Woolworths: Public Relations Campaign Report and Analysis

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Added on  2022/08/15

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This report provides a detailed analysis of a public relations campaign undertaken by Woolworths, focusing on the launch of their spring water series and its connection to supporting victims of natural disasters. The report begins with a situational analysis, outlining the background and context of the campaign, including the importance of PR in conveying messages and connecting with customers. It discusses the research methods employed, including both quantitative and qualitative approaches, such as surveys and interviews, to understand employee and customer perspectives. The report then examines the application of different PR models, emphasizing the two-way symmetrical model. The report also outlines the objectives, strategies, and key messages of the campaign, including the use of social media promotions and media release events. Tactics such as social media platforms and personalized emails are discussed. The report concludes with an evaluation of the campaign's effectiveness and suggestions for future improvements.
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Running head: PUBLIC RELATIONS
Introduction To Public Relations
Name of the Student:
Name of the University:
Author’s Note:
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Situational Analysis
Background
PR campaigns or public relations have become one of the most important steps that are being
used by all the companies in order to convey their messages to their targeted customers. This is
the way through which the organization can easily develop a kind of connection with their
targeted customers and are also able to make sure that they are taking into account all the
different views and the opinions that are being sent by their customers (Schriner, Swenson and
Gilkerson 2017). It is the duty or the responsibility of the PR practitioner to make sure that they
are being able to analyze the new strategy that has been undertaken and also the different ways in
which the same can be used for the overall benefit of the organization (Woolworths.com.au.
2020).
As there have been several issues taking place in and around the planet the organizations like
Woolworths have to take up some steps that will enable them to act in a responsible way and also
give back to the society in need. As a PR practitioner I will have to make sure that the right
platforms and the right strategies are being used in order to convey the messages directly to the
targeted customers. There have been several natural disasters taking place in history that have
been creating damage to all the people (Schriner, Swenson and Gilkerson, 2017). This is
because of the fact that loss of water is one of the major issues that people suffer after any
natural disaster. It is for this reason that Woolworths is trying their level best to give a certain
sum or a certain portion of their revenue to the people who are in need. The spring water pack is
a new series of packaged drinking water that has been launched by the company. 20 cents each
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from the sale of Woolworths Spring Water 24x600ml pack and Woolworths Spring Water 10
Litre pack will straight be given towards the charity and the funds as gats for the S.T.A.N.D
(Support through Australian Natural Disasters) program. The targeted customers are the ns who
suffer from the availability of fresh drinking water. This often makes them suffer a lot in the post
disaster period. It is because of this reason that the campaign is hinted towards helping these
victims with a constant supply of fresh and natural drinking water (Karuthapandi, Ramu and
Thyla, 2017).
Research
The research has to be carried on in a very deep and intricate manner so that the company is able
to get the opinions and the feelings of their employees and also from their target customers. Both
the quantitative and the qualitative research systems have to be carried on in order to collect a
good amount of information. The secondary research can be carried on via the sources like
internet sites, pdf or the journal and also many other news article sources. In other words this
will be thematic in nature.
Apart from this the primary quantitative research will be carried on via the circulation of
questionnaires and surveys. The circulation of questionnaires and survey forms among the
people will be used for the primary research or the quantitative method. Qualitative research
method can be used by carrying on the face to face interview or by interviewing the focus
groups. This will be done by targeting any particular focus group and also to make sure that the
focus group is being able to generate the needed information for carrying on with the campaign.
As the S.T.A.N.D (Support Through Australian Natural Disasters) program is mainly for the
natural disaster victims, the survey forms will have to be circulated among them. For an instance
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the recent disasters like the wild bush fires is a prominent example. The employees of
Woolworths can carry on the campaign by using the social media platforms like face book,
twitter and also their own company site (Luttrell 2018). The videos and the posts of their success
stories will be uploaded on the sites so that the majority of the people are getting the information.
The models of theories of PR have also been followed. There are mainly four different models
that fall under the Grunig and Hunt (1984) model of PR relations
Press agent or publicity model
This is a kind of model that is followed by the PR managers to shape only one ended views. It is
because of this reason that they try to propagate only one sided or one ended views and opinions
rather than taking the views from the member on the other end. This kind of strategy does not
really seek the views or the opinions from the audiences. They always try to impose their own
feelings and thoughts over the audiences (Allagui and Breslow 2016).
Public information model
This model tries to move away from the highly manipulative methods used in the press agent or
the publicity model but at the same time this also shows only one ended communication system.
The public information model also restrains from involving a horizontal or both ended
communication system. The press releases or the newsletters are of this kind that usually does
not do any kind of audience research before releasing or before publishing the news (Valencia
and Jones 2018.).
