to accept loan from

Peace from KL. All board members are chosen based on their professional ability to

provide their very best service.

Finally, the issue of treating volunteers and employee with respect. Peace from

KL should avoid harassing and discriminating all volunteers and employee during

the campaign. A diversity trained manager would be appointed to organize and

control all volunteers.

The ethical issue raise is not difficult to avoid, unfortunately, they are sometimes

difficult for an ordinary human to follow.

90 References

Bickerton, P., Bickerton, M., Pardesi, U. (2000), Cybermarketing: How to use the
internet to market you goods and services, 1st edn, Butterworth Heinemann, United
States.
Department of Statistic Malaysia . (2009, May ). The official website Department of
Statistcis Malaysia. Retrieved May 3, 2009, from Department of Statistic Official
Website: http://www.statistics.gov.my/eng/
Duncan, T. (2005), Principles of Advertising and IMC, 2nd edn, McGraw-Hill, New York,
America.
Leitenberg, M. (2006). Death in Wars and Conflicts in the 20th Century. Cornell
University.
Phillip, D. (2001). The Public Relation Evaluationist. Corporate Communication: An
International Journal , 225-237.

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Romero, O. (2004). Peace. Retrieved May 2, 2009, from A Contribution Of All To The
Good Of All: http://www.canadians.org/publications/CP/2004/spring/trade.html
Rudl, C. (2006), “7 Ways to Turn a Profit Online”, viewed 5 May 2009,
<http://www.entrepreneur.com/ebusiness/networksolutions/article159686.html>.

100Appendix
Appendix 1

Dato’ Ahmad Fuad b Ismail

Dewan Bandaraya Kuala Lumpur,
Menara DBKL 1,
Jalan Raja Laut,
50350 Kuala Lumpur,
MALAYSIA. May 10th 2009

______________________________________________________________________

Peace from KL Community,

1001 Jalan Sultan Ismail,
50250 Kuala Lumpur,
Malaysia.

Permission Approval for Heal the World Charity Music Festival in Stadium Merdeka
Kuala Lumpur

Sir,

As stated above, we from Peace from KL a non-profit organization would want to

organize a music festival. This event will be on the 30 th August 2009 in conjuction with
the spirit of Merdeka Eve. It will be started at 5pm and end after the countdown.

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Our aim for this event is to collect donation and educate the public on peace
efforts. This event will be participate by AMAN Malaysia, a disaster relief organization.
We wish to raise RM 100,000 in donation and RM 500,000 in ticket sales to proceed it
to AMAN Malaysia.

Thus we would want to rent the Merdeka Stadium and seek your approval for this
event. We will guarantee that this event is not an unethical party and such. We here
want to voice out to the world that all Malaysian for peace.

We hope that you will consider our plan and to assist us in to making this charity
event a success. Here we include an attachment of our proposal for this event. If there
is any doubt please call us at 03- 6987 3912 or email us at peacefromkl@live.com.

Best Wishes,

________________
Muhamed Azrul Azli
Publicity Director
Peace from KL Community

Appendix 2

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Appendix 3

A sample of the model trailer that will be used for the road show exhibition

The exhibition space can fit to a maximum of 40 meter square. Modern Design and
state of the art technology.

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Appendix 4

- Ad word’s
Advertising in Google.com-

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