Public Relations and Media - PDF

Public relations and media - 3

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Existing products and services and cause...............................................................................1
2. Critically reviewing the campaign..........................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Public relations may be defined as a practice of spreading the information between the
individuals and organisations and among the public (Gregory and Halff, 2017). It is a type of a
strategic communication process where organisation can build a mutually beneficial
relationships. Developing a public relation is a challenging task for the organisation and needs to
be developed effectively for the success of the organisation. In this report British Petroleum is
taken as an organisation which is a multinational oil and gas company of UK. Present report
discusses about theories, concepts and perspectives of public relations in an organisation.
MAIN BODY
1. Existing products and services and cause
British petroleum is the UK's top most oil and gas company and also comes under world's
top seven oil and gas companies. BP's performance has been improve over the years and has
made it world's 6th largest oil and gas company by its market capitalisation. Company operates in
more than 80 different countries of the world and produces approximately 3.7 million barrels of
oil per day which has enabled the company to generate huge revenue. BP has more than 18,700
gas stations around the world with more than 73,000 employees working in the organisation.
There are various products and services offered by BP such as Natural Gas, Petroleum, Aviation
fuels, motor fuels and petrochemicals and there are more than 1800 gas station BP across the
world. British Petroleum has posted a revenue €276.61 billion in 2010 and is still expanding, it is
the oil giant company and the net profit which came to BP in 2018 was $12.7 billion. Company
has doubled its earnings as compared to last year and it rose towards the European bench marks
of more than 3 percent. Also, company's fourth quarter rose up to 65% when same was compared
to 2017. So, this can be said that company's performance has been very well over the past years
and now company has planned to provide the highest pay rise to their workers over the last 6
years.
Company believes that the workers of the organisation has putting their efforts due to
which company has been able show a significant performance over the years. So, this pay rise
will prove act as a motivational tool in order to keep the workers happy and satisfied as they
have very tough job to do. Now company wants to develop a PR campaign for promoting pay
rise in order to develop a strong public relations (Palenchar and et.al., 2017). It has become vital
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for the organisation in order to develop PR campaign in order to raise company's authority and
build strong relationships with their workers and will also add to the reputation of the company.
PR campaign will also allow the company to generate more and more revenue for the
organisation. Also, it is the best way to spread message across the organisation and across the
country. In order to develop a strong PR campaign BP have to choose appropriate media for the
campaign as it will allow the company to spread the message to right people at the right time.
Choosing a right media is essential for the organisation in order to make the campaign a success.
2. Critically reviewing the campaign
There are various objectives of this marketing campaign one of the major objective is to
spread a message the British Petroleum workers will receive the biggest pay rise within 6
months. So, this objective will help the company to satisfy their worker who has been working in
the organisation for the long and has been working really hard. Another objective of this PR
campaign is to building the reputation of organisation which has been badly due to oil spills in
2010 and now company has opportunity to build its reputation in United Kingdom (Gower,
2017). Another objective of this PR campaign is to raise awareness among the people regarding
company's brand, products and services and also to generate awareness that company is taking
care of their workers of UK as it is UK based company. So these are the objectives of the PR
campaign which a company wants to achieve within 6 months of marketing campaign in UK.
As, company wants to generate awareness of their campaign across UK and the target
audience chosen will be people of entire UK as this campaign through which company wants to
build strong relationships with their customers, clients and with their workers so the target
audience of this market will be people of entire UK. It is is important for the company to
segment the markets in order to make the PR campaign effective. BP should segment the markets
by geographically and pyschographically. In geographic segmentation company should set a
predefined boundaries through cities, regions and states across the country. In psychographic
segmentation company need to focus on the intrinsic traits of the audience in order to change the
attitude and opinions of the customer and their workers. Based on market segmentation and
target audience BP should develop a creative content which could help in generating awareness
and could help in meeting the objectives of PR campaign.
