PRS303: Café Talk Public Relations Campaign Analysis Report

This report provides a comprehensive analysis of a public relations campaign designed for a hypothetical startup café chain called 'Café Talk,' aiming to become the largest café chain in Australia. The report delves into various aspects of public relations management, including identifying the target market, defining objectives, and developing a strategic plan. It explores the importance of internal and external analysis, including a SWOT analysis, to identify strengths, weaknesses, opportunities, and threats. The report outlines key elements of a PR campaign, such as setting achievable objectives, identifying the target audience, and crafting a compelling message. It also emphasizes the significance of tracking and measuring campaign effectiveness through various metrics. Furthermore, the report justifies the need for a PR campaign, highlighting its benefits for a startup business, such as generating business leads and managing brand reputation. Finally, the report offers recommendations for the PR campaign, including collaborating with influencers and creating engaging content. The report concludes by summarizing the key findings and reiterating the importance of a well-executed PR strategy for the success of 'Café Talk'. This assignment is a student submission to Desklib, a platform that provides AI-powered study tools for students.

RUNNING HEAD: PUBLIC RELATIONS MANAGEMENT PROCESSES AND TACTICS
PUBLIC RELATIONS MANAGEMENT PROCESSES AND TACTICS
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Introduction:..........................................................................................................................................2
Discussion:.............................................................................................................................................2
Analysis and Appreciation of issues:.................................................................................................3
Defining the public:...........................................................................................................................3
Defining objective:............................................................................................................................4
Campaign:.........................................................................................................................................5
Tracking and measurement:..............................................................................................................5
Justification for the PR campaign:.....................................................................................................6
Recommendation:.................................................................................................................................6
Conclusion:............................................................................................................................................7
References:............................................................................................................................................8

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Introduction:
A public relations campaign is a series of activities. The management team of a business
organization planned for those activities to accomplish the goal of the company. Publicity tactics,
conducting events, and paid advertising are part of these activities. To focus on the target market,
the management team of a business organization has to prioritize public relations, public
communication campaigns. A start-up business organization named ‘Café Talk’ is interested to
deliver snacks, coffee and fast food for the customer. Founders of ‘Café Talk’ are the former
manager of another café chain. The mission of this start-up business organization is to become the
best café chain in Australia by offering a world-class experience at a reasonable price. The newly
recruited management team of this café chain has to manage legal issues, fixed target market and
objectives of Café talk. To gain a competitive advantage, the management team not only has to
prioritize the target market but also focus on the target market. Through appropriate public
relations and public communication campaigns, Café Talk can become the largest café chain in
Australia. The aim of this report is to analyze public relations strategy and public relations campaign
for ‘Café Talk’, which is a hypothetical start-up café chain.
Discussion:
The management team of Café Talk has to identify the target market and develop the public
relation and public communication plan. The strategic plan will help ‘Café Talk’ to manage public
relations and public communication as a goal. Café Talk, a start-up café chain is interested to provide
the best quality coffee and food at an affordable price in a comfortable environment. The goal of
Café Talk is to become the largest coffee chain in Australia. The café chain has to prioritize the public
communication campaign and public relationship with the customer. The goal of this organization
will help ‘Café Talk’ to find the direction for the strategic plan and objectives of Café Talk will deliver
the direction of specific and measurable outcomes, which is important to achieve the goal. To

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develop public relations and public communication campaign planning the management team of
Café Talk has to follow certain steps, which will be discussed here.
Analysis and Appreciation of issues:
To develop strategic planning for the target market, the management team of Café Talk has
to conduct an internal analysis to identify key issues that can affect the business if this café chain.
Public relations activities are used by the business organization to create a good reputation for the
company in public (Griffin, 2014). It will help the company to achieve the organizational and
corporation goal. Through proper internal and external analysis, the authority of ‘Café Talk’ will
monitor and analyze the present trend in the target market, and critical issues that can be an
obstacle to achieving the aim of the company. By using a formal and informal research approach, the
management team of Café Talk will identify the customer demand, taste preferences of the
customer within and around the location.
Defining the public:
To develop an effective public relations and public communication campaign plan, a business
organization has to analyze the target market, identify potential customers. Identifying the entire
objectives before using them to the targeted market will be helpful for a business organization. This
procedure will help the management team to understand which publics can be connected with
which objectives. The strategic plan regarding public relations is designed for the various public of
the locality. Different types of public have a different level of awareness, behaviors, and attitudes
towards the product. A clear understanding of potential customers will be beneficial to make an
effective public relations campaign planning. Identification of potential customers and analyze
potential customers will ensure the success of the campaign (Stacks, 2016). The management team
of Café Talk has to analyze the market of Australia and the preference of the Australian citizen
regarding coffee, beverage, and fast food. While preparing the strategic plan, having a list of the

