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Concept, theories and application of public relation practices

Discuss About The Public Relations Practice And Idea Of Dialogue.

Pubic relation is one of the most effective management functions established for maintaining two way communication methods between organizations and its concerned stakeholders. It is a complete strategic communication process that makes mutual benefits between organization and its public. However, public relation campaign is the series of activities with the help of which organizations tend to raise awareness of products and services. Public relation campaign primarily targets the entire population but it belongs to specific target group. The primary purpose of public relation campaign is to multiply the messages beyond going regional boundaries. As a result, people belonging to other geographic areas can get in-depth overview about the brands and services.

The primary difference between advertising campaign and public relation campaign is that advertising campaign pays the media channels and persons for introducing their brands to the doorstep of target customers. On the other hand, in case of public relation campaign the organization arranges the event with the help of a PR agency. The organization does not have to pay the journalists and media channels for promoting their brands and services. Therefore, public relation campaign is a method of indirect promotion which attracts the journalists in covering the news for their own benefits. As per the opinion of scholars, public relation campaign is more reliable than advertising campaign as it is completely based on non-paid promotional method.

This very specific study has focused to make in-depth analysis about a published public relation campaign, their aims and objectives along with analyzing different theories and concepts of public relation. One published public relation campaign is critically conducted named “Cafe accepts exercise as payment opens in London”.

In today’s business field public relation has become one of the most effective tools of multiplying the messages beyond going the regional backgrounds. PR establishes mutual benefits between organization and its public. Organization does not pay the media channels directly to transmit the messages to the target customers. As a result, target customers tend to rely on public relation campaign more effectively than advertising campaign. Therefore, the primary purpose of public relation is to promote the brands and services in an indirect method.

Two step flow theory is one of the most important PR theories used by innumerable business organizations in order to make a connection between company and its target audience. This particular theory asserts that mass public gets important information in two distinct ways. Individual who are in close contact with mass media can easily get information about the organizational new initiatives. One of the other ways of conveying this message is through the voice of a leader. Business leaders take the initiatives of conveying the messages of their new project to the concerned stakeholders. However, two step flow theory indicates that business stakeholders need both way of communication methods that include direct communication and indirect communication.

Two-step flow theory

As per the opinion of numerous scholars, in order to transmit the messages beyond going regional backgrounds and increase the number of target audience the public relation professionals of an organization like to utilize the media platforms. As a result, people by sitting at their own workplace can easily get in-depth information about next agenda of organization. At the same time, it is also undeniable that communication through mass media cannot give immediate feedback to the customers. With the help of mass media communication the organization cannot get delayed feedback from the customers. As a result, they need immense time to reform their business strategies and policies.

In order to get immediate feedback from the stakeholders the public relation professionals engages the business leaders directly to opine their views and thoughts. They tend to make a direct communication between the service providers and the service users. In this kind of situation, business experts get the opportunity to modify their business policies and strategies based on the feedback collected from the customers. Therefore, as per the implication of two step flow theory both way of direct and indirect communication is needed in order to build public relation in the real business field.

Limited effect theory is also very significant in public relation practices. This specific theory implies that media sometimes does not have direct implication on the mind of customers in terms of influencing their consumer behaviour. Public relation campaign and activities is often misinterpreted in the name of propaganda. It is however undeniable that PR campaign is another form of promotion of products or services. In this situation, the customers tend to show their reluctant attitude in getting convinced from media promotional tools. This particular situation can be overcome by implementing limited effective theory.

 As per the opinion of scholars, limited effect theory involves the business experts in involving the business leaders to directly communicate with the stakeholders. The opinion of business leaders works as a mouthpiece of organization. After being connected directly both the speaker and the listener get in-depth and accurate information. In that case, the stakeholders are not getting any kind of interpretation of media. They can grab the information directly and incorporate the message as per their own interpretation. Therefore, large number of business organizations in order to promote their products and services directly to the concerned stakeholders.   

 Moderate effect theory in public relation implies that media has a major significant role in influencing the target market through it is not all powerful having strong effect in any circumstance. Moderate theory implies that in some of the most cases it has been observed that business experts have to get help from media in order to multiply their messages in various geographical boundaries. Communication with the help of media is very much effective in grabbing the attention of large number of customers of remote areas. Therefore some of the organizations prefer to use moderate effect theory in order to pay media channels as per priority basis.

Limited effect theory

However, among three kinds of public relation strategy mentioned above “Run for your Bun” has focused to implement two step flow theory. The primary purpose of two step flow theory is to convey the information in two different ways. “Run for your Bun” has preferred to follow both media platform as well as leaders’ opinion to grab the target stakeholders. Therefore, they have used two step flow theory while conducting their public relation campaign.

