Fundamentals of Public Relations - Pizza Rush

Running Head: FUNDAMENTALS OF PUBLIC RELATIONS
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FUNDAMENTALS OF PUBLIC RELATIONS

FUNDAMENTALS OF PUBLIC RELATIONS
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Table of Contents
Assessment 2...................................................................................................................................2
Part A –Implementing the Campaign..............................................................................................2
1. Implementation.....................................................................................................................2
2. Potential effectiveness..........................................................................................................2
(a) Direct mail.....................................................................................................................2
(b) External promotional material.......................................................................................3
(c) Press...............................................................................................................................3
(d) Promotional material.....................................................................................................3
(e) Radio.............................................................................................................................3
(f) Television (TV).................................................................................................................3
3. Monitoring............................................................................................................................3
(4) Approval........................................................................................................................4
Part B – Review and implement the campaign................................................................................5
(1) Method..............................................................................................................................5
(2) Effectiveness of campaign................................................................................................5
Analysis....................................................................................................................................5
(3) Recommend improvement................................................................................................5
Campaign method.....................................................................................................................5
Bibliography....................................................................................................................................7

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Assessment 2
Part A –Implementing the Campaign
1. Implementation
Tasks Schedule in
day
Action time in
hour
Responsible employee
Upload the apology
public video through
Pizza Rush CEO and
talk regarding the
condition on YouTube
1 1 Public relations management
coordinator of campaign and
IT manager
Send apologize e-mail to
all consumers
1 1 Public relations management
coordinator of campaign
Add the new promotion
regarding march 2020
on the site
3 1 Campaign coordinator of
marketing manager Head Chef
Upload the clip videos
for procedure to make
the pizza
4 1 Public relations management
coordinator of campaign
Facilities at the Pizza
rush shop
5 - Public relations management
coordinator of campaign
Marketing manager
Record all the
information and keep
asking feedback from
the consumers
10 - Manager of public relations
Meeting 11 2 Chief executive officer
Public relations management
coordinator of campaign

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Coordinator manager of
marketing
Manager of IT
Manager of purchase
Manager of finance
Head chef
All employees of Pizza Rush
2. Potential effectiveness
(a) Direct mail
This is effective to send the mail to Pizza Rush membership. Following are the advantages.
 Tangible
Direct mail exactly went in the audience hands and engages sense like sound, touch, sight, taste,
and smell.
 Personalized
There is option to personalize the message to make it appealing.
 Targeted
There is option to target the particular audience in local market by tailored messages for huge
impact.
 Measurable
There is option to take the rate of response, efficiency and return on investment of direct mail
campaigns.
 Timely

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This has been identified that more than eighty percent people checks their letterbox on the daily
basis and more than ten percent check mailbox within the two days.
(b) External promotional material
There is no use of the external promotional material.
(c) Press
There is no use of newspaper regarding promotion of campaign as most of the consumer not
likes to read newspaper and price is not cheap.
(d) Promotional material
There is needed to make the brochures regarding promotion of every month (Yeoh, and Popovič,
2016). Typing the letter to the customers and answering the queries, sending the brochure which
include the requested information that saves time and expose customers a great deal with more
information and discount. It brings the more customers for getting the discount.
(e) Radio
It will use the radio for promotion of campaign as it has customers which like to listening radio.
(f) Television (TV)
It will use the TV to promote the campaign as it has the many customers which liked to watch
the TV.
3. Monitoring
Particular tasks Schedule time Action Time
needed in hours
Cost Results
Facilities of
visiting at Pizza
Rush shop about
300 customers
5 March 2020 4 Material
$1000
There are many
customers that
gain the trust
with the shop and
ensure the
cleanliness of
process.
Questionnaire

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will be used to
check
It will be
checked that how
many people
watch the videos
and check the
feedback from
the YouTube
comments and
keep the record
23 March 2020 4 Employee
$400
Quantity
regarding
YouTube video
reviews
regarding the
apology public
video through
Pizza Rush CEO
almost 820000
Quantity
regarding views
of YouTube
videos about the
process to make
the Pizza round
600000 –
Positive
comments
32000 –
Negative
comments
Check number of
people went to
website of
organization and
feedback
23 March 2020 3 Employee
$400
Number of
people went to
website is
590000 positive
comments almost
11000
Negative

