Media Kit

Assessment 2 – Media Kit – 30% (30 marks)
This is an academic exercise – you are not to contact the client – Greyhound Racing Victoria.

Media kit 1200 words equivalence – Media Kit comprising 4 items: Media Release (300 words), Media Alert (270 words), Backgrounder

(research by yourself) (450 words), Pitch Letter document (180 words). Examples of each of these can be found on the ALR207 Cloud

site.
In your capacity as public relations officer for GRV, you are to issue a Media Kit to publicise the issue, promote the event and

encourage participation.
Important note:Elements of this scenario have been altered to accommodate assessment criteria.

THE ISSUE

The Greyhound Adoption Program (GAP) is a Greyhound Racing Victoria (GRV) initiative. GRV is the statutory body responsible for the

sport in Victoria.
GAP is dedicated to finding homes for greyhounds no longer racing. From inception in 1996 to June 2013 it placed more than 3500

greyhounds. Between July 2012 and June 2013, more than 380 dogs were adopted.
With the number of greyhounds concluding their racing careers outnumbering the number of adoptions in Victoria, GRV sought a

communication strategy to:
• Educate Victorians about the positive attributes of greyhounds as pets
• Raise awareness of the Greyhound Adoption Program
• Promote the benefits of the program and services available

Research
Desktop research, interviews with key GRV and GAP staff, a media audit and review of ‘competitors’ including the RSPCA, Lost Dogs Home

and Pet Rescue, identified three major challenges:
1. There are misconceptions about greyhounds as pets, based on views of the sport.
2. Greyhounds are not suitable for young families, who are traditional ‘pet lovers’.
3. Greyhounds can only be adopted from GAP in Seymour or metropolitan pick-up at Sandown and Broadmeadows.
STRATEGY

The primary objective is to dispel myths about greyhounds as pets.
Research revealed that when somebody interacted with a greyhound, their prejudices were almost instantly forgotten. Adopters also

enjoyed knowing the life story of their greyhound: how many races; how many wins, if any; what lineage? Based on this the key message

developed was “Every Greyhound Has a Story”.

Target audiences
The primary target publics (TPs) were people who would appreciate attributes of greyhounds – adaptable, curious, low-maintenance and

placid – in a non-racing environment. They were:
• Empty Nesters and Retirees
• SINKs (Single Income, No Kids)
• DINKs (Double Income, No Kids), including LGBT couples

The secondary TP was “The Converted” – adopters and foster carers of greyhounds, ready-made advocates for adopting a greyhounds.
Your campaign seeks to champion “The Converted” and welcome “The Untapped”.

The event
The program centrepiece will be Every Greyhound Has a Story – Australia’s first photographic exhibition showcasing adopted greyhounds

and their unique stories.

Celebrity photographer and Geelong Mayor Darren Lyons has captured more than 10 subjects – from the Manager of the GAP facility in

Seymour to participants of the Prison Pet Partnership initiative and a young couple with a greyhound in their apartment. You can add to

this list if you so wish using well known identities.

The exhibition of more than 40 stunning images in a pop-up space in Flinders Street will be opened by Victorian Premier, the Hon.

Daniel Andrews, himself a greyhound lover, at an exclusive launch for industry, entertainment and media. You can determine a date

perhaps one that suits the assignment due dates.