Planning and Management of Effective Public Relation Campaigns

This report explores the planning and management of public relation campaigns, focusing on their development and implementation. It emphasizes the importance of professionalism, proper planning, and understanding public demands for effective PR activities. The study reviews the concept of public relation campaigns, their types (media relations, community relations, corporate social responsibility, and public affairs), and essential elements. It identifies challenges such as poor management, lack of market research, and the need for well-trained communication professionals. The research methodology involves secondary data collection and thematic analysis to provide recommendations for mitigating these challenges and improving PR campaign planning, particularly in the context of the United Arab Emirates, highlighting the necessity of adapting to the evolving media landscape and ethical considerations.

Running head: PUBLIC RELATION
Planning and Management of Public Relation Campaign
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Abstract
The study is focusing on the planning and development process of the public relation campaigns.
Information obtained from the literature review section determines the elements and the types of
the public relation campaigns. The literature review provides the enriched information about the
public relation campaigns and the elements that are needed to be taken into consideration. The
use of the appropriate methodologies also maintained the systematic approach to conduct the
secondary research. The overall information highlight set the lack of appropriate professionalism
and proper planning process can be the major determinants of establishing the public relation
campaign. It generally suggests the procedures that are needed to be followed by the PR
practitioners. However, on the other hand, the idea gathered from the secondary research
suggests that the demands of the public have increased much prominently in current time.
The lack of understanding and knowledge can lead to the in effective segmentation of the PR
activities. The professionals need to be well trained in communication, writing, and having good
skill in opinion polls and market research. Therefore, the PR practitioners require adequate
training session for developing the better PR campaigns. On the other hand, spreading awareness
among the political party in United Arab Emirates would be essential to promote
democratization.

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Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Problem Statement.....................................................................................................................3
1.2 Research Aim.............................................................................................................................4
2.0 Literature Review......................................................................................................................5
2.1 Concept of Public Relation Campaign......................................................................................6
2.2 Types of Public Relation Campaigns........................................................................................7
2.3 Elements of Public Relation Campaign...................................................................................11
2.4 Gap in the Literature................................................................................................................17
2.5 Summary..................................................................................................................................18
3.0 Research Methodology............................................................................................................19
3.1 Research Philosophy................................................................................................................19
3.1.1 Justification for selected research philosophy......................................................................19
3.2 Research Approach..................................................................................................................20
3.2.1 Justification for chosen research approach...........................................................................20
3.3 Research purpose.....................................................................................................................21
3.4 Data collection process............................................................................................................21
3.5 Data Analysis techniques.........................................................................................................22
3.6 Sampling Technique................................................................................................................22
3.7 Ethical consideration...............................................................................................................23
3.8 Research limitation..................................................................................................................24
3.9 Research Timeframe................................................................................................................24
4.1 Thematic Analysis of the Research.........................................................................................26

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4.2 Summary..................................................................................................................................30
5.0 Interpretation and Recommendations......................................................................................31
5.1 Alignment of Secondary Research and Literature Review......................................................31
5.2 Recommendations....................................................................................................................33
References......................................................................................................................................35

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1.0 Introduction
In last few years, the field of public management has changed drastically. Business
marketers often face the challenges while managing people and strengthening the organisational
position in a competitive landscape (Austin, Weintraub, and Pinkleton 25). Public relation
campaigns help in gathering the attention of the potential customers and influence their purchase
behaviour. The public relation campaign is a series of activities that are formulated for achieving
any specific goal. This has the contrasting characteristic with the PR, such as paid advertising,
ongoing publicity, and reacting to the events. Prior to develop the public relation campaigns, it is
essential to develop the specific objectives to perform the responsibilities. It is suggested that the
public relation campaigns need to deliver the messages carefully to the audiences for
determining the accomplishment of the objectives (Theaker, Alison 27).
The study is concentrating on the planning and management of the public relations
campaigns that attract the consumers in a larger amount. The development of the research aims
and objectives would provide the insights regarding the subject area. The development of the
literature study would be provided to concentrate on the contextual analysis. The application of
the appropriate methodologies will prepare the systematic and information research study.
1.1 Problem Statement
Advertisement is conceptualized as a process that attracts public for purchasing any
product or service. The public relation campaigns are one form of advertisement that needs to
comply with the appropriate advertisement standards and regulations. In addition to this, it is
even necessary to develop the consumer protection legislations prior to develop the planning
process of the public relation campaigns (Gregory, Anne 20). It is noticeable that United Arab

