Integrated Marketing communication - Assignment Example

Integrated Marketing Communications al Affiliation Integrated Marketing Communications The situation that Olive Garden is facing reveals the manner in which issues of public relations could be complicated to handle. Public relations must be able to handle such issues for the benefit of the company.The internal stakeholders who have been affected by this turn of events include the owners of the company, mangers and the employees. The owners of the organization and the managers have to make a decision on the dilemma about whether to internalize the TV show and the competition, which involves issues of funding.

Marketers and employees also have to be included to create space or new roles and responsibilities brought in by the new concept brought about by the Girls next-door TV show (Clow & Baack, 2012).The external stakeholders include customers, those who watch the TV show and those who are against it. All these people will be affected by the new events because some customers will like the idea and some may not want to be associated with it. The show lovers could be attracted to the Olive Gardens’ restaurants while those who are against the show may decide to cut their link with the restaurants (Clow & Baack, 2012).

For casual observers of media, the Sexiest Girls of Olive Garden will appear to be a sponsorship because of several factors. First, the show will feature the name of the restaurant, which to them will mean that it is sponsored by Olive Gardens. Secondly, Olive Garden had not accepted or denied whether it funds the show or not. Therefore, for casual observers of the media, they would ride on the notion that the show is funded by the restaurant.This event is an instance in which damage-control programs were in order.

Olive Garden is understood through a brand and image of family, friends and fun. However, despite the fact that Kendra Wilkinson mentioned Olive Garden as a genuine fan and with sincerity, it came as a promotion strategy. This is the damage that the Sexiest Girls of Olive Garden show seems to control. This show is a follow up event of what had already occurred (James, 2007).I agree with Kendra Wilkinson that Olive Garden could afford to appear a little edgy without detracting from its family friendly brand.

Olive Garden is not just about family but also about friends and fun. Therefore, appearing edgy would center on the fun part of its brand. Olive Garden will be able to attract the people who watch The Girls Next Door who are not its customers yet. They could join the Olive Garden fraternity as friends or even family because these groups exist among the watchers. Therefore, the show would make Olive Garden appear edgy without detracting from its family-friendly brand by adding more fun to what it provides for its customers.

Therefore, I support Kendra (Clow & Baack, 2012).If I would be the public relations agency for the Olive Garden, I would first communicate the company’s position about this situation because as of now the company has not come out clear about its position. Secondly, after the communication part, I would determine the next move based on the decision of the company that has been communicated. Thirdly, I would seek to know what different stakeholders of the company feel about the situation so that the company can consider what to do.

Lastly, I would ensure that whatever the company decides to do, all the stakeholders will be involved in it so that the company does not lose any external stakeholder, for instance customers or internal customers do not feel left out, for instance in the case of employees (Bernays, 2013).In conclusion, the situation that Olive Garden is facing reveals the manner in which issues of public relations could be complicated to handle. However, it also shows that public relations have an important role to play in a company both for internal and external stakeholders.

ReferencesBernays, E.L. (2013). Public Relations. Oklahoma: University of Oklahoma Press.James, M. (2007). A review of the impact of new media on public relations: Challenges for terrain, practice and education. Asia Pacific Public Relations Journal, 8(8), 137-148.Clow, K. E. & Baack, B. (2012). Advertising, Promotion and Marketing Communications.5th edition. New York: Prentice Hall PTR.