Anabelle G. Alcomendas

COMM 2043 Dr. Robert F. Soriano

BJ 2-1 D First Semester August 2, 2010

Case Workshops in Image-Building CampaignCase Presentation/Analysis: Presentation Outline

The following outline of presentation shall be observed in the case presentation with the following requirements:

1. A case can be in any of the following sectors—media, academe, government, industry, community, NGO, etc.2. After reading the case, make your presentation with emphasis on the following:

a. Give the objective facts of the case; it may be reactive (fighting or solving issues that have already occurred) or proactive (preventing future occurrence of issues.)

b. Describe the PR activities/strategies of the organization.c. What are the resultant effects of the PR program?

3. Give your analysis to the PR case.a. Based on the PR concepts and principles learnedb. Cite similar cases in the Philippines where PR can be appliedc. Conclusion/ Recommendation

Case 1- The JawsThe owner of sea the sea camp Serene Blue Waters launched a

massive promotional campaign that reads: “Serene blue waters, most inviting to swimmers and vacationers as a respite from the blistering hot, summer days.” with no less than sexy siren Ara Mina making the testimonial. This selling point led to high patronage of the camp which, to the business, means promotion of good image and profit.

To attract vacationers, the owner also included the following package: 1) hotel by the seashore at a low-rate accommodation for the whole family; 2)sports facilities (scuba, water skiing, etc.); 3)floating restaurant; and 4)lifeguards and life vests for the protection of swimmers.

However, one incident remained a secret—the shark attack in nearby waters. As a part of the owner’s show of “concern”, a massive search was done that led to the slaying of a 50-foot shark alleged to be the sea monster that preys on many lives. A publicity photograph of the camp owner with the slain shark appeared on the national daily to assure the public of the safety of the sea. But one truth cannot be denied—that the pernicious shark is still in the loose!

Analyze the situation and discuss your answers to the following questions:

1. Is there a genuine PR concept used by Blue Waters? Support your answer by citing PR concepts and principles. You may use the diagram of the PR processes to represent the details of your discussion.

2. What is the organized practice of the sea camp? Explain your answer.3. Given the chance to propose your own approach, what could be your wise option?

4. Explain the PR pathway “let the public be damned” in the light of the case.

OUTLINE

Objectives of the Campaign:

1. To generate profit for the organization.2. To invite more vacationers in the sea camp.3. To tell the public that the particular sea camp cares about their safety

more than anything.4. To assure the public of the safety of the sea camp.5. To promote a good image for the sea camp

The PR campaign aims to be reactive in the sense that it tries to cover up for the image-destroying fact that a huge shark is on the loose and could kill vacationers if they come across extreme bad luck. The campaign also aims to persuade the public that the sea camp cares for their safety. The developers of the campaign aim to reel in more vacationers by pulling on their heartstrings and by giving them packages so that they may enjoy their stay in the said sea camp. The campaign also aims to increase the sea camp’s profits in the event that the public gets persuaded by the messages utilized in the campaign.

PR Activities/Strategies:

1. Releasing a promotional slogan that reads—“SERENE BLUE WATERS: most inviting to swimmers and vacationers as a respite from the blistering hot, summer days”

2. Using a celebrity (Ara Mina in this case), to present the slogan and to stand as the voice of the sea camp message-wise.

3. Providing packages like: a) hotel by the seashore at a low-rate accommodation for the whole family; b) sports facilities (scuba, water skiing, etc.); c) floating restaurant; and d) lifeguards and life vests for the protection of swimmers.

4. Hosting massive search for the shark that reportedly attacked may swimmers in nearby waters.

5. Slaying a 50-foot shark that they introduced to the public as the sea monster who has done the killings in nearby waters.

6. Publishing a photograph of the shark with the owner of the sea camp in the daily newspapers.

7. Not revealing that the actual shark that has done the killing spree in the nearby waters is still on the loose.

Resultant Effects of the Campaign:

If the public will not be able to know that the shark is still roaming around the nearby waters, only waiting for its next victim, then the effects of this PR campaign will be as follows:1. For using the slogan “SERENE BLUE WATERS: most inviting to

swimmers and vacationers as a respite from the blistering hot, summer days”, the public will feel intrigued about the sea camp and might want to check it out.

2. For using Ara Mina, a sexy star to deliver the message of the promotional campaign, her fans (especially men), would want to visit the sea camp.

3. In the event that these two promotional aspects of the campaign work, the number of patrons will increase that would therefore cause an upward trend in the profits of the sea camp.

4. The packages would attract groups especially families, barkadas, and officemates to visit the sea camp.

5. The publicity stint of the owner i.e. appearing in the daily newspapers with the slain shark would pull the public’s heartstrings, making them feel safe and making them think that Serene Blue Waters is a sea camp worth visiting.