David Llyod Club has taken a very god imitative in order to help out people to get a healthy and disease free life. The famous UK gym brand David Llyod club announced the opening of the cafe that would not charge the customers with any money in exchange for the food. They would rather ask the customers to exercise for some time in order to avail the food. In order to launch this new campaign and introduce the importance of the exercises and fitness among the youngsters and the office goers they have to develop a strong PR team.

They need to connect with the people and develop a very strong connection with them as well. It is for this reason that one must be able to keep a very strong PR agency that will help in inculcating the benefits of switching over to this new campaign that has been opened by the David Llyod Club.

This campaign as mainly aimed at helping the people to work out every day for at least 6mins so that they can eat and burn out their calories at the same time. The gym will also provide healthy diet only. So, it is evident that this campaign is really helpful for providing a healthy life to the people and the gym instructors are taking their responsible very seriously.

There will be many personal trainers who will be checking the health condition of all the customers and help them burn their calories. In order to strengthen their PR team they also entered into collaboration with Kaizo. Kaizo would be one of the most dynamic and creative PR agency that would help to make this campaign a very big success. David Llyod club has used an extensive R&D team that has helped in understanding the needs and demands of the modern customers. Choosing a PR agency like Kazio is in itself one of the smartest moves that have been taken by David Llyod Club.

Moderate effect theory

This campaign would also include many kinds of exercises like sit ups, lunges, body squats and many other such exercises that will be helpful for the customers. This shows that the David Llyod Club gym brand is very health conscious about the actual benefits that their clients will be getting by switching over to their services.

The underlining motif of this fitness campaign was mainly to make the young customers acquainted with the benefits of healthy living. Being one of the famous fitness brands they have realized that it is one of their prime motifs must be to promote the health benefits among all their customers so that they can give a healthy and fit life. This is noteworthy fact that unlike many other organizations this gym brand did not think only about their personal benefits. They kept a promotional event for a period of three days where the customers would pay for their food not in terms of money but in terms of exercise.

Their motif was to create a kind of involvement and awareness among the potential customers for being much more inclined towards the health fitness activities. They have also helped the office employees to get a good time management schemes as it will help them to work and get a good amount of exercise at the same time. They will also not feel any time crunch. It is thus one of the most important and smartest strategies that has been taken by the company.

The choosing of the name run for you bun is also one of the smart strategies to show that the customers need to run or work hard for earning their bun or for their food. Hence they have named their campaign as run for your bun.As per the opinion of the Rachael Rees, the director of Kazio PR agency, their main strategy will be to inculcate the awareness among people. Their strategy will be to create a kind of engagement or involvement among the youngsters, teenagers and the office goers in particular. Another smart strategy that has been used by this gym brand is to target at the office customers in particular.

This is because the office employees often suffer from muscle pain, obesity and many other such problems. This is because they usually spent their time by sitting on their chairs for long hours. On the other hand they also have diets that are not balance diets and are not healthy. So, one of their strategies is that the customers will not have to visit any dieticians or nutritionists outside this cafe. The menu of this cafe has been selected in a very conscious manner. The meals will only consist of the fresh green leafy vegetables, whole bread, chicken breast burgers, red onions, garlic mayo, tomato and other such health conscious diet. So, the customers will get the added advantage of getting healthy diets apart from getting a good amount of exercise on a daily basis.The other advantage that they will be getting is that they will be able to afford food without paying any money. All they have to do is work out for a short time for getting the food.

Analyse, determine and examine the public relation campaign

The other important strategy that has been taken by this gym is involving many fitness and health experts so that they can contribute in designing the apt diet and exercises for the customers. The other important strategy was to target the office goers as their primary customers. It is rally very essential for any organization to target the customers in a very organized and cautious manner.

The other strategy is that they have realized is the large-scale dominance of the e-commerce or the digital media presence. It is for this reason that they have also created their face book page. This will make it easier for them to reach out to a large number people. They have also made a feasible way by which the workers can work and stay active at their workplaces at the same time.

While conducting the public relation campaign mentioned above the organization has faced several challenges. The campaign was introduced in London. Therefore, the public relation executive associated with “Run for your Bun” project had made the content of this campaign specifically for the inhabitants of London. In this kind of situation, this particular public relation campaign failed to draw the attention of large number of international customers. Among the international customers innumerable people are there who have language incompetency. Therefore, they need such a colourful and illustrative campaign with the help of which the people can understand the story line and its essence. In case of “Run for your Bun”, the business experts have not used lucid and attractive languages with the help of which the global customers can show their interest. Therefore, the entire project has been restricted with regional boundary.

On the other hand, business owners of “Run for your Bun” are from a gym club named David Llyod Club. In this very specific background, the business experts have mentioned their menus that are going to be delivered to the customers. Most of the menus are healthy and eco-friendly products which are very much conscious in maintaining health of human. However, this specific campaign is unable to grab the attention of teenagers who are in search of junk foods rather than preferring healthy foods. However, this particular campaign has faced immense challenges in drawing the attention of large number of target audience.

