Etisalat is one of the major distributors of the various telecommunication services not only in the UAE and in the Middle East but also in Northern Africa and throughout Asia. The full title of the company is Emirates Telecommunications Corporation, its headquarters are situated in the UAE, and, at the moment, it appears to provide more than a half of all the telecommunication, mobile, and Internet services in the Middle East (Etisalat Company Profile 2016).
It is also important to underline the fact that Etisalat is recognized as one of the world’s most profitable telecommunication companies with revenues of 48.8 billion dirhams (Etisalat Company Profile 2016). Such success of the company implies the effectiveness of Etisalat’s entrepreneurial strategies. The company has ensured its share of the market due to efficient strategic management and decision-making. For that reason, it is important to define its entrepreneurial marketing strategies. Therefore, the objective of this paper is to analyze the entrepreneurial pricing decision, the company’s public relations and publicity, and entrepreneurial distribution channel decisions.
Entrepreneurial Pricing Decisions
There are several factors affecting pricing decisions. They can be categorized as the generalized set of factors typical for any market, as well as the factors that depend on the specifics of a certain market or company. In terms of the general factors, several aspects are considered for any company and any product, including “return on investment, cash flow, maximizing profits, fixed costs, and variable costs” (Haron 2016, para. 8). In other words, the initial objective of any entrepreneurial decision in the process of setting prices is to make the maximum profits.
Because Etisalat today is the leading firm in the region, the company has a little less pressure in terms of financial risks if it introduces new products or services. However, there are still some risks to consider that are external, specific for the company or the market, in which it operates. In 2015, Etisalat introduced UAE Wi-Fi by Etisalat, a major project on public access to the Internet. It was important for the company to consider such external factors as the customers’ expectations and elasticity of the demand (Haron 2016). The company introduced a high-performance public Wi-Fi network across the UAE, using first-class technologies. It offered the customers the subscriptions for the Wi-Fi packages for two and ten days and for the price of 25 dirhams and 100 dirhams respectively (Etisalat launches free high-speed Wi-Fi 2015).
The pricing decision had several antecedents. First of all, given the fact that Etisalat covers the biggest share of the telecommunication market, the pricing decision about the project used the elasticity of the market to decrease the number of competitors by using the technology they cannot afford. Secondly, the high speed of the Internet guaranteed due to the fiber-optical network met the customers’ demands.
Public Relations and Publicity
The public relations play an especially significant role for the companies like Etisalat because, on one hand, each of the markets they enter needs an individual approach, but, on the other hand, those markets can be interdependent in terms of publicity (Kirat 2006). Hence, public relations, it is important not only to design a certain project and a marketing campaign for it but also to have some integrity and conceptual meaning to the new product or service.
For example, UAE Wi-Fi by Etisalat incorporated the perspective of the further developments, including the constant upgrades of the quality of the using social and video streaming through the public Wi-Fi, as well as the inclusion of more public locations of various kinds to have Wi-Fi by Etisalat (George-Cosh 2011). Such an approach appeals to the public and shows that the company interacts with its customers by constantly trying to improve the services and to find the locations where the users would like to have Wi-Fi by Etisalat.
Entrepreneurial Distribution Channel Decisions
In the situation of making an entrepreneurial decision concerning the distribution channels, there are two main strategies of either vertical or horizontal integration (Hollensen 2007). In theory, the concept of vertical integration includes the attempts to find the channels for distribution at the different levels of the production service within the same industry, whereas the horizontal one is aimed at finding assets at the same level of production. Of course, in the actual business context, the entrepreneurial decisions include some compromises between the two models of integration into the market because each of the new markets is quite different. Therefore, in the UAE and especially during the execution of the UAE Wi-Fi by Etisalat, the company acts at all levels of distribution, but when entering new markets, it can be more cooperative and use other channels of distribution because such approach makes Etisalat more adjustable.
Conclusion
Overall, Etisalat has ensured a share of the market for itself due to efficient strategic management and decision-making. From the example of UAE Wi-Fi by Etisalat, it is clear that the main assets of the company’s strategy often are pricing decisions, public relations, and distribution channels decisions.
George-Cosh, D 2011, ‘Etisalat to Wire in $15bn Network Upgrade’, The National. Web.
Haron, AJ 2016, Factors Influencing Pricing Decisions. Web.
Hollensen, S 2007, Global Marketing: A Decision-oriented Approach, Pearson Education, New York. Web.
Kirat, M 2006, ‘Public relations in the United Arab Emirates: The emergence of a profession’, Public Relations Review, vol. 32, no. 3, pp. 254-260. Web.
It is imperative to note that the history of public relations and marketing is an intriguing topic that is frequently discussed by scholars. It is reasonable to review the literature on this subject matter to get a better understanding of the stages of development and progress that was shown over the years. The variety of theories and conceptualizations is truly impressive and needs to be acknowledged. Such knowledge will be incredibly helpful, and can be utilized to explain the differences between
Discussion
Public Relations
It is believed that public relations have originated in Greece. They used the word “semantics”, and it was used to describe actions that’s would influence other people. Such definition is rather close to the current meaning. The Crisis by Thomas Paine is also truly fascinating because the piece has managed to affect the behavior of soldiers. The author’s ability to promote particular ideas and beliefs was outstanding and needs to be studied by every scholar interested in public relations.
The influence of Benjamin Franklin also should not be overlooked, and he has focused on moral decisions. He is viewed as the firm expert in this area in the U.S. (Green 114) It is hard to argue with the fact that the ideas suggested by P. T. Barnum had an enormous impact on the formation of public relations. He was able to attract customers with a broad range of methods that were rather innovative at that time.
However, some of his techniques would not be acceptable in modern society because he has lied to the public on numerous occasions. William Seward is another vital figure in the development of the concept. He has studied the ways in which the press may be used to influence the opinions of the public. A scholar took advantage of the fact that it is much easier to spread the required ideas and ideologies, and this ability was valued by Lincoln. Researchers suggest that it was viewed as a profession in 1903, and Ivy Lee is one of the originators because he provided such services and discussed most of the aspects of public relations with John Rockefeller (Olasky 45).
Moreover, it is possible to state that his work was quite influential, and his recommendations have helped to address some of the biggest problems. It is suggested that one of the primary reasons for the introduction of social responsibility is the attempt to minimize possible damage, and it is closely connected to ethical beliefs most of the time. Crisis communication is also a fascinating subject matter. The idea originated long time ago but started to be utilized by enterprises when they became much more influential over the years (Brown 34).
