Part 1: Proposing and evaluating online tactics

This paper has been constructed in order to answer two parts. The first part of the paper tries to explain the three online channels that can be used in order to undertake the challenge that is awareness against oral cancer. This section would even explain the process that would be used in order to meet the campaign objectives and to effectively reach the target audiences. The strengths and limitations of the online channels that have been introduced will even be discussed and finally the Macnamara’s model would be applied in order to have an idea about the success of the tactics that have been explained earlier.

The part 2 of the paper would try to develop a social media news release and this would be influential for the development of the campaign that has been used for the awareness of oral cancer.

Public relations have been one of the significant ways with the help of which the awareness about any campaign that has been put forth can be brought forward to the consumers. It has been observed that oral cancer has been rising in the global world and measures to reduce this disease have to be taken by making the consumers aware about it.

Oral cancer has been found to be a fatal disease and this disease takes life of thousands every year. The main objective has been to create awareness in the mind of the consumers so that they take adequate measures to prevent oral cancer. The public relation promotion can be undertaken by taking help of various online channels.

It is seen that the online channels that have been used for establishing awareness about oral cancer has been Facebook, Instagram and Twitter. These are the platforms are utilised in order to spread awareness to the consumers about oral cancer. It is seen that one of the major social media network has been Facebook. Facebook is a renowned social media application that is used by the consumers all over the globe in order to interact with other individuals who are residing all over the globe. Facebook is helpful for uniting the friends and getting to know about the current information about their friends (Culbertson, & Chen 2013). As Facebook is a renowned network and creating awareness among the Facebook users about oral cancer can lead to effective awareness campaign. The campaign can be undertaken by creating a page about the awareness about oral cancer and how it has become fatal in the modern world. It is seen that this page even provides videos and information regarding oral cancer so that the consumers can understands the effects of oral cancer and what measures can be undertaken in order to reduce the impacts of oral cancer. This page even allows users to join the awareness campaigns and they can share this page in their own profile so that their friends can even even have an idea about the same.

The next online channel that has been used for the promotion about the awareness of oral cancer can be Twitter. This is an online blogging site where everyone can blog and share their thoughts and feelings about any topic that is in their mind. In this site, the users can follow the other users and can read their blogs in order to gain knowledge about what they feel (Cutlip, 2013). In order to create awareness, an account can be created and the link can be forwarded to various users. In their Twitter account, one can promote awareness about oral cancer by writing the ill-effects of oral cancer in their blog and how it has an impact on the life of the consumers. Information about oral cancer can be explained in their blogs so that the followers can learn about the same and undertake steps in order reduce its impact in an individual life. The pictures and videos based on oral cancer are even forwarded so that the followers can gain knowledge and convey the same in the society. It has been observed that Facebook and Twitter has been one of the most used social media network and therefore making use of the same would lead to the development of the promotion about the awareness of oral cancer can be undertaken in an effective manner.  

Part 2: Social Media News Release

The next online channel that can be undertaken in order to promote the awareness about oral cancer has been the use of Instagram. Instagram is a growing social networking site and users of this application upload their pictures so that their friends and followers can watch them and comment on the same (Austin, & Pinkleton 2015). In this aspect, Instagram has been used by creating an account where pictures and awareness about the oral cancer are posted so that others can gain idea about the same. The pictures and the messages that have been used for the purpose of campaigning for the oral cancer has been in line with with the campaigning objectives so that the targeted audience can be reached.

There are various limitations and strengths that are related to the three online channels that have been used for the purpose of campaigning regarding the awareness about the oral cancer (Coombs, & Holladay 2013). It has been observed that each of the online channels has their strengths and weaknesses and each one of them would be discussed in detail.   

This is one of the leading social networking site that has been used by millions all around the world. The strengths and limitations have been underlined as follows:

Facebook has been found to be the most significant online campaigning mechanism that would be useful for spreading awareness about oral cancer. Facebook has the facility of creating pages where one can share videos pictures and even write various facts about oral cancer (Grunig et al., 2013). The page that has been created only concentrates on the awareness on oral cancer and anyone can access this page in and can share this page and can provide comment upon the same. The user can even like the page and after this any new information about oral cancer that would be posted in the page would be updated in the notification link of the users. In this manner, with least number of efforts awareness on oral cancer can be conveyed effectively.

