Public relation case study

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jeqn_z

Business Finance

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in the pictures attached the case is 6-b good intentions bad results

I need you to read the case and summarize it and answer the questions at the end of the case

for the question answer i need you to show knowledge and provide relation to the case and i will upload a powerpoint that might help you but feel free to research if you didnt understand anything donot depend only on the slides

the summary shouldnt be more than 150 words but the question answers can be as much as you want the most important thing is to show knowledge and relate to the case when answering


feel free to ask me if you need anything

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Consumer relations ⚫ Marketing and PR share some concepts – ⚫ PR differs in: – – – – 1 Research; publics; planning; evaluation. Internal + external publics Noncustomer and environment Focus on human nature Stabilize or change opinion; other than products Consumer relations Functions of marketing and PR blending ⚫ Relationship marketing; PR marketing ⚫ PR must: ⚫ – – 2 Motivate purchase Create hospitable environment for product / org Consumer relations Consumer society requires more marketing ⚫ Ads exceed limits of truth; accuracy ⚫ Businesses shift approach from “share of market” to “share of mind” ⚫ ⚫ 3 People want to be served, not sold. Business response to consumer activism ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ 4 Ombudspersons 800 numbers Understandable warranty statements Improved listenership and response Calls to check customer satisfaction Quick settlements of injury claims Products recalls Originally PR supported sales: Media publicity ⚫ Promotional events ⚫ Consumer information programs ⚫ 5 PR objectives Inform audience about product/service ⚫ Show their benefits ⚫ Build positive relations ⚫ Promote image ⚫ 6 New PR activities Forming user groups; build loyalty ⚫ Adopt customer satisfaction programs ⚫ Publicize / promote to take customers away from competitors ⚫ Protect reputation of product / org. ⚫ 7 Customer delight replaces service: process Phase 1: brainstorm; those who deliver ⚫ Phase 2: learn what customers want ⚫ Phase 3: take results to top management; prioritize ⚫ Phase 4: Ongoing evaluation; update plans ⚫ 8 Customer delight program The promise ⚫ Customer expectations ⚫ Delivery ⚫ Aftermath or maintenance. ⚫ 9 139 25, USA Today, February 1, 2010, p. 3B 2. USA Today, February 25, 2010, p. 10A 27. Liker, p. 128 28. Liker, p. 130 29. Liker, p. 132 30. Liker. pp. 133-134 31. Liker, p. 137 32. Liker, p. 138 33. Liker, p. 141 34. Liker, p. 150-151 35. Liker, p. 195–197 36. Liker, p. 198 37. Liker, p. 163 38. Liker, p. 167 39. Liker, p. 173 40. Liker, p. 178 41. Liker. pp. 179-180 42. Liker, p. 217 Chapter 6 . Consumer Relations Consider what type of research you would use to determine how to manage customer satisfaction- how to attract new customers and how to retain the loyalty of existing ones. On the basis of your research, prepare a one-year strategic marketing plan that prioritizes your publics and uses a mix of one-way and two-way communi- cation activities with evaluation methods built in. Provide a budget that allocates the $11,000 between research and customer relation activities. Finally, what issues should Berry's be speaking out on, considering the enormity of alcoholism and driving-while-intoxicated problems, so much in the news today? Think about how to position Berry's as a socially responsible drinking establishment. PROBLEM 6-B GOOD INTENTIONS, BAD RESULTS Earlier this year, when you graduated from col- lege, you were fortunate. You had a job waiting for PROBLEM 6-A A WINE BAR NEEDS you at Bart's Cartmart Inc., the largest distributor POSITIONING of motorized vehicles and accessories in Amarillo "Berry's" is a wine bar in a southwestern U.S. city The firm's slogan is, "Speed Up with Us!" Bart with a population of 400,000. In fact, it is the only (Cartwright), the owner, happens to be your father. full-fledged wine bar in the city. While many other That saves having to work your way up. Besides, bars serve wine, none specialize in fine wines of the you've already helped out summers, when you United States and Europe as Berry's does. The fact weren't using one of the products playing golf, that it is the only wine bar in the city is its problem. cruising off-road, or mowing the lawn. Although the city has ample well-educated middle- This job has great promise. You're an only child, income people, wine has not developed a follow- and your dad has long had in mind that you would ing as it has in some larger cities. Because no other be taking over the business some day. In prepara- Wine bars are available, wine drinkers have become tion, you majored in marketing, minored in public used to ordering wine at regular bars rather than at relations, and took several elective courses includ- "specialty-shop" wine bars. ing one in business law. erry's location is good-downtown near som To start you out full-time, your dad put you in fine hotels and in an area that is being revitalized, charge of customer relations. It has been fun and further emphasizing its upscale image. The interior challenging. This first year, you devised a follow- 15 pleasant and has wine vaults for people who want up program in which you or an assistant called Do store their wine there and have it available when- on each customer a week or so before the war- ever they come into the bar. All of these vaults have ranty period for the product purchased expired. You asked whether the customer needed anything The wine bar has been open for only six months. that you could supply within warranty. Customers It has a good lunch business, but needs a better eve- praised and liked that attention. And you've had ning business (especially during the week). Bart's Cartmart sponsor the winners' awards in one only $11,000. Mr. Berry comes to you because he The total budget for creating the new business is of the major competitive events at the annual Stock ows you have just opened your own communica- Breeders' Exhibition (motor vehicles as well as tions form. He says, "I know it's not a lot of money. plaques and ribbons, of course). but it's a lot for my business. I can't afford to just This week, the Annual Harvest Festival is on, and acting on a request from the committee running it, you have loaned six used golf carts for the festival events. (Continued) been rented. wyals-What do you suggest?" 