(PDF) Planning and Managing Public Relations Campaigns

Planning And Managing
Public Relation Campaign

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Public relation portfolio campaign...................................................................................3
TASK 2............................................................................................................................................9
P2: Public relation portfolio content.......................................................................................9
Corporate content covered in leaflet.....................................................................................10
TASK 3..........................................................................................................................................10
P3: Critically evaluate the PR campaign..............................................................................10
CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................15

INTRODUCTION
Public relation is a way of communication through which the information related to
company is broadcasting to the targetted audience and media. PR specialist plays a strong role to
build positive image of company that directly or indirectly communicate with media. Thus, the
main function of company is to enhance the channel of communication to maintain the mutual
understanding or relationship (Austin and Pinkleton, 2015). To better understand the report
Nestle company has been selected which is multinational food and beverage company whose
headquarter is in Switzerland. It is one of the world largest company that offer wide rage of
eatable products like chocolate and noodle worldwide. This report cover following topics like
create public relation campaign that include stakeholders analysis. Moreover, product a range of
public relation material to support the campaign and critically evaluate campaign.
TASK 1
P1: Public relation portfolio campaign
Nestle is one of the most trusted brands that sell over two thousand products from global
market to the local market due to which its recognition value is very high (Fearn-Banks, 2016).
The company has successfully launched its product in emerging economy or developing country
rather than just focusing in developed country where market and government policies are much
more stable. Further, company run various PR campaigns that result into increase in market
share as well as customer base of company (Gregory, 2015).
Among various advertisement campaign the specialist of PR can run the advertisement
campaign for its noodles that is Maggie. It generate huge revenue for the company like in
Malaysia the market share of Maggie is 39%, whereas in India which is a developing country
company cover 90% market share. At this stage when company has brand recognition value then
company should take significant efforts to maintain the position of company worldwide.
Although Maggie is preferred by customer but at time company may find difficultly to maintain
its positions. Like, people are becoming more health freak they prefer organic product instead of
packed food which are high in carbohydrates (Bell and et. al., 2013). This depict that the existing
market share of company is at stake due to which in upcoming time the market share of company
may fall and company have to bear the negative circumstances. Along with that company in past
faced the crises because of excess quantity of lead which has decreased its market share even the

retailer has restricted the purchase of respective brand to place it in their shelves. Therefore, to
overcome this situation company can run public relation campaign which is “Healthier future”.
This campaign is designed with the motive to retain the existing as well as potential customer for
the brand (Ferguson, 2018). For this company launched various product range in noodles like
veggie noodle that are healthier and beneficial for customer.
Stakeholders analysis
Stakeholde
r name
Impact Influence What is
important to
stakeholder
Stakeholde
r
contribute
to the
project
How
stakeholder
can block
the project
Strategy
for
engaging
the
stakeholde
rs
Customer High High Customer do
not like the
quality of the
product to be
comprised,
along with that
they want
company to
take care of
their latest
requirement
such as organic
food item
(Coombs and
Holladay,
2013).
Customer
helps to
generate the
revenue for
Nestle
company by
purchasing
the wide
range
product and
prefer
respective
brand over
others.
Respective
stakeholder
can block the
project by
posting the
complaints
or negative
feedback
about the
product on
the social
media. As
this platform
is used by
numerous
people that
can set
negative
image of
The
specialist of
PR can take
significant
effort to re-
establish
the image
or handle
the queries
of customer
successfully
. This
method
helps to
strengthen
the
relationship
of customer
with the

company in
minds of
loyal
customer.
company.
Employee High Low Employee want
that Nestle
company
should provide
them desirable
working
environment
and monetary
as well as non
monetary
incentives that
encourages
them to grow
and work in
favour of
organisation.
Employee
helps the
organisation
to
accomplish
its objective
by
increasing
the football
of brand.
Thus,
employee
wants to
company
should
invest in
CSR
activity and
have
positive
image. This
helps the to
retain
existing
employee
and attract
Absenteeism
rate,
switching of
employee
from Nestle
company to
other
company and
increase in
turnover rate
are the sign
of negative
image or
dissatisfactio
n of
customer
towards the
company
(Edwards,
2012).
Positive
reinforceme
nt method
should be
adopted for
employee
where they
are
rewarded
based on
their
performanc
es. This
encourages
the
employee to
perform
task
willingly in
favour of an
organisatio
n (Grunig,
2013).

fresh talent.
Government Moderate High Though
government do
not much
interfere on the
operations of
business if they
are ethically
practised
(Heath, 2013).
On contrary if
the company
faces any crises
like Maggie
faced related to
lead
component on
high quality.
Then these
factors grab the
attention of
government
and if company
do not passes
through the test
then
government
has the
authority to
ban the product
Government
can help the
organisation
by
designing
favourable
policy and
provide
them area to
expand in
order to
increase the
employment
ration and
enhance the
lifestyle of
people.
Impose of
high tariff
duties,
instability of
political
situation and
restriction in
the growth
of
multinational
company can
hinder the
existence an
survival of
company
Company
must abide
by the all
the rules,
regulations
and laws
made by the
government
. This helps
to company
to perform
all its role
and
responsibili
ty
successfully
(Hendrix,
Hayes and
Kumar,
2012).

