Public Relations Planning Report: Dairy Brand, Bulla Foods

This report details a comprehensive public relations plan for Bulla Dairy Foods, an Australian dairy company. The report begins with a situation analysis, including background information and research findings from both secondary and primary sources (interviews and surveys). It identifies a problem statement concerning customer awareness of quality assurance and an opportunity to increase brand awareness and sales. The plan establishes SMART objectives, defines target publics (non-vegan consumers aged 25-52), and outlines a persuasive PR strategy focused on building trust and conveying quality assurance initiatives. Key messages emphasize hygiene, the absence of synthetic additives, and a commitment to quality. The tactics section includes social media campaigns (YouTube, Facebook) and events/live television programs. The report incorporates a detailed calendar (Gantt chart) for the PR activities and concludes with a section on evaluation. The goal is to increase awareness of the company's quality assurance measures and boost sales within six months.

Running head: PR PLANNING
PR PLANNING
Name of the student
Name of the university
Author note

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Table of Contents
1. Situation Analysis........................................................................................................................2
1.1 Background............................................................................................................................2
1.2 Research.................................................................................................................................2
1.3 Problem and opportunity statements.....................................................................................3
2. SMART Objectives.....................................................................................................................3
3. Target Publics..............................................................................................................................5
4. Strategy and Key Messages.........................................................................................................6
4.1 Persuasive concept of the strategy.........................................................................................6
4.2 Key messages.........................................................................................................................7
5. Tactics..........................................................................................................................................8
6. Calendar (Gantt chart).................................................................................................................9
Activity sheet...............................................................................................................................9
Gantt chart.................................................................................................................................11
7. Evaluation..................................................................................................................................12
References......................................................................................................................................13

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1. Situation Analysis
1.1 Background
The concerned organization, Bulla Dairy Foods, an Australian owned dairy business
aimed at improving the lines of dairy food propositions ranging from ice cream and yogurts to
flavored milk (Bulla.com 2020). The business is considered to be one of the largest dairy foods
manufacturing business in Australia. However, it has been noticed that most of the target
audience of the organization are unaware of the quality assurance that are provided by the same
for ensuring the interests of the customers. The target audience are specifically the non- vegan
consumers who possess an inclination towards the consumption of dairy propositions. Therefore,
the public relations strategies would assist the organization in improving the awareness among
the people while influencing their sales volume in the different markets. The role of a pubic
relation manager in this relation is to provide suggested tactics and strategies for the concerned
organization with the purpose of improving their rate of communication with the target audience.
1.2 Research
Secondary research
The secondary qualitative research will be collected through the conduction of interviews
with the marketing managers of the organization. A list of semi structured open ended questions
would be selected and thereby the interview would be conducted with the purpose of gaining
knowledge on the current public relation related aspects that are being faced by the organization
and the future needs of the business.
Primary research

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The primary research would be conducted through surveys among the target customer
groups of the organization. A survey questionnaire consisting of 10 close ended questions would
be circulated among the respondents and their feedbacks would be gathered on the same for
analysis purposes. The questions would specifically judge the knowledge of the customers on the
value propositions that are being provided by the concerned organization and the quality
assurance related aspects of the same. Therefore, the collection of quantitative data would
support in identifying the position of the concerned organization while operating in the different
markets.
1.3 Problem and opportunity statements
Problem statement
 Few customers believe that the organization utilize urea neutralizers for improving the
quality of taste of the dairy propositions
Opportunity statement
 Most of the customers are off the opinion that the concerned organization propose
improved quality offerings
2. SMART Objectives
Specific
The objective of the public relations activity
will be to increase awareness on the quality
assurance that is being provided by the
organization through collaboration with
different media vehicles

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Measurable
The increased awareness among the target
audience would increase the sales volume of
the venture by 2% within the next 6 months
Attainable
The attainable aspects of the strategy is based
on the investment capabilities of the
organization. The concerned organization
have the capability of empowering the use of
media vehicles which would critically support
the business in maximizing awareness among
the target audience.
Relevant
The improved awareness among the target
audience would allow the organization in
increasing the sales volume of the same. The
public relation campaign would aim at
making the target audience aware of the
quality assurance that is provided by the
venture. Therefore, the strategy would support
the organization in increasing the capability
of the same in improving the competitive
benefits of the venture.
Time bound
The overall process of public relations and
communicational activities through the
utilization of diverse media vehicles would

