Public Relation Essay: Importance, Objectives, and Campaigns

This essay delves into the realm of public relations, examining its significance as a communication tool for organizations to connect with their stakeholders. The essay uses TESCO as a case study, highlighting the importance of establishing measurable objectives for public relations campaigns, identifying target audiences, and evaluating campaign effectiveness. It emphasizes the role of research in gathering primary information and the systematic approach to campaign planning, including clarifying goals, selecting strategies, and determining execution details. The essay also explores the concept of objectives, standards, and the importance of understanding the target audience's needs and demands. Furthermore, the essay highlights the various methods and techniques used in public relations, emphasizing the importance of maintaining relationships with the public and adapting strategies to meet customer expectations. Finally, it discusses the evaluation of public relations campaign effectiveness, emphasizing the importance of stakeholder relationships and their impact on the organization's reputation and brand image.

Essay
(Public Relation)

Table of Contents
INTRODUCTION...........................................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In the modern era, public relation can be understood as a way for the organisation in
which company and people can easily communicate with each other through the appropriate
tools and techniques of communication. Basically, this is an essay which will be written down on
the topic of public relation with reference to a book by Ronald D. Smith. TESCO was selected as
the leading retail company of the UK (Grunig, 2013) Therefore by systematically evaluating the
importance of setting measurable objectives of public relation campaign, identify the target
audience and at last measure the effectiveness of contemporary public relation campaign. (Botan
and Hazleton, 2010)
Generally, research is an important process because it helps significantly to collect
something new and primary information from the external market place. Therefore, it includes
several activities and operations which should be effectively performed by the research team
(Smith, 2010). So that they can attain their desired goals and objectives and also can get success
in the competitive market place. Along with this, there are effectively organised public relation
program by the TESCO company so that employers of their firm may easily interact with public
as well as understand their requirements and expectations which they expect from the enterprise.
(Edwards, 2012) While establishing a campaign for the public relation thus here are some stages
which all have to be followed by the campaign planner such as clarify the goals and objectives,
communication targets, select strategies, target audience, tactics and ideas, channels and at the
last execution details in an systematic style.
According to Oliver (2008), there are major four examples of public relation campaign
which won Silver Anvil award from the Public Relation Society of America (PRSA). These all
are not fully articulated campaigns but after the impressive summaries and overviews given to
the PRSA in the competition awards. Apart from this, it is required by the researcher that it must
conduct appropriate research in a systematic style as well as should be followed proper decided
stages of the research process which will conduct for maintaining public relation. With the help
of research investigator, it will be able to find out new things and information from the external
environment with the help of this employers can implement appropriate and effective changes in
the existing strategies and system of the business firm. Due to this, employees will perform their
targets and works in high quality also they can attain their decided objectives and goals in an
impressive way. On the other hand, public relation also known as a long term pattern which is
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used by the organisation for interacting with public, thus from all are public some people are
supportive and other might be unsupportive for the enterprise. Meanwhile, healthy public
relation aids to develop understanding, goodwill and support. In this addition, it might be aids to
improve working quality of employees so that respectively enhance the share price and revenue
of the firm. Apart from this, every business firm must be focus on to maintain relationship with
public of the country. Due to this, employees can easily examine the actual requirements and
expectations of clients.(Papasolomou and Melanthiou, 2012)
According to Lee (2005) an objective is an effective statement which is carried out from
the organisation's goals which employers of the firm wants to achieve in the future. Generally,
objectives have to be measurable and a clear statement, so that every employee are aware by
them. However, objectives are decided by the communication managers of the firm thus that will
be responded to the broader organisational goals. At last, a single goal might be based on several
objectives of the TESCO company. In order to this, MBO is a concept which is used by most of
the companies because it aids to manage objectives and targets of the business firm. With the
help of this aspect all activities of the company plan will effectively and efficiently performed.
(Sweetser and Kelleher, 2011) Further, it is compulsory by the planner of public relation
campaign that it must set and clarify the objectives to several team members because without
analysis the goals and objectives they cannot get success as well as attain their decided targets.