Limitations in association to Facebook are minimal.  It is seen that Facebook only promotes campaigns within the Facebook users only and are unable to create awareness to the other online users (Heath, 2013). Facebook being a public aids the users to comment on the page with respect to the awareness campaign and hence anyone can post anything if they so desire.

Twitter is another social networking site that has been used by various users and has grown to be one of the best blogging website. Like the other applications, Twitter has strengths and weaknesses as well and they would be discussed as follows:

In twitter, it has been observed that the users can have their own blogs and therefore can convey their messages with the help of written messages. In this scenario, it is seen that messages regarding the awareness campaign are conveyed in the blog so that the followers can gain knowledge about the campaign and can even comment on the blog in order to share their views (Spicer, 2013).

There are several restrictions that are available in Twitter as it is seen that Twitter only allows writing down in their blogs along with pictures and videos but such activities can only be seen by the user who are following the account of the campaign. Twitter being a blogging site does not have the ability to provide the in-depth awareness about the campaign regarding oral cancer.

This is a social networking site where the users can upload their pictures and videos. In this aspect promotion on the awareness of oral cancer can be undertaken and it is seen that there are various strengths and limitations that would be discussed effectively.

The strength of this app has been that Instagram can be accessed easily and one can create pages related to any topic and accordingly can upload pictures. One can forward their link to the other users so that they can have knowledge about the page related to the awareness of oral cancer (Parsons, 2016).

One of the major limitations of Instagram has been that this application only permits uploading of pictures and videos and does not allow any written and verbal messages to the other users. Hence, convey of precise awareness on oral cancer cannot be viewed effectively.  

The implementation of the macro model of evaluation for the campaigning of oral cancer can be undertaken by looking at the inputs that have been undertaken in order to establish effective awareness campaign against oral cancer. The campaign has been undertaken by taking help of the secondary data and it has been observed that feedback from oral cancer patients have been conducted in order to gain precise information about the oral cancer and why it needs to be mitigated (Toth, 2013).  A focus group has been constructed where pre-examination of the campaign has been undertaken in order to get a clear idea about the broad level oral cancer awareness campaign.

The next stage involves the output stage where the rate of response with respect to the oral cancer awareness campaign has been recorded. The responses that have been gathered are put through distribution statistics and audience statistics. It is even seen that extensive monitoring of the data that have been gathered from the responses. The reader and the audience survey can act as a useful mechanism that would be useful for the undertaking of the campaign. After the completion of the input and the output stage, if the campaign is found to be useful then it is implemented in the outcome where qualitative or quantitative researches are undertaken in order to gain the observable results that could be effective for the promotional campaign of mitigating oral cancer.

This section of the paper would look to develop a social media new release campaign which would be done by creating a draft content that would be used for the establishment of key messages that can be use in the online channel campaigns that is associated with the awareness on oral cancer.

It is known that this campaign has been undertaken with respect to awareness on oral cancer. The campaign content that has been used in Facebook is inclusive of an attractive slogan which states “Don’t turn your Short Term pleasure into Long Term pain”.  Individuals who are above the age 20 years have the tendency of consuming various tobacco related items that can be hazardous to them. People consume such items with an intention to gain short term pleasure and satisfaction and in this scenario; they have an impact on their long term life. The consumption of tobacco can is injurious to health and it is one of the significant factor for oral cancer among people. This not only has an impact on the person who is facing cancer but even has an impact on their peers, friends and family. Therefore, one should look to abstain from such consumption so that they can have a healthy lifestyle. The steps and the measures that is taken in order to mitigate can they can have a healthy life (Olasky, 2013). The content that is given in Twitter is quite similar to the one that is given in Facebook due to the fact that Twitter mainly concentrates on written articles. On the other hand, in Instragram, it is seen that an attractive and on the same time a realistic and practical picture about a living oral cancer patient has been portrayed over which the ill effects of oral cancer and the consumption of tobacco has been highlighted (Dozier et al., 2013). There are other pictures as well that depicts the ways that can be useful for the consumers to take actions in order to stay away from such fatal disease. Therefore, undertaking such contents for the various online channels would increase the awareness campaign regarding oral cancer.

Conclusion 

 The paper therefore has tried to explain the best three online channels that would useful for the oral cancer awareness campaign. The strengths and the limitations along with the incorporation of the macro valuation model is undertaken in order to gain knowledge about the effectiveness of the campaign. The construction of the campaign content for the online channel promotion is even effective for the development of the awareness campaign on oral cancer.

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