Situation Analysis: NAMI El Paso Public Relations Campaign
Client Background and Services
The National Alliance on Mental Illness (NAMI) El Paso chapter is a non-profit organization established in 1986 that focuses on improving the lives of those living with mental illness. It offers them and their families resources, support, advocacy, and education. NAMI El Paso has various programs, support groups, educational workshops, and community engagement events, all of which are oriented towards helping to reduce the stigma associated with mental illness.
Problem Circumstances
NAMI El Paso certainly has an established presence. It offers valuable services to the public, and its array of programs are carefully designed to address the issue of stigma. However, the organization also has a communication problem in terms of getting its message out and raising awareness more impactfully. Public awareness of mental health issues and of NAMI El Paso's resources (help and assistance programs) is considerably low in El Paso. Due to the limited awareness of NAMI El Pasos presence on the part of the community, those who stand to benefit from the services the organization provides are not actually engaging in help-seeking behavior. Lack of awareness, therefore, could be contributing to preventable tragedies like suicide (KTSM, 2024). Added to this is the persistent stigma that surrounds mental illness, and which further discourages people in need of mental health services from reaching out for support (Niederkrotenhaler et al., 2024).
SWOT Factor
Description
Weight
Strengths
* Established Organization (Proven track record and reputation)
* Passionate Team (Dedicated to mental health advocacy)
* Existing Programs (Support groups, workshops, resources)
* Able to tailor message for its Diverse Community
30%
Weaknesses
* Limited Social Media Reach (Lacks engagement and broad audience)
* Need for Strategic Planning (Current communication efforts lack a cohesive strategy)
* Resource Constraints (Financial and human resource limitations)
25%
Opportunities
* Increase Awareness (Raise awareness of mental health and NAMI El Paso's services)
* Reduce Stigma (Challenge negative stereotypes and promote help-seeking behavior)
* Community Partnerships (Collaborate with local organizations for broader reach and impact)
* Social Media Growth (Develop a strong online presence and build a supportive community)
30%
Threats
* Competition for Attention (Many worthy causes competing for public attention and resources)
* Negative Media Coverage (Mental health is a sensitive topic)
* Social Media Misinformation (Online misinformation can hinder campaign effectiveness)
15%
The Weight column represents the degree of importance to the campaign's success. For example, Strengths and Opportunities are considered to have more impact than Weaknesses and Threats. Threats, on the other hand,
Strengths
NAMI El Paso is a respected organization in the mental health services industry. It has a a proven record of supporting the community with its programs and education campaigns. Its core team of providers and administrators has been committed to mental health advocacy for some time, and has a good understanding of the local needs of the community. NAMI El Pasos range of invaluable programs can directly address the mental health concerns of patients and families and are good for setting up support networks. The organization is also able to tailor its messaging for all the different demographics of El Paso (NAMI El Paso, 2022).
Weaknesses
NAMI El Paso's current social media strategy lacks engagement, evident by the lack of followership on its Instagram and Facebook accounts. A lack of social media engagement is a substantial hinderance to the companys ability to connect with the community and establish a truly meaningful online presence (Scott, 2022). The communication efforts do not have a clear strategy; there is no cohesion in the messaging; nothing ties the outreach/marketing together. This lack is a void that frustrates the companys ability to raise awareness and promote its services. As a non-profit organization, NAMI El Paso may also end up having to deal with resource limitations as...
…(Enhance user experience and information accessibility)Community Outreach Materials: $2,000 (Print materials for events and partnerships)
Contingency Fund: $6,000 (Unforeseen costs or opportunities)
Budget Justification
This proposed budget prioritizes cost-effective online strategies to maximize reach and engagement. Social media advertising allows for targeted messaging to specific demographics within El Paso. It can boost word of mouth marketing. Content creation is needed for maintaining a strong online presence, and website optimization helps users to better access NAMI El Paso's resources.
The focus on digital efforts allows for efficient campaign management for a non-profit organization like NAMI El Paso. The community outreach materials and contingency fund provide flexibility to adapt to opportunities and address any unforeseen needs.
Table 1: NAMI El Paso Public Relations Campaign - Proposed Budget Breakdown
Budget Item
Allocation
Justification
Social Media Advertising
$5,000
Targeted ads to reach specific demographics within El Paso and increase brand awareness.
