Pr Campaign
PR Campaign: Overview Kudler Fine Foods is an upscale specialty food store featuring the best domestic and imported foods in three California locations; La Jolla, Del Mar, and Encinitas. Kudler wants to position itself as a leader in embracing diversity in the workplace. Kudler will create a public relations (PR) campaign that will address the following items; PR issues, target audience, ethical implications, market research plan, how the campaign will affect Kudler’s marketing function, and finally analyze the similarities and differences between proactive and reactive PR (Apollo, 2007).
PR Issues Social, economic and political issues arise when dealing with embracing diversity in the workplace. Kudler is faced with issues of public’s perceptions and opinions as well as the law. Employees represent the company and employees are important publics because they know the ins and outs of the organization which makes them credible to all different publics. The more diverse the workplace, the more publics the organization can reach. Legal reasons are often why companies start having diverse workplaces. “Women and minorities may be a part of an employee public, but additionally, from a broader perspective, they constitute significant publics who can damage an institution’s reputation. Insensitivity to women and minorities in all types of relationships has cost profit and nonprofit groups both money and status,” (Newson, Turk, and Kruckeberg p. 96). Once issues are clearly identified, five steps need to be followed to solve these issues. These steps are sensing the problem, defining the problem, deriving solutions, implementing them and evaluating outcomes (p. 97). Kudler’s PR specialist needs to know everything that is going on inside the organization as well as on the outside. The PR specialist needs to know how the company relates to other publics. Some people think that diversity in the workplace creates problems and challenges but it has good benefits to a
PR Issues Social, economic and political issues arise when dealing with embracing diversity in the workplace. Kudler is faced with issues of public’s perceptions and opinions as well as the law. Employees represent the company and employees are important publics because they know the ins and outs of the organization which makes them credible to all different publics. The more diverse the workplace, the more publics the organization can reach. Legal reasons are often why companies start having diverse workplaces. “Women and minorities may be a part of an employee public, but additionally, from a broader perspective, they constitute significant publics who can damage an institution’s reputation. Insensitivity to women and minorities in all types of relationships has cost profit and nonprofit groups both money and status,” (Newson, Turk, and Kruckeberg p. 96). Once issues are clearly identified, five steps need to be followed to solve these issues. These steps are sensing the problem, defining the problem, deriving solutions, implementing them and evaluating outcomes (p. 97). Kudler’s PR specialist needs to know everything that is going on inside the organization as well as on the outside. The PR specialist needs to know how the company relates to other publics. Some people think that diversity in the workplace creates problems and challenges but it has good benefits to a
References: Apollo Group, Inc. (2007). Kudler Fine Foods. Kudler Fine Foods Home. Retrieved February 23, 2008. MKT438 – Public Relations. https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/ Lattimore, D., Baskin, O., Heiman, S., Toth, E., VanLeuven, J. (2004). Realities of Public Relations Eight Edition. Wadsworth, a division of Thomson Learning, Inc. Retrieved February 23, 2008 from UOP website. Roach, Thomas Retrieved February 23, 2008 from , Web site: http://rockproducts.com/mag/rock_proactive_public_relations/