(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