Public Relations Strategy Paper

March 8, 2009

Introduction

This paper will focus on building recommended strategies to build media relations and generate publicity for the Elias Group, a consulting group which is promoting and supporting diversity in the workplace. The Elias Group will build these strategies based on established objectives of the PR campaign, identifying the publics, and identifying the risks associated with this PR Campaign. The Elias group will develop a media release and distribution list that matches their public. To finalize the strategy plan the Elias Group will develop a tactical plan using PR tools and examine the business implications of the PR plan.

List objectives for the PR Campaign

The objectives for the PR campaign are to reach out to the public and show the importance of diversity in the workplace along with the legal implications of not supporting diversity in the workplace. The key to the PR campaign is ensuring that the public sees the Elias Group as a leading force in diversity in the workplace.

Identify the organization’s publics

The organization’s publics, as defined by Fraser Seitel (2007) are, “…a group of people with a stake in an issue, organization, or idea” (p. 13, chapter 1). The publics of Elias Group are identified using this definition and the objective of the specific public relations objective. Due to the general nature of this public relations strategy, the publics in this situation are wide ranging and include: current and potential employees, consumers, and business partners. In order to obtain a more detailed understanding of these publics, further segmentation must occur.

Current employees may be further segmented into managers, supervisors, and administrative staff. Potential employees include applicants, individuals specifically targeted for employment, such as college graduates, and individuals simply inquiring about potential employment. Consumers may be further segmented by the type of advisory service request † financial or...