ANALYSIS

1. The sea camp utilized a genuine PR concept. However, the intentions behind the use of the concept are corrupted by the desire to increase the sea camp’s profits. This particular campaign utilized the PUBLIC/PRESS AGENT MODEL as a pathway for the execution of the campaign. Wherein the sea camp is publicized—through the use of celebrity testimonials, providing tempting packages to the public, and publishing a photo of the owner with the slain 50-foot shark in the daily newspapers, BUT the truth behind the shark issue is not revealed to the public. The following illustration shows the pathway utilized by the sea camp:

No Truth

On this note, the developers of the PR campaign are clearly apathetic towards the needs of the public. But this indifference is masked by false concern for the welfare of its patrons.

PublicPR Agent

2. The organized practice of the sea camp revolves around increasing its profit to the extent of sacrificing public interest. They created a carefully mapped out profit-oriented plan to stall the public’s attention to the underlying issue i.e., the presence of the man-eating shark in nearby waters. This is parallel to the stakeholder’s concept of PROFIT MAXIMIZING which is heavily inclined towards the traditional concept of capitalism i.e., everything is solely based on economic motives.

3. If I were given the chance to propose my own approach, I would choose to face the issue head on. I would first shut down the sea camp’s operations temporarily and haunt down the shark for good. In the event that the shark is caught, then there would be a press release and a grand re-opening of the sea camp. The new slogan of the sea camp would be “Spend your time in sanctuary of safety and tranquility. No sharks, no pretense. Just you and utter relaxation”The remnants of the shark would be displayed at the lobby of the sea camp to serve as a reminder that the sea monster was indeed caught and slain and to prove to the patrons that the threat no longer exists.

4. The PR pathway “LET THE PUBLIC BE DAMNED” is a one way process wherein the public is blinded by the organization mostly for profit-oriented motives. In line with this case, the developers of the campaign are apathetic towards the welfare of the public.In this sense, they have set aside the opinion of the public by indulging in the mindset that what the public don’t know could not, in anyway, hurt them and that the public would not be able to handle the truth about the man-eating shark in the event that this issue is revealed.This particular pathway is related to the Press Agentry/Publicity Model as it relies on “praise releases” and manipulative messages to render the public gullible to their messages.

Case 2- The Deadly PipesYou are the head of the PR department in the ABC Condult Co., a 40-

year old firm manufacturing heavy pipes, tanks, and other products made of steel. Your staff consists of a press relations officer and a secretary. Your function is new in this old, solid, and rather conservative firm. It has had an excellent employee over the years, is known as a maker of quality products, and has always made good profits. In your initial fact-finding, you found out that the firm had the reputation in the community for being a dangerous place for work and for being a plant with a high risk/accident rate. You learned that this is based on hearsay than on facts.

A problem started to bother you—you got a call at 9:30 am from the local newspaper that an employee had been killed in the plant an hour ago. The reporter said the ambulance crew told him that the man was crushed by a heavy pipe. The reporter was asking for details about the accident, ad you asked for time to check on the details and you promised to call back. You went to the Safety Director who got mad and insisted that no details regarding the accident shall be

given to the press. The Director also insisted that you seek clearance to his boss, the Personnel Director. The Personnel Director then backed up his Safety Director. What would you do now?

1. What’s the PR problem in this situation? Discuss the issues in relation to the parties affected. Using the Stakeholders’ Form found at the end of this chapter, identify the internal and external audiences affected by the case.

2. Will the safety director make a good PR man? Give reasons.3. As PR men of the company, what objectives would you set in dealing with the case?

OUTLINEObjectives of the Campaign1. To disprove the rumors that the firm is a dangerous place to work in.2. To disprove the rumors that the plant has a high risk/accident rate.3. To generate a proactive approach regarding the latest predicament faced

by the firm i.e. the death of the plant worker.4. To convince the Safety Director and the Personnel Director that going

proactive rather than reactive towards the issue is better that keeping the firm’s mouth shut.

This campaign requires re-building the image of the campaign. This is why it is highly needed to disprove the rumors regarding the safety of the firm’s plant. Given the predicament about the death of one of the employees and the defensive mindset of the Personnel Director and the Safety Director, these two must first be persuaded to go with the PR man’s choice of going transparent about the issue.

PR Activities/ Strategies1. Press Releases2. TV/Radio Interviews3. Media Conferences4. Company Publications

Resultant Effects of the Campaign

The desirable effect of the campaign is to meet its primary objectives i.e. to disprove the rumors that the firm is a dangerous place to work in and to disprove the rumors that the plant has a high risk/accident rate. Hopefully, this would re-build the image of the firm the eyes of the community it is in. Also, this campaign hopes to stop the media from assuming that the firm is the evil one in this issue. Expectantly, the media would not release negative comments about the firm which had established its name in the 40 years of being in the industry.

ANALYSIS

1.

PARTY AFFECTED ISSUEGovernment They might shut the firm down in the

event that it proves the company has shortcomings regarding the issue.

