Public Relations Campaign   Term Paper ID:36274 Click to get this paper

Essay Subject: A PR Campaign is provided for Huffman Trucking a firm based out of Los ...... More...

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Paper Abstract: A PR Campaign is provided for Huffman Trucking, a firm based out of Los Angeles, California. The PR campaign includes the following sections: public relations issues; ethical implications; pr campaign objectives; the company’s publics; a media release and distribution list; a PR tool and tactical plan; ethical considerations; technology considerations; and global considerations. Paper Introduction: Public Relations Campaign Public Relations Issues Huffman Trucking\'s goal for its public relations campaign ispositioning itself as a leader in embracing diversity in the workplace Organizations that successfully embrace workplace diversity policiesbolster long-term competitiveness and create performance improvements inthe short and long-term Huffman Trucking maintains on its Web site thatits goals include becoming a profitable growth-oriented adaptive companywithin the intensely competitive logistical services industry Organizations that successfully implement diversity policies reap a numberof benefits that will help achieve these goals These benefits Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. 14).Finally, it is imperative for positioning as a leader in embracingdiversity that Huffman Trucking's PR campaign considers the community atlarge, which will enhance the firm's goodwill while offering job promotionto the community that includes diverse groups of individuals. Technology Considerations Technology considerations both internally and externally to thecompany are critical for Huffman Trucking's "Diversity is You and Me"initiative to have the greatest opportunity for success in positioning thecompany as a leader in embracing diversity. (1996, May). Other benefits of a successful publicrelations campaign embracing diversity include reduced turnover, lowerabsenteeism, increased access to new market segments, enhanced globalmanagement capacity, and avoiding litigation costs. PR Campaign Objectives The following objectives are sought through the PR campaign forHuffman Trucking: . Global Considerations There are a number of global considerations for Huffman Trucking'sPR campaign. Distribution will occur on a non-busy news day and early in themorning to receive the most attention. HuffmanTrucking will engage in significant research to better craft a PR campaignthat will remain sensitive to cultural diversity. Huffman Trucking can also ensure greatercultural sensitivity and dispel notions that it is mounting the "Diversityis You and Me" initiative merely as a tool to enhance company image byinvolving itself and its employees in organizations and activities thatadvocate for or cater to people of color, like the NAACP, the LULACS, theUrban League and others. Ensure all diversity policies are in compliance with ethical, regulatory, and economic requirements Organization Publics Huffman Trucking must encompass the following organization publicsthrough its PR campaign: . Public Relations Tactics, 3(5), 4-5. These surveys should be designed to measure theprogress and effectiveness of the "Diversity is You and Me" program, inaddition to being a valuable tool of measurement the company can rely uponin making modifications to the initiative and its diversity policies. Overcome fear of change among top management, employees, and stakeholders . HuffmanTrucking's PR campaign must be perceived as genuine to be most effectiveand not merely a media ploy to enhance the company's image. Customers (U.S. One of these will include the creation of anIntranet that will be available to all employees, customers, andstakeholders. The press conferences should include people of color anddifferent cultures who work for the organization to demonstrate thesuccessful embracing of diversity by the company. These benefits includestrengthening cultural values within the organization, improving corporatereputation, attracting and retaining highly talented individuals, improvedmotivation and efficiency among employees, and increased innovation andcreativity among employees. These press conferences should be televised on local news outletsand occur every three months, providing updated information about thesuccess of the firm's "Diversity is You and Me" initiative and future plansto continue to promote and embrace diversity both inside the company and inthe community. The Web site should also includesurveys that employees, customers, and other stakeholders can fill out andsubmit electronically. Top Management . Development of formal and informal networks to share information about the benefits of workforce diversity policies . Employees (Drivers and support personnel) . This research willinclude such considerations as the approach to truck driving and logisticssupply in different cultures, the work ethic of different cultures,socioeconomic status of different cultures, and the effect diversity has onpublic relations. The press release will not be sent togeneral editors. Customer relationships with the company canbe enhanced through embracing ethnic workers and markets. Louis andBayonne. Public Relations Tactics, 12(7), 6-7.Rose, P. 6). Provision of information about the benefits of workplace diversity to employees, all stakeholders, and the community at large . Study examines improving diversity in public relations. Sensitivity training: Promoting a product without slamming a culture. Huffman Trucking must alsoensure that the PR campaign does not undermine any of the company culture'svalues or human values overall. The media release will be distributedusing mail, fax, and email. The times they are a changing...and so should PR training. Embracing diversity andcultural sensitivity is even more critical in the global marketplace. The creation of an Intranet will provide such publics withthe ability to continually learn of new developments concerning HuffmanTrucking's diversity initiative, including testimonials from employees,improved relationships with customers, and community activities andprograms aimed at enhancing the company's position as a leader indiversity. Testimonials of suchindividuals will go a long way toward undermining any doubts that HuffmanTrucking's diversity policies are merely lip service aimed at enhancing thecompany's image. News; MSN;Business Wire; and PR Newswire. Huffman Trucking should hold a seriesof major press conferences in Cleveland, Los Angeles, St. Ethical Considerations There are a number of ethical considerations Huffman Trucking canaddress through its periodic press