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take around 6 months
3. Target Publics
The target publics for the campaign would be the existing and the new customers of the
organization whose age would be ranging between 25-52 years and are from a middle income
group. The determination of the target audience for the PR campaign will be made after
assessing the feedbacks that are provided by the respondents in the primary surveys (Dutot,
Galvez and Versailles 2016). The target audience of the organization will be specifically the
customers who are unaware of the different quality assurance related measures that are being
provided or initiated by the venture. The target market are mostly tech savvy and are more reliant
on web based research rather than word of mouth promotions.
Again, the target publics have a high level of comprehension and are mostly attracted
towards creative and humorous contents. The target customers of the organization are aware of
the ill effects of urea and preservers in the dairy products. Therefore, the campaign would
specifically focus on making the audience aware of the initiatives that are being undertaken by
the organization with the objective of improving their experience. Floreddu and Cabiddu (2016)
stated that the selection of a primary target audience group for the campaign enables an
organization in designing and improvising the content in accordance with the tastes and
preferences of the customers.
Moreover, it has been noticed that the identification of the target audience for the PR
campaigns allows an organization in identifying the most desirable media vehicles that might be
used by the same. Madsen and Verhoeven (2019) opined that the utilization of appropriate media

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vehicle while conveying certain message as a part of the PR campaign supports an organization
in improving their performance. Messages sent to the wrong groups of customers might create a
negative impact on the brand image of the venture. In this connection, the concerned
organization might take the initiative of utilizing an omni-channeled communication medium as
their media vehicle with the purpose of adhering to the interests of the audience.
4. Strategy and Key Messages
4.1 Persuasive concept of the strategy
The persuasive strategy plays an integral role in making the target audience aware of the
different modifications that are being planned by the organization and thereby influence the
change of attitude of the target group towards the offerings. The concerned organization’s PR
campaign will aim at changing the beliefs and behavior of the target audience towards the
propositions that are made by the venture. Most of the target audience feels that the organization
utilizes urea neutralizers which might stimulate health issues. Moreover, it has been observed
from the survey that the target group are not aware of the quality assurance initiatives of the
venture. Therefore, the PR campaign of the organization would primarily focus on trust building
while persuading changes in the beliefs and behavior of the customers through transmission of
information on the quality initiatives.
Azhary and Kriyantono (2018) persuasive PR campaign supports an organization in
stimulating and converting the beliefs of the same in favor of the propositions. The major
concern of faced by the organization is related to the lack of awareness among the customers
relating to the initiatives that are being instilled by the same for improving the quality of the
propositions. Therefore, the organization would employ a persuasive strategy through effective
transmission of viable and relevant information on the quality checks that are installed by the

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same for providing best quality propositions to the customers. The organization would create
presentations of their production process in the form of videos for making the audience aware of
the key ingredients and the overall hygiene of the process. On the other hand, the organization
would also take the initiative of interviewing and streaming the videos of interview with their
chief quality analysts and analysts from the external sectors for proving the authenticity of the
quality management approaches. Al-Jenaibi (2018) reflected that most of the customers are
believers of authentication on the quality of the proposition. The persuasive factor of the
campaign would be empowered through the declaration of the organizational policies in relation
to quality assurance. In this connection, the PR campaign of the organization would assist in
bringing forth changes in the behavior and beliefs of the target audience through making the
same aware of the quality related initiatives.
4.2 Key messages
The key messages that the organization might transmit though the PR campaign are:
 The organization considers sanitation and hygiene as primary factors in their
manufacturing process
 The organization does not make use of any synthetic material like urea neutralizers or
detergents in the dairy propositions that are made by the same
 The organization holds a policy for quality assurance which includes that the organization
is liable to propose the customers with superior quality propositions
 The organization holds a benchmarking process for all the manufacturing and quality
testing related operations to empower the quality assurance related policy of the same.

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5. Tactics
The tactics play an important role in improving the quality of the PR campaign procedure
of an organization. In this connection, the concerned organization is planning to make the target
audience aware of the quality standards that are followed by the same while operating in the
different markets. The section would enumerate the different aspects of the tactics and the
manner in which the same might enable the organization in informing the target group of
audience of the quality standards.
Social media campaigning:
The concerned organization might take the initiative of posting the videos on their entire
production process in social media channels like YouTube. Moreover, the organization might
take the initiative of sharing posts in Facebook for improving the indulgence of the target
audience. The social media tactic would enable the organization in drawing the attention of the
attention of the tech savvy population who are more reliant on web based research while making
a buy of any proposition. The social media integration and continuous posting of videos and
feeds in different social media platforms would allow the organization in increasing awareness
among the target group of customers. On the other hand, the choice of the social media vehicle
would specifically rely on the statistics of social media usage in the nation. Posting videos with
the content of different production procedures in the organization in the social media platforms
would act as a persuasive strategy for the venture while changing and influencing the mind of the
viewers.
Events and live television programs