Consumers They might not patronize the products of the firm anymore.

General Public The image of the company that it has built in the last 40 years will be ruined.

Local Community They might assume that the rumors about the firm are true.

Industry Groups They may lose their trust in the firmEmployees They might think that the firm is not

taking care of them.Competitors They might use the issue against the

firm leading to its downfall.Stockholders They might pull out their investments.Suppliers They might not want to be related to the

firm due to its ruined image.

Government

ABC CONDULT. CO.

Consumers

General public

Local Community

Suppliers

Stockholders

Competitors

Employees

Industry Groups

2. The Safety Director would not make a good PR man. If he were in the position of the PR head, he may do more damage to the firm than actually help it regain its good image. By holding back the information, as the Safety director has planned, would only raise suspicion in the local community, in the consumers, in the employees, in the stockholders, in the suppliers, and in the media.In a nutshell, the Safety Director simply does not apply the principles of PR in his stand regarding the issue.

3. As the PR man, I would set the following objectives in order to deal with the case:a. To disprove the rumors that the firm is a dangerous place to work in.b. To disprove the rumors that the plant has a high risk/accident rate.c. To generate a proactive approach regarding the latest predicament faced

by the firm i.e. the death of the plant worker.d. To convince the Safety Director and the Personnel Director that going

proactive rather than reactive towards the issue is better that keeping the firm’s mouth shut.

Case 3- The Post or Pest OfficeThe Fast Forward Postal Service (FFPS) is a government agency that

has faced the problem of bad image because of widespread criticisms in competence and integrity. It is the target of derision from various sectors in society. This, in a way, reflects he vital role the postal service plays in the nation’s economy. A well-developed communication system goes hand in hand with a progressive society. The FFPS has obviously not kept up with the times for a number of reasons which generally boil down to lack of funding and consequently, lack of facilities and recognition of the personnel’s good performance.

The image of the government is definitely at stake if public opinion regarding the existence of FFPS remains unsavory and negative according to public scrutiny. Some problems allegedly committed by FFPS personnel include: 1) mail pilferage, 2) delay in mail delivery, 3) under the table transaction to facilitate fast mail services; and 4) demoralized workforce.

As a PR consultant, you are asked to give advice regarding the management of the school concerning the issue. But the step you will first undertake is to create a close assessment and analysis of the issue called”Issue Management”. Please use the issue analysis worksheet (What’s UP-Issue Analysis) found at the end of this chapter by filling out the questions being asked, as a guide in developing constructive company programs for dealing with emerging and/or current issues confronted by the school.

OUTLINEObjective of the Campaign1. To address the problems concerning the FFPS i.e.:

a. mail pilferageb. delay in mail delivery

c. under the table transaction to facilitate fast mail services; and d) demoralized workforce.

2. To re-build the image of the FFPS3. To prevent the government from being dragged along with the FFPS4. To create a program/s that would help in dealing with the problems of the

FFPS

PR Activities/Strategies

1. Press Releases2. TV/Radio Interviews3. Media Conferences4. Company Publications

Resultant Effects of the Campaign The overall desired result of the campaign is to create a new image for the

FFPS. Hopefully, the campaign would be able to provide a solution to the problems cited in the objectives namely:

a. mail pilferageb. delay in mail delivery c. under the table transaction to facilitate fast mail services; and d. Demoralized workforce.

ANALYSIS What’s UP! (Issue Analysis) Issue Identification:

The issue being handled in this particular campaign is the image-reformation of the FFPS.

Management responsibility for the issue: Who is the overall in charge?

Ms. Geneva Lanuza—PR Consultant

Who is responsible for handling media calls on this issue?Primary- Mr. Nigel Imbang—Media Relations SupervisorSecondary- Ms. Patricia Sioco—Assistant Media Relations

Supervisor

Describe the level and intensity of media interest to date. Who are the key reporters possibly involved in the issue? Are any themes emerging from the news coverage?

As of this time, media interest is low. The key reporters possibly involved in the issue are Ms. Sandra Aguinldo, Mr. Michael Fajatin, and Mr. Willard Cheng. So far, there are no themes emerging from the news coverage.

What is the potential impact of the issue on the organizational operation; on the company reputation?

The issue would affect the operations of FFPS in a way that its employees would not be as enthusiastic in their work because of demoralization. The company reputation is also affected as the public would lose its trust for the FFPS.

Describe any government legislative implication.The legislative body of the government might have to create new laws

regarding the government postal services OR pass an order to abolish the FFPS entirely.

What does the company know about public opinion on this issue? Does the evidence suggest that public opinion is susceptible to change?

The FFPS is aware of its notorious image as an incompetent government agency. In the eyes of the public, FFPS has not been able to keep up with the times and so, it was rendered useless by the public in general. The public also claims that the employees of FFPS commits mail pilferage, are not efficient enough i.e., delayed mail delivery, and that under the table transactions or red tape is rampant the agency.

