Introduction to Public Relation

Question: Discuss about the Introduction to Public Relation for Ongoing crisis communication. Answer: Introduction The aim of this report is to develop a public relations project in order to improve the quality of life in Bristol. In order to achieve the same, a plan for opening recreational center has been developed. In this manner, it will be possible to satisfy needs and requirements of a wide range of community in Bristol. The organization chosen for this assignment is Bristol Cyrenians Ltd. The report has been presented by the public relations professional to the board of directors of the organization. Research Background of the organization Bristol Cyrenians Ltd is a non-profit organization, situated at Bristol city. The organization was founded in 1969, and since then, the company has conducted different charitable activities in order to improve life style of the community (Bristol Cyrenians, 2016). For example, the company has conducted activities such as providing shelter, human resource and advancement of health. Scope The company is about to open a recreational center in Bristol city. Since, city of Bristol has so much potential investors such as businesses, investors and developers, the company would be able to get finance for this movement (Hegerl Kohls, 2016). Magnitude In this social activity, the company needs to target a broad audience. The aim of the company is to facilitate a wide range of communitys need. Therefore, a large amount of effort would be required in order to get successful outcome from the project. Relevance of the issue In Bristol city, an increasing number of people are looking for different services. In this current scenario, it would be effective to open a recreational center. On the other hand, the scope of achieveving this objective is high due to availability of investors (Rail, Murray Holmes, 2016). Audience of the PR plan In this PR plan, the audience will be local community, potential investors and internal stakeholders of the organization. The company needs to communicate with all the stakeholders in order to achieve the framed objectives. In order to open the recreational center, the company would first communicate with the social community of Bristol (Singh Bisawa, 2016). It would help the company to promote awareness about the facilities of the recreational center. On the other hand, promoting the benefits to the investors would help the company to fulfill the monitory requirement of the project (RAHI, 2016). Finally, communication within the internal stakeholders is important in order to conduct the required activities for the project. Following are the communication process that would be implemented to achieve the objectives. Social Community: The Company would distribute pamphlets to the social community in order promote facilities of the recreational center. The company will also adopt online promotion strategy (Gallagher et al., 2013). However, not every individual would be able to access the internet. Therefore, both offline and online promotion process has been adopted in order to get beneficial outcome. Investors: The Company would establish a face-to-face communication with the investors. Firstly, the company will submit report to the investors mentioning the benefits of this project (Grunig, 2013). The report should consist of detailed information regarding how the company would be benefited through this topic. Internal stakeholders: Internal stakeholders of an organization are staffs, volunteers and the board members. In order to establish this communication, the company would adopt online communication process (Hamdi, 2013). The company will send mail to the stakeholders in order to update time-to-time. SWOT analysis Strengths Weaknesses Bristol Cyrenians Ltd is a reputed organization with so many successful projects The company has good amount of fund There are a vast range of investors in Bristol city As Bristol city is a large city, it is difficult for the company to communicate Many people are not aware with online communication, which will prevent the company from increasing awareness among the audience. Opportunity Threats The company can distribute pamphlets to the social community in order to increase awareness There are so many investors in Bristol city, and therefore, fund will not be an issue Lack of support from the local government It is difficult to attract investors due to low estimated turnover of the recreational center. (Source: Knox Mayer, 2013) History Previously, Bristol Cyrenians Ltd had promoted this activity through online platform. However, it prevents the organization from attracting the social community of Bristol. Apart from that, there were no investors involved in this project and therefore, somehow the project was not successfully done (Kotler et al., 2015). In such projects, it is highly important to build strong communication with the internal stakeholders. The company would have communicated with the internal stakeholders through email. It helps the company to update the employees regarding the project. Objectives In this project, there are three major target audiences and therefore, objectives have been framed for each target audience. Following is the objectives for the target audiences. Social Community of Bristol To communicate with at least 150 families of Bristol city through online and offline communication process for promoting benefits of the recreational center, within 2 months after initiation of the process Investors To get in touch with 10 potential investors by arranging face-to-face meeting in order to increase donation for the project, within 2 to 3 months Internal stakeholders To communicate with all internal stakeholders such as staff, volunteers and board members through organizational communication model throughout the entire process. Strategy or Implementation In order to achieve the framed objectives, it is highly important to implement efficient strategies. The most appropriate strategy for achieving the objectives would be communication plan (Wates, 2014). The social community, investors and the internal stakeholders should have good knowledge about the projects. Since, the project is about a social activity, it is highly important to promote the benefits of the same among the people of Bristol. On the other hand, the investors need to know how they will be benefited from this project (Coombs, 2014). Finally, the internal stakeholders should have proper understanding on their roles and responsibilities in order to get