Marketing
On the other hand, marketing is a rather recent concept. However, most of the ideas originated long time ago, and a lot of attention has been devoted to the advertisement. It was viewed as one of the most important aspects of the overall strategy, and sellers have utilized numerous approaches to attract customers (Tellis 209). It is suggested that the definition has originated in the 20th century.
However, some suggest that such ideas were studied by ancient scholars, and some of the justifications are quite reasonable. Nevertheless, the consensus on this subject matter was not reached, and most believe that the exploration of some of the concepts has started in the 1900s. They studied the behavior of individuals and developed theories that would explain the reasoning behind their actions. Most of the terms received definitions and conceptualization started in the 1910s. Scholars in this area have tried to enhance the understanding of the relationships between customers and sellers. The integration began in the 1920s.
It has been recognized that some of the methods are not as efficient, and they used to be in the past, and they need to be modified. The role of enterprises in the development of the discipline also should not be disregarded because they invested a lot of resources in research. They recognized that it would be reasonable to consider the perspective of buyers. Scholars have started to specialize in different areas in the 1930s. Some concepts were reconsidered in the 1940s, and much more attention was devoted to evidence. Concepts were reviewed in the 1950s because of the prominence of managerialism, quantitative techniques and other factors (Hackley 54).
Researchers have focused on the differentiation in the 1960s, and such ideologies as environmentalism and internationalism played a crucial role. Marketing has also developed because of the influence of socialization processes in the 1970s, and scientists recognized that the theories need to be adapted to such changes to remain effective. The introduction of new types of businesses was also vital, and researchers have started to analyze them to determine the ways in which profits may be maximized (Hunt 125).
Comparison
It is clear that both public relations and marketing are closely connected most of the time, and the ability to combine them in the organization is valuable because it helps to reduce unnecessary expenses. It is possible to state that they are dependent on each other, and they facilitate the development of each other most of the time. One of the most significant aspects that should not be overlooked is that the subject has been developing at rapid rates over the last few years.
Modern technologies have an influence on both public relation and marketing. The introduction of such communication tools as the Internet and social media was especially important because it affected most industries. It is much easier for customers to gain access to crucial information, and professionals in this area should be capable of using such tools to deliver necessary information and affect the decision-making process of customers. It is hard to argue with the fact that current approaches still can be improved, and the need for future research also should not be disregarded.
Conclusion
In conclusion, it is possible to state that the understanding of the history of these concepts in incredibly important because it is possible to identify particular patterns and connections. Both disciplines are still actively developing, and the demands are growing at rapid rates. Professionals in this area have to deal with numerous challenges, and must keep track of latest approaches to stay competent.
Both public relations and marketing are two of the most important concepts for modern businesses, and efficient utilization of theories is vital for the companies to stay successful in the long-term. Overall, such knowledge is crucial and may be utilized in the workplace. Outdated concepts may be revised and applied depending on the situation, and it could lead to outstanding results.
Works Cited
Brown, Robert E. The Public Relations of Everything: The Ancient, Modern and Postmodern Dramatic History of an Idea, New York, NY: Routledge, 2014. Print.
Green, Andy. Creativity in Public Relations, London, UK: Kogan Page Publishers, 2009. Print.
Hunt, Shelby D. Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory, New York, NY: Routledge, 2014. Print.
Olasky, Marvin N. Corporate Public Relations: A New Historical Perspective, New York, NY: Routledge, 2013. Print.
Tellis, Gerard J. “Advertising Effectiveness.” The History of Marketing Science. Ed. Russel S. Winter and Scott A. Neslin. London, UK: World Scientific, 2014. 209-236. Print.
Practicing public relations in Canada and the United States has both differences and similarities in terms of educational orientation, required skills, and constructs involved in communication and public relations integration. In this respect, public relations as a discipline in Canada is often regarded as semi-profession because it relies more on developing technical skills rather than on expanding communications orientation (Flynn and Sevigny 8).
Lack of communication perspectives does not allow Canadians to embrace the issues of diversity. In this respect, the US culture of public relations is centered on promoting communication and cooperation, as well as facing the challenges of diversity in the workplace (Timms 3). Therefore, the main difference between representing the culture of public relations in both countries lies in the degree of its application to a business environment. Thus, Canadian practices are more linked to educational issues, although they lack a theoretical foundation, whereas the American vision of public relations is associated with business activities.
Despite the differences in theoretical orientation, the culture of public relations can still be compared and identified in terms of immigration policy and crisis management (Likely 655). In particular, both countries practice the excellence theory that focuses on the value of public relations in business organizations. Specific attention is paid to social corporate responsibility (Grunig 1). Both Canadian and American theorists consider public relations to be an important contribution to the management field. Finally, the engagement in public relations in Canada and the United States is also associated with the globalization process (Canada-U.S. Public Policy and Regulatory Affairs n. p.).
In particular, both countries resort to similar practices to meet the international standards of cooperation and communication. More importantly, the Canadian and American communication departments are working on developing efficient communication strategies to face such urgent issues as cross-cultural interaction and morale and ethics in managing cultural diversity. Therefore, ethics is another important dimension that is considered within the context of public relations practices in both countries. Some specific laws and regulations contribute to the development of new ethical codes.
Works Cited
Canada-U.S. Public Policy and Regulatory Affairs. 2012. Web.
Flynn, Terence, and Alexandre Sevigny. “The Paradox of Public Relations/Communications Management Education in Canada: Taught but not Studied.” The McMaster Journal of Communication, 6.1 (2009): 7-12. Web.
The 5 essential elements of Canadian Public Relations
The 5 essential elements of Canadian Public Relations can be summarized as building mutually beneficial relationships between clients and the general public, targeting specific trends and developments that occur within society now as well as developing the means and methods by which a specific message can be conveyed.
Lastly, it also happens to encompass the implementation of moral and ethical methods in the disbursement of select forms of information, as well as ensuring the accuracy of the information presented when it comes to creating information campaigns.
How is Public Relations related to Relationship Management Functions?
The field of public relations is a form of relationship management that encompasses what the general public perceives about a corporation, organization or public figure. The functions within this specific field of study can make or break a particular person or corporation since it has been noted that the perception of the general public towards a particular entity can result in a either a positive or negative response which creates success or failure within the public domain.
Is Public Relations Management a Profession?