Content Creation
$5,000
Develop high-quality graphics, videos, and written content to engage the audience and share information about mental health resources.
Website Optimization
$2,000
Boost user experience and information accessibility so users can better locate the resources offered by NAMI El Paso.
Community Outreach Materials/p>
$2,000
Print materials (e.g., flyers, brochures) for events and partnerships to raise awareness within the community.
Contingency Fund
$6,000
Address unforeseen costs or opportunities that may arise during the campaign.
Total Budget
$20,000
Table 2: NAMI El Paso Public Relations Campaign - Objectives and Measurement
Objective
Measurement
Increase brand awareness for NAMI El Paso by 25%
Track website traffic, social media follower growth, and mentions of NAMI El Paso in local media.
Develop a strong social media presence with a 30% increase in followers
Monitor follower growth on key platforms (Facebook & Instagram) and engagement metrics (likes, comments, shares).
Secure at least three media placements in local news outlets
Track media coverage and measure the reach and impact of placements.
Conduct a community survey at launch and conclusion
Analyze pre- and post-campaign survey data to measure changes in public perception of mental health…
References
KTSM. (2024). https://www.ktsm.com/local/el-paso-hits-100-suicides-last-year-experts-offer-warning-signs/NAMI El Paso. (2022). https://www.namiep.org/mission-vision
Niederkrotenthaler, T., Metzler, H., Laido, Z., Till, B., Lake, A. H., Noble, E., Chowdhury, S.,Gonzalez, F., Garcia, D., Draper, J., Murphy, S., & Gould, M. (2024). “Breaking the Silence” suicide prevention media campaign in Oregon, April 7–14, 2019: Content analysis of broadcast, print and online media items, and social media footprint.. Crisis: The Journal of Crisis Intervention and Suicide Prevention. Advance online publication. https://dx.doi.org/10.1027/0227-5910/a000955Scott, D. M. (2022). The New Rules of Marketing and PR (8th ed.). Wiley Professional Development (P&T). https://mbsdirect.vitalsource.com/books/9781119854296
Wilcox, D. L., Reber, B. H., Shin, J., & Cameron, G. T. (2022). Public Relations: Strategies and Tactics (12th ed.). Pearson Education (US). https://mbsdirect.vitalsource.com/books/9780137847624
Mental Illness and Child Abuse The physical abuse of children was 'rediscovered' by physicians over fifty years ago. Since then, some observers have expressed concern at the continuing 'medicalisation' of what they consider to be essentially a social problem (Parton, 1985). A widely-held view emerged from the ensuing debate that child physical abuse and neglect occurred through an interaction between parents, children and their social environment. The model described parents with
When one throws the element of ethnicity into the mix, the process of diagnosis becomes even more difficult. Let us take, for instance the effect of religion on the diagnosis of a mental illness. In some religions it is considered to be "normal" to experience visions, see ghosts, and talk to the dead. However, from a strict clinical standpoint, these things do not exist and therefore indicate a break from
Edwards challenges the extreme on the other end as well, i.e. that total wellness sis the only possible state of being labeled healthy. The scholar sites the World Health Organization's definition of wellness as complete mental and physical wellness as far too broad and encompassing and illegitimates the reality of human existence. (16. Edwards, CC2010, pp. 0090) Edwards ultimately argues that the challenges faced by both those who believe
Mental Illness The foremost question relating to mental illness concerns about its very existence - whether mental illness actually exists or not? According to Thomas Szasz, mental illness is a mere myth (Szasz, 1960) and does not exist, as illness can be defined only in terms of physical pathology and most mental disorders have no such demonstrable pathology. In a similar viewpoint, it was argued that biology was not relevant to
Null Hypothesis 2: The mentally ill are not particularly at risk of substance abuse or criminal activity. 4) Independent and Dependent Variables Independent variables that might influence the study focused on the mentally ill include other influencing factors such as support from family, friends, age, and the use of psychotropic drugs. Independent variables that can influence the study includes attitudes and stigmatization by professionals at institutions that house mentally ill inmates. This can
However many people displaying psychiatric symptoms were over represented in jail and there is no tangible evidence to prove that it is their mental illness that got them to jail. Indeed unless it can be shown that factors unique to serious mental illness are specifically associated with behavior leading to arrest and incarceration, the criminalization hypothesis ought to be reconsidered. It should put into consideration more powerful risk factors for
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now