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Emirates maintain their own set of principles and regulations for the advertisement procedures.
According to the research study, a single regulation cannot regulate the advertisement and it
needs to comply with numerous laws (Miller, Gerald 45). The public relation campaigns are
generally arranged for conveying the appropriate messages regarding the products or services. In
last two years, there is the huge expansion of the public relations in diverse domains, such as
political, social, cultural, and economic sector of United Arab Emirates. In the year of 2011,
public relation campaigns in United Arab Emirates faced much challenging scenario due to the
accusations, misconceptions, and stereotypes. It is explained that the modern organisations
cannot survive if they do not follow the appropriate public relation campaign. Over 50% of the
students are even enrolled in the public relation courses (Doorley, John, and Garcia 35). Many of
the malfunctions and flaws are even identified in the public relation campaigns of today’s world.
Some of the probable reasons for all such flaws are the poor management style, lack of
professionalism, lack of market research, and lack of planning. It is thus essential for the
business management to identify the appropriate solutions for the betterment of the public
relation campaign planning (Allagui, Ilhem, and Breslow 25). The research will be formulated to
recognize the suitable approaches for PR campaigns in United Arab Emirates.
1.2 Research Aim
The aim of the research is to develop the understanding of the effective public relation
planning and development process in United Arab Emirates.
1.3 Research Objectives
 To identify the necessity of the public relation campaign undertaken by the organisations

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 To critically assess the planning process of the public relation campaign in United Arab
Emirates
 To recognize the challenges faced by the business management during the development
of the PR campaigns in UAE
 To present the suitable recommendations to mitigate the observable challenges
1.4 Research Questions
 Why public relation campaign is necessary for the organisations?
 How the public relation campaigns are planned and developed in United Arab Emirates?
 What major challenges business management have been facing while arranging the
public relations campaign?
 How these challenges can be resolved?
2.0 Literature Review
Developing the public relation is crucial to business success. A public relation campaign
is considered as the strategic design of a message series that is conveyed to one or more target
population within a stipulated time. According to the research study, the strategic public relation
campaign is formulated to convey the positive or negative situations faced by the organisation
(Duhé, Sandra 20). In order to arrange the PR campaigns in a scientific way, it is necessary to
adopt the suitable approach for this context. The literature study would explore the conceptual
and theoretical ideas regarding the public relations. The identification of the probable challenges
would be discussed in this literature review section. The obtained ideas from the study will be
aligned with the secondary information to specify the relevance of the research.
2.1 Concept of Public Relation Campaign

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Public relation is the process of managing the effective relationships with the associated
stakeholders and influencing the opinions of others. The research study highlights that the public
relation campaign is one of the most beneficial tools to convey the appropriate message to the
public (Botan, Carl and Hazleton 15). Public relation is also conceptualized as the method of
developing the reputation of the company. The set of disciplines associated with the PR
campaigns help in protecting reputation of an organisation with the aim of supporting,
understanding, and influencing the behaviour and opinion of the people. Business managements
often strategize their workplace functionalities in a systematic way for accomplishing business
goals. It is suggested that public relation procedures help in achieving a set of goals that include
the appropriate maintenance and improvements of the reputation (Macnamara, Jim 128). The PR
Campaigns are developed by considering the appropriate methods and regulations. It is
noticeable that the traditional PR campaigns often involve the press releases that are to be sent
out to the public with the aim of conveying the messages. However, it is important to prepare a
well-crafted press release that can present the appropriate message. The professionals need to be
well trained in communication, writing, and having good skill in opinion polls and market
research. With the pace of changing notion of ‘media coverage’, the types of the PR campaigns
are also changing drastically. In the year of 2016, the digital media replaced the sprinting media
more significantly (Lee et al. 116). During the planning and development of the public relation
campaign, it is important to write a well-versed campaign story.
Many organisations attempt to manage their public relation strategies in a unique way
that can attract the attention of the global population in a significant way. PR is conceptualized
as an ongoing process that includes the carefully crafted activity. An appropriate PR strategy
looks after the positively managed brand perception that would create the opportunities for the