With these issues in mind, it is difficult to persuade the public to change its views. However, it is still possible to do so if the campaign strategies to be used in the campaign are well thought of and would cater to the actual needs of the people and not just to publicize FFPS through so-called praise releases.

On a scale of 1-10 (10 being the worst), what is the company’s vulnerability to:

10Bad publicity 6

Congressional testimony 8

Community unrest

9

Significant lawsuits 8

Plant shutdown

1

Security

9

Customer backlash 8

Regulatory action

1

Product ban

10Employee morale 1

Drop in sales 1

Terrorist activity

7

New legislation 9

Radio/TV coverage

Strategic Consideration What are the toughest questions that the company will be asked regarding the controversy/issue?1. How do you plan to address the following issues:

a. mail pilferageb. delay in mail delivery c. under the table transaction to facilitate fast mail services; and d. Demoralized workforce.

2. How do you plan to re-build the image of the FFPS?

What are some possible answers?1. For the issues of mail pilferage, delay in mail delivery and under the table

transactions, it is clear that the FFPS needs to clean its house. The employees involved in these felonious acts would be fired from their jobs after an extensive investigation. If the employees are proved to be involved in such transactions and actions, they shall face immediate sanctions.For the issue of a demoralized workforce, the FFPS shall try to address the needs of the loyal employees of FFPS so as to boost their enthusiasm in the workplace.

2. The re-building of the image of FFPS would take a long time. But given the support of the public as well as the government, this would be possible.

What can the company say or do to diffuse or minimize this issue?1. FFPS is going to do whatever it takes to address the issue.2. FFPS will fire those who are involved in mail pilferage, red tape, and

incompetent employees.3. At the end of the campaign, FFPS will provide excellent service to the

public once again.4. The workforce behind FFPS will face a revamp wherein there will be a

moral remodeling in the work attitude of the employees.

Are there opportunities for a coalition approach to this issue? Who can be the most likely allies? How can they help the company?There could be a coalition approach for this particular issue. The most likely allies could be the media, local government, and companies that cater to information communication and postal services. These allies can help boost the image of FFPS.

Are there opportunities for compromise or joint study of the problem? What steps might be taken to begin or accelerate dialogues with adversaries?Compromise or joint study of the problem is a welcome idea for this particular issue. FFPS could go straight to its adversaries and offer to form an alliance so as to address the issue more effectively.

What specific actions must be taken (and by whom) to improve understanding of the issue?1. A fact finding by the head of PR in FFPS2. Assessment of the problem/s3. Acknowledgement of the problem/s4. Analysis of the processes to be undertaken by the PR people

Case 4- Animal Rights, Anyone?The Philippine Sagip-Hayop Foundation Inc. lunched a PR campaign

entitled “Save the Animals…Doomed to Extinction”. One of the elements of the campaign is the use pf persuasion to be able to achieve the desired human action. Thus, to its target audiences, the campaign rolled with the following packages of information:

Package A:

Posters and radio plugs have been prepared with the following messages, most slogans and battle cries:

a. A poster showing the monkey-eating eagle bearing the title “Live and Let Live!”

b. A poster of a bird in a cage with the title ”Give Me Liberty or Give Me Death”

c. A poster with the label “Don’t Shoot!”d. A radio documentary on “Human Rights? What about Animal

Rights!”

Package B:

A set of posters and documentaries on radio/television focused on the following:

a. The balance in the ecosystem and interdependence between man and animals;

b. Statistics on the magnitude of the problem that has led to the extinction of tamaraws, eagles, and turtles;

c. The benefits of animal conservation in terms of utility, aesthetics, and environment conservation;

d. The country’s rich flora and fauna collection destroyed by man with the bottom line—“Where are we Going?”

1. As a PR consultant, what objectives will you pursue? Give informational (cognitive), motivational (affective), actuational (conative), as well as you institutional objectives.

2. Based on the two packages, which do you think is a better persuasive appeal? Discuss your answer, but if you have alternatives, justify your answer.

3. Identify your PR target audiences for the PR messages—primary, secondary, and tertiary targets.4. Prepare sample materials (print or broadcast) of your choice based on the package chosen.5. Which do you think is more effective—the use of logic or the use of emotion in persuasion? Why?

OUTLINE

Objectives1. To save the animals from extinction2. To promote concern for animal rights3. To persuade the public to care for animal rights and animals per se4. To show the public the interdependence between man and animals5. To show the public the magnitude of the problem that led to the extinction

of various animal species6. To show the public the importance of animal conservation environment

protection

PR Activities/Strategies1. Press Releases2. TV/Radio Interviews3. Media Conferences4. Dissemination of campaign posters and radio/television documentaries

Resultant Effects of the CampaignThe desired effect of the campaign is to meet its goals i.e.:

a. To save the animals from extinction;b. To promote concern for animal rights;c. To persuade the public to care for animal rights and animals per se;d. To show the public the interdependence between man and animals;e. To show the public the magnitude of the problem that led to the

extinction of various animal species; andf. To show the public the importance of animal conservation environment

protection.