Two-way asymmetrical model
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This is a better PR model in terms of audience research because they try to take the views and
the opinions of the targeted audiences before they are actually releasing or publishing any kinds
of news about any products or services. “Scientifically persuasive” way of communicating with
key audiences is mainly used I this mode. This is again much more suitable for the company and
not for the audiences. This is not proper for this campaign because unless the company is taking
the views and the opinions from the victims of natural disaster they will not be able to know if
they are actually getting benefitted from this task or if they have been able to actually help the
victims
Two-way symmetrical model
This model regards the PR practitioner as the bridge between the company and the public. In
other words he acts as a negotiator rather than a persuader. The PR manager works for
benefitting the targeted people as well rather than only trying to benefit the company. PR
practitioner of Woolworths will try to develop a two ways and horizontal communication system
so that they are able to develop a properly and well balanced beneficial system (Macnamara et
al., 2018).
Problem or opportunity statement
Buyers might not initially be interested in buying altogether a new drinking water from the
company
This issue can arise due to the lack of timely communication. PR practitioner hence has to sure
the right kind of social media platform in order to make sure that proper and timely
communication is being done by putting the success stories videos and clips on their websites.
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Objectives
The objective will be
To help the poor victims of natural disaster with fresh, clean and pure drinking water on a
continuous basis.
Specific
This is specific in nature because the spring water series has chiefly been launched for
helping the victims’ of the natural disasters. The company will notify the buyers that a certain
portion of the money that the bushes will be paying in exchange for any of the Spring drinking
water series will directly go towards charity purpose that is towards the victims who are affected
due to natural disasters like draught, forest fire, floods and others.
Measurable
This goal is measurable in n nature as the company will be able to measure the total number or
the total quantity of the products that are being purchased by the users.
Attainable
This is attainable in nature because the employees of Woolworths will be able to extend their
helping hands towards the victims of natural disasters.
Realistic
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This is also realistic because being one of the well known super market chains they are trying to
help out the poor victims of natural disasters. It is because of this reason that the strategy that is
being launched by the company is for the welfare of the people suffering from the natural
disasters like flood, fire, draughts and other such natural disasters (Allagui and Breslow 2016).
Time bound
This is also time bound because the company will need a certain time span to make the
customers know about the intent behind the launch of this new product series. This will be taking
a period of about 6 months.
Target public
The targeted public is the ones who will actually be benefitted by this campaign. It is because of
this reason that the company is trying their level best to help out these people (Diaz-Cepeda,
Castañeda and Andrade 2018). However in order to reach to their targeted customers the will
have to use many of the middle men or others in order to ensure that they are sending their funds
to the targeted customers.
Strategy and key messages
Key messages are as follows-
To help the victims of natural disasters
To make sure that the water that is being provided under the Woolworths Spring Water
24x600ml pack are fresh, organic
To develop some useful collaborations with the companies that will be helping in
bringing about the
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To take regular feedbacks so that the company is able to involve the targeted people in
the whole business decision making process.
To focus on fund raising so that it can be given to the groups like The Salvation Army,
Rural Aid, Lifeline and Foodbank
The strategies that will be undertaken are social media promotions. The social media platforms
like face book and the company website will be used in order to convey this program to the
public. The social networking sites like face book, twitter are used by a majority of people.
Particularly, the youngsters like the college goers and the office people always try to shop from
the online stores. It is because of this reason that they are tech savvy in nature and will always be
able to keep an update about the different new strategies or campaigns being developed by the
company (Greene and Medina 2016). This will be helping the maximum number of people know
that Woolworths has launched the spring drinking water series so that they can donate a certain
portion of this towards the welfare of the victims of natural disaster.
Media release events will be used so that they can gain the attention of the different sources that
will be actually helping them for the overall success of the campaign. The campaign release must
take place during the annual meet of any trusted newspaper or news channel so that Woolworths
can also get the attention of many other help agencies or such help societies. They will be
looking for some good and useful collaboration with groups like Red Cross Society so that they
can overcome all the issues that might appear in terms of communication.
Tactics
Social media platforms
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The best suited tactic will be the social media platforms. This is because this tactic will make the
company reach out the majority of people at the same time and will also get their views in a very
less time optimizing manner.
Email through personated mails
This can be used as one of the modern techniques of communication. The company can send
personalized customized mails to their loyal purchases that will now about the new product
launch and will surely by some from them.
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Evaluation
Therefore this can be evaluated that in order to develop a successful PR campaign, Woolworths
will have to use the social media platforms like face book, twitter and also other such websites.
The company websites will also be very useful because the buyers will be able to get all the
information about the campaign from the posts and the different stories that are being uploaded
on them.
Social sites like twitter will be a good platform for collaborating with the Red Cross society as
they will be tweeting about this news. All the users will be able to tweet about their own feelings
and views over the same and also look for ways in which they can contribute in this attempt.
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