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PRS304 Public Relations & Media Techniques Assignment
Background of campaign
In the present business environment, there is effective role of the public relations which are required to be maintained effective relations with the customers of the company. For this purpose there are using different methods and techniques for developing effective public relations in the organisation. The company Tesco is effectively managing its public relations which are making impact on the overall business results in effective manner. The company is launching a new store in UK and for this there is arranged public relations campaign in which there is arranged a press release is arranged in which there are analysing various media techniques which can make impact on overall promotions and marketing of the new store of the company and there are also analysed the perceptions and requirements of the customers of the company. This campaign is providing effective public relations by using various media techniques by which there are achieving effective and positive relations with the consumers and general public.
Public relations are defined as key element and aspect that can provide effective and efficient management of the public relations in the organisation by analysing different aspects and attributes of the general public and customers of the company. Media techniques are useful and essential for the company to maintain and develop effective public relations in the organisations (Johnston, et. al 2014). Public relations are defined as to maintain positive and effective public image of the company in which there is effective role of the media and its various techniques helps in making effective and efficient market image of the company which can provide effective results. This is also defined the relationship between the business organisation and the general public and there are also made efforts by the company to improve the effectiveness of the public relations by using effective and efficient media techniques. PR id effectively defined as the management of the spread of information between individual and organisations. For this purpose there are using various effective and efficient techniques to achieve better and effective results.
While analysing various public relations of the company Tesco it is identified that the company has employed more than 326000 people in 2318 stores in 12 countries around the globe. There are huge profits which are required effective management and therefore there are analysed the current policy and strategy of the company in effective manner. There are adopted various aspects and methods for effective public relations in the organisation. The company is planning for the opening a new branch of the company which is required to be effectively advertised and p=marketed by using different and effective marketing strategies in effective manner (Johnston, et. al 2014).
Aims and objective of the campaign
Aim and objectives of the study is the ultimate destinations which is required to be achieved in effective manner by effective execution of the activities of the campaign and lead to effective results. Aim and objectives of this campaign is to prepare and develop effective public relations in the organisation by using various related and media techniques which can help in achieving effective results in the organisation which are required to be achieved (Public Relations", 2013). Tesco is planning to open a new store of the company in the city for this purpose the company is executing a campaign on public relations using various media techniques in which there is arranging a press conference by the company to provide effective results in organisation. There are efforts are making by the company to achieve the following objective to maintain effective public relations in the organisation in effective manner.
- To identify effective aspects related to public relations and their effectiveness in the company.
- To analyse different perspectives and perceptions of different people and customers of the company that can help in taking effective decision making in the organisation.
- To improve the marketing and promotional strategies of the company to launch the new store and to spread that information in the market by which there can achieve effective results.
- To utilise the most effective media technique that can effectively support the level of the public relations of the company in effective manner to achieve effective results in the company (Public Relations", 2013).
Statement of communication problems
In the process of maintaining and developing public relations by the company with its customers and general public in which there are spread information of the company in effective manner in which there are using different media techniques for effective and efficient communication of information (Deffenbaugh, 2015). There are using various techniques and tools like use of social media, websites, web pages, newspapers and magazines to spread knowledge about the company which is Tesco and the company has come up with a campaign to promote the launch of the new store of the company. In this process there emerge various problems and hurdles making impact on various aspects related to the effective execution of the activities of camping. Among these problems communication is one of the most important aspect which is required to be considered as in there must be used effective techniques and sources of communication which can make impact on overall effectiveness that can lead to effective results of the organisation making impact on various related aspects.
Tesco is arranging press release in the campaign which is for the launch of new store in which there are required to have effective and efficient communication of different aspects related to the new store of the company. Lack of effective communication can make impact on the effectiveness of the company to make effective and positive public relations leading to decreased productivity and profitability (Deffenbaugh, 2015).
Stakeholder Analysis & Target Market
While planning campaign for public relations for any company there is effective requirement of analysing the stakeholders who are related to this and will be influenced by the results of this campaign. There must be target market required to be targeted by the activities of the campaign in which there are defined various aspects which can make impact on overall effectiveness of the public relations (Primary Research Group 2014).
In the campaign of the company Tesco there are required to have effective understanding of the stakeholders of the company who are having impact of this press release and other media techniques using by the company to promote the launch of the new store of the company. There are included the following-
- There are included the shareholders of the company, suppliers, producers, debtors and creditors and other related parties involved in the organisation.
- Target market is defined as the market which the company in planning for further development in effective manner.
