Objectives of Public Relations Campaigns - Case Study Example

In this time of increased competition and new challenging and decisive s, businesses are now aiming at developing a positive public image forthemselves and the products they offer. Public Relations are one of the essential parts of business processes mostly in the current economic climate. It is a process that involves the use of favourable relations for organisations and products with the major public through the use of various tools and channels of communication (Center and Jackson 1995, p. 15). Traditionally, the members of the media were involved in the process of building a better image by making the organisation or product be known to the public through the media. Recently the role of public relation has changed and as it now involves various activities such as building awareness as well as a good image for a particular company or a client through the media. Public relations also involve monitoring of many media channels in a bid to obtain comments from the public about the organisation or the product publicised. It also tends to built goodwill among the organisational target market by involving the community, being philanthropic and also launching special programs and events meant to build a good reputation to the public. This study will focus on the objectives used in public relations campaigns and which are achievable in nature. It also shows the communications planning process that is used in PR and finally reviews the PR consultancy background in reference to the theories and techniques used. In the process of publicity, other people are reached by the media coverage apart from stakeholders such as employees and non target market groups. Hauss (1993, p. 14) shows how the recommendations are achieved in public relations which first analyses the advantages. One advantage is that PR activities are unique as they are not used in other promotions. It is therefore given much credit due to the form used and its power rests in establishing credibility for a product in the market, a company or even an individual especially CEOs. This is achieved by targeting consumer groups through the use of the third party and in this case the media. Many media outlets are examined as self-sufficient sources which are balanced by their coverage in such a way that the decisions made do not only involve the payment but the judgement of what is necessary to the audience. The second advantage of PR is that a well planned campaign enables the target market be exposed to the right information and detailed as compared to other forms of advertisement. The third is that if the campaign mention a particular company, the information is spread to a large number of people and locations. Finally the objectives set by the PR campaigns can be achieved at a low cost unless if professionals are involved (Fellows and Langford 2003). The objectives that will be in a position to establish a better position for this product in the UK market will involve the need to create awareness about the product. Since the product is new in the market, it is important to use elements that will produce consumer attention and create awareness. This will mostly be achieved by focusing on the media placements and holding special events meant for promotion purposes. The second objective will aim at creating interest to the public. Even if the PR positions are short, the stories put in the media helps to persuade the targeted viewers to try using the product in question. It is also important to provide relevant information needed. Information about the product usage and the services involved. This should either be included in articles, newsletters and websites. According to Bourland (1993, p. 400) provision of the right information helps the consumers understand the product more and therefore will be persuaded to try using it. Stimulating demand for a product is necessary in establishing a products position in the market. This is by demonstrating a positive story in the newspaper, TV or even in the internet which results to a significant increase in sales of that product as the consumers will want to test the product. It is also necessary to reinforce the brand. This is through sustaining good relationships with the viewers which builds trust and therefore create a good reputation to the company. A company’s good image improves growth in its productivity and helps the company when problems arise (Sheila 2000). Effective planning for communication is essential as it its impact is permanent. The communication process must involve stories that give enough evidence to the audience and therefore are persuaded to use the product. It should also include the use of many channels conveying the same message. The process should also involve participation of all employees. The communication plan consists of various aspects such as defining the goals and objectives. This should be formulated in a way that they are able to deliver expected results. The process should also identify all the target audience and formulate specific programs for each target group. Timeline and resources should be reviewed so as to agree on the time when the promotions are to be viewed by the audience and it is also necessary to put measures and follow-up methods meant for judging the effectiveness of the message. These measures will give feedback and the managers will be in a position of changing the strategies involved (Biagi 2005). There are two tools that I would recommend the brand managers to use in order to get their product to the market. One method involves media relations where the brand managers must ensure that they are in a good relationship with the media managers in an effort to making products reach the targeted group. This will involve TV and radio, magazines, newsletters and internet. This is achieved by coming up with interesting stories and of relevance that can be inclined to the media. The other tool that may be important is the use of media tour. This is where a company uses a spokesperson to introduce a product to other cities by booking talk shows on TV or radio aw well as conducting interviews with other internet reporter such as bloggers. This person may be an employee or be hired by the company and most companies prefer to use an expert or a celebrity who for that matter has gained credibility with the public. Fraser (2007) describe that one example that is mostly used is the book tour where a certain author travels from one country to another to promote the release of a new book. The media tour can also involve personal appearances such as holding special events through addressing the public or signing autographs. In conclusion, implementing a structured communication process is necessary as it enables brand managers benefit from the integrated approach that supports the strategic PR goals. It also offers a structure for tailoring the message and how it is conveyed to the audience. Feedback is necessary to refine and improve on the methods used so as to ensure effectiveness. References Biagi, S 2005, Media impact: An introduction to mass media, Chicago, Thomas Wadsworth. Bourland, P 1993,The nature of conflict in firm-client relations: A content analysis of public relations journal, Public Relations Review, vol.19, no. 4, pp. 385-398. Center, H & Jackson, P 1995, Public Relations Practices, 5th ed. Prentice Hall, Upper Saddle, pp. 14–15. Fellows, R & Langford, D 2003, Marketing and the construction client, The chartered institute of building. Fraser, P 2007, The practice of public relations, Upper Saddle River, NJ, Pearson Prentice Hall. Hauss, D 1993, Measuring the impact of public relations, Public Relations Journal, vol. 49, no. 2, pp.14-15. Sheila, C 2000, Everythings coming up rosie, Public Relations Tactics, vol. 7, no. 9, Public relations society of America, New York. Read More