Strategic Public Relations Management

Question: Discuss about the Strategic Public Relations Management. Answer: Introduction Public relation refers to the process of maintaining a cordial and healthy relation between the organization and all the people or public related to the organization (Grunig 2013). There are various ways to maintain the public relation of an organization. The first and foremost criteria of public relation are the free flow of true information among the organization and the public. In this regard, information refers to that which is necessary for both the organization and the public. On the other hand, public relation can be obtained by satisfying the various needs of the customers. However, there are other ways to maintain the public relation for an organization. It is necessary to formulate some public relation strategies in order to create a good relation with the customers and publics (Cutlip 2013). In this regard, it is also necessary to have some public relation tactics along with the strategies to achieve the public relation goal of the organization. This study is about the dev elopment of the public relation programs for Sunshine Cafe. Sunshine cafe is a small caf operating in Australia. In this study, the target audience of the company is explained in details. Market Research Sunshine is a cafe operating in a small area of Brisbane, Australia. As per the given situation, Sunshine Cafe is taking strong initiatives in order to develop a strong public relation. Some market research is needed to develop and implement public relation strategies and tactics. In this regard, market research can be done in various aspects like to research the background of the business; to conduct a research on the community and people of the community in which the company is operating; to conduct research on the buying pattern of the people of the community and many others (Zikmund et al.2013). Some of the major above discussed aspects are evaluated below in order to make the public relation strategy of Sunshine Cafe. The two main goal of Sunshine Cafe in public relation are to create a good relation with the customers of the organization and to gain a good image of the organization by satisfying the needs of the customers of the organization (Olasky 2013). As per the market research, it has been seen that there is a high demand of cafes in the regions of Brisbane. The presence of a numerous number of schools, colleges, corporate offices leads to the high demand of cafe related foods like coffee, tea, various kinds of smacks, light foods and other. Along with the good foods, it has been observed in the market research that along with the foods, they like to have background music, free internet connection so that they can gain access to social media. Apart from the educational and business institutes, the research says that the common people of the local community have a great taste for the caf related products. It has been seen that they use to visit the local cafes on a regular basis. Hence, as p er the conducted market research, it can be concluded that there is a fair scope for Sunshine Caf to have a good business in that community. Thus, it is necessary for Sunshine Caf to formulate some effective as well as efficient public relation strategies to retain their spot in the highly competitive market. Objectives Based on the above market research, Sunshine Caf has set up some of the major objectives of their public relation campaign that will provide them the necessary direction to achieve the ultimate objective of the organization. The objectives are discussed below: To Build Product Awareness: The first objective is to use the various elements of the public relation campaign in order to build awareness about the caf and the various products of the caf. The public relation campaign will help to generate the attention and awareness of the people of the community with the help of media placements and special events (Hendrix, Hayes and Kumar 2012). To Provide Information: The second objective is to use public relation campaigns to provide the customers with more valuable information about the various products and services of the caf. This can be done with the help of various kinds of articles, collateral materials, websites, newsletters and many others (Black 2013). To Simulate Demand: The third objective is to increase the demand of the products and services of Sunshine Caf. This can be done with the help of positive and attractive articles in the newspaper, television and others (Heath 2013). To Reinforce the Brand: The fourth objective is to reinforce the brand image of Sunshine Caf with the help of the public relation campaigns of the company. It is important for the companies to create a good brand image in order to stay in the competition. All these are the objectives set up by the Sunshine Caf in order to promote the procedures of public relation (Jefkins 2016). Target Audience As discussed above, Sunshine Caf is operating in the region of Brisbane, Australia. Different aspects need to be considered at the time of formulating the strategies of public relation. One of those aspects is the description of the target audience of Sunshine Caf. Target audience refers to the potential customers of the company. In the case of Sunshine Caf, the target audience of the caf can be divided into two parts (Spiess et al. 2014). They are demographic segmentation of the target audience and psychographic segmentation of the target audience. Both these aspects of target audience of Sunshine Caf are discussed below: Demographic Segmentation Demographic segmentation of the target audience refers to the process of identification of the target customers based on certain aspects like age, gender, traits, marital status, income education and others. In case of Sunshine Caf, all these above aspects play an important role in the identification of the target audience. It has been said earlier that the area in which Sunshine Caf is operating is full of school, colleges, corporate offices and business institutions. Due to the presence of school colleges, there are many potential customers between