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...

Find Another Essay On Public Relations Campaign Strategy

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 to the success of their organizations; they increasingly rely on public relations specialists for advice on the strategy and policy of such programs. As noted on "Today's expanding companies are seeking a blend of strategic and tactical support for their public relations efforts but are also requiring innovative, cost-efficient programs," said Neil Myers, president of Connect Public Relations. "We are proud to be working with six

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

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

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

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

PR Campaign: Strategy Paper

2116 words - 8 pages Patton-Fuller Community Hospital continues to preserve anobligation to the health-care needs of the public, while also offering specialized medical services for all members of the community. Several critical steps must be taken to ensure the strategy of the public relations campaign is successful. This paper will highlight each of the following critical steps of Patton-Fuller Community Hospital's public relations campaign strategy. Team A has

PR Campaign Overview - Riordan Trucking

2207 words - 9 pages support your PR Campaign strategy development.5)Analyze how the PR Campaign will affect the marketing function of the organization.6)Analyze the similarities and differences between proactive and reactive PR.PR Campaign: Overview PaperTeam C has chosen Riordan Manufacturing as the team's virtual organization to research for the Public Relations Campaign. Riordan Manufacturing is an industry leader in the field of plastic injection molding. The

Childhood Obesity campaign

2383 words - 10 pages health in adult (Freedman and Khan et al., 2001). Swansea Council has launched a series of public relations campaigns to enhance the fight against children obesity such as free exercise courses for children (City and Country of Swansea, 2010). However, the rate of obesity has continue to increase in the last ten years (Welsh Assembly Government, 2013a). Gregory (2000:44) listed ten stages of planning: analysis, objective, publics, messages

High Hopes at Miracle-Gro in The Medical Marijuana Field

866 words - 3 pages legalize marijuana for medical reasons. 68% of the U.S. states have not legalized marijuana and still disapprove of its use. Scotts will need to pursue a unique public relations strategy to address such potential concerns about growing marijuana. Scotts will need to build an awareness and credibility to its product and promote its benefits in the new market. It will carefully need to choose its messages and vehicles to deliver them. Its

Similar Essays

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

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

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