Media is very important aspect in the present business environment to maintain effective public relations in any organisation that can help in effective manner. In the process of PR campaign there must be communicated massages and information by using effective source and technique of media by which there can be achieved effective results related to the launch of the new store of the company (Primary Research Group 2014).
There are required to prepare and plan various strategies which are most appropriate for effective execution of the activities of campaign in which there are taken strategic decisions in the organisations. There are adopted various strategies by the company Tesco for effective marketing and promotions in the organisation leading to effective results in the company.
Setting public relations goals- The Company is effectively analysing the organisational and business marketing goals which are to be achieved and on that basis there will be set PR goals set by professionals and experts. These goals are measurable and realistic in nature. Efforts and techniques which are using by the company are specific and focused towards achieving organisational goals.
Analysis of competitors and environment- The Company is effectively analysing various aspects related to the competitors who are in the market and other aspects related to the environment of the company by which there can be analysed factors which can help in taking decisions in the organisation. The company is participating in various aspects related to maintaining effective public relations in which there are executing various activities like sustainable activities investing in sustainable energy and adoption of environmental friendly strategy in effective manner (Palenchar, 2013).
Communication strategy- The Company is effectively following various communication strategies for effective and efficient management of the public relations in organisation in which there are using various aspects which can make impact on overall performance of the organisation.
There are various strategies which can be adopted in the campaign in which there is using various media technologies that can effectively fulfil the goals of the campaign. There are used various media techniques which can be used by the company to achieve effective results of the campaign (Palenchar, 2013).
Media Techniques: The present day society is the media oriented world and therefore the effective communication techniques are very crucial for ensuring the social and economic participation of the audience to establish sound public relations. The different types of media techniques which could be used by Tesco Plc. for its event in relation to launching of a new store are as follows:
Press Release: It is the most effective media technique used to communicate with a large group of people simultaneously. It is in the form of media statement, press statement or announcement which is directly addressed to a group of audience including members of the company, and public at large. This technique aims at announcing something which is ostensibly newsworthy and is required to be communicated to the general public for the purpose of achieving the objectives of the organization making the press release.
Social Media: This media technique is the most modern technique which involves use of social websites for communicating with the users of such social websites and social applications. In the present world most of the population throughout the world is avid social media user. Thus when the communication under the public relation strategy of an entity is required to be made effectively too many people in different parts of the world, this technique can be used. In comparison to press release this has wider scope due to worldwide presence.
News conference: Also known as press conference, it is the media event in which in which the entities or companies arranging the conference invite the media journalists to ask questions for broadcasting them to the general public so that the doubts and misinterpretations of general public about the company or its business become clear. In this technique, the staffs of an entity makes confessions on one hand and the general public on behalf of media representatives get answers of their questions from the staff of the entity on the other hand. A joint conference is also used as the media technique in which two or more rival companies ask questions with each other and such discussion is communicated to the general public (Palenchar, 2013).
There are various shortfalls of the campaign which have emerged in process of maintaining effective public relations in which there is emerged problems related to the lack of effective communication in which there are various aspects related to the maintaining public relations. There are also emerged problems related to the differentiation between the various environmental factors and ineffective selection of the target market and media technique. There can be faced problems related to the lack of awareness of the media technique and there can be lack of resources to execute the activities in effective manner (L’Etang, et. al 2015).
This report is showing effectiveness and importance of maintaining public relations in the company with the use of various and effective tools and techniques of media. Media is proving as most effective tool and source to spread information and effective marketing and promotions which can be related to the various aspects making impact on the organisational productivity and profitability. Effectiveness of the use of the media is defined as its use in the company’s new plans and ventures (Cruz, et. al 2012). There are analysed various aspects by taking the retail company Tesco which is planning to open a new store and its requirement to execute a campaign to maintain effective public relations by using various media techniques.
Cruz, C.O. & Marques, R.C. 2012, "Using Probabilistic Methods to Estimate the Public Sector Comparator", Computer?Aided Civil and Infrastructure Engineering, vol. 27, no. 10, pp. 782-800.
Deffenbaugh, C. 2015, The Public Relations Challenge of Energy Projects, Penton Media, Inc., Penton Business Media, Inc, Overland Park.
Johnston, J. & Sheehan, M. 2014, Public relations: theory and practice, 4th edn, Allen & Unwin, Crows Nest, NSW;Sydney;.
L’Etang, J., Coombs, T. & Xifra, J. 2015, "Public relations and memory", Public Relations Inquiry, vol. 4, no. 2, pp. 127-129.