Public Relations Project and Campaign Planning

Questions: 1. Describe the situation that gives rise to the problem or the opportunity. Factors you might consider include competitive pressures on the business, issues about awareness? 2. What the client wants client brief for pitch? 3. Expand on the work you have done earlier into a full plan for your client one they could take and use straight away if they chose to do so? Answers: Introduction In-store shopping plays a major role in the communities of Australia. The business has tremendous impact on the local communities and encourages the consumers to gain the advantage from these retail operators. But this has been found that the local communities neglect the in-store shopping and focus more on the online shopping. Thus there has been an urgent need of reviving the in-store business that offers the local community an identity and convenience to the consumers. In this assignment a strategic PR plan as has been initiated for the small business organisation to aware the consumers about the importance of in-store business. 1. Problem and Opportunity Statement The small shops and business play important role in meeting the needs of the community. A survey of the consumers of Australia reveals that the small business offers an identity to the community. 58 % of the customers believe that small business offers convenience to the community and forty-five percent of customers believe that small business offers superior services to the customers (Elsworth, 2013). Thus there is an immediate need of promoting the small business in the community of the country. The in-store business has a significant contribution to the customers by offering products and services directly to the customers. The in-store business has sales advantages. The in-store business gets a scope to have communication with the customers directly. The personal relationship will be built and the business can reach the target audience offering direct messages. Instore, business is considered an effective way in order to build long-run relationships with the customers. This grows a flexible business and low-cost business as well. In the online business, the customers get comparatively fewer opportunities to examine the products and procure the products on their choice. 2. Client brief for pitch There are some disadvantages in the in-store business. It is told that due to the direct communication with the customers the owner of the small business spends more time in the interaction. The second important thing is that the small business cannot get new customers as it focuses on the specific number of the customers (Queensland Government, 2016). Thus there is need of developing PR tools to gain the market in the community 3. Tools activities of the Public Relations Public Relations tools and activities are used to promote a strong positive attitude and behaviour among the consumers for the business. These methods are used to help the willing consumers to become customers of the business(Business Source Premier, 2013). The tools used for the Public Relations are cost effective and these have control in a greater degree. These PR tools build the reputation of the business. Appropriate PR tools for the business The business organisation sets appropriate goals to build the reputation of the organisation by understanding the target market. The understanding helps the business to choose correct PR tools for the desired job. For the successful PR tools, the following steps are taken care. Taking decisions on the appropriate PR goals The business organisation requires deciding the type of reputation that it wants to set for the respective organisation. The organisation should decide its business area and its characteristics that will draw to most of the new customers(Daugherty, 2009). The organisation also needs to spread the newsworthy of its business and should set the big ideas that the customers will talk about this. Need of Smart goals Specific The business should be very clear in stating the area that it wants to achieve. Measurable The business requires setting the tangible measures so that it can measure the result of its business. Achievable The business needs to set its objectives that can be dealt within its capacity and budget. Relevant The business should set its objectives so that it will improve the specific aspects of the business. Time-bound The business needs to set its objectives that will be achievable within the period of time it wants to achieve. Development of the key messages of the business The business needs to formulates statements that clearly answer the different questions like who, what, where and why of the respective business. The statements developed by the business will be used as the part of the PR material in order to showcase it to the business(Branson, 2013). The factual statements will be the key messages and they are written in small sentences. The business will have five or six sentences as its key messages. Development of the Public Relations budget The business needs to invest funds for PR. The PR agency can also be appointed to manage the PR activity of the business. The business needs to make the budget for different kind of things like direct mail of the media kits, on the items of the promotion, events, on sponsorship and on the brochures(Forbes, 2013). The business needs to set a budget for the annual investment in Public Relations. Identification of the target audiences The market segment is very important