Public relations management can be considered a profession since it encapsulates a wide body of academic literature and a series of services that are currently in demand within numerous sectors of society. Those who dwell in the public spotlight, whether it be a corporation, charity group, nongovernmental organization or someone of notable public acclaim, need to take into consideration how the public views them since the opinion of the general public can make or break a person’s popularity or a company’s reputation.
This is where the profession of a public relations specialist enters into the picture. Through the utilization of image centric strategies and functions, a public relations specialist can in effect create a specific image or idea that the general public connects with a particular company or public figure. Examples of this can range from an individual being a champion of the environment to a corporation practicing operational procedures and display aspects related to Corporate Social Responsibility (CSR). By doing so, this raises the reputation of an individual or corporation in the eyes of the general public resulting in a greater likelihood of product patronage or in the case of political figures re-election when their current term in office is over.
“Fitting in” Within the World of Public Relations and Communications Management
Social Media
We have seen the rise of social media in the past few years create one of the most predominant forms of communication. On average, hundreds of millions of users of social media networks are online at any given moment creating one of the largest and most complex information networks. As a direct result of such a development, various communication and marketing campaigns have started focusing on the utilization of social media as one of their primary methods of having a demographic know more about a particular event, product release or public figure campaigning for re-election.
With my experience in public relations as well as my adept skills in social media management I can become a force to be reckoned with when it comes to creating new and effective ways of reaching a variety of user demographics to ensure that a particular message, advertising slogan or specific product knowledge is internalized by the target market of the campaign.
Events Management
It must also be noted that the number of public and private events and functions have also been rising within the past few years as evidenced by the sheer amount of venues that have been constructed to serve the rise of this new demographic. In the past 5 years alone I coordinated several birthdays, tours, meet ups and a variety of other events and it is through my experiences in making such events a success that I believe I would fit in rather well in events management. As such, with my current abilities as a public relations specialist, I can definitely organize successful events that stay within a specific budget, follow the exacting specifications of the client and result in a positive review of my skills and talents.
As the public relations officer at the Sunrise Real Estate Development Co., the key role of my office is to provide, practice, and manage the flow of information between Sunrise Ltd and its public. The public population includes the clients, the press, the community, and external authorities (Ury, 2000).
What direction a firm should deal with in the PR process, using Porter’s “five forces driving industry competition.”
In the area of the possible threats of new market entrants, Sunrise is at a good standpoint. This is the case, considering that the major real estate development players in Riyadh, were affected by the Chemco Ltd. crisis. These other players include Royal Garden and the Lake View real estate development companies. Citing that the three companies are the only actors, who have earned customer loyalty, therefore the major brands at the Riyadh real estate market, it is conclusive that new entrants into the sector cannot threaten the success of Sunrise Ltd. is also not threatened by the possible entry of new companies, as they have managed to earn the confidence of their customers.
This is partly as a result of the Inter alia warranty, offered by Sunrise Ltd. From the indebtedness of the key players in the Riyadh market, it is evident that the fixed costs of operating real estate development in Riyadh are high. These fixed costs include the procurement of supplies from companies like Chemco, and this will serve to restrict the entry of new investors. In the area of flooring systems, Chemco Ltd. is the only actor, which shows that there is a scarcity of Real estate development establishments.
As a result, this will limit the entry of new investors into the real estate development industry. Therefore, all these serve to show that Sunrise, which is among the three key players within the industry, is safe from the threat of new entrants (Gilley & Rasheed, 2000).
One major industrial threat facing Sunrise Ltd is the power of the major supplier of flooring system, Chemco Ltd, which has been pressurizing for the payment of the procured flooring systems. The high power of Chemco Ltd. may be attributed to the fact that there are no other suppliers of flooring systems at that part of the Saudi Arabian construction industry. At the moment, there are not many substitute flooring systems within the industry, therefore, this serves to place more power and control in the hands of Chemco Ltd.
From the case, the three companies, including Sunrise Ltd, have had difficulties in meeting their financial obligations to Chemco, which clearly shows that switching to alternative suppliers is a major challenge. The vital nature of the flooring systems supplied by Chemco also contributes to the power of Evergreen. This is a threat to the success of Sunrise. This is the case, as customers cannot accept houses without flooring systems. From the discussed power of Chemco, thus the control of the three companies; it is clear that Sunrise is under threat (Linnea & Mccord, 1999).
In the aspect of the power of buyers, it is clear that Sunrise Ltd. is under threat, considering the value of the houses that are traded to the real estate clients. The number of buyers for the houses is also limited, thus their turning against Sunrise may mean great losses. Also, the buyers of these houses may postpone the buying of the houses, opting to live at rented houses before the crisis is settled, a case that may place Sunrise Ltd. in jeopardy. These factors show that Sunrise Ltd. has to address the concerns of the customers in a very sensitive manner; a failure to do that may lead to the collapse of the company (Michel & Fitzgerald, 1997; Porter, 1998).
In the aspect of the availability of substitutes, Sunrise Ltd. is not under much threat, because there are a few players within the real estate development industry in Riyadh. Therefore, there is a low threat of competition from substitute products. This strength serves to show that Sunrise is not under threat, therefore, its success in the future will depend mainly on the way the administration will address the crisis, resulting from the Evergreen flooring systems issue. In the area of inter-industry rivalry, Sunrise is not under threat, considering that there are only three key players in the Riyadh Real estate market. This aspect serves to show that Sunrise stands in a fair position if only the administration will effectively address the crisis, thus keeping customer confidence.
From this comprehensive account, it is evident that the only parties that Sunrise Ltd. should deal with, include the government, regarding the issue of the harmful products. Another party is the media, to have them communicate that Sunrise Ltd. was not responsible for the ineffective engineering of the flooring systems; and the Chemco Company, to resolve, on how to replace the harmful flooring systems, and the course to be taken in the area of payments for the supplies.
The most important party that Sunrise Ltd. should deal with is the client population, as it has a public relations challenge at hand. The public relations challenge will involve the recovery of the customer confidence, assuring the clients of their safety, and possibly a replacement of the harmful flooring systems. The direction to be taken by Sunrise Ltd will involve recovering the reputation of the company, though assuring the client population of the faults discovered from the outsourced systems, in an honest, open manner. Towards succeeding at this stage, the company may involve local communities in verifying the quality of the products, except the outsourced systems.
The next step will involve reassuring the client population that it has worked to deliver value for their money. This can be verified by taking into account the legal as well as ethical considerations involved in product delivery, as well as showing business conduct at the different levels of operation. Restoring trust from authorities and the client population is another very important aspect, where the decisions made are to be undoubtedly based on integrity and fairness, relating openly with the client population, in a way that involves them and seeks to renew the commitment towards delivering the best to them. From taking these steps during the recovery process, the company will be able to earn the clients and their market share again (Roger & Gaylord, 2007).
