Ethical Implications Related to the PR Issues - Essay Example

Honesty, integrity, truth, and accuracy of information relayed to McBride’s target market are some of the most important characteristics when communicating a product and/or services to the general public. (O'Malley, 2008)  Aside from being honest with a group of target audiences, transparency and authenticity of the PR and marketing strategies used in communicating the products and services offered by McBride are also necessary when it comes to the ethical way of persuading a prospective client (Jackson, 2008).

In relation to the proper way of communicating McBride’s products and services in a totally new market, it is ethical for a public relations company such as in the case of television or newspaper advertisers to strictly follow the law of utilitarianism and deontology.  In general, the law of utilitarianism states that PR companies should “do the greatest good for the greatest number of people” whereas the law of deontology states that PR companies should “do only what is right”. (van Hook, 2008) 

In relation to the law of utilitarianism and deontology, McBride including the PR

companies who would work together in the promotional campaign of McBride should avoid communicating false information to its target customers at all times.

Market Research Plan to Support the Development of PR Campaign Strategy

Define a Corporate Goal

Aiming to double the company’s target sales every six months, marketing strategies and promotional activities will be developed in order to increase public awareness of McBride’s financial services.

Conduct a Market Research

Market research will be conducted in order to identify and determine the classification of the potential target market for McBride’s financial services. Identifying the size of its target market will make it easier for the marketing manager to project a feasible growth rate on behalf of the company. 

Aside from identifying the target market for McBride, market research on the strength and weaknesses of similar existing financial consultancy firms will be very useful in terms of enabling McBride to position the company in the global market.

Selecting Marketing and PR Campaign Strategies

Based on the information gathered in relation to the financial capabilities, educational background, gender, age, and preferences of McBride’s target market, PR companies could propose some communication methods that will enable McBride to easily capture its target clients. 

Aside from the typical television, newspaper, and magazine advertisements; it would be wise to encourage McBride to develop a comprehensive website that could address the individual needs of each target market since most individuals or companies that need financial services are capable of surfing the internet.  In line with this matter, it is advisable to make the website applicable to target markets around the world.  Therefore, information available on McBride's website should also be translated into the national language of its target market.

Conclusion

To enable McBride Financial Advisors successful in a foreign country, PR companies should strictly consider the ethical implications behind the process of communicating the product and services of McBride.  Establishing trust between McBride and its target clients is the best way to make McBride successful in the global market.

Conducting market research will enable the marketing arm of McBride and/or its selected PR Company to learn more about its target clients.  This information will be useful in developing an effective PR campaign strategy on behalf of McBride.