The paper subject is public relations - Essay Example

As an individual in the group, it was necessary to fully evaluate whether sample populations of smokers versus non-smokers would be cooperative and the information needed could be achieved within budget and also gain positive public relations value for the project. It was not about ownership of the effort to change the smoking ban, it was about delivering on a promise to help those affected by the smoking ban to gain new ground in supporting their cause. According to Capozzi (2006, p.15), in relation to public relations theory, “we need to train people in how to deliver on the promise of integrated, holistic communications using the right tools and the right channels to further our clients’ goals and communicate their messages”.

Public relations is more than just finding the correct solution, it is about measuring the efforts to achieve a positive public image in order to evaluate effectiveness of the strategy. Short-term decisions were based on whether or not the costs would be significant in gaining public attention and to locate a forum where customers would be able to access information in a convenient and appropriate environment. This is why the group decided that the most effective method of gaining attention would be the use of the Internet, since it satisfies costs and also maintains the ability to reach more consumers.

The chosen website, Party Cigarettes, the group decided, could be effectively advertised using marketing strategies or linked to smoker-related websites where all they would need to do is click a link to understand our cause. Long-term strategies were decided upon carefully, again considering budget and whether or not the short-term effort of gaining revenues and attention could be achieved successfully. The goal was to achieve higher ground in relation to public support and then using any funds gained in the effort to invest in electronic cigarettes and other new generation smoker-related products.

It would first be necessary to use survey data to ensure that there was enough interest from the public and then using the funds and support to create a new investment strategy. Boone & Kurtz (2007) identifies that in order for a successful public relations strategy to gain ground, it is first necessary to attain as much primary data as possible about real-time consumer attitudes and needs. This is why this particular investment was chosen as the long-term strategy rather than just blindly entering into a new public relations and investment strategy in the short-term.

Public relations experts need to have an element of corporate social responsibility (CSR) in order to make any positive changes to achieve a goal or mission. Public relations, in theory, have the ability to improve purchase intention (for the long-term goal of new generation product investment) and also create a “more hospitable business climate with less conflict with stakeholder groups” (David, Kline & Dai, 2005, p.391). This is why elements of marketing strategy and also corporate social responsibility were considered in the overall public relations strategy for promoting the cause and also gaining consumer interest in the new generation cigarette options.

Berry & Wilson (2004) identify a type of segmentation strategy in public relations and marketing known as psychographics. This is where customers are divided