Public Relations Initiatives at Carrefour Company: A Detailed Report

This report examines the public relations strategies of Carrefour Company, established in Oman by Majid Al Futtaim in 1995. It highlights the company's initiatives in media and community relations, focusing on digital media's influence and social sustainability efforts. The report discusses the roles of customers, employees, government, and the community in shaping Carrefour's public image and fostering customer satisfaction. It emphasizes the importance of open communication, employee engagement, governmental support through social development programs, and community involvement to enhance brand reputation and achieve long-term benefits. The conclusion suggests that by increasing local community contributions, improving customer communication, and engaging with the government, Carrefour can maintain a sustainable market position and strengthen its brand.

Running head: INTRODUCTION OF PUBLIC RELATION
Introduction of public relation
Name of the student
Name of the university
Author note

1INTRODUCTION OF PUBLIC RELATION
Introduction
According to Macnamara (2016), the term public relation indicates the process that helps
to develop the relationship between organization’s authority and customers. Public relation has
higher level of significance for increasing the sales revenue as well as customer base. In this
study, the public relations of Carrefour Company has been highlighted. In the year 1995,
Carrefour has been established by Majid Al Futtaim, which has become the leading shopping
mall in Oman (Carrefouroman.com, 2018). In case of developing strong media and community
relations, the company has adopted different initiatives. It cannot be denied that the company has
adopted various strategies for developing the public relation. Using the digital media the
company has influenced the PR relations. In order to develop the community, Carrefour
Company has involved in different social works. It is true that social sustainability is the mission
of the company, which is being fulfilled through different cultural initiatives. The role of
different public categories have been highlighted in this study. At the end of this strategy public
relation strategies have been suggested that can help Carrefour company to maintain its
sustainable position in the market.
Discussion
In the words of Karanges et al., (2015), it is true that in case of developing the public
relations, different categories of role who are associated with the company play an essential role.
Public relation is the process in which both the employees, customers, government and
community are important. Carrefour has taken new approach towards developing the public
relation in order to ensure the customer satisfaction, the company has introduced 1000000

2INTRODUCTION OF PUBLIC RELATION
products (Carrefouroman.com, 2018). The customers who frequently comment on the service
and products, are very important for convincing others. With this strong interactive initiative of
the company, it can be assumed that the customers’ relationship can be improved. By
introducing the unbiased comment, the customers help the company to grab the attention of vast
community. This can helpe the company to involve in open source projects. It is also beneficial
in terms of examining the potentiality of the contributors in the organization. By involving in
open source project, the company can avoid the typical mindset of business, which can influence
to maintain its uniqueness in the competitive market (Mishra, Boynton & Mishra, 2014). Using
digital media, it has become easier for the company to engage large numbers of customers in this
process. In this case, the customers’ have become the second voice of Carrefour for convincing
others.
It cannot be denied that the employees in Carrefour have highly contributed in its growth.
Role of internal people of the company for connecting with the customers is be very important.
Employees are important for the company to deliver the correct information and solving the
quarries of the customers (Mishra, Boynton & Mishra, 2014). Effective communication skills of
thee employees can be beneficial for the company in terms of improving interaction with the
customers. In case of maintaining the appropriate relationship with the citizens, the government
initiatives can play an influential role. Introducing the ‘social development program’, interaction
with the local community is very important. In case of Carrefour, the social and economic
development through the ‘Sustainability at the heart of a major urban development project’
have been introduced with active participation of the Government. On the other hand,
government has higher level of contribution in case of introducing the public policies, as those
have impacted on the public relation process. Customer satisfaction regulation and employee

3INTRODUCTION OF PUBLIC RELATION
standard policies have helped the company to maintain the healthy organizational culture. With
large numbers of satisfied customers, sales revenue of the company has been increased. Hence, it
can be said that the governmental policies and involvement in different social sustainable
program, has helped the company to develop strong public relation. It cannot be denied that in
case of gaining the large scale of sustainable benefits, the contribution of local government has
become necessary. On the other hand, foreign investment policies and safety and security
regulations introduced by the company can help to maintain standard quality of service in the
organization.
As stated by Macnamara, (2014), Community relation is being considered as an essential
function in developing successful business organization. With the involvement of community in
business process the mutual benefits can be introduced in the workplace. The comprehensive
strategic community relationship program can help in terms of achieving the visibility as well as
other benefits. In case of involving the community relations programming, the contribution of
local community in the business development process can be increased (Publiccitypr.net, 2018).
This can help to increase the brand reputation as well as reducing the labor cost of the company.
By increasing the involvement of community, innovation and creativity can be introduced in the
workplace, which can bring the long term benefits for the company (Dicey, 2017). Therefore, in
case of dealing with the emerging competitive market, it has become necessary for the company
to properly communicate with the local community so that the political benefits as well as
economic opportunities can be achieved.
Conclusion
Analyzing the emerging business competition, it can be suggested that for maintaining
the sustainable position in the market, public relation initiatives have become necessary for the

4INTRODUCTION OF PUBLIC RELATION
organization. Examining the role of different public categories, it has been identified that each
categories play significant role in terms of bringing the organizational benefits therefore, it can
be suggested that, increasing the contribution of local community, large numbers of employees
can be recruited from the local community. Case of getting the loyal customers, effective
communication can help to satisfy the customers’ need. With this initiative, it will be easier for
the company to maintain mutual benefits in the workplace. On the other hand, in case of gaining
the political benefits, involvement of government through different well fare initiatives can be
beneficial for the company to garb the government attention. Public relation development
initiatives can be beneficial in terms of developing strong brand reputation.

5INTRODUCTION OF PUBLIC RELATION
Reference list and bibliography
Carrefouroman.com (2018). Retrieved from: https://www.carrefouroman.com/en/about-us
[Accessed on 2nd Nov, 2018]
Dicey, A. V. (2017). Lectures on the relation between law and public opinion in England during
the nineteenth century. Routledge.
Karanges, E., Johnston, K., Beatson, A., & Lings, I. (2015). The influence of internal
communication on employee engagement: A pilot study. Public Relations Review, 41(1),
129-131.
Macnamara, J. (2014). Journalism–PR relations revisited: The good news, the bad news, and
insights into tomorrow's news. Public Relations Review, 40(5), 739-750.
Macnamara, J. (2016). The continuing convergence of journalism and PR: New insights for
ethical practice from a three-country study of senior practitioners. Journalism & Mass
Communication Quarterly, 93(1), 118-141.
Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded
role of internal communications. International Journal of Business
Communication, 51(2), 183-202.
Publiccitypr.net (2018). Retrieved from: https://www.publiccitypr.net/services/community-
relations/[Accessed on 2nd Nov, 2018]