In the event that these goals are met, it is expected that the people would take action in saving the animals for environmental conservation.

ANALYSIS1. A. Cognitive Objectives:

Dissemination of information regarding the underlying problem related to animal rights

To show the public the magnitude of the problem that led to the extinction of various animal species

To show the public the importance of animal conservation environment protection.

B. Affective Objectives: To promote concern for animal rights; To persuade the public to care for animal rights and animals per se;

C. Actuational Objectives: To show the public the importance of animal conservation environment

protection To persuade the public to take part in the preservation of animal rightsD. Institutional Objectives: To work hand in hand with the public to save the animals from abusive

people who only want to gain profit by ruining the environment.

2. The first package is a better persuasive tool. It has a more specific approach and it combines logic and emotional appeal. When these two factors work together, the campaign may be an unstoppable force in the preservation of animal rights and in the conservation of the environment.

3. Primary Audience:

Animal rights advocates.

Secondary Audience: Government institutions as well as private institutions leaning towards

environmental concerns.

Tertiary Audience: The general public.

4. Materials:a. A poster showing the monkey-eating eagle bearing the title “Live and Let

Live!”b. A poster of a bird in a cage with the title ”Give Me Liberty or Give Me

Death”c. A poster with the label “Don’t Shoot!”d. A radio documentary on “Human Rights? What about Animal Rights!”

5. With regard to preserving animal rights and conserving the beauty of the environment, the use of emotion is very effective as human beings have the tendency to respond to messages that imply how dismal the state of any issue is. However, it would be best to support emotional appeal with facts so that the public may have a concrete basis for allowing them to be persuaded by the campaign.

Case 5- Bank on the RunOne of the more challenging tasks of a public relations effort is

restoring public confidence in an institution after a series of bank runs. But creating a new corporate image for a bank that closed its doors and reopened as a new distinct institution under a different name this time, is obviously even more challenging, though offering less chances.

Background

When royal Bank and Trust Co. closed its doors, the news came as a shock to depositors who feared that they would never get their savings and deposits back. The government had to tap groups of able men to save the bank in the shortest time. The problem which therefore faced the new management was how to create an entirely new and different corporate image for the new bank, with a change of name. This is your big task!

This called for an emergency PR program whose main thrust was to project stability and new aspirations to the depositors of the bank which is about to be renamed, and gain the trust and he confidence of the public in the strength of the bank’s new management.

PR PLAN MATRIX

Title of the PR Program: Royal Bank Co. Revamp Prepared by: Anabelle G. Alcomendas

Situationer(Issue Analysis)

PR Objectives

PR Strategies Target AudienceMedia Message Appeal

Fear of the depositors for their savings and deposits

To abolish this fear and to assure the depositors

-Press Release-Official Letters to the

The depositors would still get their money

Logical appeal

Depositors

that they will get their money back

depositors back despite the bank’s transfer of management

Transfer of management due to Royal Bank’s closure

-To create an entirely new and different corporate image for the new bank, with a change of name

- To gain the trust and the confidence of the public in the strength of the bank’s new management

-Press Release-Press Conference-Advertorials-TV/Radio Advertisement

-Royal Bank Co. shall be known now as Axis Bank Co.

- Slogan saying “Setting new goals; under a new name to serve you better”-Slogan saying “We want to give you back the trust you’ve originally given us.”

-Logical appeal

-Emotional appeal

-Original Depositors-New depositors

Resultant Effects of the Campaign

The desired effects of the campaign are as follows:

1. Abolish this fear and to assure the depositors that they will get their money back.

2. Create an entirely new and different corporate image for the new bank, with a change of name.

3. Gain the trust and the confidence of the public in the strength of the bank’s new management.

ANALYSIS

This particular PR campaign utilizes the TWO-WAY SYMMETRIC MODEL pathway which develops mutual understanding between the organization and the public through a transactional analysis and participatory approach.

This pathway can be illustrated as follows:

Case 6- Scrap RecyclingThis case study is a PR project on community relations. It is the kind of

program that does not have to use the conventional tools of mass communication like print and broadcast channels. But since your objective is to win public goodwill through setting up training centers that develop new skills and therefore new sources of income for rural/urban folks; it is your institution (assume a name and role) to lead the program in making an effective PR with the community. Your goal is to get maximum participation of the community residents.

BackgroundPersonal income in depressed areas has always been marginal and

unemployment, high. One source of livelihood you could think of is recycling scrap materials for income generation. Establish linkage with source of new materials. Conduct trainings on scrap recycling. Linkage with financial institutions may be helpful but to be able to do all of these-, you have to be persuasive in your approach. Set your strategies straight. Remember that your goal is to get maximum community participation to the livelihood project, after having established the extent of socio-economic problems in the neighborhood.