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The failure to persuade the changes in the behavior or beliefs of the audience might force
the organization to undertake events after collaborating with different media partners and
sponsors. The events would allow the organization in demonstrating the entire manufacturing
process practically. The organization might issue free passes for the target audience with the
purpose of inviting the same to their event. Moreover, the organization might also take the
initiative of developing persuasive interview sessions with different external quality analysts in a
live television program with the purpose of making the target audience aware of the initiatives.
The television program and the events might be considered as a secondary activity and a part of
the contingency backup planning initiative of the venture for the primary media activities.
6. Calendar (Gantt chart)
Activity sheet
Task Name Duration Start Finish
Social media coverage 180 days Tue 2/4/20 Mon 10/12/20
Assessment of needs 32 days Tue 2/4/20 Wed 3/18/20
conduction of customer
surveys 15 days Tue 2/4/20 Mon 2/24/20
interviews with the
marketing managers 10 days Tue 2/25/20 Mon 3/9/20
collection of feedback 4 days Tue 3/10/20 Fri 3/13/20
analysis of feedback 2 days Mon 3/16/20 Tue 3/17/20
developing report 1 day Wed 3/18/20 Wed 3/18/20
Consultation with the
stakeholders 30 days Thu 3/19/20 Wed 4/29/20
undertaking meeting
with the CEO and board
members
5 days Thu 3/19/20 Wed 3/25/20
open discussions with
different operational
managers
10 days Thu 3/26/20 Wed 4/8/20
planning on the resource
needs 10 days Thu 4/9/20 Wed 4/22/20
consultation with the HR
for staffing 4 days Thu 4/23/20 Tue 4/28/20

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plan approval 1 day Wed 4/29/20 Wed 4/29/20
Budgeting 17 days Thu 4/30/20 Fri 5/22/20
cost analysis from the
different non-recurring
expenses
10 days Thu 4/30/20 Wed 5/13/20
cost analysis for
different recurring expenses 7 days Thu 5/14/20 Fri 5/22/20
Recruitment of skilled
HR 26 days Mon 5/25/20 Mon 6/29/20
creation of job
advertisement for Social
media managers
4 days Mon 5/25/20 Thu 5/28/20
creation of job
advertisement for content
writers
4 days Fri 5/29/20 Wed 6/3/20
screening the applicants 14 days Thu 6/4/20 Tue 6/23/20
recruiting candidates on
contractual basis 4 days Wed 6/24/20 Mon 6/29/20
Implementation of social
media practice 35 days Tue 6/30/20 Mon 8/17/20
designing content for the
social media platforms 14 days Tue 6/30/20 Fri 7/17/20
reviewing content 7 days Mon 7/20/20 Tue 7/28/20
publishing in different
social media platforms 14 days Wed 7/29/20 Mon 8/17/20
Monitoring and
controlling activities 40 days Tue 8/18/20 Mon 10/12/20
conduction of surveys 15 days Tue 8/18/20 Mon 9/7/20
assessing feedbacks 10 days Tue 9/8/20 Mon 9/21/20
remodeling the process
structure and rectifying
content as per feedbacks
15 days Tue 9/22/20 Mon 10/12/20

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Gantt chart

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7. Evaluation
The PR activity plan is specifically based on the responses that are being provided by the
respondents. In this relation, the insufficiency of responses from the different customer groups
might affect the capability of the organization in identifying the best media vehicle. The media
vehicle of the organization is specifically determined after assessing the issues and concerns that
are faced by the customers and the needs of the venture to persuade changes in e beliefs and
behavior of the customers. However, the time constraints have affected the capability of the
organization in retrieving relevant information on the customer needs. The overall PR campaign
of the organization might be made fruitful through increasing the sample size of the respondents
which would contribute to the significance in the outcomes. Moreover, the significant outcome
would allow the organization improving the rate of persuasiveness to change the beliefs and
behavior of its target audience.

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References
Al-Jenaibi, B., 2018. Public Relation Professionalism: Using Research in Public Relations–
Current Status and New Directions. In Diverse Methods in Customer Relationship Marketing
and Management (pp. 239-255). IGI Global.
Azhary, S. and Kriyantono, R., 2018. Understanding of Public Relation Officer Towards
Transparency and Accountability of Information in Online Public Relation Implementation in
Public Institutions. Pekommas, 3(2), p.267628.
Bulla.com., 2020. international. [online] Bulla.com.au. Available at: https://www.bulla.com.au/
[Accessed 4 Feb. 2020].
Dutot, V., Galvez, E.L. and Versailles, D.W., 2016. CSR communications strategies through
social media and influence on e-reputation. Management decision.
Floreddu, P.B. and Cabiddu, F., 2016. Social media communication strategies. Journal of
Services Marketing.
Madsen, V.T. and Verhoeven, J.W., 2019. The Big Idea of Employees as Strategic
Communicators in Public Relation. Big Ideas in Public Relations Research and Practice
(Advances in Public Relations and Communication Management, 4, pp.143-162.