However, “Run for your Bun” after facing these kinds of challenges can follow alternative strategies and policies as well. As an alternative strategy the business experts of “Run for your Bun” should focus on simplifying the campaign content in order to make lucid and attractive to the customers. Instead of using bomb-basting words and technical terms the public relation executives can incorporate pictorial illustrations as well as colourful images. They should make the storyline in such a way that people belonging to other language backgrounds and attitudes can understand the essence of this campaign. If the business experts can draw the attention of people from other geographic areas the number of target customers will be automatically increased. However, this very specific study has focused to make in-depth analysis about the importance of strong public relation campaign for attracting the attention of global customers.

As another alternative strategy, the public relation manager can render product diversification methods for enhancing the number of target customers. In the public relation campaign, the executives have mentioned their products along with services. However, it has created a negative impression that Run for you Bun is only concerned on healthy food products which is more conscious on health rather than taste. As an alternative strategy, the organization can render product diversification and convey that message through their campaign so that large number of target customers can be attracted towards the services.

As an alternative strategy Run for you Bun can use communication theory and models as well along with public relation theory. Shannon’s Weaver model can be appropriately used with the organization in order to maintain effective communication between the stakeholders and the business experts.

In order to make an effective public relation campaign numerous eminent scholars have provided their own opinion from different perspectives. As per the opinion of different scholars, public relation practice is one of the most effective ways to introduce the brand to the door step of customers. In advertising campaign the business experts have to directly pay the media channels to promote their products and services. In this situation, the business experts have to face innumerable challenges to convince the customers about their reliability and validity of products and services. On the other hand, the concept of public relation practices is indirectly where the business experts do not promote their products directly and they do not pay the media channels directly for introducing their brand in the market. Consequently, this particular practice becomes more reliable.

In case of evaluating different public relation theories it has been observed that two step flow theory has got more priority than limited effect theory and moderate effect theory. In limited effect theory or moderate theory media does not get the first priority as one of the most effective tools of conveying messages. In these specific kind of public relation theories people belonging to remote areas are not aware of the facts due to the lack of using media channels. Therefore, two step flow theory has got the first priority based on which the business experts can use opinion of leaders and media channels both as their medium of communication. Various scholars have strongly differed the fact that two step flow theory is the most effective public relation theory that every business experts can incorporate within their business process. As per the opinion of numerous business experts moderate effect theory is also appropriate in some business situations.

As alternative public relation strategies it is recommended to maintain lucidity of language while making public relation campaign. At the same time, the business experts can add illustrations and colourful pictorial presentation to grab the attention of those customers belonging to weak academic backgrounds. With the implementation of simple content within campaign the people having lingual barriers would be able to understand the meaning of this portraiture. Automatically, they would get attracted towards the services. The primary purpose of arranging the entire content would be successful.

In addition, as an alternative strategy Run for you Bun can use moderate effect theory of public relation instead of using two step flow theory. In moderate effect theory media tools are used when it is necessary. In that case the organization would be able to save their budget. If Run for you Bun intends to target the customers from other geographic backgrounds the business experts can hire media channels. On the other hand, if the target customers become restricted with London the business experts of Run for you Bun may not use media platform. In this case, hiring media personnel becomes an option for Run for you Bun. The business experts are not bound to hire media channels all the time to save their expense.

Conclusion: 

The study has focused to provide in-depth overview about the importance of public relation campaign in order to gain brand awareness. The primary purpose of public relation campaign is to multiply the messages beyond going regional boundaries. In conducting a public relation campaign, the organization does not have to pay the journalists and media channels for promoting their brands and services. Therefore, public relation campaign is a method of indirect promotion which attracts the journalists in covering the news for their own benefits. In today’s business field public relation has become one of the most effective tools of multiplying the messages beyond going the regional backgrounds. Business leaders take the initiatives of conveying the messages of their new project to the concerned stakeholders. With the help of mass media communication the organization cannot get delayed feedback from the customers. As a result, they need immense time to reform their business strategies and policies.

However, among three kinds of public relation strategy mentioned above “Run for your Bun” has focused to implement two step flow theory. The famous UK gym brand David Llyod club announced the opening of the cafe that would not charge the customers with any money in exchange for the food. This campaign would also include many kinds of exercises like sit ups, lunges, body squats and many other such exercises that will be helpful for the customers. The choosing of the name run for you bun is also one of the smart strategies to show that the customers need to run or work hard for earning their bun or for their food. The menu of this cafe has been selected in a very conscious manner. The meals will only consist of the fresh green leafy vegetables, whole bread, chicken breast burgers, red onions, garlic mayo, tomato and other such health conscious diet.

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