Campaign Design
1
Campaign design
Nicholas Pinciotti
MKT/578
July 3rd, 2016
Matthew McCallister
CAMPAIGN DESIGN
2
Campaign Design
“Public relations is often defined as the many ways an organization uses to broadcast
messages about its products, services, or overall image to its customers, employees,
stockholders, suppliers, or other interested members of the society” (Bousler, 2013). The aim of
public relations is to make the public think favorably about the company and its offerings and not
just generating sales. “Public relations use tools such as news releases, press conferences,
speaking engagements, campaigns and community service programs” (Gregory, 2015). With
public relations unlike marketing which is aimed at increasing the amount earned and the
revenue generated from the sale of a product, public relation does not necessarily end up in an
increased sales volume. The end result in public relations could be a positive review by a
customer or client. This means that the broader picture of public relations is how it is viewed
among its publics. In this regard this document reflects a public relations campaign plan that was
developed by Kylin cosmetic company.
Kylin cosmetic is a company that deals with Lip Kit product. Recently, the product
received F grade from Better Business Bureau. This was as a result of complaints filed by
customers on delivery and goods or services issues with about 134 complaints 70 on delivery and
55 on product or services, for instance, the gloss brush. The issue was published on several
media after the Framing, which was founded by an increasing number of complaints from
customers dating back from June 2016. In defense to the rating, Kylie came out and was captured
in the USA today and WWD on 7th July 2016.
The negative public rating by BBB would ruin the image of the Kylie cosmetics online
CAMPAIGN DESIGN
3
business and to combat this, “Kylie Jenner, the owner of the popular cosmetic online business
responded by explaining that the problem might be resulting from vandalism of the favorite
products, and therefore the rating was not fair” (Laura, 2015). The problem arises from the
online complaints and ratings which is one of the public relations tools.
The company has set to conduct a public relations campaign to mitigate the negative public
relations issue, whose primary objectives will be
To set up measures that will assure the customers of the safety of the product during delivery.
To provide the clients and the stakeholders with the mitigations put forward to curb vandalism.
To ensure the customer of the quality of the product and encourage them to continue using the
company's brand.
To reinforce customer trust and loyalty to their product that was lost as a result of the incident.
Target groups
The implementation of the public relations campaign will require a comprehensive
approach which will attract the interest of various groups of people. It is because the outcome of
the campaign will affect many groups of individuals. “All these have to be involved for them to
be informed of their duties and activities” (Gregory, 2015). This approach is useful since it
ensures that each party plays its role towards the achievement of the general objective of the
campaign.
This campaign will involve some key groups of interest. This includes the stakeholders
CAMPAIGN DESIGN
4
who are the investors in the business. The management team which is participating in the
organization of the daily operations of the firm and the customers whose feedback is valuable to
the company. All these groups carry out the image of the enterprise. “An integrated approach to
this plan will ensure that none of the important issues are left unaddressed thus contributing to
the general outcome of the program” (Bousler, 2013).
Needs
The stakeholders are the investors in the business and therefore are concerned about the
operation and profit. To the stakeholders, the future of the enterprise is more important than its
present. They will be interested in the returns they get on their investments. “According to recent
research, any organization that has the best rate of returns on the investment will remain
attractive to the investor” (Martin, 2016). . Low levels of returns on investment always
discourage stakeholders and investors from a business. Apart from the profit, the stakeholders
are also interested in the future success of the firm and therefore they would like to maintain the
integrity and goodwill of the business.
The executives, on the other hand, are interested in satisfying the needs of the
stakeholders and the customers. Due to this interest, they make decisions for the company that
impacts on these requirements either directly or indirectly. They are interested in knowing and
understanding the needs of these groups so that they can develop their work plans. The
management is also bound to maintain a high performance and guard their performance matrix.
This management team will be the implementers of the campaign and therefore they are
interested in understanding every bit of the campaign. There is also personal interest among the
CAMPAIGN DESIGN
5
individuals in the management who may require recognition. In a recent research by (Gregory,
2015), “the success of any organization is based on how the management can execute its function
through the coordination of the resources to meet the needs of its consumers and investors.”
The customers who are the users of the business products are the most important to the
firm. They bring revenue and provide a market for the products. They are interested in the
quality of the product they use. Their contribution could lead to the improvement of the product
making it serve them best. The primary interest is the value for their money. They need to get
products that fully satisfy their needs at fair prices.
Ethics
In the process of mitigating the public relations issues that emerged the company will
conduct a PR campaign. An essential ethical consideration in any public relations is honesty.
Since the aim of the PR is to create or improve a company image to the public, the possibility of
incorrect information is very high. In an attempt to prove to the public that the business does not
deliver half or empty packages, “it will provide information relating to delivery process and the
possible loopholes for vandalism” (Martin, 2016). This could raise the need to provide customers
with untrue information. However, Kylin cosmetics wish to pursue a high level of honesty during
the campaign so that it can avoid disappointing the customers once the get to try the products or
the services it offers. Though the information may seem to lower the reputation and give the
company a negative review, “the company should accept their fault and try to give an
explanation or even make compensation to the affected persons in order to maintain positive
ethics rather than giving false information” (Bousler, 2013).
CAMPAIGN DESIGN
6
Audience
The best target audience for this PR campaign would be the media. “The media is the
channel through which the information was passed to the public, and therefore the new changes
will have to reach to them through the same channel” (Lloyd, 2015). Also, the use of the media
to advertise this campaign will reach out to the many consumers who might have come across
the article before, and this will ensure that they develop a new version of the company. This will
also save time and resources since the information will reach both the stakeholders and the
consumer using the same channel.
The reputation of the company is sensitive in its publics, and therefore the message
should be passed to each person with urgency to prevent further spread of the defamatory article.
The public is to be made aware that something is being done to mitigate the issue at hand. “The
organization should focus on reaching out to the customers the soonest possible, and this is
possible through giving the address to the media who in turn will publish the outcome” (Lloyd,
2015). However, this should be done with the customer in mind and not the media.
In conclusion, public relations are a fundamental tool to any organization in the world. It
results in the organization gaining preference over others in the long run amongst the publics.
Mitigating to poor PR created through the media is an indication that one cares about the
customers needs and is customer oriented. It also keeps the customers assured of improvements
on the product or services thus drawing them to be more loyal to the company amidst of negative
PR that may be created. It serves as an assurance of continued business success.
CAMPAIGN DESIGN
7
References
Bousler, M. (2013, March 14). business insider. Retrieved April 20, 2016
Gregory, A. (2015). Planning and managing public relations campaigns : a strategic approach.
London ; Philadelphia: Kogan Page.
Lloyd, J., & Toogood, L. (2015). Journalism and PR : news media and public relations in the
digital age. London : I.B. Tauris.
Martin, D., & Wright, D. K. (2016). Public relations ethics : how to practice PR without losing
your soul. New York, New York (222 East 46th Street, New York, NY 10017): Business
Expert Press.
Purchase answer to see full
attachment