conferences. Position the company as a leader in embracing diversity . At these press conferenceskey people of color who work for the organization and help recruit adiverse workforce should explain the benefits of working for HuffmanTrucking and become involved in various activities designed to promotediversity to the community at large. Media Release & Distribution List The following media release will be prepared for distribution:Huffman Trucking's "Diversity is You and Me" human resources initiative isdesigned to recruit, hire, and retain individuals from diverse cultures whobring unique innovation, creativity, and insight to the organization.Huffman Trucking announced Monday that its "Diversity is You and Me"initiative has resulted in 64 new hires across its four locations inCleveland, OH; Los Angeles, CA; St. For example, incultures where women are not considered suitable for positions as truckdrivers Huffman Trucking's PR campaign could target males for truck driverswhile focusing on its support positions for women in such countries. Thetruck on the post-it notes will display the message, "Diversity is You andMe." These will be distributed throughout the company to all employees,customers, stakeholders and at various targets throughout the community topromote continued awareness of diversity initiatives at Huffman Trucking.The post-it notes will also display the company's Web site where furtherinformation on the "Diversity is You and Me" initiative will be available. Failure to do so will result inmisunderstanding in targeted markets with diverse cultures. (2 5, Jul). The Web site should also providepotential employees with the opportunity to post resumes, apply foravailable jobs, and to read the experiences of employees from diversecultures who have worked for the company. 66 33 Public Relations Campaign Public Relations Issues Huffman Trucking's goal for its public relations campaign ispositioning itself as a leader in embracing diversity in the workplace.Organizations that successfully embrace workplace diversity policiesbolster long-term competitiveness and create performance improvements inthe short- and long-term. This isparticularly true as ethnic diversity will continue to grow andcharacterize American communities. As Rose (2 2) reports, "Ethnicdiversity now characterizes the U.S.: the overall minority/ethnicpopulation is estimate to represent fully 3 % of the total population" (p.14). PR Tool & Tactical Plan One of the most effective PR tools for educating others and raisingawareness is the press conference. Community efforts will be bolstered by advertising atvarious locations in Cleveland, Los Angeles, St. As Rose (2 2)suggests, "...the ethnic market in general should become increasinglyimportant to both public relations and advertising professionals" (p. L. Public Relations Quarterly, 47(1), 14-17.Seastrom, T. The Community Without commitment to embracing diversity by top management, HuffmanTrucking will be less than successful in implementing diversity policies.Employees, often resistant to change, must be educated and trained tounderstand the numerous benefits that accrue from a culture that embracesmulticultural contributions. 6). HuffmanTrucking must ensure that its PR efforts in such markets are global innature but sensitive to local concerns in each market. 5). AsSeastrom (1996) notes, it is vital "...for communicators in the U.S. The Public Relations Society of American (PRSA)also offers a "Diversity Toolkit" which Huffman Trucking should utilize toensure that all ethical considerations are addressed in any of its publicrelations campaigns and associated activities (Ford, 2 5). Suchstrategies will ensure sensitivity to local cultures while remaining globalin nature.ReferencesFord, R. Huffman Trucking should also providediversity speakers and topics for discussion at various internal andexternal meetings and/or events. Louis MO; and Bayonne, NJ. Various markets, suppliers, customers and stakeholders on theglobal level will be included in the PR campaign. Huffman Trucking maintains on its Web site thatits goals include becoming a profitable, growth-oriented, adaptive companywithin the intensely competitive logistical services industry.Organizations that successfully implement diversity policies reap a numberof benefits that will help achieve these goals. andaround the world to be sensitive to cultural diversity and carefully avoidgratuitous clichйs and stereotypes" (p. Ford (2 5) asserts that "Emerging markets of immigrants and peopleof color are the fastest growing markets in the world" (p. Louis and Bayonne, likebillboards, busses and bus stops, the YMCA and other organizations in thecommunity where cultural diversity is embraced. 4). Instead, the press release will be sent to human resourcenews editors at the above outlets. Community functions will remain vital in positioning HuffmanTrucking as a leader in embracing diversity. AsSeastrom (1996) argues, "The biggest challenge is to ensure that clientspromote products and policies in the international marketplace while beingsensitive to cultural diversity" (p. The company will alsocreate post-it notes that have the company logo and a truck on them. Distribution will include thefollowing outlets: All television, radio, and print news media inCleveland, Los Angeles, St. The company's Web site shouldoffer information that is provided in different languages, showing itscommitment to embracing diversity. The company's Web site willpromote various events and activities that the company will engage in withlocal multicultural organizations, businesses and community organizations,including one initiative where Huffman will sponsor a series of workshopsand town hall meetings that promote mutual communications between mediasources and diverse audiences within the community. (2 2, Spring). Government, Suppliers, etc.) . Such efforts willbuild upon the powerful imagery of initial efforts in the "Diversity is Youand Me" initiative. The companymust ensure that the campaign does not discriminate towards any individualon the basis of race, gender, sex, age or religious affiliation. There are several tactical strategies that will be used to includeall aspects of the company's diversity mission that cannot be coveredduring press conferences. Demonstrate top management commitment to embracing diversity . Ethical Implications According to Ford (2 5), the greatest perceived barrier torecruiting a more diverse work force is "...the lack of a persuasiverecruitment campaign to attract multicultural personnel" (p. Louis, and Bayonne; All employees, customersand stakeholders; the Associated Press; CNN; Google; Yahoo! If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.