Public Relations In Practice And Theory – PUBR301 August 10

Public relations in practice and theory – PUBR301 August 10th , 2014

Public relation practice and theory Name: Najlae Ehlali () University Canada West Professor: Dr. Monica Lapkoff Public relations in practice and theory – PUBR301 August 10th , 2014 Public relation issues when introducing a product globally Public relation is the act of managing the distribution of information between an organization, individual and the public. Public relations can be used by the company to create awareness, attract more customers and increase the company’s’ profile (Fraser, 2007). The public relation team of a company introducing its product into another country may come across various issues. These issues are: i. Political coalitions – The efforts of the public relation team are sometimes hindered by the political parities of the country they are trying to operate in. The hindrance will affect the effective flow of information. ii. Information flow – In some countries, the flow of information is very slow. This is common especially in the third world countries. iii. Social networking – social networking is a good platform that can be used by the public relation to create awareness. This social plat for is not well developed in some countries hence slowing down the spread of information. iv. Cultural differences – In order to operate effectively in a new country, the public relations team need to have insight of the people’s culture and also the effective mode of communication. All these consume time and a lot of resources. Situational analysis Situational analysis is the different types of methods used to check the company’s external and internal environment so as to have insight of the customers, capabilities and the market environment. Situational analysis is important in the development of long term relation with the customers. The public relations team should carry-out the analysis in order to check the position of the firm plus that of the product. When carrying-out situational analysis, the public relations team should consider the macro-environment and micro-environment factors that may affect the firm. The macro-environment factors include both the customers and the competitors. Customer analysis involves considering the customers’ needs and wants, their income, purchase frequency and mode of advertisement. In competitor analysis, public relations team should look at the competitions’ capabilities and potentials. Micro-environment factors are factors existing within the company. The public relations team needs to analyze the position, product line, objectives and the goals of the company. From this analysis, the public relation team can summarize the problems and opportunities within its company’s environment (Gina, 2007). Goals for public relations campaign The public relations are a crucial area of marketing of the company. It should ensure the company gets a lot of exposure to the media. There are several public relations goals. These goals should be considered during public relations campaign for a new company and product. i. Promote goodwill – Goodwill refers to a positive relationship between the company and the communities. One of the public relation goals should be to enhance a good relationship with the citizens. This good relationship will create customer loyalty and attract new customers. ii. Raise awareness – The public relation campaign should create and increase the awareness the products. Raising awareness is important for the company since it wants to penetrate the market for the first time. iii. Change attitude – The campaign need to be designed the way that it reshapes the attitude of consumers. The campaign will help to do away with the negative attitude of the public. iv. Inform – Most campaigns have the goal of informing the public about the product. The objective of the public relation campaign should be to notify the citizens about the new products of the company (Tapscott, 2009). Internal and external audience for the PR Campaign The public relations campaign should target a group. The targeted group can be internal or external. The internal audiences are people who have same value and point of reference as that of the public relation team. In our case, the internal audiences are the members of the company or the staff. This campaign will enlighten the staff on the company’s goals, missions and the products. The external audiences have no same shared background and inside information as the internal audience. The external audience for this campaign is the customers. The public relation campaign should be directed towards the customers. It should create inform, persuade, change the attitude and attract the customers. The campaign should be informative to both the internal and external audience (Fraser, 2007). Programs for dealing with your internal public The public relation team needs to carry-out a survey of the landscape so as to collect and develop a plan that communicates information to all levels. The second step is to develop a communication document that will act as a guideline for future communication. The third step is to ensure the senior and middle management are on board. Once the management is in, the communication channel needs to be established. Finally, the findings are drafted and reported (Tapscott, 2009). Ethical implications related to the PR issues The public relations social issues are; political coalitions, information flow, social networking and cultural differences. A good relation with the ruling political party will improve the flow of information due to good media coverage, while poor relation will hinder the spread of information. Poor technological development will slow down the rate at which people on social networks get information. If the public relation team does not enlighten themselves with the culture of the country, it will face problems in product awareness and market penetration (Gina, 2007). Market research plan Marketing plan is important in making a sound decision for the company. A good market plan will help increase sales. There are five market research plans that can be used by the public relation team. These are: i. Define the issues that are to be addressed and what the firms is planning to achieve in the future. ii. Determine the exact issues while having the objectives in mind. iii. Find-out the answers to the issues. iv. The data should be understood before being shared-out. v. Finally, come-up with the management decisions based on the research carried-out. Effects of the PR Campaign on the marketing function of the organization A well done public relation campaign will affect the company positively. The effects of the campaign will be: i. Goodwill will promote a good relationship with the customer hence attract more customers and increase customers’ loyalty. ii. Raise awareness – Awareness will make the product be known to a large customer base. iii. Change attitude – Will help to do away with the negative attitude of the public. iv. Inform – The objective of the public relation campaign should be to inform the public about the new products of the company (James, 1994).