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targeted customer will be helpful for the management team to develop an effective plan for ‘Café
Talk’.
Defining objective:
The management team of ‘Café Talk’ has to define its objectives before developing the
strategic plan. To do that this, both internal and external analysis are necessary. The opportunity,
threat, and strength of ‘Café Talk’ must be analyzed. Formative research procedure can be utilized to
gather information about what is going on. Secondary research can be done to find a solution to
manage the problems and threats. A SWOT analysis will be beneficial for ‘Café Talk’ to identify
internal factors and external factors (Papasolomou et al., 2014). By using strength and opportunities,
Café Talk has to manage its threats and weakness.
Through internal analysis, the management team of Café Talk will identify the strengths and
weaknesses of ‘Cafe Talk’. For example, the use of media, social media can be a strength for ‘Cafe
Talk’ (Franklin & Parton, 2014). To improve public relations, the management team of this
organization can use this strength to generate public communication. By identifying the strength, the
authority of this café chain can manage the weaknesses.
Through external analysis, this café chain can identify its opportunities and threats. To
manage the threats, the authority of Café Talk can use its opportunities. For example, it can be said
that intense competition in the Australian market is a threat to ‘Café Talk’. Café Talk is interested to
provide coffee and food items at an affordable price in a pleasant atmosphere. It is an opportunity
for this café chain and it must be used to manage the threats.
After conducting internal and external factor analysis, this café chain can analyze the
situation to fix its objectives. However, the objectives must be developed by summarising the result
of the SWOT analysis. The objective of this café chain is to become the largest café chain in Australia
in a certain time frame. To accomplish this objective, the management team of ‘Café Talk’ has to

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develop a strategy. The strategy for public relations and public communication campaign will be
included in the strategic plan.
Campaign:
Five key elements of public relations and public communication campaign will be identified
in this part. The identification of the target market, the goal of the company, a message that
portrays the image of the company, information about the competition in the target market, and
steps that are necessary to stay relevant in the competitive market are those key elements of the
public relation (Smith, 2017). The PR Campaign must have an achievable and proper objective. The
PR campaign will increase awareness of ‘Café Talk’, develop the reputation of the company, try to
reach a larger audience and spread the news of the company in the targeted market. To share the
objectives of the company PR campaign will be used (Percy, 2016).
The management team of ‘Café Talk’ has to set the objectives and goals. The management
team of this café chain has to fix timing and have to develop a strategic plan that will help the
company to achieve the objectives and goals in a certain time. To create an effective PR campaign
strategy, the management team has to be proactive for years (Austin & Pinkleton, 2015).
For the PR strategy, the authority of ‘Café Talk’ has to identify its resources through which
this organization will maintain its public relations and maximize its public communication. To do that
this organization has to identify media and techniques. This organization can use radio, television,
newspaper, magazine, and social media websites to communicate with the people of the targeted
market (Tsimonis, & Dimitriadis, 2014). To deliver the message of ‘Café Talk’ and communicate with
potential customers the management team has to hire media experts and experts who can prepare
an effective and attractive message for potential customers.
Tracking and measurement:
The authority of ‘Cafe Talk’ has to measure the effectiveness and impact of public relations
campaigns. Various factors like sales, social media reach, engagement of social media, brand