Describe how PR should be deployed under the following situation
Towards describing the public relations efforts, to reclaim the crisis and the deployment model to be used, a prior understanding of the case in an explicative manner will be important. The issue to be resolved covers some parties and relationships, which may be summarized as follows. The Chemco Company is the manufacturer of the flooring systems outsourced by Sunrise Ltd among the three key real estate development firms operating in Riyadh. These other firms include Royal Garden and Lakeview.
The three companies have used the Evergreen flooring systems in their apartment buildings, offering a warranty of 25 years for them. These three companies have also borrowed from banks, for procurements, thus are under pressure from the banks, supplies, and workers.
From government inspections, the Evergreen flooring systems have been declared as containing a chemical content, which may cause cancer. This is due to its high proportion in the engineering ratio, which is beyond the ratio directed by the government. Following the news, customers have been making inquiries, whether the apartments they purchased have the reported flooring systems. From the current case, these are the counsels I would offer to the CEO of my employer, Sunrise Ltd (Porter & Porter, 1986).
First, I would like to point out to the CEO, that Sunrise Real Estate Developers is principally wrong, to have outsourced the Evergreen flooring systems, which is not produced as per government provisions and guidelines. In supporting this point, I would put it clear to the CEO, that, during outsourcing, several considerations have to be made, regarding the outsourced service or product. Before outsourcing the flooring systems, a detailed evaluation of the flooring systems of the systems should have been carried out (Michel & Fitzgerald, 1997; Gilley & Rasheed, 2000).
Secondly, in an attempt to maintain a good image, I would also advise the CEO that, Sunrise Ltd may keep its good image before the public, by denouncing the knowledge that, the flooring systems of Chemco Ltd were not engineered, as per the established government regulations. Also, it would be advisable to note that, at the time of entering into the outsourcing contract, the paperwork provided by Chemco Ltd, had proved that the products were safe, and effectively engineered. In this line, Sunrise Ltd. may argue that the quality of the flooring systems, in the aspect of not meeting the chemical composition requirements, was compromised after the procurement of such supplies had been started; after entering into the outsourcing contract (Morris, 1990; Nellis & Parker, 2006).
List the necessary elements that would be qualified for being accused of defamation
In the current case, the only party, who can qualify for the four elements to be met before making a defamation claim, is the Sunrise Company. In this case, the company would be using the reporting agency, which may have published claims linking the ineffective engineering of the systems to Sunrise Ltd. This is the case, as legally speaking, Sunrise is not in any way, involved or responsible for the productive processes of the supplier, Evergreen Ltd (Michael, Parkinson, & Marie, 2006; Linnea & Mccord, 1999).
The elements to be met, before qualifying to make a defamation claim, include the following:
A publication was delivered to other parties, except to Sunrise Ltd, regarding being associated with the ineffective engineering of Chemco Ltd.
Proving a false account of fact in the current case, the report associating Sunrise Ltd. with the ineffective engineering of the flooring systems.
Proving that the report is comprehensible – as giving reference to Sunrise Ltd. and directed in a manner likely to harm the reputation of the company.
Proving that malice was implied or explicated on the public image of the company.
Further, it should be noted that in the case, any of these conditions are not met, a claim of defamation may not be applicable. For instance, the customers of Sunrise, can not sue Sunrise Ltd for defamation, and the company as well, cannot sue Chemco for the same (Michael, Parkinson & Marie, 2006; Linnea & Mccord, 1999).
References
Gilley, K., & Rasheed, A. (2000). Making More by Doing Less: An Analysis of Outsourcing and its Effects on Firm Performance. Journal of Management, 26 (4), 763-790.
Linnea, B., & Mccord, J. (1999). Defamation vs. Negligent Referral: A policy of giving only basic employee references may lead to liability. Graziadio Business Review, 2 (2).
Michael, G., Parkinson, L., & Marie, P. (2006). Law for advertising, broadcasting, journalism, and public relations. London: Routledge Publishers.
Michel, V., & Fitzgerald, G. (1997). The IT outsourcing market place: vendors and their selection. Journal of Information Technology, 12, 223-237.
Morris, C. (1990). Conflict Transformation and Peacebuilding: A Selected Bibliography. Victoria: Peacemakers Trust publishers.
Nellis, J., & Parker, D. (2006). Principles of Business Economics. London: Prentice Hall.
Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. London: Free Press.
Porter, M., & Porter, M. (1986). Competition in Global industries. Harvard: Harvard Press.
Roger, L., & Gaylord, A. (2007). Business Law Today: The Essentials. London: Cengage Learning.
Ury, W. (2000). The Third Side: Why We Fight and How We Can Stop. New York: Penguin Putnam Press.
The book “An Overview to the Public Relations Function” contains a detailed overview of the field of public relations (PR) and encompasses an array of notions necessary for management employees to enhance their PR skills. With professional and academic language intertwined, the authors try to answer the question whether and in what way a PR manager can use their communication skills and bring the establishment to success. The chapter under consideration “Organizational Factors Contributing to Excellent Public Relations” encompasses critical aspects of influence that the structure and culture of an establishment have on the PR function.1
The authors refer to a well-known work by James Grunig that declares diversity as an ultimate value of the establishment.2 Further, they allocate the C-suite’s views on the whole field of PR practice and what PR-related factors can prove a valuable asset on the way to success. Among these factors, the authors emphasize the importance of PR being acknowledged by the C-suite, autonomous decision-making, and internal organizational communication. In relation to the latter two, the authors go into detail to enlist the cultural aspects of a successful PR management body.
The chapter supports the view that PR is not only to be appreciated and valued by the C-suite but the representatives of PR departments should also be present in the dominant coalition. It is stated that, unless an establishment is solely aimed at media interaction and self-advertisement, the members of the C-suite should have a profound communicational expertise3. The chapter adopts this theory and further develops it, stating the irreplaceability of PR management, basically meaning that the image should be maintained and promoted as indispensable and unique – by taking timely and competent actions.
Every action should be preceded by competent decision-making, which is why, as the authors state, decision-making should be encouraged4. That said, the authors advocate for a decentralized culture as the optimal way to promote active decision-making and participation. Research shows that employees feeling that decision-making has taken a slow route lack motivation and feel they are underestimated and belittled5. Which is why, the authors state, either horizontally or vertically decentralized system is the point of optimum for enhanced managerial decision-making and internal communication – which, in turn, contributes to excellence in public relations.
