Public Relations Campaign.

Essay by rhaskellUniversity, Master'sA+, October 2005

download word file, 22 pages 2.6 1 reviews

Public Relations Campaign - Riordan Manufacturing Embraces Diversity

Table of Contents

Public Relations Campaign 1

Executive Summary 3

Introduction 4

Current Situation Research 4

Public Relations Issues 4

Target Audience 6

Ethical Implications 8

Market Research 8

Campaign Strategy 10

Campaign Objectives 10

Riordan's Publics 10

Marketing Function 11

Campaign Tactical Plan 12

Media Toolkit 12

Public Relations Tools 14

Open House 14

Community Event 15

Sponsorship 15

Corporate Newsletter 16

Intranet/Internet 16

Business Implications 17

Additional Factors 19

Ethical Considerations 19

Technology Considerations 20

Globalization Considerations 21

Crisis Management Plan 21

Campaign Evaluation Measures 24

Budget 25

Conclusion 26

Executive Summary

It 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 measures

Sietel (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...