successful outcome from the project. Following are the strategies that would be effective for leading the project toward success. Strategy for achieving objective 1 This objective is framed in order to promote benefits of the project among the social community. The aim of the company is to communicate with at least 150 families of Bristol. Therefore, the company will adopt both online and offline promotion strategy. The reason behind choosing such strategy is to reach to the maximum target audience (Cornelissen, 2014). Following are the communication plan for each strategy. Social media communication: In this manner, the company would promote the activity through social media. The company will create a banner with a company logo and other required information. In this process, the company will provide information regarding all the service that will be provided through the recreational center (Dozier, Grunig Grunig, 2013). Nowadays, everyone depends on social media in order to stay connected with their community. Therefore, it will be effective to adopt this platform. This strategy will help the company effectively to achieve this objective. Distribution of pamphlets: In this communication strategy, the company will print pamphlets including all information regarding the project (Friend Jessop, 2013). Not everyone has access to the internet and therefore, an offline communication process would help the company to communicate with maximum target audience. Budget for this strategy Particulars Amount ($) Cost of web page creation 300 Cost of page maintenance 170 Printing expenses 90 Salary to the SEO and Distributer 390 Total Cost 950 Staff responsibilities Activity Responsibility Responsible person Web page creation To create the social media page To include all required information Social Media Optimizer (Employee) Page maintenance To make sure that the page is getting maximum views Social Media Optimizer (Employee) Print the pamphlets To print the pamphlets at lowest cost Operation department Distributing the pamphlets To distribute the pamphlet among the targeted audience Volunteer Strategy for achieving objective 2 The objective will help the company to communicate with the investors in Bristol city. As there are so many organizations conduct business, it will be easy for the company to get financial support for the project (Hegerl Kohls, 2016). A face-to-face communication strategy would be most effective for achieving this objective. Through this communication process, the company would be able to forecast the potential benefits from the project. The organizations of Bristol will be able to promote sustainable activity through this project in an efficient manner. The company would invite the investors and give a presentation regarding the project. Budget for this strategy Particulars Amount ($) Accommodation rent 100 Beverage expenses 90 Commission to the third party members 150 Other expenses 70 Total cost 410 Staff responsibilities Activity Responsibility Responsible person Communicate with the investors To send invitation to the potential investors through face-to-face meeting Manager Managing the event To manage the entire event Project manager Presentation To give the presentation regarding the project Employee Strategy for achieving objective 3 In order to establish communication with the internal stakeholders, the company will adopt online communication process. Here, the company will send emails to the employees, volunteers and board members (Rail, Murray Holmes, 2016). Apart from that, the company will conduct meeting session with the internal stakeholders in order to assign responsibilities. Evaluation The objectives framed in this project are achievable and realistic as well. The company would be able to promote benefits of the recreational center among the target audience. The communication process adopted for this project is effective. For the first objective, online and offline communication process has been chosen (Singh Bisawa, 2016). The reason behind choosing such strategy is to reach to the maximum audience. In this manner, the company would adopt social media advertisement as online promotion. People now days are very much connected with social media and therefore, it can be said that the company will be able to get successive response (RAHI, 2016). On the other hand, distributing pamphlets will allow the company to connect with that population who are not familiar with online activities. The major activity of this project is communication with the investors. As mentioned before, Bristol is the city where lots of organizations are conducting sustainable business. Therefore, communicating with them would allow the organization to avoid financial barriers. Here, the company would invite the investors to present the entire plan. Organizations are seeking for opportunities to serve the local communities. Therefore, they would prefer to be a part of this project. Moreover, the company will include all the information to this presentation session in order to attract the investors (Gallagher et al., 2013). Thus, it can be said that this strategy would help Bristol Cyrenians Ltd to achieve the overall objective. The final objective framed for this project is to build good communication with the internal stakeholders. In order to achieve the overall objective, it is highly important to assign responsibilities to the workforce properly. Therefore, Bristol Cyrenians Ltd would conduct meeting session with the employees within the office premises. Therefore, there is no cost involvement in this strategy (Grunig, 2013). Apart from that, the company will prepare a report to communicate with the board members. Here, the company will clearly state their objectives to the employees and the board directors in order to initiate the process. Conclusion While concluding, it can be said that Bristol Cyrenians Ltd is a charitable organization of US, planned to open a recreational center. In this project, the company has selected there target audience such as social community, investors and the internal stakeholders. The company has implemented three different strategies in order to achieve these objectives. The reason behind performing this social activity is to provide different types of services to the local community of Bristol. The evaluation of the strategies shows that the company would successfully achieve the framed objectives within the estimated time. References Bristol Cyrenians. (2016). Bristol.org.us. 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