for the marketing plan. The business will make an assessment on the information of the customers, how the customers live and where the customers will get the information(Kazokiene, 2011). The information will help the business to identify the required best PR tools and tactics for the business. Popularising the best PR opportunities Spreading the success stories among the customers is also a method to gain business opportunities. It is necessary to identify the material that will assist to build the profile of the business. The entire business team should consider it as a practice and work to spread interesting stories. The PR materials are required to be used for the target audience and the effective PR tools will be helpful to this. The successful stories may be like the story of the business anniversary or achievement to be ventilated in the community through the newspaper. The community group like Rotary and Lions can be involved in the process(Lewis, 2007). The business can make a media release about the successful business growth featuring some photographs, images in the newsletter. The customers and the business process can also be shown in the case study with good pictures. Shaping the Public Relations to the target audience The PR tools and the media tools will be helpful for the specific segment of the customers. The business requires matching the media with the market. IT is important to consider the list of PR tools the activities and the appropriate media channels are required to be chosen in order to reach the customers. The records of distribution sources will be built matching the target market. This will be done after making research on the community groups, websites, and the media sources of local or regional(Bakhuya, 2015). The business needs to develop media sources to reach the customers so that the business organisation will make a choice to mix the tools. The social media sites like Facebook twitter etc can be used by the business to spread the success story. In the website of the business organisation the success story can be written. Measurement and improvement of PR The success of the PR activities is required to be measured. This will help to identify the tools and tactics that are beneficial. The business will avoid the activities that are not useful and do not have productive results. While measuring and enhancing the PR activities it is important for the business to study the target customers and the segment of the costumes. The achievements of the business are to be identified in the PR activities of the business organisation(slideshare.net, 2014). The assessment also needs to verify the key messages of the organisation. What how to measure The target audience needs to be focused. This will help the business organisation to direct its PR efforts. Due to the PR activities, the business will make required changes in the awareness, attitudes behaviours. In this measurement process, the quality media coverage is assessed. It evaluates the number of times the key messages reach to the customers. This also evaluates the contact of the customers and their frequency after they receive the newsletter (Macnamara, 2011). The email, website accesses are also assessed. The growth of the business is identified after the evaluation of the business in social media, referrals from the word of mouth, awareness, and people inquiring about the business of the organisation. The increase in the sales of the business determines the growth of the business. Survey method in order to measure PR The survey will be made to measure PR. In the survey questions will be asked to the customers about the information they get about the business(balance.com, 2016). The survey will focus on identifying the awareness, attitude, and behaviour of the customers towards the key messages of the business organisation. Measurement criteria of the PR The measurement of the PR focuses on getting both qualitative and quantitative outcomes. In this process, the evaluation will design a series of questions. This will identify whether the business reaches to the target audiences and which key message has reached to the target audience (Crewe, 2000). Tools and activities of the PR are appropriate or not and whether they are successful. This will also discuss the materials taken by the media channel. The business will also measure what tangible responses it is getting from the customers. This will help the business to identify the appropriate idea about the effective PR activities. Decision making on the PR of the business The tools, activities the materials used for building the reputation of the business is needed to be evaluated (study.com, 2015). In this process, there is need of identifying whether the activities have positive traits. If the activities have positive traits and do not reach the customers then the business needs to continue to work till the activities reach to the customers. There is always need of reviewing the market research. The gathered information about the segment of the customers assists the business to target the audiences in a better way. The objectives that are identified in the market plan of the business will be suitable to PR tools approaches. Good PR is always effective for the business. It is a continuous creative process. The business organisation requires remaining positive on its approaches so that it will gain positive responses from the customers and the business will get maximum benefits in the future (womeninpr.com, 