Public Relations Campaign Essay

5532 words - 22 pages

Public Relations Campaign - Riordan Manufacturing Embraces DiversityTable of ContentsPublic Relations Campaign 1Executive Summary 3Introduction 4Current Situation Research 4Public Relations Issues 4Target Audience 6Ethical Implications 8Market Research 8Campaign Strategy 10Campaign Objectives 10Riordan's Publics 10Marketing Function 11Campaign Tactical Plan 12Media Toolkit 12Public Relations Tools 14Open House 14Community Event 15Sponsorship 15Corporate Newsletter 16Intranet/Internet 16Business Implications 17Additional Factors 19Ethical Considerations 19Technology Considerations 20Globalization Considerations 21Crisis Management Plan 21Campaign Evaluation Measures 24Budget 25Conclusion 26Executive SummaryIt is Riordan's primary goal to become a leader in diversity in the workplace. In an effort to attain this goal Riordan has researched many tools and activities and defined actions and created the plan, contained herein, it feels necessary to catapult the organization to the forefront of diversity.Riordan's campaign theme is Celebrate Diversity. Its research has shown that given the benefits of a diverse workforce, it has a great opportunity for improvement. The campaign strategy is to communicate Riordan's enthusiasm for and commitment to diversity to both its external and internal publics through various communication tactics and tools. These include planned media communication, diversity training for employees, and a host of other PR tools. The campaign also includes a crisis management plan, a budget, and campaign effectiveness evaluation measuresSietel (2004) says, "Stated another way, organizations desperately need professional communicators to navigate through this "brave new world" of instantaneous communication." Sietel also defines, today public relations a subordinate of the marketing function, and this is not uncommon in Asia and around the world. Given that PR is seen as a subordinate of the marketing function, Riordan would say that PR is the most important aspect of marketing in this day and age of global instant communications.Introduction.Workplace diversity has taken a new face today; workplace diversity focuses on the impact of company's bottom line. Not only can it financially benefit a company, but also by embracing diversity an organization can increase their ideas, insights, and various pools of talent. Leveraging workplace diversity is increasingly seen as a vital strategic resource for competitive advantage. More companies are linking workplace diversity to their strategic goals and objects. Riordan Manufacturing has realized that diversity has an immense impact and in addressing these issues; the company is implementing a Public Relations (PR) campaign to position itself as a leader in encouraging and promoting diversity in its workplace. This paper will outline Riordan's PR campaign including its defined target audience, an overview of public relations issues, and implications of ethical issues. In...

Find Another Essay On Public Relations Campaign

Identify a real-life public relations campaign that attempted to put a positive spin on an otherwise negative situation

916 words - 4 pages The “Quit Now” is a public relations campaign which uses the stories of people who either quit smoking or had a bad experience with smoking. This campaign is run to make a national effort to help people who want to quit smoking. It is run by The National Cancer Institute (NCI) and the Centers for Disease Control and Prevention (CDC). Both agencies want to put a positive spin on quitting smoking by implementing the negative message that

Defining Public Relations Essay

997 words - 4 pages experts will tell you that a well-planned public relations campaign is often far more effective than advertising. It shapes how society perceives your company and what to think in times of company crisis. The public relations manager can put just the right spin on any media whether it is positive or negative media coverage.According to our text, public relations are a planned process to influence public opinion, through sound character and proper

Defining Public Relations Paper

870 words - 3 pages . Professional public relations practitioners also study the attitudes of their audiences to keep their organizations aware of market trends.In conclusion, in order to be successful in public relations, one should not only concentrate on the strategic and tactics of the business campaign, but also the planning and evaluation of the campaign. The research assists the communication process and helps one to understand the success or failure of a campaign

Public Relations Paper MKT 438

708 words - 3 pages entities allow public relations to serve as the connection to develop relationships with an organization and the public. The ability to focus on the audience is key to creating a meaningful and loyal relationship between the consumer or public and an organization. A failed campaign can be traced back to a lack of correctly differentiating the best public to focus on.Portrayal of Public Relations in the News MediaThe news media " view public

