Analyzing Contemporary Skills for Public Relations: Coca-Cola Zero

This report explores contemporary skills essential for public relations, focusing on the Coca-Cola Zero campaign. It identifies key publics and discusses the implementation of traditional media, including print, broadcast, direct mail, and billboards. The report also examines campaign models, particularly the Intervention Mapping model, detailing its stages from needs assessment to evaluation. Furthermore, it analyzes the impact of digital media on PR practices, highlighting the use of social media and television. The report concludes by emphasizing the importance of adapting to both digital and traditional media landscapes, including news releases and blog posts, to achieve effective public relations outcomes. Desklib provides similar solved assignments for students.

CONTEMPORARY SKILLS FOR PUBLIC R
ELATIONS

Table of Contents
INTRODUCTION...........................................................................................................................3
To Concede the PR Techniques:..................................................................................................3
Key Publics for the COCA-COLA Zero Campaign....................................................................3
IDENTIFING AND IMPLEMENTATION OF TRADITIONAL MEDIA....................................4
IDENTIFING THE CAMPAIGN MODELS..................................................................................6
IMPACT OF DIGITAL MEDIA ON PR PRACTICE..............................................................10
Digital Media.............................................................................................................................10
Skills associated with both digital and traditional media..............................................................11
News Releases............................................................................................................................11
Blog Posts..................................................................................................................................12
CONCLUSION..............................................................................................................................13
Reference.......................................................................................................................................14

INTRODUCTION
Public Awareness campaigns are everywhere around the world now. When any new product
launches or introduced to the people or to the world, the company choose to plan an event or
campaign in order to increase the awareness among the public. The responsibilities are given to
the public relation and marketing department of the company in order to plan and determine the
basic structure to form a successful campaign.
The upcoming pages will introduce the procedures and method involvements that the COCA-
COLA ZERO wants to put upon in the campaign for the new product launch that will contain
zero sugar level while maintaining the original flavor.
To Concede the PR Techniques:
Understanding the fact that how the world is revolving around internet. One must use the
positive aspects of it, utilizing this virtual world one can achieve their own motives by getting
closer to their targeted market and fulfill the desired goal. In this new era one cannot rely on the
techniques that have been used before i.e., referrals and mouth to mouth publicity the very
traditional ways to achieve the business. Instead the business needs to mix the new marketing
techniques in order to publicize and hold the market firmly enough to achieve the ultimate goal.
Thus, to attract the clients or the key publics there are some PR and Marketing techniques
(Morris and Goldsworthy, 2015)
Key Publics for the COCA-COLA Zero Campaign
Based on the research, WHO has claimed that OBESITY has become one of the increasing
problem in UK claiming that 2/3rd of men and 6 out of 10 women can be seen as overweighed.

Also predicted that it will increase by 11 million by 2030 with increase in 668000 diabetes cases
further.
Consumption of soft drinks (containing Sugar) is averagely 206 liters for a person in 2016 , It has
also been researched that approximately 125 million liters of soft drinks are consumed around
the country on 2017 (Schultz, 2017).
Therefore, Soft drinks play a great role in increasing the rate to obesity. People also getting
obsessed with fitness nowadays, observing the fitness membership around UK one can
understand that most people wants a healthy physic without changing their food habits.
COCA-COLA Zero can use this beneficial factor to put on their product to the market with these
particular key publics.
Techniques
- Media Availabilities: To form a professional credibility one should face the media by
bringing up their opinions and commenting upon the issues that relates the business. It
increases the reliability among the public. E.g.: tweeting and getting involved in NGOs
relating fitness issues.
- Seminars and Events: Events means the huge gathering of people where he/she can
interact directly to the targeted market. Presenting the positive corner of the product
visually can create trust for the business. E.g.: No sugar means No Obesity.
- Traditional Advertising: Advertising in the form of medias available (Print and ADVD).
Television and newspaper advertisements have always been the best way to attract
people.
- Web Marketing & Online Advertising: Increased amount of time in web surfing today
can be used as the best way of acknowledging the product in front of target audience. For
E.g.: Ads on YouTube, utilizing Google Ad Words (Theaker, 2017).
- Press Releases & Newsletters: One of the traditional way that create more attraction than
main stream Advertisements. E.g.: Magazines, Newsletters that forms a relationship
directly with the public informing about the organization and the services.