2012). Conclusion Thus there is need of focusing on some strategies to grow the small business and popularize it. The small business requires focusing on encouraging the customers to interact with the owner of the business. Rapport building helps the owner of the business to retain the customers for the long run. The growing relationship helps the business to understand the needs of the customers shop that it can match the products as per the needs(pria.com, 2014). The knowledge about the product of the business becomes very helpful for the small business to gain more confidence in the business. This will help the small business owner to meet the needs of the customers. The customers database can help the small business to build a relationship and track the networks. The database of the customers will provide a valuable source of information. This will help the in-store business to identify the needs of the customers. The in-store business also requires developing its business environment. It requires to display the products list or new arrivals so that the customers get attracted to it. The most important work for the small business owner is to polish the sales skills. The skills such as conversation skills, listening skills, and communication skills are required to be developed. This will help to build lasting relationships with the customers and grow a business that is quite rewarding. Bibliography Bakhuya, J. (2015). effect of communication strategy on strategic planning in african . Retrieved 02 11, 2017, from erepository.uonbi.ac.ke: erepository.uonbi.ac.ke/.../Bakhuya_Effect%20of%20communication%20strategy%20o balance.com. (2016, 08 6). Developing Your Public Relations Media Plan - The Balance. Retrieved 02 11, 2017, from https://www.thebalance.com Small Business Marketing Public Relations Branson, E. (2013). Campaign in a Box: Creating a Universal Public Relations Plan for. Retrieved 02 11, 2017, from digitalcommons.calpoly: digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1070context=joursp Business Source Premier. (2013). Understanding Your Audience. Strategic Planning in Public Relations , 24-31. Crewe, L. (2000). Geographies of retailing and consumption. Progress in Human geography , 24 (2), 275-290. Daugherty, E. (2009). Strategic Planning in Public Relations: A Matrix that Ensures Tactical Soundness. Retrieved 02 11, 2017, from Public Relations: Strategies And Tactics, 9/E: https://books.google.co.in/books?isbn=8131727432 Elsworth, S. (2013). Shop Small campaign launched to save our local businesses. Retrieved 02 10, 2017, from https://www.news.com.au/finance/small-business/shop-small-campaign-launched-to-save-our-local-businesses/news-story/0edeeab06cd908aa7c73fb01e6ec1f2d Forbes, S. P. (2013). Applying Strategic management to Publci Relations. The Public Relations Journal , 48 (3), 32. Kazokiene, L. (2011). Criteria for the Evaluation of Public Relations Effectiveness - CiteSeerX. Retrieved 02 11, 2017, from citesserx.ist.psu,edu: citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.922.6052rep=rep1 Lewis, T. (2007). Improving Connections with Consumers. PRweek , 14. Macnamara, J. (2011). PR Metrics - AMEC. Retrieved 02 11, 2017, from amecorg.com/wp-content/uploads/2011/10/PR-Metrics-Paper.pdf pria.com. (2014, 03 18). PR Campaign Planning - Events Training - Public Relations Institute .. Retrieved 02 11, 2017, from www.pria.com.au/training/event/pr-campaign-planning Queensland Government. (2016). Public relations tools and activities. Retrieved 02 10, 2017, from https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/pr/tools-activities slideshare.net. (2014, 09 05). Public relations - SlideShare. Retrieved 02 11, 2017, from slideshare.net: ww.slideshare.net/parveenkumarchadha2/public-relations-38731208 study.com. (2015, 05 31). What Is Employee Relations? - Definition Concept - Video Lesson. Retrieved 02 11, 2017, from study.com/academy/lesson/what-is-employee-relations-definition-lesson-quiz.html womeninpr.com. (2012, 01 10). 12 steps to a successful PR campaign Women In PR. Retrieved 02 11, 2017, from womeninpr.com: https://womeninpr.wordpress.com/2012/01/10/12-steps-to-a-successful-pr-campaign/ Public Relations Project and Campaign Planning Question: Discuss about thePublic Relations Project and Campaign Planning. Answer: Introduction (Statement of the Problem) The purpose of this report is to make a social media PR plan for Myer. The plan will help the organization to manage the social media response, which is caused due to the cavorting of a leading cloth model with of one of the married executive of Myer. The event took place at Spring Racing Carnival, where one of the popular models of the company displayed unexpected behavior and therefore, lowered the public reputation of the company. Moreover, this behavior was being filmed by the media personals present in the event, which is being later posted in the social media platforms. The video got viral and there were several gossips among the public about the incident. The management of the event has to face embarrassment and the reputation of the company also got compromised. The social media plan aims to restore the reputation by providing proper explanation to the public about the facts that took place in the incident. PR Social Media Plan The social media website is the fastest growing online platform of the present days. Hence, this is considered to be one of the most reliable and popular source to attract the attention of public and also provide valuable information. The