the age group of 15 to 25 as there are both school goers and college goers (Wedel and Kamakura 2012). On the other hand, due to the existence of a lot of corporate offices and business institutions, people in the age group of 25 to 60 years can be seen here. Considering the gender of the customers, both men and women are the potential customers of the caf. With the existence of educational institutes and business organization, people fro m both income group and non-income group are the potential customers of the caf. In addition, the people from the local community have a great taste for the products and services. The people of the local community consists of both men and women; income and non-income group and many other. This is the demographic segmentation of the target audience of the customers of Sunshine Caf (Sharma and Lambert 2013). Psychographic Segmentation Psychographic segmentation of the target audience refers to identify the target customers of the organization based on some aspects like attitudes, values, lifestyles and others (Mishra 2016). The potential customers of Sunshine Caf include customers from different lifestyles. The lifestyle of the school or college goers is different from the lifestyle of corporate people and businesspersons as income is the main differentiator here. There are customers from different values; as the values of the middle class people of the community may not be same with the values of the top-level businesspersons in that area. On the other hand, people from different attitudes are the potential customers of the caf as the attitudes of the students are not same as the attitudes of the businessperson or the professional persons. These are the target audience of Sunshine Caf based on both demographic and psychographic segmentation. It is important to take into consideration of all these target audiences , as they are the main part of the public relation program of the company. Strategies Based on the target market, the public relation strategies of Sunshine Caf are discussed below: Collaboration with Influencers: Many aspects help to influence the public relation campaign of an organization. They are words of mouth, press coverage, endorsements and others. In this regard, the strategy will be to make collaboration with these influential factors so that public relation can be retained. This will help to cover all the target audience of the caf (Smith 2012). Communication of the WHY: in the era of technological evolution, the customers evaluate all the companies and their products. Now a day, the customers like to check the products before purchase decision. Thus, the strategy will be to publish the Why behind the company so that the caf can be appealing to the target audience (Austin and Pinkleton 2015). Creation of Content, Not Advertisements: The next strategy will be to create advertisements that have a solid content to attract the target audience. It is needed that Sunshine Caf become more intelligent and customize with the content of their advertisements. Traditional Press Release: The last but not the least strategy is to give importance to the traditional press releases like commuter paper, newspapers, trade journals, various broadcast shows and others, as they are still able to attract the attention of the target customers of the caf. Tactics Tactics refer to the processes or steps that help to complete strategies of the organization. It is needed for Sunshine Cafe in order to make the business popular. Some of the major tactics regarding the strategies of Sunshine caf are discussed below: As per the first strategy of Sunshine Caf, it is needed to collaborate with the influencers. In this regard, various kinds of press releases, which contain the information of about the products and services of the company, need to be released so that they can get to the target market of the company. On the other hand, various kinds of visual aids about the cafe can be released so that they can rotate by the mouth of the persons. As per the second strategy of Sunshine Caf, the company can apply a tactic by stating the purpose of the organization in the official website of the company. This process will give the target audience the necessary information of the caf like the quality of the foods and services of the cafe; value of the different products and services of the caf and many others (Meng and Berger 2013). The next tactic is to create the type of advertisement that exclusively focuses on the content of it. It implies that the Sunshine Caf not only give emphasis on the selling proposition in the advertisements, but also give emphasis on the content of the advertisement by cresting effective advertisement campaigns. The last tactic is to give emphasis on the traditional means of press releases like the local newspaper, trade journal and many others. These tactics will help the organization reach to the target audience of Sunshine Caf (Gregory 2015). Timetable Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Market Research Setting Up the Objectives Target Audience Analysis Development of Strategies Development of Tactics Preparation of Budget Budget Particulars Amount ($) Market Research Expense Website Designing and Development Expense Social Media Expenses Video and Photography Expense Remunerations of Managers Salaries of Staffs 200000 25000 15000 10000 150000 100000 Total 500000 Conclusion As per the above study, it can be observed that public relation is an important aspect in the success of an organization. This study says that there are some specific processes in the public relation process. The first important step is the market research to understand the need of public relation strategies. Setting up of the objectives is the nest step as it gives the necessary direction to the organization. After that, the evaluation of the target customers is needed. The next two processes are the development and implementation of the public relation strategies and tactics. Hence, from the above study it can be recommended that the organizations need to follow these above steps at the time of developing the public relation campaigns for the business. References Austin, E.W. and Pinkleton, B.E., 2015.Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns(Vol. 10). Routledge. Black, S., 2013.Practice of Public Relations. Routledge. Cutlip, S.M., 2013.The unseen power: Public relations: A history. Routledge. Gregory, A., 2015.Planning and managing public relations campaigns: A strategic approach. Kogan Page Publishers. Grunig, J.E., 2013.Excellence in public relations and communication management. Routledge. Heath, R.L. ed., 2013.Encyclopedia of public relations. Sage Publications. Hendrix, J.A., Hayes, D.C. and Kumar, P.D., 2012.Public relations cases. Cengage Learning. Jefkins, F., 2016.Public Relations: Made Simple. Elsevier. Meng, J. and Berger, B., 2013. An integrated model of excellent leadership in public relations: Dimensions, measurement, and validation.Journal of Public Relations Research,25(2), pp.141-167. Mishra, A., 2016. Psychographic segmentation. Olasky, M.N., 2013.Corporate public relations: A new historical perspective. Routledge. Sharma, A. and Lambert, D.M., 2013. Segmentation of markets based on customer service.International Journal of Physical Distribution Logistics Management. Smith, R.D., 2012.Strategic planning for public relations. Routledge. Spiess, J., T'Joens, Y., Dragnea, R., Spencer, P. and Philippart, L., 2014. Using big data to improve customer experience and business performance.Bell Labs Technical Journal,18(4), pp.3-17. Wedel, M. and Kamakura, W.A., 2012.Market segmentation: Conceptual and methodological foundations(Vol. 8). Springer Science Business Media. Zikmund, W.G., Babin, B.J., Carr, J.C. and Griffin, M., 2013.Business research methods. Cengage Learning. Strategic Public Relations Management Question: Discuss about the Strategic Public Relations Management. Answer: Introduction This paper particularly deals with business communication issue. In business effective spoken communication is required to clearly express own ideas and views. In business it is essential to speak confidently and concisely when dealing with the clients and the audience. Since, I want to build my career in business sector I want to analyse my own communication style using 5 diagnostic tools related to communication including Communications Style Questionnaire, Johari Window, Communication Satisfaction questionnaire, Interpersonal communication inventory and Assertiveness Questionnaires. Diagnostic and reflection Johari Window Johari Window was developed by Luft and Harry Ingham in 1955 (Watson Hill, 2015). This model is useful for improving self awareness. This is the tool for improving communications and interpersonal relationships. It is also known as disclosure/feedback model of self awareness. The Johari window reflects information such as attitudes, feelings, and skills about a person with respects to four aspects and in respect to a group. The model is comprised of four regions. Firstly, open area resembles what a person knows about himself/herself which is also perceived by others. Secondly, the blind area reflects what is known to others about a person but is not known to him/herself. Thirdly, the hidden area reflects what is known to a person about himself but is not known to others around the person. Fourthly, the unknown area represents what is unknown both to the person as well as others. The four areas are represented as a window with four panes in the figure below. (Source: johari window model, 2017) I have assessed myself using this model. As I am an old member of my class team the open area is large because whatever I know about myself is also know to my team mates. I could expand this area by receiving feedback from my friends and disclosure. At the same time has reduced my blind area, hidden and unknown areas. The assessment indicated that when establishing a business team my prime focus would be to promote open area for every person. I have realised that fearing judgement and vulnerability would have pushed me into the hidden areas. Soliciting feedback and serious disclosure leads to self-actualisation (Bahadori, Shiri Mahdizade, 2015). Communications Style Questionnaire This questionnaire is designed to help an individual in discovering the preferred communication style. Over the years, I may have developed communication habits which I might not have been aware of; therefore, I am using this questionnaire to know the experiences which suits my communication style. I have answered a questionnaire that consumed 10-15 minutes. The questionnaire consisted of 80 questions (Austin Pinkleton, 2015). For each question if I agree more than I disagree with a statement then I have to put a tick in the boss and if I disagree more than I agree with a statement than I have to put a across. Some of the questions are given below in the figure. (Source: Communication Styles Questionnaire, 2017) The scoring of the questionnaire involves threes steps. First step is to indicate the questions answered from the questionnaires on the scoring sheet by making a circle as shown below in the diagram. This is followed by adding all the circles in each column. Points are added for statements that I have ticked and no pints are added for those crossed. The four column represents Activist, Reflector, Theorist and Pragmist (Gungor et al., 2013). (Source: Communication Styles Questionnaire, 2017) The second step involves calculating the total scores for each column, the scores are joined together and the description for each of them is reviewed as shown below. The third step involves analysing the communication style. (Source: Communication Styles Questionnaire, 2017) From the assessment I have found that I have scored poor in Reflector. According to Saxena, (2015) reflectors can observe experiences from different perspectives. They thoroughly collect and analyse data about events and hence postpone reaching definitive conclusions. Before making judgment they listen to others. Thus, I have to work hard to enhance this attribute. I have also not scored well on the column of Activist. It means I am not the one to take the initiative and then consider the consequences. The assessment has helped me in understanding my own