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clients. It is explained that the business clients seek reliability in a most specific way and
effective PR strategy helps in building the trust (Macnamara 249). It is true that PR and
advertising hold the similar characteristics that serve for the betterment of the relationships
between the business and clients. Both of these maximize the exposure with the ultimate goal of
developing the potential business success. The PR strategies even help in improving the
marketing procedures of the firm (Mishra et al. 189). However, it is necessary to note that the PR
campaign needs to comply with the appropriate regulations to maintain the ethical parameter.
2.2 Types of Public Relation Campaigns
The organisations and companies perceive differently to retain their customers,
shareholders, general public, and government. In order to deal with the diverse viewpoints of the
public, the different types of Public Relation Campaigns are undertaken. These types and
functioning are described below:
 Media Relations
According to the research study, media relation deals with the different types of the media
based functionalities (Rose, Nikolas 33). For example, press conferences, scheduling interviews,
or writing any press releases are some of the media relations that are undertaken to attract more
amounts of populations. The major aim for arranging the media relations is to generate the
positive coverage of any particular organisation. It is considered as the connection that binds the
organisation with the associated public (Esser, Frank, and Strömbäck 28). However, it is
essential to maintain the appropriate regulations, such as copyrights prior to publish any media
release.
 Community Relations

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The community engagement officer is always associated with the community relation
process, which is one type of the PR activities undertaken by the business management. The
community relations are a form of PR that is formulated for receiving the support from the local
community, such as development of the new manufacturing plant (Stiglitz, Joseph, and
Rosengard 65). The establishment of the community relation process helps in building the
reputation of the company in a significant manner. The effective PR strategies attract a number
of customers and people towards the product or service (Grunig and James 44). In fact, it aims to
transform the perceptions of the people regarding any particular issue.
 Corporate Social Responsibility
Another form of PR is corporate and social responsibility which helps in developing the
reputation of the company by maintaining ethical parameter, community and environmental
development. It is noticeable that this particular area of PR creates the considerable effects on the
business practices of any organisation (Pamment and James 50). In time of need, the PR officer
sometimes you coming to the company to transform some of the policies for changing the
business direction and developing better corporate and social responsibility. It will be better for
the company to develop the appropriate customer base for the longer run.
 Public Affair
Public affair is another type of PR, which is also conceptualized as lobbying. This process is
formulated for attracting the government for the future business dealings. Once the government
becomes supportive enough for the company, it will be helpful for the legislative purposes
associated with the generation of money (Berry and Jeffrey 65). The effective public affair helps
in making contact with them minister to convince them the scenario Street a detailed

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information. If they take care of these issues, it will clarify obstructions for the further business
development.
 Crisis Management
While conducting the business, the business marketers often face the crisis scenario. For
example, a faulty product can be recalled, reputational damage may emerge, or an oil tanker spill
may affect the company. Establishment of the effective crisis management depends on high level
of communication with the public (Newman, Todd 815). In most of the cases, the CEO is the
crisis managers need to confront to convey the message regarding the issue. A quick thinker,
who can interpret the issues in an impressive way, would be helpful enough to communicate
during this prizes scenario. They have the ability to maintain the team cohesiveness and delegate
the tasks appropriately (Kiousis et al. 363). In fact, they have the capability to understand to the
relevant media channel through which they can convey the messages or discuss the problems.
Arranging a Press Conference or receiving supports of the social media is also quite beneficial
during such moment.
 Social Media
Many organisations use social media as the most used platform for PR activities. It is
observed that it has huge PR potential that can help the company to recover from the crisis
scenario. It is a widely used platform where a single customer is visible to the entire world. The
review posted on the social media provides the fruitful insights regarding the areas of
improvement and necessary implications (Birkland and Thomas 42). However, on the other
hand, the negative remarks received from the people can affect the brand image in a significant

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way. It can also be stated that social media is the most useful place for providing the public
apology.
 Employee Relations
Employee relations are also conceptualized as the internal PR process that provides the
associated employees a motivation and positive views regarding the company. The aim of
developing the effective employee relations is to keep the employees motivated, loyal, and
satisfied. The employee relations work includes a set of activities. Organizing an employee event
or creating the communication as well as the newsletter is quite effective procedure for
motivating the employees (James and Melanie 265). An effective employee relation can be
formulated by resolving disputes and liaising with the unions. In addition to this, collaborating
with the line managers for developing the effective relationships with the team also falls under
the employee relation activity. This form of PR is generally based on the action more than the
visualization (Ekman, Mattias, and Widholm 78). For instance, the management can provide the
employees a limited amount of money in time of disputes since it will be sanctioned from the
company itself. In fact, it becomes much difficult for the managers spin the word ‘no’ that might
affect the employees’ perception towards the company. The professionals associated with the
employee relation process are needed to be perceptive, excellent negotiators, tenacious, and
understanding (Rizk 45).
 Integrated Marketing Communication
IMC or the integrated marketing communication is not the particular form of PR, but it
connects the activities altogether to ensure the accomplishment of the purpose. Without the
appropriate communication, it can be difficult for the management to convey the message and