PUBLIC RELATIONS

Case Study Blackbush-James Ltd: Public Relations Program



Case Study Blackbush-James Ltd: Public Relations Program

Introduction

In an effort to build media relations and generate publicity for Blackbush-James Ltd. (B-JL) Public Relations is proposing the following strategies for a PR program. These strategies will include the listing the objectives and developing a tactical plan using a variety of tools.

Objectives of PR Program

When developing the objectives for the B-JL public relations program, our company first considered the overall goals of the organization. The primary objective of this PR program is to prepare and promote minorities to mid and upper level management positions within the Lincoln. B-JL 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 B-JL already has. Our objective is improvement-oriented. B-JL 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. (Friedman 2009)

Identify the Organization's Publics

The external publics for the B-JL Food Corporation would include community relations, consumer relations, media relations, and government relations. B-JL believes in giving back to the community in which it does business. B-JL contributes to several charitable causes that include hunger, promotion of healthy lifestyles, environmental causes, and art and education programs just to name a few. The objectives for B-JL's consumer relations are to keep our existing customers, attract new customers, continue to develop new products in order to make food an easier, healthier, and enjoyable way of life. We continually strive to build positive relationships with the media. In government relations, B-JL is committed to complying with all applicable laws and upholding the highest standards of business conduct. (Seib 1995)

Tactical Plan

When it comes to having a successful company it is crucial that you have strong media relations and a creative publicity plan in order to ensure the success of your company. One such company that has worked hard to create good media relations and generate publicity is B-JL Ltd. This successful company has made great strides in media relations and in generating publicity, but they realize that there is always room for improvement. There are several additional concepts that B-JL would like to see improvement in when it comes to media relations and generating publicity. Those crucial public relation tools would include event planning, community events, expanding sponsorship opportunities, improving their internet site, creating a newsletter on the company intranet, and producing additional promotional items. This is where our public relations company's expertise will help B-JL improve their overall company's success in the media spotlight.

Event Planning

An event sponsored by B-JL creates more opportunities for the company to keep their name active in the ...