PR PLAN MATRIX

Title of the PR Program: Community Scrap Recycling

Prepared by: Anabelle G. Alcomendas

Organization

Public

Situationer(Issue

Analysis)

PR Objectives

PR Strategies Target AudienceMedia Message Appeal

Marginal personal income and high unemployment rates in depressed areas.

-Get maximum community participation to the livelihood project.

-Establish linkage with source/s for raw materials

-Conduct trainings on scrap recycling

-Establish linkage with financial institutions that can provide monetary assistance as capital for the residents.

-A campaign caravan announcing the livelihood program in depressed areas.

-Letter to specific sources-Print ads, TV/radio Ads.

-Letter inviting speakers and resource persons that could teach the residents about scrap recycling.

-A letter to financial institutions like banks and loaning companies.

-Slogan saying: “Learn to earn from scraps.”

-A plea for providing raw materials for the livelihood program

-A plea to help the residents in the livelihood program to gain insight in the world of scrap recycling.

-A plea to help the residents under the livelihood program by providing monetary assistance as capital for the

-Social appeal

-Social appeal

-Cognitive appeal

-Motivational appeal-Social appeal

-Residents of depressed areas under the marginal income bracket.

-Business that can provide raw materials for the livelihood project.

-Resource persons; experts on scrap recycling. Speakers who can share their own experiences and some tips on scrap recycling.

-The residents who will receive the messages of the resource persons and speakers.

-Financial institutions that is willing to give financial assistance to the residents under the livelihood

residents. program.

Resultant Effects of the Campaign

1. Be able to provide an alternative source of livelihood for people who belong to the marginal bracket.

2. Be able to develop new skills for the residents to utilize for their own good.

3. Be able to provide new sources of income for urban/rural folk who shall be submerged in the livelihood program.

4. Be able to identify the socio-economic problems in the neighborhood and be able to help solve these issues.

5. Be able to help lower the rate of unemployment in depressed areas.6. Be able to establish linkage to sources of raw materials.7. Be able to establish linkage with financial institutions.8. Be able to conduct trainings on scrap recycling.9. Be able to persuade the residents to practice scrap recycling as a

source of income.ANALYSIS

This case used the PUBLIC INFORMATION MODEL pathway wherein the dissemination of information is done as truthfully and as accurately as possible. It can be illustrated in the following figure:

Accurate Facts

Case 7- Foul!You are the public relations director for a medium-sized manufacturing

company. You have a publications editor and a secretary for assistants. The firm is located near one of the better residential areas on the outskirts of an industrial city. To encourage more two-way communication, you introduce a question-and-answer page in the monthly company magazine which goes to people in the community. In

OrganizationPublic

Public

Public

announcing this feature, you encouraged readers to submit questions or any problems to the magazine with the promise that these questions would be answered in the next issue. The plea brought in a large batch of questions.

Nearly 20% of the questions asked by community neighborhood concerned the odor emanating from the plant. Although management knew the odor was strong at times, it was common to all manufacturers of leathers and hides. It was not thought offensive or objectionable to many people. Management thought the community had learned to live with the odor. These questions bothered them. Yet, virtual elimination of the odor would require equipment costing 500,000 Php. The company is in the midst of a large expansion program for which every available peso has been earmarked for the next 12 months.

Management turns to you in its bewilderment, and you are asked for a recommendation. What do you propose to he management?

In your proposal, be guided by the following criteria:

a. Discuss the objectives of the PR campaignb. Discuss the basic issuesc. Translate attitudes into action by following the SMCR pattern

PR PLAN MATRIX

Title of the PR Program: Odor Away! Prepared by: Anabelle G. Alcomendas

Situationer(Issue Analysis)

PR Objectives

PR Strategies Target AudienceMedia Message Appeal

Notion that the people has learned to live the odor produced by the plant.

To clarify this with the public.

The monthly magazine

-Answer the questions raised by the public.-Ask them why the told the firm just now about the burden of the odor

-Cognitive Appeal

-The readers of the company magazine who live near the plant

The equipment to be used for the elimination of the odor could not be bought yet

To let the public know that the problem can only be

-Monthly magazine-Press release

- the problem can only be addressed after 12

-Cognitive appeal-Social appeal

-The residents who live near the plant

because every available peso in the company is going to be used for the massive expansion in the next 12 months.

addressed after 12 months when the company can fund the equipment for the elimination of the odor from the plant.

-Press conference-Pubic announcement

months when the company can fund the equipment for the elimination of the odor from the plant.

Resultant Effects of the Campaign1. If the campaign would work well, it would be able to address the

underlying issue within 12 months, after the massive expansion of the firm.