Public Relations

718 words - 3 pages campaign where the people in charge of running the campaign keeps clients, and consumers on an even keel with one another with what the public demands and what the business is willing to produce to keep the public happy and wanting to come back for more. The problem with Public relations is that there can be so many different meanings of its definition and to have all businesses using the same meaning is almost virtually impossible.According to

Dove's Real Beauty Sketches: Role of Media Relations

1613 words - 6 pages has the coverage on Google+Hangout as well. Dove also ensures that this campaign has the media placement on Channel 7 Morning Show in Australia, Today Show, Mashable, and The Huffington Post (Stampler 2013). The campaign has gained more than 4.6 billion public relations and blogger impressions. 2.5 Analysis of the Tactics Used and Its Suitability Dove’s Real Beauty Sketches campaign uses this tactic of broadcasting their

The Significance of Ethics In Public Relations

1416 words - 6 pages environment. Working in the context of the organization’s overall strategy, public relations practitioners must also develop separate campaign strategies that will enable them deliver public relations benefits to the organization. This includes planning activities that will result in the output objectives of the public relations office. Many PR practitioners are charged with developing a plan of action that guides the public relations efforts of an

Public relations in society

1895 words - 8 pages In the profession of public relations, experience and understanding in international affairs has now become increasingly significant. Public relation practitioners will have to alter the way they work because it is rather different working with colleagues or clients other than their own as multiple languages may have to be translated after a creation of a campaign material and practitioners may have to travel to other countries to conduct public

Final Public Relations Paper

4732 words - 19 pages PAGE PAGE 1 Public Relations Campaign Public Relations Campaign: Patton-Fuller Community HospitalJennifer Allen, Helene Katz, Pat Matusiak, Michael Montecalvo and Rhona StevensUniversity of PhoenixMKT 438 Public RelationsJim PeacockJuly 23, 2007Table of ContentsIntroductionExecutive SummaryPublic Relations IssuePublics IdentifiedMarketing FunctionsRelationship Between Public Relations and MarketingMedia ReleaseMedia Distribution ListTactical

USAID Safe Mothers Program in Indonesia

1052 words - 4 pages accepted norm. According to the Jhpiego survey previously stated, the communication campaign efforts of television, radio, mass events that included public relations, launches, press gatherings, and karaoke contests, was able to be successful on furthering the actions and knowledge of the shared responsibility concept among Indonesians. However, though they did in fact bring more knowledge to the community members who participated in the campaign

PR Campaign: Overview Paper

2237 words - 9 pages "The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all sizes," (Seitel, 2004, pg. 2). Patton -Fuller Community Hospital's primary goal is to become a leader in healthcare in their local community. Patton-Fuller is committed to establishing a successful public relations campaign in order to fulfill the demand in the healthcare industry. In

Similar Essays

Public Relations Campaign Strategy Essay

2379 words - 10 pages In developing a public relations campaign strategy, those responsible for the campaign's success must answer a number of critical questions. First and foremost among the questions to be addressed: What specifically is the campaign's objective? Once the objective has been clearly defined further decisions can be made in regard to defining the campaign's public, developing crisis and tactical plans, evaluating the business implications of the PR

Public Relations Campaign Strategy Paper

1278 words - 5 pages One of the most important aspects of tailoring a public relations campaign strategy to fit a particular company is obtaining knowledge about the business and its products or services. At the very least a PR firm should be cognizant of the businesses vision and values and short as well as long-term goals. In depth information on the companies organizational structure and work ethic as well as a "feel" for the corporate culture may also prove

Executive Summary For Public Relations Campaign

1123 words - 4 pages IntroductionWhen any company prepares for a campaign there are many aspects that need to be planned accordingly. This executive summary will show the aspects of a public relations campaign for Ridoran's. Such as how it will affect ethical, technological and global issues, a crisis management plan, budget and strategies to have a successful campaign. After implementing this PR campaign Ridoran's Manufacturing is ensured a successful

New Product Public Relations Campaign: Huffman Trucking

1675 words - 7 pages foreign operated company would destroy their local monopoly of the local trucking business considering that Huffman Trucking current main customers are the US government and manufacturers in the electronics industry. Another public relations issue would be convincing the large agriculture companies to participate in this innovative method of fuel. The agriculture companies would need to adjust some of the processes and also products to be used to