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mentions on the blog and social media, press clippings, online analysis, media impressions, content
analysis, market surveys, and website traffic must be tracked by the management team ( Reddi,
2019). Without tracking and measurement, it will be difficult for the management team to
understand the success of the PR campaign. In case the management tea of ‘Café Talk’ has to modify
its PR campaign then the tracking and analysis of PR strategy performance will be helpful for the
company. A successful PR campaign will accomplish the goal, which was defined by the company at
the beginning. If the PR campaign of ‘Café Talk’ is successful to achieve the goal and objectives of
‘Café Talk’ then it can be said that the management team developed an effective and efficient PR
communication campaign (Stacks, 2016).
Justification for the PR campaign:
Café Talk is a start-up café chain in Australia. The aim of this organization is to become the
largest coffee chain in Australia. To do that this organization has to develop a strategic plan. Public
relations and PR campaigns will be beneficial for this company (Seitel, 2014). PR campaign strategy
will help a start-up business organization like ‘Cafe Talk’ to create its brand reputation. There are
several reasons for which this PR campaign is suggested got ‘Café talk’. This PR campaign and
strategy will generate business leads, influence investors, recruit best workers, reduce cost, attract
potential acquires, and manage the reputation of ‘Café Talk’. To develop the strategy this
organization has to analyze its internal and external factors, which can affect the café chain business.
The authority of this café chain can take precautions for the threats and weaknesses by using its
opportunities and strengths. ‘Café talk’ is a start-up café chain, which is in its early stage, has to
utilize PR strategy and PR communication campaign to improve its brand reputation and maximize
its connection with potential customers (Ciszek, 2015).
Recommendation:
In this part, recommendations for public relations and public relations campaign strategy of
‘Café Talk’ will be discussed. As it is a new start-up café chain, this organization has to focus on

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marketing, public relation to capturing the targeted market. After analyzing the internal and external
factors, the management team has to develop a strategic plan which will help the company to
achieve its objective. There is four recommendation which will be discussed below.
 The management team has to collaborate with influencers. To attract the potential customer
of the targeted market, ‘Café Talk’ has to earn credibility. The best way to earn credibility is
the use of influencers who can tell others why the product of Café Talk must be appreciated.
 ‘Café Talk’ café chain has to communicate its ‘why’ with its potential customers. This café
chain has to take time to create the ‘why behind’ of this café and implant it with the culture
of this café chain.
 To create an effective public relations campaign, this café chain has to create content with a
catchy message.
 To communicate with potential customers, Café Talk has to identify its own exclusiveness. It
will help the company to capture the targeted market.
Conclusion:
The objective of this report was to identify public relations strategy and public relations
communication for a hypothetical start-up business organization. Café Talk’ is a hypothetical café
chain. The objective of this café chain is to become the largest café chain in Australia. To do that this
organization hast to develop an effective strategic plan by analyzing the internal and external factors
of this café chain. Through SWOT analysis, formal and informal analysis, the management team of
this café chain can identify those factors which can affect the business of this café chain. The
authority has to develop an effective public relations strategy to attract the potential customer of
Australia. The PR campaign not only helps this café chain to achieve t advantage but also to increase
the market share by influencing the potential customers of the target market. To do that, this
organization has to analyze its objective, potential customer of the targeted market, key issues,

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details of campaign tactics, and measurement of the campaign strategy. By implementing this PR
campaign strategy this café chain can become the largest café chain of Australia.

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References:
Austin, E. W., & Pinkleton, B. E. (2015). Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Ciszek, E. L. (2015). Bridging the gap: Mapping the relationship between activism and public
relations. Public Relations Review, 41(4), 447-455.
Franklin, B., & Parton, N. (2014). Social Work, the Media and Public Relations (Routledge Revivals).
Routledge.
Gregory, A. (2015). Planning and managing public relations campaigns: A strategic approach. Kogan
Page Publishers.
Griffin, A. (2014). Crisis, issues and reputation management: A handbook for PR and communications
professionals. Kogan Page Publishers.
Papasolomou, I., Thrassou, A., Vrontis, D., & Sabova, M. (2014). Marketing public relations: A
consumer-focused strategic perspective. Journal of Customer Behaviour, 13(1), 5-24.
Percy, L. (2016). Strategic advertising management. Oxford University Press.
Reddi, C. N. (2019). Effective public relations and media strategy. PHI Learning Pvt. Ltd.
Seitel, F. P. (2014). The practice of public relations. Pearson.
Smith, R. D. (2017). Strategic planning for public relations. Routledge.
Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence &
Planning.