As per the view of Smith Book, here objectives are demonstrated in two major sections such as
standards and hierarchy of objectives. In the context of standards of objectives, in which includes
eleven elements which all have to be followed and identified for the public relation objectives
such as goal rooted, public focused, impact oriented, linked to research, explicit, measurable,
time definite, singular, challenging, attainable and at the last acceptable.
According to the Holtzhausen (2005) he said before conducting a campaign for public
relation it has to be decided and evaluate the target audience. Therefore, public can be considered
as a family due to this they may be helpful or annoying but a company have to be deal with them
for selling their services and products as per their order and demand. Whereas, audience can be
carried out as merely people who are easy to pay attention to a specific way of the
communication which will lead to receive messages through it. There has been taken a
presidential candidate, for example, to understand the audience, in which concluded those
individuals who actually hear a speech in a systematic mode. Meanwhile, audiences are not
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homogeneous but they are more aggregative in the nature. At last, audiences are more important
for the public relation campaign because it must understand their needs and demand by the
employers of firm so that they can take better decisions towards them. In the aspect of analysing
the key audience, in which concluded major keys which all have to be a measure by the planner
like issues, organisations, communication, personality preferences and demographics.(Roper,
2012) Producing an effective public relation campaign for the TESCO company in which it has
to identify their target audience because with the help of this employers of the firm can
understand their needs so that they can expand their business as well as examine how they can
satisfy their customers because it is needed to analyse their demand and expectations which they
expect from the side of company. Further, the benefits of analysing the audience is to satisfy
their needs and solve their problems through the appropriate and suitable solutions. Apart from
this, planner of the public relation campaign has to clarify and analyse the actual importance of
setting objectives as well as evaluate the target audience in an systematic style.(Szondi, 2010)
With the help of target audience, company can adopt and implement smart and new strategies
within the organisation so that they will significantly provide better and high quality of services
to their clients as per their demand. Basically, public relation is that part of marketing so that
there are available several tools and techniques of the marketing which can be used by TESCO
for promoting and improving awareness of company's products and goods at worldwide level.
Basically, employers of the company must set targets because with the help of this, they can
measure and examine the needs and choice of customers after that employer can update and
modify their existing strategies and methods through suitable ideas and opinions. Due to this, it
respectively upgrade existing working system of the TESCO as well as increase performance of
employees after that they will perform their targets also they can get success in the competitive
market place. Further, there are several types of methods and approaches which can be used by
campaign planner for analysing the public relation and their ethics such as deontological,
teleological and ethical relativism. An effective example can be implied in the PRSA code which
is totally linked with the ethical behaviour and interest level of public. At the last, target audience
is one of the major aspect in the planning process because with the help of this they can planer
can identify the actual demand and needs of customers which they expect from the company.
With the help of this company can take better decisions as well as provide high quality of
services to consumers as per their order and requirements. Due to this they can get fully
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satisfaction towards their needs. Thus, it is needed to be target an particular audience for the
getting success as well as set an effective brand image in the competitive market place.
As stated Roper (2005) public relation can be carried out as a part of marketing concept
because in which it includes several methods and techniques such as internet, banners, holding,
advertising on radio, TV, brand journalism, corporate communications, events, functions,
executive communication, media relations, multimedia, reputation management, social media
and speech-writing. With the help of them employees can easily provide main message to their
public of country due to this they can be aware and update about company as well as their new
offers. Therefore, through the healthy public relationship, organisation can anticipate, analyse
and interpret public opinions and ideas also they can elaborate their strategies and plans of firm
which they used at the work place of company. In order to this, PR aids to protect reputation and
brand image of organisation due to this, employers can get high number of attention from its
consumers. Along with this, every business firm seeks to maintain their relations with their
customers and public because they help to increase profit and sales of the organisation. At this
time, employers conduct and organise several appropriate and attractive events for their long
term customers so that they can connect with the company as well improve their brand image in
mind. With the help of this employers can easily compete with their major and largest
competitors of the market place. Further, evaluation of effectiveness of the public relation
campaign is that it aids to maintain better relationship with public of the country. Therefore,
employers can identify the actual satisfaction level of clients after using the company's products,
image in their mind towards products and enterprise, demand and expectation which they seeks
from the TESCO. Evaluation of the effectiveness of public relation plan is with proper and actual
information through the methods and techniques. (Jun, 2011)
In the context of evaluation of the effectiveness of public relation campaign, with the
help of this company can increase their reputation and brand image at the world wide level. In
addition, employers of the firm can conduct some health and safety campaign in the rural areas
of the nation so that people can easily do health care services towards their health issues and
problems. Additionally, they can conduct some attractive events for all over clients of the firm so
that they can easily get attracted towards organisation and also can show interest in the buyer
company’s products and goods. Healthy and effective public relation campaign of the business
assist to increase awareness of the actual and current position of the business due to this its
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stakeholders show their interest in the firm as well as collect actual and reliable information.
