A public relations plan for St. John Neumann Migrants Center

• Main Authors: Ang, Wencilyn E., Jacobe, Ina Camille M., Tibayan, Therese Dominique B.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: St. John Neumann Migrants Center; Catholic Church > Charities; Church and social problems > Catholic Church; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11382
• Institution: De La Salle University

St. John Neumann Migrants Center (Neumann Center) is a church-based social mission center of the National Shrine of Our Mother of Perpetual Help (also known as Baclaran Redemptories Church) that was established in January 2012. In line with the spirit of Our Mother of Perpetual Help who is known as the Ina ng Laging Sakloo, the Centers function is to be a channel of care, healing and reconciliation for OFWs and their families to overcome the effects of migration through 1) spiritual activities, 2) psychological nourishment, 3) skills training, 4) overseas employment awareness (anti-illegal recruitment and human trafficking), and 5) referral and network linkaging to necessary government agencies which they partner with for the execution of some of its projects, such as Philippine Overseas Employment Administration, Overseas Workers Welfare Association, Department of Foreign Affairs and Commission on Filipino Overseas. To be able to achieve their goal, Neumann Centers purpose has to be understood and its programs have to be maximized by its target audience, specially OFWs , returning, and leaving OFWs) and their families who visit the Baclaran Church. However, based on the communication audit, the target public of Neumann Center was unaware of its existence. This was due to ineffectiveness of their communicative platforms, relaying inconsistent and incomplete messages resulting to the target public not being able to understand what the Center is all about as well as engage in the Centers programs. As a solution to the problem, the proponents focused on the reinforcement of the organizations presence thorugh a public relations plan. The PR plan consists of 1) unified print and online collaterals (standardized content, rebranding of their current logo, three-fold brochure, calling cards, prayer intention forms, and stampitas), 2) creation of a new Facebook page where the Centers audience can conveniently access information about them, 3) a photo-essay exhibit featuring photo essays of the stories of OFWs and their families who have undergone different social costs of migration and how the Center has helps them cope. The exhibit also served as a promotional activity to 4) the expanded Kamustahan event, titled Neumann Para sa OFW ng Bayan! here the organizations was able to introduce itself to OFWs and their families who visit Baclaran Church and gain the understanding of their audience about them. All the collaterals implemented by the proponents were crafted through consultation and collaboration with the organization and were subjected to their final evaluation.