2. The campaign would clarify things with the public i.e. the reason/s why they did not tell the company a long time ago that the odor emanating from the plant.

3. Be able to make a compromise with the public and promise to them that at the end of the year, the equipment needed to eliminate the odor from the plant shall be bought and used so as to stop the burden brought by the foul odor.

ANALYSIS

1. The objectives of the PR campaign are as follows:a. To clarify why the public complained just now.b. To address the issue at the end of 12 monthsc. To make a compromise with the public regarding the issue.

2. The basic issue in this case is the fact that the people living near the plant only voiced out their opinion now after many years. Another basic issue is the massive expansion. The company has to choose between stopping the expansion and risking 12 months of questions from the public.

3. Using the SMCR, the message regarding the campaign can be effectively transmitted to the public. For the campaign to be effective, the firm should be able to:a. identify or connect with the people by showing sympathy to the publicb. Establishing trust from the people that the firm will, in fact, do

something about the problem after 12 months; and

c. Create a visible plan of action sp that the public may see that the firm is sincere in its efforts to eliminate the odor from the plant.

Things to Do1. Visit any of the following companies and interview the PR man or the information officer on some

issues/problems confronting these organizations affecting their good image:a. A food manufacturing industryb. An educational institutionc. A government agency involved in tax collectiond. A first –class hotele. A bank

Find out how these organizations handle these issues.

Arizona plans to spend $250,000 on a public relations campaign to counter concerns about its controversial, new immigration law and promote itself as "a safe and welcoming destination." The state's hotel trade group will add another $30,000 to the effort, according to the Associated Press.

The PR campaign is one of the recommendations presented publicly yesterday by a tourism task force appointed by Gov. Jan Brewer to address the state's tourism industry, the AP reports. The findings came as the ACLU on Wednesday issued "travel alerts" to Arizona visitors in advance of the Fourth of July weekend to inform travelers of their rights if stopped by police.

The task force was charged with finding ways to aid Arizona's tourism industry as it grapples with fallout from the law that Brewer signed in April, the article says. The law is set to take affect on July 29 barring any legal action. The law has sparked boycotts and outright travel bans from cities large and small, school districts and other municipal bodies at a time when travel is gradually starting to rebound from a two-year downturn.

The state should hire a PR firm "to help manage the existing dialogue and clarify the facts" regarding the immigration law, the AP article says. That effort could include getting into editorials into U.S. newspapers and conducting interviews in key visitor markets.

Brewer two weeks ago approved the recommendations, which paves the way for state agencies and the Arizona Hotel and Lodging Association to carry them out, the story says. The story did not detail what role the Arizona hotel group will play besides making a financial donation.

The recommendations also direct Arizona to "change the tone of the dialogue to reflect the true implications and tangible effects that boycotts have on the lives and families on the most vulnerable tourism employees," the AP reports.

The law requires that police enforce another law to ask people about their immigration status if there is "reasonable suspicion" that the people are in the USA illegally, the story says.

2. Browse over today’s newspapers and focus on news items on organizations, whether government or private entities figured out in a controversy or scandal. Now analyze these stories and take note of the following facts:a. What agencies are involved?b. What is the source of the controversy?c. What sectors in the society are adversely affected?d. What course of action was undertaken or will be undertaken to solve the issue? (If any.)

Can these events affect the image of these organizations?

Gov’t to renegotiate NorthRail contract

By Paolo Luis G. MontecilloPhilippine Daily Inquirer

THE DEPARTMENT of Transportation and Communications has ordered a review of its contract with the Chinese construction firm hired to rehabilitate the NorthRail train line that will connect Metro Manila to provinces in Northern Luzon...

1. The agencies involved are: The Department of Transportation and Communications (DOTC) Chinese contractor Sinomach (formerly known as China National Machinery and Equipment Corp.)

2. The source of the controversy is the NORTHRAIL PROJECT3. The sector in society involved is the transportation sector.4. In this issue, DOTC decided to renegotiate the NorthRail contract. The events can greatly affect the

image of the organization.3. Compare the approaches in PR involving image problem of two organizations using the:

a. Reactive mode to solve the issue (fire-fighting approach), let’s say a shipping line which met sea tragedy resulting in the death of 200 passengers.

b. Pro-active mode in anticipation of an issue (fire-preventing approach), let’s say a health agency campaign to prevent cholera and water-borne diseases during months of rain/typhoons, flooding urban areas and contaminating the water supply.

