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 campaign, and identifying potential benefits and risks associated with the selected strategy.ObjectivesNot having clearly defined objectives makes moving forward with subsequent campaign components very difficult. In regard to Harley Davidson's campaign to support mandatory helmet legislation, four objectives have been identified:- Save lives- Change attitudes- Reduce insurance costs- Reduce health care costsThe most important objective of this campaign is to send the message that helmets save lives and that nothing is more important to Harley Davidson than the safety of their customers. Statistics will be provided to illustrate the disparity in injuries between those riders involved in accidents who were wearing helmets as opposed to those who were not. Another objective of the campaign will be to change the attitude of those riders who are adamantly opposed to wearinghelmets. Harley Davidson understands that a fringe element of their customer base still clings to the image of the Harley rider as a free spirit, individualistic and apart from the status quo. To them wearing a helmet is tantamount to joining the establishment, surrendering another decision that should be left to the individual. The final two campaign objectives appeal to the customer's pocketbook. Harley Davidson understands that insurance and health care premiums are an ongoing concern with their customers. The company will work in concert with major insurance carriers throughout the country toward developing a partnership that will be incorporated into the campaign strategy. One component of this partnership will be to educate riders on the exorbitant health care and recovery costs associated with the aftermath of a motorcycle accident, especially those cases where the rider was not wearing a helmet.Organization's PublicHarley Davidson will attempt to accomplish their objectives by targeting various publics. The first and foremost of these publics will be the company's very own stockholders and employees. The company believes that in order to become successful with an external campaign, they must begin internally. If the general public is to support such a campaign, they must be made aware that every Harley Davidson employee fully supports the company's decision to support mandatory helmet legislation. Only then, will the company begin to acquire external support.The key external public which Harley Davidson will focus upon will be that of the media. The company will target areas such as the print media as well as that of the broadcast...

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