There are various messages which a company can deliver through this PR campaign but
the major key message which a company wants to deliver to its targeted audience is to inform
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them that British Petroleum is making the largest salary hike for their worker in UK from the last
six years (Michaelson and Stacks, 2017). Another message which BP can deliver trough this
marketing campaign is that company is taking care of its workers and are trying to increase the
income level of their workers and they are the prime concern of the organisation (Verčič and
Colić, 2016). Also, another message which can be delivered through this campaign is that BP,
wants to inform their audience that company is generating huge revenue and is performing well
in their business which help the company in building the brand image and reputation.
The PR strategy of BP is to organise their activities has to make a strategic decision about the
best way to communicate with their target audiences. For this company has to develop
appropriate strategy with proper PR content and choosing right media for communication. In
order to develop effective PR campaign BP should make use of proper tools and techniques.
Some tools and techniques which BP can make use of are as follows:
Speaking engagements: BP can inform their workers though speaking engagements, where the
managers of BP at different location can provide information to worker through formal talks
related to rise in salaries of workers.
Press releases: Here company can communicate with their target audience through TV or radios,
news papers or magazines and can even use other types of main stream media which can be an
effective way for targeting such a huge audience (Kiousis and Ragas, 2016). This medium can
also be chosen as it is considered as the most trustworthy medium and also the oldest PR tool.
Public events: This is the best way for attracting people's attention and to keep them engaged
with the PR activities of the organisation. BP can take special advantage of this tool to speak
with their audience directly (Karen, 2019). This will allow the company to set a direct relations
with the people and will also allow the company to reach to huge audience directly at the same
time.
Newsletters: BP can also send relevant information about the campaign to the target audience by
sending the newsletters. It is the common method which is used to develop and maintain the
strong relationship with the public.
Social media marketing: It is one of most popular method which can be used by BP for its PR
campaign and also it is the easiest way of generating awareness. BP can make use of various
social media platforms like Instagram, LinkedIn, Twitter, Facebook etc. Also, it is the best tool
which can be used by BP for its PR strategy.
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Sequence and Timing
Sequencin
g and
timing
Sunday Monday Tuesday Wednesda
y
Thursday Friday Saturday
Facebook Whole day 8 to 10 pm 8 pm to 12
am
Instagram Whole day 5 to 10 pm
Twitter Whole day 8 to 12 am 6 to 10 pm
LinkedIn Whole day 6 to 9 am
Total budget which has been set by BP on various PR campaigning is €20,00 and total
budget which was spent on PR campaigning was €18,000.
Outcome of PR campaigning was positive and has proven to be successful for the
organisation. Workers of the organisation were very happy and satisfied with the campaigning
and also company got the positive reviews from the audience on social media platforms. Also,
PR campaign was integrated with other communication activities like direct marketing,
advertising etc which helped in generating awareness and also helped the company to increase
their sales.
CONCLUSION
It can be concluded from the report that PR campaigning is really important for the
organisation in order to communicate a particular message to the target audience. Also, PR acts
as a tool for developing a strong relationship with the audience and delivering a key message to
the people. Present report also concludes that company should develop a proper strategy for PR
campaign and chose the right media for promotions.
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REFERENCES
Books and Journals
Gower, K. K., 2017. Legal and ethical considerations for public relations. Waveland Press.
Gregory, A. and Halff, G., 2017. Understanding public relations in the ‘sharing
economy’. Public Relations Review. 43(1). pp.4-13.
Kiousis, S. and Ragas, M., 2016. Implications of third-level agenda building for public relations
and strategic communication. The power of information networks: New directions for
agenda setting. pp.161-174.
Michaelson, D. and Stacks, D. W., 2017. A Professional and Practitioner's Guide to Public
Relations Research, Measurement, and Evaluation. Business Expert Press.
Palenchar, M. J and et.al., 2017. Marketplace commodification of risk communication:
Consequences for risk bearers and implications for public relations. Public Relations
Review. 43(4). pp.709-717.
Verčič, A.T. and Colić, V., 2016. Journalists and public relations specialists: A coorientational
analysis. Public Relations Review. 42(4). pp.522-529.
Online
Karen, S. J., 2019. What Are PR Communication Tools & Techniques?. [online]. Available
Through: <https://yourbusiness.azcentral.com/pr-communication-tools-techniques-
1102.html>.
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