A Public Relations Proposal For The American — страница 2

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showed the lowest CVD mortality rate, with the highest per capita egg consumption (6.5 eggs per person per week). Salmonella Enteritidis (S.E.) bacterium was another concern regarding eggs. The situation with this bacteria is fortunately not as grave as it seems. If the egg is properly handled and prepared, the chances of consuming an egg that is infected with Salmonella is slim. In fact, the number of outbreaks linked to Salmonella contamination of shell eggs has steadily declined from a high of 77 in 1989 to 50 in 1996, according to John Mason, former director of the United States Department of Agriculture. According to Dr. Mason, the risk of contracting egg-related salmonellosis is extremely low for healthy individuals. Dr. Mason also mentions that there is one outbreak for

every 1 billion eggs consumed. In addition, according to statistics of the Center for Science in the Public Interest, Salmonella Enteritidis in eggs is not the main cause of food poisoning deaths. With proper care and handling, it poses no greater risk than any other perishable food. The American Egg Board is an active participant in the SafeServe program and is a member contributor to the Partnership for Food Safety Education. They, together with the Egg Nutrition Center, provide a variety of egg safety brochures for both consumers and institutional food service organizations. Tips include discarding any cracked or leaking eggs and keeping eggs refrigerated at or below 40 degrees Fahrenheit. They also recommend cooking the egg until the egg whites are set and the yolk is thick

but not hard. Salmonella is destroyed at a temperature of 140 degrees Fahrenheit for 31/2 minutes or until the egg reaches 160 degrees Fahrenheit. A subject that also needs to be addressed in the analysis of egg consumption is the inception of egg substitutes. The first egg substitutes were created about 20 years ago and were largely made up of egg whites and were bought by heart patients and people watching their cholesterol. Since then, more brands and types of egg substitutes have been produced. However, substitutes cost about 20 to 25 cents a serving, or two to four times as much as real eggs. Also, they often contain artificial coloring and preservatives which negatively affect the taste. Eggs are an inexpensive source of high-quality protein and are fairly low in saturated

fat. One egg contains about as much fat as you’ll find in an 8-ounce glass of 1 percent milk. Eggs contain a high nutrient density and a broad range of vitamins and essential minerals. Majority of water soluble vitamins and minerals, all the fat soluble vitamins, and 45 % of the high quality protein are localized in the yolk. Therefore eggs are an essential part of the diet of people of all ages. They can provide many of the vitamins and minerals that seniors may be lacking in their diet. As for children, cutting out foods that contain cholesterol may actually deprive a child of essential nutrients necessary for proper growth and development. Serving children a cholesterol free diet can be a hindrance to good nutrition at a critical time in their lives. An important piece of

news about the egg is omega-3. Eggs are a rich source of omega-3, a fatty acid that is essential to brain growth and development. Studies indicate that omega-3 may reduce the risk of Cardiovascular Disease, arthritis, high blood pressure, tumor growth and diabetes. With all the benefits that the egg can offer and with all the current research supporting its advantages, there are more and more reasons for the public to welcome the egg back into their diets. OBJECTIVES: +To change the misconception of the egg +To create an awareness of the positive attributes of the egg +To educate the publics on the nutritional benefits of the egg +To persuade the publics to consume more eggs Target Audiences: The success of this public relations campaign greatly depends on selecting the right

markets to direct it towards. Various target audiences are addressed in this proposal. The main public this proposal seeks to target consists of male and female consumers aged 18 – 34. According to the Lifestyle Market Analyst, male and female singles of this age bracket are ranked one of the highest among the U.S. population to be involved in sports, fitness and health. The individuals in this group are concerned with improving themselves, interested in new technology (i.e., the Internet), and own and operate a personal computer. They travel frequently on business, spend considerable amount of time participation in outdoor sports, and enjoy gourmet cooking/fine foods. In comparison to men, the women are slightly more interested in improving their health, dieting and natural