A diverse internal culture of the organization subsumes, for instance, the inclusion of female and ethnic employees into PR6. It is stated that such diversity not only contributes to the image of an establishment but also helps get a multidimensional picture of real life and conditions beyond the organization – e.g., culturally diverse staff can better interact with the stakeholders and share their experiences to enhance communication. For that purpose, the authors emphasize the importance of non-authoritative organizational structure for PR quality improvement.
It is stated that the design and structure of the establishment can either facilitate acquiring external knowledge or back off the knowledge flow7. It is especially critical that the decision-making evidence is kept updated to use the most relevant information and data sources. The authors also assert that an established relationship with regard to report-making is sufficient in keeping the PR and C-suite intact; internal communication, they state, should be running smoothly to ensure the establishment is functioning at its best.
To sum it up, the chapter under consideration is devoted to the characteristics of PR the authors believe are essential for the optimal functioning of an establishment. Among these characteristics, the authors consider it necessary to enlist the importance of PR recognition by the C-suite, the organizational culture, and structure. It is asserted that the C-suite should be well aware of the critical impact that well-established public relations has on the organization’s performance.
The authors also promote cultural diversity in organizations so as to enlarge the number of sources and the quality of information gathered. Cultural diversity among the employees is also essential for a better image. They state the importance of corporate decision-making and assert that every action should be decided upon by the means of a decentralized structure that fuels the employees’ participation.
Works Cited
Bowen, S., B. Rawlins, and T. Martin, An Overview to the Public Relations Function, New York, NY, Business Expert Press, 2010.
Easterby-Smith, M., R. Thorpe, and P. Jackson, Management Research, 4th edn., Thousand Oaks, CA, Sage, 2012.
Foss, N. J., J. Lyngsie, and S. A. Zahra, ‘The role of external knowledge sources and organizational design in the process of opportunity exploitation’, Strategic Management Journal, vol. 34, no. 12, 2013, pp. 1453-1471.
Grunig, J., Excellence in Public Relations and Communication Management, London, U.K., Routledge, 2013.
Kanihan, S. F. et al., ‘Communication managers in the dominant coalition: Power attributes and communication practices’, Journal of Communication Management, vol. 17, no. 2, 2013, pp. 140-156.
Sriramesh, K., and D. Verčič, Culture and Public Relations: Links and Implications, London, U.K., Routledge, 2012.
Footnotes
Bowen, S., B. Rawlins, and T. Martin, An Overview to the Public Relations Function, New York, NY, Business Expert Press, 2010, pp. 39-45.
Grunig, J., Excellence in Public Relations and Communication Management, London, U.K., Routledge, 2013, p 84
Kanihan, S. F. et al., ‘Communication managers in the dominant coalition: Power attributes and communication practices’, Journal of Communication Management, vol. 17, no. 2, 2013, p. 144.
Bowen, S., B. Rawlins, and T. Martin, An Overview to the Public Relations Function, New York, NY, Business Expert Press, 2010, p. 40.
Easterby-Smith, M., R. Thorpe, and P. Jackson, Management Research, 4th edn., Thousand Oaks, CA, Sage, 2012, pp. 261-262.
Sriramesh, K., and D. Verčič, Culture and Public Relations: Links and Implications, London, U.K., Routledge, 2012, pp. 148-150.
Foss, N. J., J. Lyngsie, and S. A. Zahra, ‘The role of external knowledge sources and organizational design in the process of opportunity exploitation’, Strategic Management Journal, vol. 34, no. 12, 2013, pp. 1454-1462.
Success remains the optimum mission and vision for any given organization in the world. In this regard, success, therefore, can only be achieved through the effective participation of all operational departments in an organization (Heath 2010).
However, if success is not attained within an organization, several strategies are applied for mitigation purposes. These strategies include downsizing the labor force, streamlining existing departments, or identifying the operational gaps present for subsequent action. This paper, therefore, addresses the implications of the operational gap and provides a memo to a hiring manager to solve the issue.
An operational gap is simply the absence of particular expertise in an organization in which immediate deployment leads to organizational development. In this regard, our organization has been operating without a public relations department over the years, thus prompting the organization to seek for external services from other players in the public relations industry. This has consequently led to huge expenses as the company wants to promote in the market through advertisements; this, however, could have been done by a public relations department led by a public relations manager many years ago.
If such a situation occurs in an organization, the management writes a memo to a human resource manager, a person-in-charge of hiring services, so as to execute its mandate. The subsequent employment of a public relations manager will ensure that the company saves a substantial amount of money that will be otherwise channeled to the external media firm. Moreover, the employer ensures that the management is abreast of its operations and avoids embarrassing situations caused by outside players, such as untimely and poor workmanship with the outside media firm.
Kengats Breweries Limited
Tel: 0340 424 6202
The natural sweetness is our goal
From: Managing Director, Kengats Breweries
To: Human Resource Manager, Kengats Breweries
RE: Job Advert for a Public Relations Manager
Essentially, on behalf of the management board, accept our congratulations on your continued excellent performance in Kengats Breweries. Although the company’s operations went well, some challenges could ideally compromise the company’s sustained growth. It is, therefore, time for the company to seek alternatives to increase its effectiveness in the market.
The company’s board of directors came up with a suggestion that would see the introduction of the public relations department required to promote the company to greater heights of prosperity. The company’s success is ultimately our vision and mission, but when it is not forthcoming, stringent measures are inevitable. In the recent past, Kengats Breweries has reported on the reduced sales although the company spent huge amounts of money on advertisements by Image Consultants.
Image Consultants is a company that we chose to advertise our products, but the change we expected to experience is still to be realized. Without much ado, the situation is to be controlled to ensure that our competitors will not throw us out of the market.
However, after a crisis meeting by the management, it was decided that the company would terminate its contract with the Public relations firm and employ its public relations manager in a bid to rebuild the brand and increase sales. Additionally, the potential employee should have the following requirements for consideration. To get proper candidates, the company intends to publish an advertisement in the mainstream media to reach more people.
Being a human resource manager, you should ensure that only the best candidates land the job; that is the thing the management supposes you to perform. However, in employing a candidate, make sure that the policies that govern employment in the company are withheld to avert a conflict of interests.
