1. PUBLIC RELATIONS CAMPAIGN OUTLINE
Name: Lorena Berghezan
Organization: Zoom Video Communications, Inc.
Overview:
Zoom Video Communications, Inc. is an American communications technology company
founded in 2011 and headquartered in San Jose, California. Its cloud platform helps business
and organizations bring their teams together by providing video, voice, content sharing, and
chat across mobile devices, desktops, telephones, and room systems.
Zoom is publicly traded on Nasdaq and one of the hottest stocks in 2020 currently trading at
$399 a share (Raghunath, 2020).
Zoom has emerged as one of the biggest corporate success stories of this year, as video
meetings have become an essential part of work, school and entertainment for many people
during the pandemic. The company has seen a big surge in use of its free service and has
been pushing to convert many of those users to paying customers. CEO Eric Yuan told
analysts on Monday that corporate customers are shifting their focus to longer-term
changes in how people communicate, describing "a future of working anywhere, learning
anywhere and connecting anywhere." (Bond, 2020).
Zoom has become now a household name and is well poised to become the go-to platform
for enterprises that are embracing the remote-work culture; however, there is an issue that
have emerged called “Zoom Fatigue” presented by social scientists as the “result of the
sudden mass adoption of technology that’s disrupting the normal, instinctual and finely-
tuned way of communicating that developed to help humans survive.” (McWhirter, 2020).
Besides all the advices on how to combat zoom fatigue, that include avoiding multitasking,
taking breaks, and switching to phone calls or emails; what if Zoom Communications will
provide with an application that has the purpose of refreshing the mind and body of their
users? This built in application incorporates the practice of mindfulness, meditation, and
yoga; “Thrive Reset Zoom app” will be introduced to the existing users with a public -
relations campaign that integrates social media and traditional earned media focusing on
their buyer personas.

2. Goals:
Increase motivation and work performance in people that have access and use the
application.
Increase awareness across social media platforms about “Thrive Reset Zoom app” built in
application to fight fatigue.
Increase company’s profitable revenue growth by 30% before second quarter of 2022.
Target Audiences:
• Audiences:
o College Students
Female/Male
18-28 years old
Online Schooling
No kids
Social Media Platforms: Facebook, Instagram & Tik- Tok
o School Teachers
Female/Male
25-42 years old
Bachelor’s Degree
Works from home
Have kids
Social Media Platforms: Facebook, Instagram, LinkedIn, YouTube
o Small Business Owner
Female/ Male
Age: 32-39 years old
Master’s Degree
Works from home
No kids
Social Media Platforms: Facebook, Instagram, LinkedIn, Twitter, YouTube
o CEO of large financial company
Female/Male
Age: 38-48
Master’s Degree
Have kids
Communicates with employees by zoom meetings and emails.
Social Media Platforms: LinkedIn and Twitter

3. Although the organization has many buyer personas, I have chosen the four above because I
consider they will be key in getting and spreading the message that zoom communications
care about mental health and other problems related to screen fatigue.
The buyer personas for the campaign will be existing customers that are dealing with
constant computer work and zoom video calls.
College Students: because their physical classroom sessions were switched to a virtual class
using the Zoom-app during the lockdown period of Covid-19 and most of their classes have
remained virtual.
School Teachers: because all their interactive classes were undertaken using the Zoom
platform and work from home as well as they have to deal with other tasks around the
house.
Small business owners: because they are dealing with day to day tasks and use Zoom to talk
to their employees.
CEO of large financial company: because they are the decision makers in helping their
employers to have the best tools to keep their motivation and good performance.
Messaging:
Zoom communications want their buyers to believe that besides communications, they sale
a “safe lifestyle”.
The organization wants to connect with their target audience embracing their roles, whether
they are students, teachers, entrepreneurs, or CEOs that are experiencing the long-term
change in how people communicate.
Public-Relations Tools & Tactics:
Owned media tools
o Photos and videos, and Digital Publications in Website
o Public Service announcements
Zoom communications website will be the main owned platform that communicates the
message to the target audience about the application to combat fatigue; therefore, the
implementation of digital content that includes photos, videos, and digital publications will
be available to its users.
Public service announcements will be also displayed in the website to show the importance
of the problem and create awareness.

4. Earned media tools
o Newspaper article
o Personal Story Pitch
As newspapers usually share big community developments that impact people locally and
nationally; this campaign will be a good addition to it.
Will consider a personal story pitch from experts or influencers to target user’s credibility.
Shared media tools
o Digital Content across Social Media Platforms.
Implementing digital content in social media platforms according to the buyer personas.
Share media tools will include Facebook, Instagram, Twitter, YouTube, Tik Tok, and LinkedIn.
Spokesperson/Spokespeople:
Thrive Founder and CEO, Arianna Huffington, is the person that introduced the Thrive Reset
Zoom app and she will be delivering the message about the app to prevent and control
virtual fatigue to the target audiences.

5. References
Raghunath, A. (2020). Down 20% from Record Highs, Is Zoom Video Communications a Buy?
https://stocknews.com/news/zm-fb-amzn-msft-csco-ibm-down-20-from-record-
highs-is-zoom-video-communications-a/
Bond, S. (2020). Zoom turns Record Profit Thanks to Corona Virus Shutdowns.
https://www.npr.org/sections/coronavirus-live-
updates/2020/08/31/908089517/zoom-turns-record-profit-thanks-to-coronavirus-
shutdowns
Fosslien, L., & West, M. (2020). How to combat Zoom Fatigue.
https://hbr.org/2020/04/how-to-combat-zoom-fatigue
McWhirter, J. (2020). Are You Zoomed Out? Dealing with Zoom Fatigue in the Virtual
Classroom. EBSCOhost.
http://web.a.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=7&sid=43a912d5-
4cf2-4c48-9294-
937f80cbf01c%40sessionmgr4007&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=144984
116&db=a9h
Fosslien, L., & West, M. (2020). How to combat Zoom Fatigue.
https://hbr.org/2020/04/how-to-combat-zoom-fatigue
Hironmoy, R., Kuntala, R. Satyajit, S., & AsisKumar, G. (2020). A Study on Students'
Perceptions for Online Zoom-app based Flipped Class Sessions on Anatomy Organised during
the Lockdown Period of COVID-19 Epoch.EBSCOhost.
http://web.a.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=4&sid=72d361aa-
235c-441b-bca3-7b97edf086f4%40sdc-v-
sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=143697876&db=a9h
ThriveGlobal (n.d). Build Mental Resilience and Prevent Virtual Fatigue. WebMD.
https://thriveglobal.com/solutions/zoom/