Public Relations Management and Tactics

Running head: PUBLIC RELATIONS
Public relations management and tactics
Name of student
Name of University
Author note

1PUBLIC RELATIONS
INTRODUCTION
Within the present competitive business environment considering the automobile industry
in Australia, assessment of market conditions and clients’ needs is essential for the survival and
therefore public relations is considered as of utmost importance. This is a revolutionary approach
that has benefited many businesses to stand out from the rest of its competitors and create
something unique and deliver something innovative that can be attractive for both the public and
media. The public relations are managed with focus on interest with both media and public, because
the public is the purchaser of products and services while media has been responsible for selling the
products and services (Volkswagen.com.au 2019). Considering the real world scenario, the major PR
issue is about Volkswagen Australia that has faced customer anger with the increase in accidents
caused due to the slowing down of cars sold by the company. A PR issue is often a major drawback
to a company, which may hinder the management of a positive brand image and name and further
lead to decreased sales and poor revenue generation too, furthermore leading to poor brand
performance and inability to gain competitive advantage in business as well (Berger and Meng
2014).
Nowadays, the public relations strategy is implemented with focus more on providing value
and delivering appropriate information about the services to the clients rather than prioritising on
the advertising and promotional activities. The PR strategy not only educates the individual to make
him understand his needs and preferences, but also allows for enhancing the brand image,
reputation and even allow preventive measures to ensure that the reputation and positive brand
image can be protected (Austinand Pinkleton 2015). There are multiple channels that are used for
communication while implementing a PR strategy, which can also establish a proper brand image
among the clients regarding the products and services through development of content about the
company and its products through broadcast media as well(Volkswagen.com.au 2019).

2PUBLIC RELATIONS
CENTRAL SECTIONS
The public relations strategy
The public relations are aimed at managing a positive brand image and keeping the media
channels monitored for the assessment of public comments made about the company and its
products and services associated, The public relations strategy can also help in dealing with crises
management and protect the company against any kinds of external threat, which may lead to
damaging of brand reputation and image and at the same time, affect the sales and revenue
generation negatively too. The public relations strategy couldalso be beneficial for the development
of good will within the targeted market segments with the implementation of various special
programs and events, furthermore ensure coping up with the stressful situations and maintain a
good status within the competitive business environment as well (Elsbach 2014). The main tools and
techniques used for managing successful public relations include media relations management,
sponsorships building relations with the communities in Australia, focus on engagement with other
businesses and managing special events too. This major issue was brought into limelight and here
the public relations strategy should be effective for delivering the right key messages that should
provide a point of view for a specific time and allow for the implementation of various public relation
methods and techniques that could facilitate product positioning along with reaching the target
audiences with much ease and effectiveness (Swann 2014).
Purpose and reasons for selecting PR strategies by Volkswagen
The main goals of public relations management strategy for Volkswagen in Australia are to
development brand and product awareness, create interest among the customers, provide relevant
information and data about the company and its products to them, which could reinforce the brand
and finally, stimulate the demands and expectations of clients by providing good quality products
and services and ensuring customer satisfaction at the highest level possible (Smith 2013). Just as

3PUBLIC RELATIONS
seen from the PR issue, it could be understood that the company faced issues like poor brand image
due to the inadequate quality of cars delivered, which slowed down while driving and it caused
major accidents too. Due to this, the customers were quite angry with the products and services,
which further deteriorated the brand image and resulted in lack of sales and lesser revenue
generation too (Doorleyand Garcia 2015). Thus, the company needs to relaunch a new product with
changes in the technology used in the cars and enhancing the quality of transmission for ensuring
that the right targeted audiences are attractedand higher level of customer satisfaction is achieved
largely at Volkswagen. The marketers must be cautious about implementing the right public
relations strategy for creating awareness among the clients through media and special events,
furthermore make them acknowledged about the new cars available for them, which might be
central to the reduced numbers of accidents in Australia (Theaker 2017).
After the debacle of Volkswagen caused with the poor performance cars delivered with
slower transmission and speed and thus public relations strategy is essential for creating interest
among the clients, which could compel them to gain the trust on the Australian automobile brand
again and try out the cars again with improved functioning. Specialholiday offers and additional
discounts could also be provided for promoting the product and make public aware through special
events and furthermore facilitate the public relations’ management (Reddi 2014). To make sure that
the issues do not emerge again, the company needs to provide in depth information about the
products and services to its people through management of websites, articles, blogs and forums too.
The public relations strategy could also help in creating a positive brand image and ensure business
growth, development and even allow Volkswagen, Australia to survive during the crisis situations as
well (Daymonand Demetrious 2013). Volkswagen’s main issue was to fulfil the clients’ requirements
and needs and to deal with it, proper public relations strategy should be essential for reinforcing the