PR Campaign

PR Campaign



PR Campaign

Introduction.

In an effort to build media relations and generate publicity for Non Profit Organisation. Public Relations is proposing the following strategies for a PR campaign. These strategies will include the listing the objectives and developing a tactical plan using a variety of tools.

Objectives of PR Campaign / Target Audience

When developing the objectives for the Organisation public relations campaign, our company first considered the overall goals of the organization. The primary objective of this PR campaign is to prepare and promote minorities to mid and upper level management positions within the United States. Organisation believes that it is crucial that a corporate culture enables a diversified workforce to feel comfortable and creative, and to reach their potential. The promotion of these employees into top management will help guarantee the competitive edge that Organisation already has. Our objective is improvement-oriented. Organisation is a leader at diversity in the workplace. Currently 18% of the salaried exempt positions were held by people of color. Efforts will be made to improve in this area to 25%. Although minorities have made great strides into middle-management and upper-management positions, there is still a disproportionate amount of white men holding positions at the executive level.

Our objectives will be measurable and attainable. Our PR campaign will measure the number of minorities in management positions prior to implementation, and then we will measure the number one year after the implementation. Another measurement tool will be employee satisfaction surveys. These will also be conducted both before implementation and one year after implementation.

Contrary to the assumptions of those with a technical perspective on public relations, this specialty is one of the most researched in the broad field of communication and mass communication. In 2003, for example, there were more than 250 scholarly research papers presented at conferences just in the United States (Botan & Taylor, 2004) with many more in Europe, Asia, Australia, and elsewhere. Public relations is taught in several hundred universities in the United States, but the densest public relations enrollments may be in Australia and, increasingly, in Korea. There are two international academic public relations journals ( Public Relations Review and Journal of Public Relations Research), with a semi-academic journal ( Public Relations Quarterly) and the closely allied International Journal of Strategic Communication, as well as two primarily public relations journals in Britain, one dedicated journal in Korea, and others. All these journals and academic papers mean that lots of work is published on public relations theory each year. Far too much, in fact, to go into any kind of detail here, so this chapter resorts to very broad strokes and generalities in the interest of readability. For more detail, see the five meta-analyses referenced in the last paragraph as well as Botan and Taylor (2004).

The history of public relations was covered in the previous chapter, but public relations theory has its own history. Public relations theory began to come into its own in the United States in the late 1970s and early to mid-1980s, sparked ...