Paper For Above instruction

The role of public relations (PR) in the global introduction of products is both multifaceted and critical for successful market penetration. PR encompasses managing the flow of information between an organization and its public, with the goal of creating awareness, fostering goodwill, and shaping attitudes towards new products. When a company seeks to introduce a product into a foreign market, it faces an array of challenges rooted in political, social, and cultural differences, as well as infrastructural limitations that can hinder effective communication and market acceptance.

One key issue in international PR campaigns is navigating political coalitions. The political landscape of a target country can significantly influence information dissemination. Favorable relations with ruling political parties can facilitate media coverage and enhance visibility, whereas adversarial or unstable political relations might obstruct communication channels, leading to misinformation or reduced publicity (Fraser, 2007). Ensuring good political relations requires a nuanced understanding of local governance and engaging in culturally sensitive diplomacy to establish trust and favorable perceptions.

Information flow is another critical factor affecting PR effectiveness across borders. Some nations, particularly in the developing world, suffer from slow or restricted information channels due to infrastructural deficiencies or government controls. This limitation hampers the rapid dissemination of information about a new product, delaying market entry and consumer awareness (Gina, 2007). Companies must therefore adapt their strategies, possibly leveraging alternative communication methods like community engagement or local partnerships to bridge these gaps.

Social networking platforms, increasingly essential in global marketing strategies, also face barriers in certain regions where digital infrastructure is underdeveloped or where digital literacy is low. Limited access to social media impedes the organic spread of product information, complicating efforts to reach a wide audience efficiently. Consequently, organizations need to tailor their social media strategies to each market's technological realities, possibly combining online and offline methods to ensure comprehensive outreach (Tapscott, 2009).

Cultural differences constitute another formidable challenge. Effective PR requires cultural insight to craft messages that resonate with local values and communication styles. For example, what is considered persuasive or acceptable advertising in one culture may be ineffective or offensive in another. Understanding cultural norms allows for the development of communication strategies that foster acceptance and positive attitudes towards the product, thus reducing resistance and facilitating market penetration (Gina, 2007).

To effectively manage these challenges, companies conduct thorough situational analyses. These analyses assess internal capabilities and external environmental factors. Internally, companies evaluate their resources, product offerings, and organizational goals, while externally, they analyze market conditions, customer needs, and competitive landscapes. Macro-environment factors include economic, political, and social aspects, influencing overall market viability. Micro-environment factors focus on internal operational elements, aligning internal strategies with external realities (Gina, 2007).

Setting clear goals is essential for a successful PR campaign. Key objectives typically include promoting goodwill, increasing product awareness, changing negative public attitudes, and informing the target audience about the product. Promoting goodwill fosters positive relationships with communities, which enhances long-term brand loyalty. Raising awareness is crucial for initial market entry, ensuring that potential customers recognize and understand the product. Changing negative attitudes involves reshaping perceptions through targeted messaging, while informing ensures the audience has accurate information regarding product features and benefits (Tapscott, 2009).

The target audiences for PR campaigns are both internal and external. Internally, employees and organizational stakeholders are engaged to ensure alignment with company goals and facilitate consistent messaging. Externally, the primary audience consists of potential and existing customers, whose perceptions and attitudes the campaign aims to influence. Effective communication to both groups helps build a cohesive brand narrative and ensures that messages are reinforced at all levels of engagement (Fraser, 2007).

Programs aimed at managing internal publics involve conducting landscape surveys, developing communication guidelines, gaining management approval, and establishing channels for ongoing dialogue. Leadership buy-in is essential to embed PR strategies into corporate culture, which enhances consistency and effectiveness (Tapscott, 2009). Regular monitoring and feedback mechanisms help refine the approach and address emerging issues proactively.

Ethical considerations are integral to international PR efforts. Maintaining transparency, respecting cultural norms, and fostering honest communication are vital to building trust. Without sensitivity to local ethics and social issues, firms risk damaging their reputation and hindering product acceptance. Political alliances influence information flow, but reliance on them must be balanced with ethical integrity to prevent perceptions of manipulation or bias (Gina, 2007). Additionally, addressing social networking challenges ethically involves promoting truthful narratives and respecting privacy and data security concerns.

Market research planning plays a strategic role in tailoring PR campaigns effectively. A structured research plan involves defining specific issues to address, establishing objectives, gathering relevant data, analyzing findings comprehensively, and making informed decisions. This systematic approach ensures that campaigns are data-driven, culturally appropriate, and aligned with business goals, thereby maximizing their impact and return on investment (James, 1994).

The ultimate goal of a well-executed PR campaign is to positively influence the marketing function by fostering goodwill, increasing awareness, changing attitudes, and providing accurate information. These efforts translate into tangible benefits, such as higher customer loyalty, broader market reach, and enhanced corporate reputation (Fraser, 2007). Consequently, integrated PR strategies serve as essential tools in supporting the organization’s international expansion and long-term success.

References

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