After a consultative meeting of the management board, it was decided to put into consideration the following requirements and job responsibilities. We hope that the company will steer a steady course achieving its main goal through a public relations department. I wish you success in your endeavors. On the other hand, please ensure that workers’ relations are dealt with amicably, so as not to compromise on the company’s upward rise to excellence. Introduce measures that do not only motivate other workers but also ensure that the service delivery remains top-notch. This will guarantee that we will take the lead over our competitors (Grunig, Grunig, and Dozier 2002).
Requirements
Kengats Breweries, a brewer with rich experience in the brewing industry, seeks to recruit a Public Relations Manager to propel the company’s policies to excellence. In light of this, the candidate should be dedicated to the organization’s objectives and motivated to achieve the set goals. The company is ready to pay a handsome remuneration package for a person who fits the following requirements.
The candidate for the position should possess the following:
a post-graduate degree in Public Relations or any other related degree (in case of another degree, an undergraduate degree is encouraged);
registration with a professional body;
advanced computer skills with vast experience in public relations tools;
fluent English (knowledge of another language is an added advantage);
communication skills including verbal, non-verbal and listening skills;
a team spirit which means being able to work as a team player, among others;
over 10 years of experience with a reputable organization in a senior position.
Job responsibilities
The candidate is anticipated to promote the company’s image to the public. The Company expects a public relations manager to ensure increased consumer confidence through proper media publicity and conduct of promotions to easily boost our market reach.
A public relations manager is to design the company’s adverts and promotional equipment, such as billboard adverts, and develop proper corporate social responsibility events.
He/she is to ensure the timely publication of the company’s newsletter and improve management and employee relations.
The candidate should build consumer confidence and market reach through self innovative strategies.
A manager is expected to expand a market reach
As a public relations manager, a candidate is supposed to be a media representative and issue press statements and releases regarding the company’s information to the media. He/she should also represent the company at media briefings and product launch.
A manager is to develop the company’s image as a brand. This entails the promotion of the brand and also the management of the company’s innovations.
He/she is meant to deliver results as per the set targets and be ready to work under constant pressure and strict deadlines with minimal supervision.
Minimum Attributes
According to Fitzpatrick and Bronstein (2010), good writing skills are paramount to any Public relations officer; thus, a candidate is not an exception, and his/her writing should be considered as well in detail to ensure everything is normal. Nowadays, a public relations manager needs to be conversant with social networking sites, such as Facebook, MySpace, and Twitter.
Conclusion
Before the new public relations manager assumes office, the management board should interview with him/her to ascertain his/her capacity to oversee the progress of the company. To sum everything up, it is worth mentioning that you are to give priority to the company employees who are fit for the position before external advertisement.
In conclusion, the deployment of a public relations manager should illustrate our commitment as an equal opportunity employer.
References
Fitzpatrick, K, & Bronstein, C. (2010). Ethics in Public Relations: Responsible Advocacy. NY: SAGE.
Grunig, A., Grunig, E., & Dozier, D. (2002). Excellent public relations and effective organizations; a study of communication management in three countries. NJ: Lawrence Erlbaum.
Heath, R. (2010). The Sage Handbook of Public Relations. NY: SAGE.
In the 21st century, Public Relations (PR) is a central tenet of building brand identity and marketing of an organization’s products and services. Further, the emergence of the internet has provided a wide variety of approaches that organizations can use to reach their customers and potential users of their products in the market (Trainor 162). Previously, in addition to the use of mainstream media such as television and radio, organizations used print newsletters to communicate to customers and stakeholders. In the present times, the use of print newsletters has been taken over by the use of Email Newsletters or E-Newsletters, which have now become essential parts of an organization’s PR campaigns and efforts.
E-Newsletters can be simply defined as an electronic version of the traditional print newsletter that is physically distributed or emailed to subscribers and stakeholders of an organization. However, it is important to note that E-Newsletters may not be necessarily the exact copies of the traditional/printed newsletters. According to Trainor, E-newsletters involve more than just copying and pasting the printed copy into an email and sending it to thousands of subscribers via email (164). Instead, such E-Newsletters incorporate relevant and high value-added contents, effective layout and design, and interactive resources in addition to the advantage of speed and low cost of creation and distribution.
The use of E-newsletters is very critical in organization as a means of keeping customers and stakeholders updated about the entities’ progress, products, and performance. In the current corporate environment, businesses have realized that they do not operate in a vacuum and that their relationship with the society, customers, and stakeholders is essential for their success.
With the above importance on relations, the companies have to ensure that they use the best approaches to ensuring seamless, fast, reliable, and affordable communication to all people. A study carried out by Baloglu and Pekcan found that the use of E-mail was the most preferred mode of communication by organizations at 48.5% as compared to telephone at 39% and traditional mail at 3.5% (174). From the above expositions, it is evident that organizations that fail to use email in their communication are at a disadvantage as compared to those that use the communication mode. As such, the use of email to deliver E-newsletters is a preferred choice for many organizations.
Apart from providing stakeholders with the progress, products, and performance of an organization, E-newsletters help an organization to establish an identity and presence on its customers and potential clients. Most importantly, it acts as a Public Relations tool that allows the market to understand an organization and its activities first-hand (Baloglu and Pekcan 172). Through the elaborate email contacts, an organization can maintain contact, as well as receive feedback, which can allow it to improve its products in response to customer demands. Any organization that has a good PR is likely to have better brand identity. Such outcomes are very important in ensuring the competitiveness of a business in the market (Tsekouropoulos 5). Therefore, it is very important for organizations to use E-newsletters for their PR efforts and for competition purposes.
Strategic Aspects
The subject of Public Relations in corporate organizations is aimed at ensuring that businesses have the best identity and name in the market. A business that is easily identifiable in the market is more likely to be competitive when compared to others. While many other approaches are used in the PR efforts, the use of E-newsletters is a strategic option that organizations can only ignore at their own peril. To maximize the outcomes of using of E-newsletters in PR campaigns and efforts, an organization must adopt various strategies.
Firstly, the most important step towards the use of E-newsletters is the establishment of goals and objectives. As the most widespread and wide-reaching tool and mode of communication, an organization can make or destroy its reputation through newsletters. Therefore, it is imperative for the PR personnel to do a profound analysis and identification of the purpose and goals that the E-newsletters will be intended to achieve (Strauss, Frost, and Ansary 20).
Such goals should be measurable in terms of the outcomes that the organization seeks. It is noteworthy to have weekly or monthly newsletters without a measureable aspect that can determine their effectiveness (Brodie 4). For instance, a good E-newsletter may lead to the increase of product sales by a given percentage. In others words, when designing and using E-newsletters, it is essential to track its performance and benefits to the organization.