communication strength. It encouraged me to develop my full potential. I have realised that I need to become more gregarious and tackle problem by brainstorming. Assertive questionnaire This questionnaire is developed to identify If I am assertive or not. It is the capability to communicate with others in a clear and direct manner. The questionnaire is similar to that of the communication style assessment. The five levels to answer each of the questionnaire are 1 = disagree strongly, 2 = disagree somewhat, 3 = agree somewhat, 4 = agree strongly. I have to read each statement and answer the best that typifies my behaviour. The behaviour can be classified into three types that is Aggressive, passive, and assertive (assertive questionnaire, 2017). I have scored moderate on the assertive ability. Tis skill is highly essential to end a discussion in a win-win manner. My highest score was inclined towards aggressive attitude. Though I am expressing my needs the flaw includes putting others need above my own. People may give the impression of low confidence and I may not be able to create a good impression in the first attempt in an interview or dealings. Therefore, I need to overcome this communication barrier. Communication Satisfaction questionnaire The satisfaction questionnaire was developed in 1977 by Downs and Hazen. This model is used to assess communication skills in the job sector. Using various attributes of communication the employees are assessed for their job satisfaction level. The model consists of three tables. In each column an individual has to rank their communication satisfaction items on a scale of 0-10 (lowest to highest). After completing the table 1 participant has to fill up table 2 that is related to factors affecting the job performance followed by table 3 that includes demographics of the participants (Prat et al., 2014). As per the results obtained, I scored moderate on the ability to give feedback. As per the assessment and as told by my friends I should be more effective while giving feedback which should be honest but not mean. Interpersonal communication inventory This tool was developed to measure the results of interpersonal communication of an individual. The characteristics assessed using this tool active listening, self concept, ability to express own feelings and thoughts and ability to cope up with emotions and willingness to disclose about self to others (deVies et al., 2013). The questionnaire includes 40 questions to be answered in yes or no. It is effective in identifying the strength and weakness of own communication skills. I have scored well in all aspects but was poor in active listening. Even my friends complain that I do interrupt a lot while giving and tacking feedbacks. I need to overcome this habit as people may neglect me for my impatient. It may happen so that in future, my colleagues, subordinates or clients will not take my suggestions on a good note. Based on the overall evaluation the two key communications issues that I need to develop are actively listening and assertive attitude. I have experienced two incidences in last 12 months that were not in my favour. These incidences also provide an evidence of the above communication issues. I was late for the first semester examination last year. The invigilator in the class room was yelling at me for being late. I was impatient and argued with him as felt humiliated in front of my classmates. I however, repented later for my behaviour because I should have been more rationale. Another incident was when I could not present the ideas of my research proposal in the second semester. My presentation was not upto the mark. Other members of my class were not paying attention to my ideas. Later they told that it was too clumsy and was not supposed to give aggressive responses when cross questioned by the professor. I was ignorant of my friends feedback initially but the assessment of the c ommunication skills confirmed that I need to enhance my listening skills and overcome aggressive attitude. Literature review In workplace effective communication skills are essential to build or manage a team. Effective communication skills help in building trustworthy relationship with the clients and the surrounding people. Better the communication better the coordination among the team members and higher the performance and productivity. Giving correct feedback is possible only when the managers actively listen to the concerns and issues raised by the workforce (Hibbert, 2013). This attribute of the mangers help the employees to share their views and ideas confidently as they feel valued and respected. Consequently, it increases the dedication of the worker. In this literature review a particular focus will be laid on poor listening and aggressive attitude. According to Erozkan, (2013) active listening is an important component of the communication process. Listening is more valued then speaking. McCroskey, (2015) suggested that more emphasis should be laid on the subject of listening particularly the businessman and students. Listening is the primary direct communication form in the direct type of business communication. The quantitative study by Bodie et al. (2015) showed that the managers in every organisation intensely focus on developing listening skills. Lack of listening skills in the contemporary organisations is considered to be major communication problem. A survey was conducted including 106 managers and the results showed that the lack of listening skills in their organisation due to poor training development activities led to ineffective performance and low productivity (Alberts et al., 2015). Employees who are demotivated do not practice good listening skills. It is due to lack of openness and ineffective listening practic es that organisations develop dysfunctional communication climate (Funder, 2015). Shantz et al. (2013) highlighted that the listening skills are correlated with success at work among other communication abilities. Interpretive listening is strongly associated with general intelligence. Despite the immense importance of the listening skills, the communication researchers have placed little importance to this form of communication. To increase the knowledge of organisational communication it is necessary to understand the role of listening and its relevance to the individual and organisational outcomes. According to Jahromi et al.