American Red Cross

American Red Cross

Introduction

American Red Cross organization is mainly concerned with all types of disaster management and providing food, shelter and medical facilities in emergencies (Bumgarner, 2008). It is a free and voluntary organization of United States that works with the help of voluntary organizations. Apart from disaster and emergencies management another task of American Red Cross is to provide services in the education and other health facilities. The organization provides health facilities all over the world with large number of volunteers. After the incident of 9/11 there was negative image of Red Cross that the funds provided to assist the victims of 9/11 were not allocated to them and this creates a negative image of American Red Cross. The new CEO appointed to this organization provided assurance that the funds will be used accordingly for the relief of the victims of 9/11.

Discussion

Public Relations (PR) Campaign and Mix Media

There were various campaigns launched for the betterment of image of the organization so that they could regain the public confidence again. There are various other reasons to launch campaigns one of the main reasons is to rise funding and the other one is to invite more volunteers. This requires implementing the public relations campaign to create public awareness about the objectives of organization and to motivate them for the contribution. There are various mix media that can be used by American Red Cross to implement and announce the public relation campaign (Heath, 2010, p. 503).

Most important and common way is the advertisement through television channels that involves various media sites like; Chicago breaking news, Metromix, Mashable, and social media club that raised public awareness through social media participation.

Another most important method of advertisement is through print media to be displayed on billboards and other places, it ...