IDENTIFING AND IMPLEMENTATION OF TRADITIONAL MEDIA
Any business relies on marketing strategies and advertisements in order to achieve the potential
customers for the product. Traditional Media has always been the important part of marketing
mix for many B2B companies. As it is capable in reaching the broad audience, in any industry
traditional media techniques are been used to reach the target.
Appropriate Media relations for this campaign
Firstly, what are the types of Traditional Medias that any company uses in order to motivate the
customers to use their launched product?
- Print Media - Newspaper, magazines, Banner ads.
- Broadcast Media – Television, Radio
- Direct Mail.
- Billboards and off - site signs.
- Door to Door Sales (Xu, et al., 2016).
And secondly how it can be implemented in accordance to the Campaign?
1. Print Media:
Newspapers are the most traditional way of advertising products. Being the oldest form
of media, newspaper has the broad trustworthy buyers. It is effective in creating
awareness according to the target market and particular geographical area. Choosing the
desired space, the company can advertise the product.
For example: COCA-COLA zero can advertise the new launch on Daily Mail and on
telegraph.
Flashy magazines are always been an attractive form of print media as it is kept for
longer period time, the number of readers is often more for a single magazine. For
Example: COLA Zero can advertise in The People’s Friend or the TV Choice etc. to
attract more consumers.

Banner Advertisements are also very effective way to portray the product, it contains
attractive pictures and quotes in order to attract the viewers visually. Visualization
sometimes change a viewer to be the potential customer.
2. Broadcast Media:
Radio is the first on air broadcasting form of media for advertisement. Even today many
people (also the eye sight disabled persons) use radio to listen music and news etc.
COCA-COLA Zero can advertise the product uniformly in much lower price
comparatively to others.
Television is the next step of advertisement where a person can visualize the product with
audibility. AD-V is the best way to attract the consumers where you can forecast and
speak about product nature. This campaign can endorse the product by a well-known
personality (as per the budget) to showcase the product credibility to the consumers.
3. Direct Mail is one of the cost-effective form of advertisement. A business can purchase
potential customer list from the distributor and mail directly to the consumers. It is highly
measurable towards market demand.
4. Bill boards and off site signs are generally made for the passer getting few seconds to
glance , therefore the advantages are Boards are huge in size, bright and contains eye
catching graphics. The COCA-COLA Zero campaign can utilize it to reach the mass in
an easier way. No other media can advertise the product for 24x7 to the mass.
5. One of the best thing of door to door sales means the product gets closer to the consumer
therefore the benefits gets increased, one can track the expenditures and investments. The
great way to get the customer Feedbacks. Customers connections are also build up
forming the trust and stability on sells.

IDENTIFING THE CAMPAIGN MODELS
In order to create a Campaign, one must understand the four models of campaigns that has
been categorized in two further groups.
So what are the four Campaign Models?
1. The Nine Step Planning Model.
2. Total Process Planning Model.
3. PRECEDE-PROCEED.
4. Intervention Mapping.
Therefore, categorizing the first two Models that is The Nine Step Planning Model and the Total
process Planning Model are generally used for the small scale companies and resembled as
simple models. The remaining two models that are The PRECEDE-PROCEED and the
Intervention Mapping are known to be the complex Models that are generally practiced on the
large scale company who involves large budgets and stakeholders.
COCA – COLA Zero requires the Intervention Model (IM)
Intervention Model is based upon the stepwise analysis and evidence-based development. The
campaign planners take the appropriate decisions required for the campaign development
process. IM model is beneficial because of its clear objectives. Based on requirements it make
changes on the campaign.
IM method is used for the health campaigns by other companies and so is the objective of the
COCA-COLA Zero campaign.
Initially Intervention model has 6 stages that include the need of the assessment stage, as it is
also considered as an important stage.
The Stages are discussed below with the Diagram to show the Originality and Feasibility of
“COCA-COLA Zero” Campaign.
STAGE 1: The Assessment Needs.

This Stage analyze the problems that can arise in the campaign, factors that are involved in the
contribution of the problem is been focused upon this stage. Firstly, to identify the behavioral
and environmental determinants like attitude, barriers and benefits of the product is consulted
with the group through questioners. Secondly, the campaign sets the theme depending upon the
exercises practiced and center upon it further.
STAGE 2: Matrices.
This Stage resolves the two questions that are the who and what should be changed in the
planned campaign. This stage clarifies the further objectives and outcomes that are made and
broken down further into small objectives further to start performing upon.
THEORY BASED METHODS &
STRATEGIES
MATRICES
NEEDS ASSESSMENT
PROGRAMME
ADOPTION AND IMPLEMENTATION
EVALUATION

STAGE 3: Theory Based Methods and Strategies.
In this Stage the appropriate Theoretical Method is selected. This is known to be the important
stage as theories plays a vital role for an effective Campaign. Strategies, methods and materials
are identified in order to design the materials and get into the next step.
STAGE 4: Program or the Campaign.
The Actual Campaign is designed in this Stage. Schedule of time tables of the events, the staff
requirements, participations of stakeholders etc. are designed.
STAGE 5: Adoption and Implementation.
This stage adopts the plan that has been made and implementation of the plan starts accordingly.
STAGE 6: Evaluation.
This stage shows us whether the campaign target is successfully been achieved or not. Basically
the plan of Evolution is done in this stage depending on the outcomes and performances of the
campaign. That includes cost effective evolution, the impact and the process.
Therefore, in order to achieve the objective of the COCA-COLA Zero Campaign. The above
stages are should be followed thoroughly in order to achieve the targeted sells. A Campaign
Objectives must be Smart, Timely, measurable and achievable. To choose the right model
according to the industry, leads to one smart step forward. Matrices (the second Step) needs a lot
data therefore it must be done timely with effective employees, out market should be identified
and measured and to do that efficiently the Campaign must follow basic principles of Public
Relations.
The Basic Principles:

- Knowing the audience.
- Patient storyteller.
- Focus on outcomes.
- Be humble.
- Under promise over deliver.
- Require the requirements.
- Know the difference between the stories and news.
IMPACT OF DIGITAL MEDIA ON PR PRACTICE
A Public Relation officer has always been asked to generate coverage for the brands and
companies but in order to build the relationships Digital Media plays a major part nowadays.
Digital Media
It includes a format and device to transmit information or to convey any content by the digital
signals. So where do we see such digital transmissions of information? When we talk to someone
in our smart phones, we see television, we go through internet blogs or reading articles we are
sharing some information digitally (Feinberg, et al., 2016).
So there are many forms of Digital media out there which are deliberately utilized by the public
relation officers in order to achieve the campaign goals more vulnerably among the market.
1. The Social Media platform, the most cost efficient form of digital marketing process
where one can establish the brand visibility among the consumers. Events that are done
by the COCA-COLA Company should be recorded in ADVD format and released on
social media platforms like YOUTUBE. More the viewers strike the link more the
coverage can be identified.
2. Television is also a great medium to bring the product in front of the people. A good
relation with the media peoples can help the company to attain the media coverage on
televisions, live shows and Product launch events can be entertained through television.

3. Smart phones nowadays helps a PR in much smarter way, in order to capture any
moments and videos a smart phone keeps you ahead to archive instantly any sudden
information that might get skipped.
4. Press Releases are now supported through digital media. Media platforms like Twitter are
can be used to share stories and exact happenings in the campaign. Journalists often rely
on the twitter as it contains both image and video support information can reach the
content directly.
5. Breaking news or crisis management can arise anytime ongoing campaigns in order to
prevent the exploitation of the wrong news one can instantly utilize the digital media with
any available tool (as media take time sometimes), informing the correct information’s to
the people in order to keep the brand image stable.
Skills associated with both digital and traditional media
News Releases
In Australia, Coke Zero is dropped by Coka Cola the company has swapped it with Coka Cola no
sugar. In june, 2016 the new recipe was debuted by the company in Great Britain for the first
time ever. Next year it expanded in Belgium, France and Netherlands and it is expected to launch
in South Africa too in upcoming years. As stated in a press release, in some markets depending
on labeling as per requirements this product is mentioned as Coca-Cola Zero sugar. As well as
Coca Cola swapped Coke Zero’s packaging too. The company has replaced Coke Zero with a
new one. This new one will show the red disk icon of the company and zero sugar will be
displayed more properly. As the consumers have become more conscious regarding health
factors, food and beverage companies are trying to keep up with customers’ requirements. In
2011, the sales of Coca Cola had reached nearly $41.9 billion. But they got loss of 10% in the
year 2016 and had reached the sales of Coca Cola nearly 41.5 billion.

Coke Zero was launched in 2005 as a calorie free version of Coca Cola. Same artificial
sweetener was used in this Coke Recipe. For matching the classic flavor, it was marketed by the
company instead of lighter version.
Since 2005, hundreds of millions of customers has been refreshed by the company, Coca Cola
Zero with its real taste of Coca Cola and complete calorie free recipe. The brand image of the
company, Coca Cola Zero is very high in across 160 countries. For creating a better market
value, the company is getting a new look with a new name and even better delicious taste for his
consumers around the whole world. The company’s latest product of zero sugar innovation has
been introduced in the market, as the company tries to create beverage with new recipe for their
huge number of consumers over in over 160 countries. The one band strategy of the company is
also supported by the new packaging style for bringing its Coca Cola Portfolio of beverages.
They have tried to create a single trade mark band for their customers.
Blog Posts
The multinational beverage giant, Coca-Cola has announced its plans to launch Coca-Cola Zero
Sugar in the Great Britain. The multi million-pound marketing campaign hopes to popularize the
company’s zero sugar variant of its iconic drink to help curb the consumption of sugar in the
country. The drink, scheduled to hit the shelves in April, claims to taste even more like the
original, but without all the harmful effects associated with the sugar in it. The reformulation
reportedly cost the company a sum of £30 million and is part of the company’s new strategy to
promote a healthy alternative to the classic beverage that ruled the soft drink industry for over a
century at this point.
The Coca-Cola Zero Sugar campaign has been a topic of curiosity amongst all. Why would a
company bother reformulating an already existing drink? The company spent a significant
amount of both time and money behind the reformulation and the subsequent marketing