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comments almost
675
Summarized
sales from sites
and shops of
April
25 March 2020 4 Overtime
Employees
$650
Sales of March
from site
improve the sales
by 10 percent
and march sales
from shop
improved by 15
percent
Meeting
employees of
campaign
26 March 2020 4 Breakfast
Coffee
Tea
$500
There are some
customers gain
the trust with the
organization
Total - - $2950 -
(4) Approval
The responsible employee is CEO for improving the execution and development of
organization’s long term strategy with the view to create shareholder value (Kale, 2014). The
CEO as the leadership role is responsible for daily management decisions and to implement the
organization long time and short time plans. CEO has the responsibility to act as the mediator
between Board and management and communicate on their behalf. CEO also communicates on
behalf of shareholders, authorities’ of government, employees, and other stakeholders.
Part B – Review and implement the campaign
(1) Method
Email campaign will remain the effective (Gilfoil, and Job, 2012). Organization has more than
100000 stored email addresses on its mailing list which collected through the promotional
campaign of Website which held few months ago. This includes the promotion of movie passes
at free of cost regarding every purchase by the use of promotional code given within the email. It

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includes the link of web page which embedded the short video clip of CEO by assuring the
organization commitment to regularly deliver the same level of commitment regarding food
quality. Video will be play automatically after the loading of page. This kind of email opened by
more than 30 percent recipients and clicked by the 10 percent people. 90 percent people watched
the video that claimed voucher and make the purchase.
(2) Effectiveness of campaign
Analysis at quantitative level measures the analysis response through quantitatively by the use of
real metrics (Ots, and Nyilasy, 2015). For example, number of impact, demographics, tracking
through the keyword, media break down.
Secondly, qualitative analysis measures the thoughts of people and thinking about the
organization products and services (Woodrow, and Guest, 2014). For example, overall
performance of target people regarding organization produce and services whether positive and
negative.
Analysis
Email sent Open email Click by rates Claim Price
More than 10000
email was sent
This kind of
email opened by
more than 30
percent recipients
Clicked by rate
of 10 percent
90 percent
people watched
the video that
claimed voucher
and make the
purchase
It includes the
free movie
passes regarding
every purchase
mover than $20
on Pizza Rush
and use
promotion code
of email
(3) Recommend improvement
The present strategy presents the gap within the email campaign and not focus on target market
and limited to the email campaign strategy. Recommendations to organization as follow to the
target segment students and officers.

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Campaign method
Email
 Email to students and officers with the 50000 email addresses within the month
 There should be offer that on one purchase one cock will be free and on purchase of two pizza
one will be free if send mail to all consumers.
 Special sell for the pizza and half price for the apology to customers through sent mail to whole
customers.
SMS
 Sent SMS is to students and officers almost 10000 in a week.
 There should be offer that on one purchase one cock will be free and on purchase of two pizza
one will be free if send mail to all consumers.
 Special sell for the pizza and half price for the apology to customers through sent mail to whole
customers.

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Bibliography
Yeoh, W. and Popovič, A., 2016. Extending the understanding of critical success factors for
implementing business intelligence systems. Journal of the Association for Information Science
and Technology, 67(1), pp.134-147.
Kale, V., 2014. Implementing SAP® CRM: The guide for business and technology managers.
CRC Press.
Ots, M. and Nyilasy, G., 2015. Integrated marketing communications (IMC): Why does it fail?:
An analysis of practitioner mental models exposes barriers of IMC implementation. Journal of
Advertising Research, 55(2), pp.132-145.
Gilfoil, D.M. and Jobs, C., 2012. Return on investment for social media: A proposed framework
for understanding, implementing, and measuring the return. Journal of Business & Economics
Research (JBER), 10(11), pp.637-650.
Woodrow, C. and Guest, D.E., 2014. When good HR gets bad results: Exploring the challenge of
HR implementation in the case of workplace bullying. Human Resource Management
Journal, 24(1), pp.38-56.

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