(2016) the strategies to build effective listening skills are maintaing eye contact with the speaker, pay attention, stay relax, maintain openness in conversation, should never impose solution and interrupt the speaker. The listener must pay attention to each word of the speaker and try to picture what is being said. Aggressive communication style is not effective for organisational productivity. According to Beebe and Masterson, (2014) people with aggressive attitude are often poor listeners, close-minded, tend to monopolise conversations. Mangers with this attitude failed to see others point of view. Such people are rigid in posture, have loud tone of voice, and have critical facial expressions. Students who are aggressive fail to build trustworthy relationship with peers (Zhao, Pandian Singh, 2016). Similarly in businesses, this communication style also triggers aggression among employees. Aggressive communication style fails to create harmony in relationships rather it creates tension among employees. In business it may lead to escalation of already tensed situation. The consequences of this style of communication makes the employees feel ignored and disrespected. It will eventually detoriated the organisational performance and productivity. Linvill and Mazer, (2013) highlighted that this style has been found with negative customer relations. In any business customers are the voice of the company. If they are treated well only then it reflected in their attitude when delivering customer services. The study executed by Hasson, (2015) showed that employees perceive managers with aggressive attitude as those with negative characteristics such as tendency to punish people and hence withdraw from conversation. Such employees do not give honest feedback fearing offensive, vengeful, sarcastic, and arrogant response. Avtgis (2016) suggested that in order to overcome aggression self regulation is the best method. Further tools for better emotional management include implementing emotional intelligence to work. Quintanilla and Wahl, (2015) suggested that the disruptive emotions can be minimised by self assessment and visualising happy and calm situations. It was suggested that one should focus on feeling confident while presenting ideas or solutions for ensuring maximum influence. There is a need to practice being assertive and force the body language to mirror that desired emotion. Later one can become an expert of different emotions and reactions. It is necessary to develop peacefulness and other positive attributes. Such people should move from making statements to asking questions and put things in perspective. It is effective for aggressive people to discriminate between the real and perceived danger and learn to make true decision making process. Action plan Action plan for improving listening skills To improve my active listening skills I would enrol myself in the soft skills classes of 6 months duration. During this period I would regularly attend the classes and very weekends I would take feedback from my colleagues. At the end of every month I would conduct self assessment with the questionaries discussed above (Omer Abdularhim, 2017). I would keep a track of the scores to notice the change and improvement. The other step is I would not completely rely on the classroom training. Instead I would meet successful business managers amongst my friends circle to observe and learn the traits. This is in reference to social learning theory (Funder, 2015). Direct observation would accelerate my learning. I would attend more number of conferences, national seminars to assess if my patient level has increased and if I am able to listen for long duration without interrupting. Action plan for overcoming aggression I would invest a period of six months for seeking therapy as this is mostly recommended by my parents. It is considered effective for overcoming negative attitude (Erozkan, 2013). In addition I would join yoga and meditative classes as Shantz et al. (2013) highlighted that it is effective in cultivating positive communication attributes and maintain peacefulness. I would engage myself in community speaking classes to assess if I can deliver my views confidently and openly. I would research for evidence based intervention for giving feedback effectively. I would spent time with my friends to collect their valuable feedback on my assertiveness. At the end of every month I would engage in self assessment using the questionnaires discussed above and online tests (Omer Abdularhim, 2017). I would watch and read interviews of various businessmen to know their emotional management techniques. I would track my changes by collecting feedbacks and reviews from friends, parents, therapist and seniors. I am confident that implementing more than one tactic will definitely help in mastering the communication skills. I will adhere to my plan and implement strictly. Since I am using evidence based interventions I am sure to achieve success in long run and become an effective employee and business man. Conclusion The assignment has provided an opportunity to engage in reflective practice using different diagnostic tools and feedback. It helped me in identifying my communication issues and I am confident to overcome them by implementing the action plan. References Alberts, J. K., Nakayama, T. K., Martin, J. N. (2015).Human communication in society. Pearson. assertive questionnaire. (2017). www.hr4free.com. Retrieved 24 January 2017, from https://www.hr4free.com/PDF_Files/Blog_EN_Management_assertiveness_assessment_questionnaire.pdf Austin, E. W., Pinkleton, B. E. (2015).Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns(Vol. 10). Routledge. Avtgis, T. A. (2016). 11 Instructor Use of Aggressive Communication.Communication and Learning,16, 259. Bahadori, M., Shiri, A., Mahdizade, H. (2015). 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