Adolescent Withdrawal From School: Media Planning for the Education Project

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Notably, adolescent withdrawal from school has been on the rise in recent years (Drennon-Gala, 1995; Verkuyten & Brug 2003). This prompts the need to promote adolescent engagement in educational activities (Christenbury, 2009; Finn, 1989). The aspect of media requires a plan in order to facilitate materials and communications needed. For effective communication of messages, there should be an appropriate choice of media. Effective development of a media plan is guided by the messages to be delivered, the mission, goals and objectives, and the targeted audience. This paper gives an analysis of the media planning for the education project targeting the adolescents who are withdrawn from school.

Developing a media plan

The media will be vital in the development of this project. In this regard, the media will be essential in the delivery of key messages for the project. The media will be critical in spreading key messages to the target audience (Koekemoer & Bird, 2004). This will be achieved by incorporating the media as a partner in the project. The media will become aware of my project through various ways. In the first place, I will reach out to the media and discuss with them about the project that I intend to implement and the need to form partnerships with them. I will send them background information regarding the project, and later make calls to discuss the matter. In addition, I will send a media release regarding the project, which I intend to carry.

I will contact the management of the local media outlets. In addition, I will reach out to the managing directors of the local newspaper, radio, and television stations through their email addresses and the postal addresses. I will make follow-ups through telephone conversations. I am going to talk with the mainstream media management about the anticipated partnership regarding my project. The role of the media in persuading adolescents who are withdrawn from school is going to be discussed. I will contact the media as soon as the project is ready for implementation.

The management of media relationships

This is a very important aspect in project implementation. Notably, it is critical to ensure that there is a record of the media outlets that have been contacted and the person in charge of making follow-ups (Barker & Angelopulo, 2006). I will take it as a personal obligation to make follow-ups on the chosen media outlets. Various aspects are essential in managing media relationships. This includes discussion of the media partnerships, outlining detailed aspects of partnerships, and ensuring that the agreement is honoured as stipulated (Howard & Mathews, 1985).

The first step will be to discuss the media partnership with the identified mainstream media houses. In this case, the newspaper, radio, and television stations will be brought on board. I will explain the role that the media outlets will have to take in the project. After informing the media outlets of their respective roles, I will make a follow-up after one week to inquire about the willingness of the media to participate in the project. I will then give detailed aspects on how the media outlets can participate in the project. I will also make a follow-up after two days to inquire about the commitment of the media outlets. Lastly, I will make frequent inquiries to ensure that the media outlets honour their promise. Follow-up is essential in media relationships management (Narasimha, 2010).

Writing a media release

This is a critical stage in media planning. In the media release, emphasis will be put on the organisation that will be spearheading the project. The message from the people organising the project shall be outlined in the media release (Holstein, 2008). In this case, the importance of the project to the adolescents will be emphasised. The media release will also encourage the disengaged adolescents to participate in the project due to the benefits associated with it (Stern, 2012). The dates for the project will also be stated. The objective of the project will also be articulated in the media release. In essence, the project aims at convincing the disengaged adolescents to change the attitude towards education. The media release will contain my contact details to facilitate inquiries for interviews and further information.

Permission Form

This form will be critical since it will enable the stakeholders to give consent regarding their willingness to participate in the project. This form will be photocopied before being filled by project participants. It is important to ensure that the project participants understand what is contained in the form before they sign. The parents and guardians will be required to fill the permission forms where they will give consent on behalf of their children to participate in the project. Here, the parents and guardians will give their contact addresses including telephone numbers and postal addresses. The parents and guardians will be required to read and understand the permission forms before they sign them. The forms will also contain the part to be filled by a witness. The forms will also have a place on where descriptions of the story, recording, or photograph were taken. However, this section will be for official use alone.

Developing materials

For this project to be successful, it is important to develop some materials that will be used. Youth disengagement is an aspect that has been on the rise in the recent past (Hudley & Gottfried, 2008; Osler, 2008). Therefore, the project should ensure that many adolescents are reached. In this case, materials should be developed to assist in the effective implementation of the project. Posters will be used to promote the project. Billboards bearing the messages on the importance of education among the youths will also be erected along the streets. In addition, fliers will be used to popularise the project in the community. All these efforts will be geared towards promoting the project among the target audience. This project’s target audience includes adolescents, parents, guardians, and educators. The posters, billboards, and fliers will be aimed at all audience categories. The messages in all materials will be on invitation, notice, media release, and demonstration regarding the main subject of the project. The billboards will be displayed along the streets. Posters will be displayed in the market place, community rooms, local stores, churches, and entertainment joints. Fliers will be distributed to all participants and members of the community. The materials for this project shall be in use just before the project begins. In this case, they will be used in the promotion of the project among the community (Evans, 1987).


Adolescent withdrawal from education is a serious problem affecting modern society. Efforts have to be initiated to ensure that this habit is contained. The media can be very critical in implementing the project that aims at convincing the young individuals to have a positive attitude towards school. Therefore, media planning is critical in promoting the project. Media is also critical in communicating key messages of the project. Successful implementation of the project requires collaboration with media stakeholders. The media people are essential in ensuring that the project achieves its set objectives. Therefore, the mainstream media will be included to ensure the successful implementation of the project.


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