goal of the plan is to provide broad description of an events or information about a business organization (Nazari 2016). The social media marketing is one popular method for promotion, which is used by all major companies to get public attention. The successful execution of the plan will help to deal with the issues, and also provide strategy to fulfill a specific objective. It will also help the organization to provide necessary message to the public (Cheek, Ferguson and Tanner 2013). Target Public The news of the social event of Myer is being published in all the major social media platforms. The target audience for this plan includes all the members and public, who were preset in the public event. All the customers and clients of Myer, who got influenced by the events also, need to be aimed. The stakeholders of the company also need to be given strong message about the causes and the circumstance of the incident. Objectives (SMART Objectives) The objectives for the PR social media plan are set with the help of SMART goal technique. With the help of the elements of the SMART objective, it is possible to target the specific audience and therefore, provide them with the required message. Following are the criteria for the SMART objective: Specific: With the help of the specific target the chance of the success of the plan is much greater. In this case, PR plan made need to focus on providing the information about the incident, which took place at the Spring Racing Carnival. The time of the event need to be focused at the social event of the Myer Company. The main constraints for this plan are created due to the unusual act of the model. The plan will help to remove the false ideas, which exists in the mind of the people. Measurable: The success of the social media plan can be evaluated by measuring the total number of people, who changed their opinion about the incident, related that took place in the Spring Race Carnival. The response of the public can be collected using online survey at the social media websites. With more number of people supporting the campaign of the social media plan, it will help the Myer Company to restore their reputation. Actionable: It is important that the objective of the plan can be completed within a definite period of time. The video of the social event got spread in a very short period of time. Hence, it is essential to manage the resulting media response in short period of time so that it is possible to restore the reputation of the company. Realistic: The PR plan of the counter social media needs to be realistic, which will help the public believe upon their opinions and thus, it will be possible to deal with the win the trust of the people. The justification, which is being provided in the plan, needs to provide legal evidence, which will proof the actual incident that took place in the event (Kelley, Sheehan and Jugenheimer 2015). Time based: The objective of the plan should be fulfilled within definite period and deadline. This will help to avoid the gap of the response time (Moreno-Munoz 2016). Strategy and Tactics The approach of the social media plan needs to be informative, which will help to discuss the events of the incidents that took place at the spring race carnival. The social media response should be given in popular platforms namely Facebook and Twitter, where the video of the event was published that ultimately lead to gossips among the public. It is essential for the company to assure the public that it is one exceptional incident and that the persons responsible for such unaccepted behavior should get the deserving punishment. The management of the company also needs to provide assurance, which will help to avoid happening of such unaccepted behavior in any future events of the company. With the help of community with the social media platforms, it is possible deliver message to wide range of public. Evaluation The success of the social media plan can be measured by the response given by the people in the social media platforms. The public is expected to give mixed response as it will be not possible to convince all the people with the regarding the fact of the events. The social media plan will also help to restore the reputation of Myer Company, which was compromised due to the embarrassing event at the Spring Race Carnival. The senior executive of Myer, who was involved in the activity, might also be detained from the activity. Conclusion With the help of prefect social media plan, it is possible to deal with the negative responses, which occurred within the public after the event of the Sprung Racing Carnival. The elements of the SMART objective, it is possible to make the PR social media plan. This will help to restore the reputation of the company, which got compromised. Reference Cheek, R.G., Ferguson, T. and Tanner, J., 2013. Consumer-centric strategic social media plan for small and medium-sized enterprises.International Journal of Business and Social Research,3(1), pp.1-11. Kelley, L., Sheehan, K. and Jugenheimer, D.W., 2015.Advertising media planning: a brand management approach. Routledge. Moreno-Munoz, A., Bellido-Outeirino, F.J., Siano, P. and Gomez-Nieto, M.A., 2016. Mobile social media for smart grids customer engagement: Emerging trends and challenges.Renewable and Sustainable Energy Reviews,53, pp.1611-1616. Nazari, A., 2016. Developing a Social Media Communication Plan. InStrategic Integration of Social Media into Project Management Practice(pp. 194-217). IGI Global.