Secondly, it is important to identify the audience who will be targeted by the E-newsletter. Each class of audience has specific interests and information and hence the need to have a deep understanding of such preferences (Strauss, Frost, and Ansary 28). For example, when targeting young people, it is central to ensure that the E-newsletter contains information on events, latest developments, offers, and breakthroughs in the fields of interest among others aspects that will keep the audience involved. However, being too narrow and focused on the specific audience may hinder important marketing opportunities for the organization (Trainor 168). In this case, it is significant to understand that the targeted people also have families and other people who may be easily influenced by the audience. For example, organizations can also include products and services that may be of interest to the parents of the young people.
Thirdly, an important strategic approach is the determination of the frequency of the E-newsletters. Since most organizations are now focusing on the use of the above mode of communication, many people are receiving an average of three newsletters. Many of such E-newsletters are viewed as spam. Therefore, businesses should come up with a frequency that will ensure that the targeted audience does not feel that the companies are spamming their emails (Chang, Wang, and Yang 423). For example, organization can set their newsletters in a monthly, quarterly, biannually, or any other frequency that is deemed appropriate. The most important guideline involves ensuring that the organizations keep in touch with their customers and audience without being a nuisance, hence maximizing the benefits of the use of the tool.
Practical Aspects
The use of E-newsletters requires consideration of many factors. In this case, one of the main considerations to keep in mind when making and using the tool is the content. Content is key when it comes to the use of E-newsletters (Trainor 166). Indeed, great formatting, e-metrics, pictures, color, and web tricks cannot redeem an email newsletter that has poor content, nor will they make it successful (Strauss, Frost, and Ansary 11). Therefore, it is crucial for a PR department to understand that the success of an email newsletter is determined by the information that it provides to the audience. The content must be timely, useful, and relevant to the audience. Otherwise, the E-newsletter will turn out to be a waste of time for customers and prospects who will view it as just another annoying spam in the email inboxes.
The first approach to a successful email newsletter is the choice of the content. The company should decide whether to have different people who contribute to the E-newsletter or to have only one individual who will do all the work (Brodie 6). Further, it is important to determine whether the information will be new or recycled from previous articles by other writers. Regardless of the approach, original content is highly recommendable. A good E-newsletter adds value in terms of information to the intended audience. The respective organizations should ensure that the information provided is truthful and precise (Tsekouropoulos 16). In addition, keeping track on new ideas using bold letters and sentences is advisable, especially for audiences who are used to skimming across email newsletters.
Secondly, the target audience is very important in determining the success of the email newsletter. A good PR department must understand the gender, age group, areas of residence (geographic locations), job functions, title, and industry among other characteristics that can be obtained through customer or subscriber profiles. Such approaches will ensure that the current audience is targeted, as opposed to the use of broadcast approach to distributing the newsletters (Tsekouropoulos 18). For example, it is futile to send a newsletter about a high-end mobile phone or product to an individual who is unemployed or whose job level cannot allow him or her to afford or use such products.
Thirdly, another practical aspect towards successful use of E-newsletters is the tracking of performance. The performance can be obtained from the product performance of the organization or from customer feedback. For instance, the PR department must work closely with the sales departments among others to determine the impact of the E-newsletter on the sales of a specific product (Baloglu and Pekcan 176). On the other hand, an organization can attach online feedback forms to receive views and comments from the audience concerning the appropriateness of the E-newsletter. Such approaches will provide the department with important information on the ways of improving the newsletter for the best outcomes (Baloglu and Pekcan 173).
Fourthly, when creating the content of the E-newsletter, it is important for the organization to consider the tone and language in the content. In most cases, a friendly tone is highly recommendable, as it ensures that the content creates a sense of good relationship and rapport with the customer. However, in some instances, businesses should note that professional tone is highly recommendable. For instance, medical E-newsletter should be written in a professional tone, which stirs authority and confidence on the organization from the audience (Strauss, Frost, and Ansary 32). In addition, the use of images and other pictorials such as graphs and tables to emphasize the written content is highly encouraged. Images and other pictorials make it easier for the content to be understood (Baloglu and Pekcan 175). Further, they are easily remembered, hence leading to better recognition of an organization and its products, as opposed to mere descriptions.
Example of “Good Use”
There are several examples of good use of E-newsletters in organizations. For instance, the use of newsletters is highly effective in some institutions of higher learning such as the Harvard University. The tool has helped the institution to retain an image of exceptional quality (Tsekouropoulos 7). The use of E-newsletters at the university allows the institution to highlight and communicate various breakthroughs in research and development. Further, it allows the university to communicate with its stakeholders on programs and other activities, thus creating good relationships inside and outside the facility (Brodie 15). Another example is the Wal-Mart Retail Chain Company whose E-newsletter allows customers to identify new offers and products that they may be willing to buy. Through such communications, the organization has created a massive following and thus a good advantage over other competitors.
Conclusion
The use of E-newsletters is an important indicator of the importance of the internet technology to the modern businesses. The use of the email newsletters allows organizations to share information with customers and stakeholders with ease and conveniently. To maximize the benefits of the E-newsletters, organizations must identify the target audience to guarantee relevance. Further, it is important to determine the content that will be contained in the E-newsletter. Poor content is counterproductive.
Hence, it should be avoided. When creating the content, the use of images and pictorials is crucial in complimenting the written information. An organization must also choose the tone of the content. While a friendly tone is encouraged, professional tone is significant when communicating highly proficient information. The PR department must also ensure that it tracks the performance of the E-newsletters. Good E-newsletters must translate into higher sales, brand identity, or any other outcome that the organization emphasizes.
Works Cited
Baloglu, Seyhmus, and Yakup Pekcan. “The website design and Internet site marketing practices of upscale and luxury hotels in Turkey.” Tourism Management 27.1(2006): 171-176. Print.
Brodie, Roderick. “Is e‐marketing coming of age? An examination of the penetration of e‐marketing and firm performance.” Journal of interactive marketing 21.1(2007): 2-21. Print.
Chang, Hsin, Yao-Hua Wang, and Wen-Ying Yang. “The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value.” Total Quality Management 20.4(2009): 423-443. Print.
Strauss, Judy, Raymond Frost, and Adel Ansary. E-marketing, New York, NY: Pearson Prentice Hall, 2009. Print.
Trainor, Kevin. “Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability.” Industrial Marketing Management 40.1(2011): 162-174. Print.