Investor High High Investor prefer
to invest only
in that
company
which can
provide them
good rate of
return as there
fund vis
associated with
the profitability
of company.
Investor
usually
invest in the
reputed and
stable
company
due to
which
Nestle brand
attract the
interest of
various
investor that
can helps
the
company to
fulfil their
object and
diversify
their brand
(Inch,
2015).
The risk
taking ability
depends
upon the
resources
that
company
has, if
investor
switches
their
investment
in other
better
opportunity
then
company
will not
remain in
state to take
high risk,
result in low
return.
Increase in
number of
asset, high
liquidity as
well as
profitability
ratio can
attract the
investment.
Thus,
Nestle must
take
significant
effort in
order to
maintain its
position
globally.
Media Low High Media act a
mediator that
broadcast the
news and seek
the attention of
views. Thus, if
the company
faces any
Media plays
a significant
role by
portraying
positive
image of
Maggie
brand in the
Almost all of
the
population
depend upon
media to get
the real
insights of
day to day
To maintain
the image
of company
within and
outside the
company.
They can
release the

controversy or
betrays the
trust of
customer then
Media throw
the light on
whole scandal
(Olasky,
2013).
minds of
customer.
This further
increases
the sales of
company by
generating
huge
revenue for
company.
affair. So if
the media
publishes
negative
image of
company in
traditional
media or
print media
then this can
act as a huge
hurdle for
the company
to regain the
trust of
customer
over their
brand.
press after
certain
period of
time say six
months
(Laws and
Prideaux,
2017). This
helps the
media as
well as an
organisatio
n to satisfy
them by
examining
the whole
aspect
effectively.
SWOT Analysis
Strength
 Nestle has it strong geographical
presence due to which company can
take the advantage of its economies of
scale to sustain its product in the
competitive market.
 Company has huge portfolio of product
that satisfy the day to day requirement
of customer.
Weakness
 As Nestle deals in wide range of goods
and services so if any brand like
Maggie faced controversy which affect
the brand name of overall company.
 Company offers various brand under
one umbrella which at times may
become difficult for the company to
manage.

Opportunity
 Company can tap into untapped market
in order to generate additional revenue.
 Moreover, company can form strategic
alliance with other partner to control
the competition and expand market
reach.
Threat
 With the increase in number of
competition it becomes difficult for the
company to maintain its brand image
and differentiate them from the other
competitor.
 With high bargaining power of buyer
company is not in state to set high
price.
TASK 2
P2: Public relation portfolio content
Press release
Nestle House, Switzerland, May 16, 2019
Nestle company has confirmed that its noodles will soon come up in various variants
which are more healthier and fit for the customer to consume. In spite of that, respective
company has removed the existing product from the retailers shelf, which led to emergence of
confusion in the external environment.
On the basis of speaking of media to the Chief Executive officer of Nestle that is Mr.
Paul Bulcke, said that: “The first preference of the Nestle is to serve good food to the customer
and maintain their trust but due to the negative rumour regarding the quality of noodle Nestle
decided to temporary remove the product from the selves, so that company can run the test and
come up with more valid information in form of evidences”.
Responding to the concern of people, Nestle conducted various test in laboratories and
company gets the green signal which depict that the noodles are healthy as well as safe to
consume. Nestle later on shared all the details regarding the test of various variants of noodle in
online media.
Nestle also confirms to their audience that they add ingredient like wheat flour, onion
powder and groundnut protein to maintain the quality of product. Thus, company has achieved
the food safety standard which still is enough to reassure the customer for the brand.

The Chief Executive added that “ With the consumer being first priority company will
make every possible effort to serve the best food”.
Digital content: It refer to the content of company which is displayed or broadcasted
only in online platform. It helps to generate value from the product by engaging the customer
towards brand and building their trust.
Facebook post
Healthier Future is the campaign which Nestle company has run to realise the people that
our company has come up with various existing and tasty variants that is healthier as well as
tastier. So grab your favourite flavour and post which you liked the most.
Twitter post
Campaigning to fulfil the demand of society. To build confidence among the different
consumers of Nestle products about the safety and healthiness associated with their product.
Different new Maggie variants are introduced and launched in marked named as Veggie maggie,
Corn flavoured Maggie as well as Wheat flour Maggie. All these products have their distinct
features and unique from other substitute products that provides optimum satisfaction to their
consumers.
Corporate content covered in leaflet
TASK 3
P3: Critically evaluate the PR campaign
INTRODUCTION
The whole scenario where company took intensive effort to promote their brand by
analysing the existing requirement of customer. As Nestle believes in adopting the innovation
and new trend so the company invited the press to gain better attention of ultimate consumer. In
the whole conference which includes consumer, media and regulators raised question in the
brand regarding the health issue and everyone whether it is media or customer was demanding
answer from the company. After carried forward the meeting by showing the data regarding the
green signal received by Maggie which depict that it is fit for the consumer to consume.
Moreover, There are various PR campaign such as “healthier future”, posted the content in social
media and made various blogs which are likely by the people. Furthermore, in order to cater the

