PR Plan

Tira Beard
STCO 357
Professor Gilliland
5/11/24
Digital PR Plan
Target Public Characteristics
Social media plays a significant role in the daily lives of Generation Z. Brands and
businesses have a great opportunity to engage with this demographic through social media
platforms. Nearly half of these individuals are consistently active online, consuming content
regularly. Gen Z spends more time on the internet and consumes a larger volume of online
content than any other generation. Morning Consult reports that 35% of Gen Zers spend over
four hours a day on social media. By comparison, only 19% of U.S. adults spend that much time
online — showing the generational differences when using social media” (Later.com, 2024).
This generation tends to show a preference for advertisements that employ native marketing
strategies to seamlessly blend into a user’s feed. The primary social media platforms Gen Z
favors are TikTok, Instagram, Snapchat, and YouTube. This demographic’s affinity for visual
content motivates them to gravitate towards platforms that cater to this preference. Gen Z is
inclined to select and engage with social networks that prioritize visual elements over text-heavy
content, and they actively engage in two-way communication with brands on social media to
enhance their overall experience.
Campaign Theme
Roc Solid Foundation is a pediatric cancer non-profit organization” that builds hope for
families fighting cancer by providing them with hospital Ready Bags at diagnosis and backyard
playsets during treatment” (Roc Solid Foundation, 2024). The founder of this organization is a
pediatric cancer survivor himself, and that is what drove him to give back to those in a similar
situation. The campaign theme for Roc Solid will be “Play, Build, Cure.” These are their three
main focuses, building playsets, and raising money and awareness for childhood cancer. In the
Bible, Paul says in Hebrews “But do not forget to do good and to share, for with such sacrifices
God is well pleased” (13:16, NKJV). This scripture tells us that we are to give back to those in
need who are around us, and that is exactly what the heart of Roc Solid Foundation.
Digital Media Tactics
TikTok is the number one social media platform currently, and Gen Z is at the forefront
of it. On TikTok, you can find any and everything. From tutorials, story times, vlogs,
promotional content, fails and so much more. Roc Solid can use this platform to create videos
such as vlogs of them creating their ready bags, timelapse videos of them building playsets, and
testimonials from some of their recipients. TikTok is also a platform where brands work with
influencers mostly which can be used to their advantage. Roc Solid would have the opportunity
to partner with brands they already use daily, but this would raise awareness of their foundation
while the brand also gets exposure.
Instagram is the second platform that can be used as a tool. Instagram is more photo blog-
based, which can be great for Roc Solid as it is a place where they can post photo updates for
their followers to see. On this platform, Roc Solid would have a better opportunity to engage
with their followers in the comments and talk back to those who support them. Instagram is also
big on its story and highlight feature which is used to promote things that may not need a full
feed post. Instagram stories are quick and right to the point and can be used to ask questions, post
polls, embed links to things, and much more.
The last social media platform that will work great in this foundation’s favor is YouTube.
YouTube is much different from TikTok and Instagram, but it can be used as a tool, nonetheless.
YouTube is known for its videos, videos of any duration and in every category. In Roc Solid’s
case, YouTube can be used for them to post their commercials and any other lengthy videos that
were done professionally. Roc Solid has fundraising events and they are captured by professional
videographers, these videos can be posted to YouTube and then shared on their other social
media platforms.
Smartphones provide access to a range of social media. Each app is equipped with push
notification features, which remind users to stay updated on the implementation of this digital
marketing plan. Users should enable push notifications to stay informed and avoid missing any
important updates. This younger generation, known as Gen Z, often experiences the fear of
missing out, so having this accessible and within their reach is great.
Content Examples
Various types of content may be shared on social media platforms, such as TikTok
videos, Instagram stories, and commercials on YouTube. Content comes in many different
forms “Videos, podcasts, social media posts, and newsletters—content is often what we first
experience when checking out a new brand. It's also what helps pull in organic leads, improve
brand awareness, increase customer engagement, and so on” (Supersite, 2024). Updates on all
that Roc Solid Foundation is doing can be posted and talked about on these social media
platforms.
The digital plan will incorporate various forms of user-generated content like Ready Bag
vlogs on TikTok, photo updates and stories of them building playsets on Instagram, and
commercials and event recaps on YouTube. Essentially, social media is a great tool for non-
profits because “it provides a platform for organizations to reach a wider audience, engage with
supporters, promote their cause, and raise awareness about their work. Social media also offers
an opportunity for nonprofits to build relationships with their stakeholders, share their impact,
and develop a greater sense of community” (Jetpack, 2024).
Timeline
Roc Solid will follow a weekly timeline that will focus on different social media
platforms each week and then will cycle once every platform has been utilized. The first week
can be focused on TikTok videos, the next week on Instagram posts, and the following week, on
YouTube. Once these have been cycled through, they can post a poll on their Instagram story to
see what content their viewers liked more.

References
New King James Version. (1982). BibleGateway.com
https://www.biblegateway.com/passage/?search=Hebrews%2013%3A16&version=NKJV
Pugh, R. (2023, June 1). Social media for nonprofits: Benefits, strategy, and best practices.
Jetpack. https://jetpack.com/blog/social-media-for-
nonprofits/#:~:text=It%20provides%20a%20platform%20for,a%20greater%20sense%20of
%20community.
Supersite. (2024, March 29). 14 content marketing examples to inspire you.
https://www.superside.com/blog/content-marketing-examples
Thomas, M. (2024, February 2). Gen Z’s social media usage in 2024: Later. Later Social Media
Marketing. https://later.com/blog/gen-z-social-media-usage/#where-does-gen-z-spend-
their-time-online

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Tira Beard

enhance their overall experience.

Digital Media Tactics

while the brand also gets exposure.

polls, embed links to things, and much more.

and develop a greater sense of community” (Jetpack, 2024).

see what content their viewers liked more.

New King James Version. (1982). BibleGateway.com

Supersite. (2024, March 29). 14 content marketing examples to inspire you.

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