Tsekouropoulos, Georgios. “Optimizing e-marketing criteria for customer communication in food and drink sector in Greece.” International Journal of Business Information Systems 9.1(2012): 1-25. Print.
In order to analyze online public relations (PR), one is to understand its peculiarities and deepen in its framework. The main feature that should be taken into consideration is the fact that online PR are driven by a set of main elements.
Transparency
The concept of transparency deals with the individual’s willingness to be open to new ideas and to take responsibility for particular actions. It has become extremely popular in recent years, and the majority of organizations tend to maintain their ‘corporate transparency’. In other words, companies and individuals disclose information about themselves, their rules, operations, etc. Organizational transparency can be measured by identifying the degree to which it shares the information and to which it allows contact with people who can provide this information.
Being transparent is a good practice for politics and information sector as well. It controls the power of authorities and prevents abuse. For example, meetings can be open to the general public and press so that they get to know and discuss new rules or consider financial aspects. In the framework of media, the focus is on the sources of information and its delivery. People should also have an opportunity to know how it is funded.
Transparency allows to build trust-based relations with the public and enhance reputation through the communication of information. Professionals can use the Internet for such purpose as it gives an opportunity to interact and share various data.
There are two main forms of transparency:
Radical. It presupposes that all information about organizational processes is available to the general public.
Controlled. It deals with partial disclosure of information to particular people in the particular period of time (via the Internet in perspective of online PR):
Institutional: free access to the information about an organization;
Overt: company wants to make information available;
Covert: information is ‘pushed’;
Unintentional: offices make information available and people gather it from websites.
Still, it is not enough to provide the public with information to apply transparency, as it should be adapted for non-professionals and be relevant and accurate.
Porosity
Porosity occurs when the information is ‘escaping’ from the company. Such actions are always maintained, as people communicate and gossips occur. Nowadays they can be posted online or shared via e-mails, messages or social media.
Trying to prevent information ‘leaking’, companies refer to:
Technologies – professionals check the information shared via online transactions;
Guidance – employees are made to act according to particular policies and rules.
Porosity may happen incidentally when some information was shared by mistake. Accidentally, when there were problems with firewall. Intentionally, when a worker was not satisfied and decided to disclose some information. Maliciously, when gossips happen from time to time.
Still, porosity can have a positive effect on the organization as it can reveal authentic voice and competitive advantage when it is controlled and managed.
Internet Agency
The ability to operate in any environment is critical for any organization. The internet is claimed to have such ability because it provides an opportunity to transform a message, change it online and alter the impression of an entity. In this way, Internet agency is seen as a transformation of content and messages when they go through web space and the effects of this process.
The context may be changed by both people and computers. Individuals alter it as they re-interpreted ideas of others and post them or when they use hyperlinks to direct Internet users to other sources. Computers may refer to the juxtaposition of results, the combination of different information (for example, news and maps or songs and pictures). This type of Internet agency develops rapidly and becomes more and more popular. It is critical to understand that the information can be taken out of context and professionals should manage such events and receive benefits.
Richness in Content
Richness in content is seen as a set of its advantageous characteristics. It can be observed when ideas are valuable, well-grounded, supported, etc. In order to create such content people can use their own power as well as Internet technologies. They can add to the message new words, pictures, audio files, and other things that will make it richer.
Richness is tightly connected with research, as people who extend the information, need to find new sources and apply them. It can be done with the help of creation of new blogs or forums where content is easily accessed or development and improvement of resources that are already available on the Internet. For example, one can add tags or utilize search engine optimization to develop the richness of the content.
Reach
Research can be maintained in several ways:
Evident web presence. Professionals can use special techniques that will make Internet users find their content. Hyperlinks and advertising are among the most popular ones.
Online community involvement. People can receive new information about the company as they refer to its website, search for information about its products and partners. Except for that, they can join the conversation among different communities and gather information from it.
Having implemented the actions offered in the PR strategies plan, it is important to remember that those actions may fail to succeed and, in this case, crisis and contingency planning are to be imposed. In the case of negative public response, the company is to think about other strategies. One of the first steps which are to be committed is the research. The research may be based either on the Internet interview or on the simple questionnaire at the street. The interview is to be properly developed, the questions are to be directed at understanding why people still refuse to use the services of the company and to buy their products rather than search for the preferable. The researchers have to understand why those who used the company products after the crisis and the company recovery strategies refuse to use the services. One of the questions which are to be asked is about a person’s awareness of the information which has recently been distributing and why it failed to affect him/her (Bivins, 2011). The company is to understand why the customers failed to react appropriately to their PR strategic steps.
After the reasons are defined, it is important to reconsider the stages where the mistakes were made. The company referred to many particular strategies with PR implementation. Using the Internet and other mass media sources, the company tries to impose on the customers the idea that Toyota is a safe company that may be trusted. However, some of the possible actions Toyota could refer to were omitted. Having conducted an analysis of the received results and having understood where the company failed with the already committed initiatives, it should correct those making the PR campaign more corresponding to the customers’ desires.
The following steps should be made as to the crisis and contingency plan issues in case of a negative public response. First, the company is to reconsider its media relations, having increased the notifications about safe and friendly Toyota direction. Second, Toyota is to reconsider its social network marketing, having developed several interviews and other marketing issues aimed at gathering data about the clients. Such marketing may involve financial benefit from offering necessary information for the company in a form of a discount. The intranet options are to be used with higher frequency. Toyota is a big company that constantly has something to tell its customers. People are to hear the company name more often.
Toyota has to reconsider its government relationships and public affairs using “coordinating activities with legislators on local, state, and federal levels. This includes legislative research activities and public policy formation” (Seitel, 2011). Public relationship research and writing should take a special place in the further actions of the company. It is impossible to return a good image to the company without understanding the particular reasons for the unfavorable attitude. The predictions of the company may be wrong therefore, the research is to be conducted, and based on this research, the clients’ needs are to be met. Philanthropy is the activity which was ignored while implementing the previous PR strategies. In the case of the negative response to the previous activities, this strategy is to be referred to. The company is to present gifts to corporations in need. People like such actions, and when they see that Toyota is interested in people not only in personal income, they are sure to become in favor again. Coordinating special events is another strategy that was missed before and which is to be used this time (Seitel, 2011).
Reference List
Bivins, T. H. (2011). Public relations writing: The essentials of style and format (7th ed.). New York, NY: McGraw-Hill.
Seitel, F. P. (2011). The practice of public relations (11th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.