141 140 Chapter 6 . Consumer Relations Chapter 6 . Consumer Relations continually arrive and depart late due to inefficient the meantime, you need to get a plan formulated airport crew members, and the on-flight crew hus because you can't afford to further antagonize cus- received poor ratings because of rudeness tomers. In fact, you want to delight customers. How To add to this pressure, flight attendants and will you do that knowing what you know about this pilots are complaining about being overscheduled situation? What is your immediate plan of action? They want time off to enjoy the holidays at home Put together a one-year strategic plan to build with their families, not in some remote location as consumer relationshipsand outline possible prob they wait for a flight back-a result of poor sched- lems and solutions. Put into action an evaluation uling, which has been happening more frequently process that will help you gauge the minds of The number of customer complaints is grow- your consumers as well as your employees. This ing as are employee complaints. You do not have will make it easier for both sides to communicate responsibility for human relations but you can what they like, don't like and would like to see see that it impacts customer relations. The head improved. You hope this will bring about improve of human relations is very busy and understaffed. ments and repeat customers, which will help busi- but she has agreed to meet with you tomorrow. In ness in the long run Your father has been most tolerant of your firm handling the company's insurance, and wis person at the police department who said he w activities. He obviously wants you to enjoy your hold the cart. Your father's lawyer, he said, would job and to relish growing with the company. At the same time. Bart is no softie. He came off a farm and be talking with the legal department of Rundo the . rose in business the hard way. He knows what he Before the day was over, you and your father wants and is determined to get it. At times he can talked again in some detail. "This is the kind of be tough, if he feels he has to, and even dictatorial When you got to work recently. you were thing you dread in a business like this." he told you "And with so damn many ambulance-chasing les handed a moming newspaper by the receptionist yers around, good intentions and fair dealing don't In it there was a story about a 12-year-old boy, the son of a local farmer and Harvest Festival official always come out the way you had in mind. With the who was driving one of your carts around late yes- reporters looking for things to blow up into head. terday afternoon for fun. Something happened, and lines. I can see this thing heating up into a con the cart tipped over on his leg, mangling it, with case and a local issue where people who should be possible permanent damage. The kid, in the hos minding their own business stick their moses into pital, told his parents, and they told the newspaper ours and choose up sides." reporter, that he didn't know what happened. You assure your father that the good intention was just going along fine." when he felt a bump in loaning the carts will pay off in the end and the and he couldn't turn the steering wheel. Next thing if you're open with the newspeople they'll be fale in he knew, the cart was headed for a big harvest whatever they write or say. He says, "We'll see. I machine. He tried to turn the wheel, but it wouldn't you have any ideas as this thing goes along, come work and he became jammed between the car and tell me. I'll welcome them. But don't go off half- the machine. The newspaper carried a head shot of cocked talking with others at the newspaper, with the boy. He was cute. The story indicated that the the people on the Festival Committee, or with the cart had been borrowed from Bant's Cartmart. next-door neighbors. Come see me first." You sought out your father immediately. He Obviously, you are anxious to help to apply said he'd gotten a call from the newspaper late in what you learned over four years, and to retain the the evening, but there was no reason to disturb you. conviction that if you treat others fairly, you'll be He had called the boy's father and mother, with treated fairly in return. whom he was acquainted to express concem and Given the four-step planning process, and the sympathy. They were very upset. When he'd men- aforementioned events, what might you set as your tioned to them that these heavy carts weren't really objective. your strategy, and your main tactics in muse for handling by little kids, the father had made helping resolve the problem before it boils over into some critical remarks about lending out used carts that might have something wrong with them the community and into a courtroom? What might you recommend to your father about the dos and don't react resumably when their own flesh and fixtures, and communications about those relations? don'ts of customer and community relations in the blood is involved. I doubt we've heard the last of 14" You asked him what you could do. Should you PROBLEM 6-C TURNING CUSTOMER send someone in the shop with a trailer to bring the cart back and have it inspected send the boy a book COMPLAINTS TO CUSTOMER DELIGHT read, to retrieve all the loaned curts, or Eagle's Wings Airlines is a young company that sald.net until I can talk to our lawyer. Just sit tight for a few hours, and we'll know where this thing is work for its public relations department. Winterhof iday time is approaching and rights are booked, but Within the hour. a lawyer representing the cheaper ticket prices are keeping reservations injured boy and his family called the company to say but if the level of complaints continues customer complaints are increasing. For now, the he had requested that local authorities "impound" will be lost. In fact, you have just bon the cat and indicated he would want to talk with that Eagle's Wings has been named the worst Bart soon. Also within the hour, your her had line in customer service. The number of custom walked with the company's lawyer, the age of the complaints has been piling up on your desk. Fy going
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Explanation & Answer

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Running Head: PUBLIC RELATIONS

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Public Relations Case Study Summary
Name
Institutional Affiliation

PUBLIC RELATIONS

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Public Relations Case Study Summary

Summary
The understanding of good intentions, bad results stems from gaining insight to the
practice of public and customer relations of a company. The case study of Bart Cartmart Inc.
project how intentions of customer relations can generate bad results for the company.
Specific to the case, during a festival organized by the community, the company sought to
generate some good public relations activities through the donation of several golf carts to
assists in the activities of the festival. In context, child belonging to...


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I was having a hard time with this subject, and this was a great help.

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