healthy eating habits of customer Nestle extended the product range of their noodles by adding
up various healthy ingredient. Thus, some of the innovative product of noodles are Veggie
Maggie, Flour and Corn noodles etc. Hence, with the help of press release we not only
communicated about the healthy ranges but also make people realise that Nestle does not
comprise the quality of product and makes essential effort to serve healthy product.
MAIN BODY
While running the campaign management was confident the whole campaign will work
in favour of company. Reason being we had all the data regarding the test and approval of
product. Thus, these evidences were strong enough to maintain the trust of customer and give
strong reply to the opponent. Hence, before running the campaign we had the idea about all facts
and figure which help to encourage each and every question effectively while running PR
campaign. Moreover, our campaign includes the description of new product range that created a
huge market buzz and gathered huge attention of customer.
Initially in the campaign it was tough to handle the queries of customer and portrait the
positive image of company as the whole exercise involve huge question answer rounds. But
whole team was desirable enough to handle all the queries significantly which ended up in
making the favourable experience. As the objective of whole campaign that is “ healthy future”
was to cater the growing need of customer and handle the controversy of customer regarding
existing product. This whole campaign was not only restricted to publish the news in print media
and traditional media with the help of press release. Along with that huge pool of audience that
extensively depend upon social media such as youths which mostly prefer noodles as it is tasty
and easy to prepare. So organisation decided to start campaign in widely used social media sites
such as Facebook and posted blogs which helped the management to gain the real insights
through the feedback of customer. Further, as the company is into healthy noodles so the
confusion of company reading decrease in market share in future has also been rectified.
Therefore, the overall experience of running the company throwing the highlights of the product
has helped the company to maintain the interest of loyal customer.
With the help of PR campaign organisation was able to communicate with the audience
as well as media effectively regarding the product. This whole exercise has strengthen our
relationship with customer by addressing them exact scenario. It helped the management to gain
the deep external as well as internal insights that can affect the company by analysis the strength

and future opportunity of Nestle. Additionally, this strategy of company helps to create effective
tactic and helped the audience to fulfil the requirement of customer. Thus, the matter which was
shared in the meeting and the content posted in social media helped the people to ignore the
rumour against the company. So based on the analysis the whole situation worked in favour of
company. As business operate in dynamic environment which keeps on changing so it is
essential for the company to constantly cater the existing, trend, need as well as requirement of
customer. So in future needed to analyse the move of competitor and significantly make changes
in the existing product or expand the marketing mix of company. This strategy of taking the
action quickly helps the company to gain competitive advantage over the competitors. Moreover,
during the time of press release being the face of company management cautiously handle the
situation and make the interested stakeholder familiar about the situation of company. Along
with that during the time of crises PR campaign can be run within stipulated time period as it
helps to avoid the threat of substitution or entry of new entrant. Moreover, the trust of customer
is maintained if the company takes the help of PR campaign to communicate the real sight of
business with competitor. So in future management is able to expect to have more proactive
approach regarding handling the things successfully so that the internal operations does not get
hampered.
Conclusion
The company should have run the campaign much early then it was actually took place because
most of the negative comment or rumour was spread against the company. Along with that media
framed the negative picture of company that in terms of noodle company is not offering healthier
noodling still its consumption rate is high. Moreover, this whole scenario gave chance to the
competitor to increase their market. Thus, there competitor run campaign extensively promoted
their brand which actually enhanced their overall market even the loyal customer of Nestle
started developing taste for its competitor. Although our campaign worked wonder to rebuild the
trust of customer and telecast the positive reforms about company to gain the trust of company.
In addition to it this make them realise that the company thinks for their welfare due to which
they haves launched healthy products. Thus, up to some extend this helped the company to bring
back all the things to the normal state whereas on other side the stiff competitor of Nestle such as
Sunfeast also gets advantage of early mover. Therefore, this not the complex situation for
company as the market share of whole company is already very vast. So in future organisation

will run more campaign and conduct meeting with media after specific period to maintain as well
as upgrade the image of company.

CONCLUSION
From the above report it has been determined that public relation campaign plays a
significant role to connect the audience with company and display the affirmative image of
company in the minds of customer. Further, company can run various campaign through press
release where media act as a mediator between company and customer and help every
stakeholder to gain real insights. Along with that the content is released in social media through
Facebook or Instagram post, writing innovative blogs and so on. Along with that company can
conduct internal communication with their employees through email platform. Furthermore,
stakeholders analysis help the company to gain the idea of their stakeholder and how they can
help the company to achieve its goal successfully.

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