Basically, effectiveness of stakeholders are categorised into two parts such as internal and
external. Hence, in the context of internal in which employees of the firm for managing the
relationship with their employers provide several benefits and safety to them such as; insurance,
bonus, rewards, promotion and so more. Due to all these profits, employers can easily develop
healthy relationship with their staff members. Whereas, external stakeholders are like customers,
shareholders, suppliers, competitors and so more (Hatfield, 2017). While, company provides
better quality of products to clients as per their expectations and demand so that they can set an
effective image in their mind. Further, employers will also make better relationship with their
clients. Therefore, respectively increase the revenue and sales of the TESCO. Besides, it is
necessary for every business firm to try to understand needs of customers as well as their
employees as per they must provide better quality of services and actual information to
customers and its stakeholders respectively. So, they can easily get full satisfaction towards their
needs and expectations.
CONCLUSION
From the above mentioned essay it has been concluded that every business firm focus on
to maintain their public relation due to this they try to provide better quality of services to clients
as per their order. Therefore, the actual importance of research process in the context of public
relation is defined. In addition, critically evaluates the benefits of setting measurable objectives,
target audience and effectiveness of the public relation campaigns through the four major articles
of public relation that has been used.
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REFERENCES
Books, Online and Journals
Edwards, L., 2012. Defining the ‘object’of public relations research: A new starting point. Public
Relations Inquiry. 1(1). pp.7-30.
Grunig, J. E. ed., 2013. Excellence in public relations and communication management.
Routledge.
Holtzhausen, D. R., 2005. Public relations practice and political change in South Africa. Public
relations review. 31(3). pp.407-416.
Jun, J., 2011. How climate change organizations utilize websites for public relations. Public
Relations Review. 37(3). pp.245-249.
Lee, B. K., 2005. Hong Kong consumers' evaluation in an airline crash: A path model analysis.
Journal of Public Relations Research. 17(4). pp.363-391.
Levin, S. A., 2014. Public goods in relation to competition, cooperation, and spite. Proceedings
of the National Academy of Sciences. 111(Supplement 3). pp.10838-10845.
Oliver, S., 2008. Public relations strategy. Strategic Direction. 24(5).
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Roper, J., 2005. Symmetrical communication: Excellent public relations or a strategy for
hegemony?. Journal of Public Relations Research. 17(1). pp.69-86.
Roper, J., 2012. Environmental risk, sustainability discourses, and public relations. Public
Relations Inquiry. 1(1). pp.69-87.
Smith, B. G., 2010. Socially distributing public relations: Twitter, Haiti, and interactivity in
social media. Public Relations Review. 36(4). pp.329-335.
Sweetser, K. D. and Kelleher, T., 2011. A survey of social media use, motivation and leadership
among public relations practitioners. Public Relations Review. 37(4). pp.425-428.
Szondi, G., 2010. From image management to relationship building: A public relations approach
to nation branding. Place branding and public diplomacy. 6(4). pp.333-343.
Online
Hatfield, 2017. What is PR? (And do I need it?). 2017. [Online]. Available
through:<https://ervinandsmith.com/blog/public-relations/what-public-relations/>.
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