The Public Relations Campaign Analysis Essay Example

is to increase the firm's profits by 20% in the next accounting year. The reason for highlighting these goals is their contradictory nature - the first goal is socially-oriented, aimed at improving the firm's reputation, while the second goal is purely commercial, focused on maximizing profits.

While the first goal is crucial for achieving the second one, maintaining a tarnished reputation makes it practically impossible to retain current customers and attract new ones. However, these goals are commercially interconnected and mutually reliant, but their media campaigns require different approaches. Scholars recommend that the media should highlight these goals in distinct ways. As a result, fully adapting existing successful models to the present situation is not feasible.

Thus, a completely new scheme needs to be developed.
The Approach of the Campaign
The strategy suggests that it is pointless to try and deny the proliferation of false rumors about the company's environmental impact. The CEO must publicly acknowledge the company's responsibility for harming the natural environment. It is crucial for her to accept liability and express support for the financial penalties imposed on the company. Interestingly, these penalties can actually be turned into an advantage for the company: since their imposition, both the company as a whole and its managers in particular have recognized the significance of strictly adhering to current and future safety standards and regulations.

The firm's competitors are only aware of the firm's lack of adherence to ecological standards in theory, not through their own observations. The second aspect of the PR campaign involves promoting the firm's new team. The newly-appointed Chief Executive Officer has only been in her position for one year, absolving her of any responsibility for

the firm's previous failure to uphold ecological standards. The media campaign needs to repeatedly inform the target audience that the new CEO is now in charge and that any ties to the past have been severed.

Thirdly, the firm places a high value on the opinion of farmers and clients throughout the fertilizer production process. It is crucial to emphasize that client opinions are greatly respected. Furthermore, it should be conveyed that the firm consistently enhances manufacturing processes in order to meet customer needs. By effectively fulfilling these fundamental aspects of the PR campaign, the firm can accomplish the objectives stated in the introduction section.

The Plan of Actions

Theme and Visibility of the Campaign

A distinct campaign image must be created to successfully attain the established goals.

It has been emphasized in previous sections that the company's PR campaign image should include elements related to the new CEO's personality, the innovative approach to manufacturing fertilizers, and taking responsibility for past wrongdoings. It is highly recommended that Mrs. Talia Mason mentions all three of these elements in her interviews and public statements. Neglecting to emphasize any of them could ultimately hinder the overall success of the PR campaign. The new CEO's personality should be presented from Mrs. Talia Mason's perspective.

Talia Mason, along with the new team of managers, is noticeably implementing a different business approach compared to her predecessor. This change is essential due to the significant financial penalties suffered by the company as a result of the previous business model. It is important to inform the target audience (which will be discussed later) about the new techniques and methods prevailing within the company. The practice of dumping toxic chemicals

into the Missouri river is no longer deemed acceptable. Additionally, the company acknowledges its past wrongdoings. Therefore, it is illogical and unreasonable to launch media campaigns blaming media sources for damaging the reputation of Chemwest Company. Despite being heavily criticized, these actions were necessary for the public interest and should be emphasized during the media campaign.

The firm's reputation has deteriorated and it is important to mention that this is justified. The firm itself should not be held responsible, but rather the former managers of the firm. This point should be emphasized in all media statements from the firm. While it should appear that this criticism was unintentional, it does seem reasonable to acknowledge that the criticism was valid, although some aspects of the campaign may have been exaggerated.

The media coverage, which appears to be excessive, is driven by the schemes and manipulations of Chemwest's rivals. The intensifying competition and the success of the firm's competitors are likely linked to the tarnished reputation of Chemwest. Additionally, the company places significant importance on customer opinions, further enhancing its brand image. It is crucial to emphasize the necessity of conducting surveys to comprehend the perspective of farmers.

Ensuring effective brand visibility is crucial and given high priority to the main customers of the firm. Once all the necessary elements for creating brand visibility have been successfully implemented, it is evident that a favorable predisposition for the media campaign is automatically established.

The Target Audience of the Campaign

The Farmers of Nebraska, Iowa, Missouri, and Kansas (the states where the firm primarily operated according to the Statement of the Facts)

The target audience of this media campaign primarily consists of existing and

prospective clients. Considering that the main goals of the firm are to increase sales and improve the firm's image, prioritizing this target category is essential in achieving these objectives. It is expected that these farmers will potentially purchase the firm's manufactured goods, specifically fertilizers.

To gain a positive image for the firm, it is important to focus on farmers as the main clients. However, other participants in the agricultural process may also be involved in the consumption and purchasing process. These participants include farming companies and others who are actively engaged in the agricultural industrial cycle, such as sub purchasers or big agricultural holdings. If Chemswest decides to change its industrial cycle and start producing fertilizers primarily for agricultural holdings and farming companies instead of individual farmers, these farming companies and other participants could potentially become customers of the company. Additionally, to achieve a 20% increase in sales and generate more profits, the firm will likely seek new customer bases and explore new markets.

Holdings and farming companies are potential customers, while independent research agencies and mass media play a crucial role in influencing public opinion. The paradoxical nature of a mass media campaign to influence the mass media is acknowledged by scholarly and business experts. They believe that when a firm's branding is positively portrayed in one media source, it has a ripple effect on other mass media agencies. Independent research agencies hold significant influence as their opinions are used by professionally oriented magazines and journals such as Agriculture today. Therefore, it is important to convince both these agencies and the company's customers of the firm's environmental friendliness and high-quality products.

The Media Sources to Be

Targeted

The designated goals of the project can be achieved by utilizing the following media sources in the media campaign:

Television

The campaign elements should be broadcasted on television, as the main target audience of practicing farmers tends to reluctantly read professionally-oriented journal articles and literature.

Popular Local Newspapers

Delivering the media message through popular local newspapers is essential, as farmers as a social class often read newspapers and magazines of general orientation. By constantly presenting the firm's message to them, it is more likely that they will be quickly convinced of the company's honest intentions to restore its reputation and become an active participant in the industrial cycle.

Professionally Oriented Journal Articles and Magazines are used to convince independent research agencies and big agricultural holdings of the company's reputation and improvements. These sources are actively utilized by the mentioned target audience categories, so this should be taken into consideration.

Social Component and Message from the Company's CEO

The Social Responsibility Issues of the Campaign involve examining the firm's messages. It is crucial for both existing and potential customers, independent research agencies, and ordinary people to immediately believe that the firm's social responsibility is not just empty words.

People who deliver the message must persist in convincing the target audience of the company that the firm no longer violates environmental rules. This is not only because the company aims to make significant profits, but mainly because the social objective of the firm is to restore a healthy environmental situation in the affected regions. The Message of the Company’s CEO and top-managers should follow a specific structure and include specific quotes to achieve the firm's goals. An essential step is admitting fault for previous

wrongdoings and poor ecological performance. The CEO should state, "We fully and wholeheartedly accept responsibility for the ecological impact our firm has had on the communities of Kansas, Iowa, and Missouri." Additionally, emphasis should be placed on shifting responsibility to the former CEO, with the acknowledgement that "I have only been in this position for 12 months, but I am fully aware of the responsibility I bear and the ecological requirements our firm must meet."

The CEO must emphasize the importance of customer value. They should state that "our clients are our top priority" and "ongoing polls and surveys will be conducted to ensure that we fully meet the needs of our customers."