II. Choose only the best answer from a given set of ideas.

PROACTIVE REACTIVE

Acts as a preventive measure

Effective mode for PR campaigns

Addresses issues head on

1. When Birch Tree Co. was hit by the Chernobyl nuke leak accident, the most likely step taken by the PR manager wasa) to inform the consumers regarding the nuke leak and tell them that the product is still safeb) to sell the Birch Tree emphasizing the nutritive values and added vitamins in their milkc) to suspend the selling of the milk until further notice of safety on the dosage of nuke radiation fit for human consumptiond) to ask a scientist to make a testimony on the safety of the milk product and make a publicity in the mediae) none of the above

2. The business organization must not only be concerned with economic gain but must also foster its social relations with the community, which meansa) the company must host a party for the community residentsb) the company must share its profit from sales with the peoplec) the company must give donations and dole outs to people who complain about the companyd) the company must punish those who sabotage its operationse) none of the above

3. A PR for a tourism agency has addressed the issue on the public perception of the tourism industry as a front to prostitution, and this is done thougha) press release and plugs which explain the contribution of the tourism industry as a number one dollar earned for the economyb) imposing strict regulations on the arrival of tourists as to why they came to the Philippines with a set of itineraryc) ads on Filipino women who value integrity and moral and are creative and sensitived) testimonies of tourists on the hospitality of Filipino women, and their sense of value for womanhoode) all of the above

4. Why is pro-active mode better than the reactive mode of PR for a company that deals with the AIDS problem?a) because it can find a solution to a negative statement made about the AIDS problemb) because it can foresee the possible problems or issues brought about by the AIDS epidemic which can be done through proper education and informationc) because it can focus on the specific reasons why there is a high incidence of AIDS in the countryd) because it can easily pinpoint the culprit in creating a negative perception on AIDS by the publice) none of the above

5. Persuasion is a technique in convincing the audience to inculcate the respect and regard for the elderly as shown in the PR campaign “Mahal Ko Si Lolo, Mahal Ko Si Lola” designed toa) use an emotional appeal showing the love and affection given to elderly at home, instead of sending them to the home for the agedb) use a more rational approach in providing for a nurse-attendant who shall take care of the elderly, separated from sons and daughters who have their own families to tendc) use a slogan to impress upon the minds of the public that death is inevitable for elderly, hence this fate just comes normallyd) use of emotion in showing the elderly in their fits of senility, as nobody understands them

e) all of the above

6. Public relations is considered an effective counsel to management, as illustrated by a food chain that is confronted with the poising issue of its consumers after eating spaghetti; thus the business musta) pay the victims so they will remain silentb) conduct an investigation on the cause of poisoning and give remedial measures to the victims and make sure they are out of dangerc) advice the company to close the business until further noticed) make a public apology and feel sorry about the poisoning incidente) none of the above

7. A PR campaign is designed to face the image disaster problem througha) a series of activities designed to project a good image through a coordinated effort on a specified period of time given adequate resourcesb) a series of press release, plugs, documentaries, advertisements designed to achieve high media mileagec) appointing a PR manager who will plan and implement the PR strategies and activitiesd) providing financial resources to make sure the PR projects are carried oute) all of the above

8. In addressing the PR issues which confront the organization, the most acceptable course of action isa) antagonize mass media for issuing negative press statementb) keep quiet and engage in news blackoutc) make a smear campaign against your detractorsd) answer the negative publicity by harping on your positive attribute and accomplishmentse) none of the above

9. The PR campaign begins with problem analysis, as in the case of the issue on the cat meat in siopao. Which of the following actions is most acceptable?a) continue selling siopao and don’t mind the negative impressionb) advertise siopao with the real pork ingredients, leave the cat to capture the ratc) remove siopao from the list of items being soldd) show a demo on siopao making and change its brand namee) all of the above

10. The study of PR is synonymous to the social conscience of an organization, excepta) PR is honest and true performanceb) PR is serving the needs and interests of a few persons, not public interestc) PR is conducting an investigation, planning your objectives, communicating messages, and evaluating resultsd) PR is the deed of an organization and interpretation of such a deed which merits public attentione) all of the above

11. The planning of the PR campaign must include the contingency which means actions done in casea) the TV program was not aired and the guest did not arrive on timeb) you know the best technique to disseminate the creative messages

c) the PR program will set its goals, timetable, and budgetd) the campaign is being evaluated in terms of effectivenesse) none of the above

12. Which does not belong to the same group?a) La Nina Campaign Driveb) Mamamayan Muna, Hindi Mamaya Na Campaignc) Yosi Kadiri Campaignd) Hoy Bata Ikaw Ay Kahanga-Hanga Campaigne) none of the above

13. The government PR is also subject to problems of its own image, such asa) the spendings are out of control leading to graftb) decisions and actions are often delayedc) health care system is below standardd) courts and prisons are overcrowdede) all of the above

14. Which is not a PR practitioner’s task?a) selling products for profitb) writing press releases, speeches and other materialsc) speaking in special gatheringsd) producing programs for radio and televisione) developing institutional advertisements

15. Which is the wrong pathway of PR for a manufacturing plant as a source of toxic wastes?a) making publicity devoid of truth and integrityb) virtue of work performance is always greatly appreciatedc) doing good and telling the publicd) making an investigation to influence decision-makinge) dealing with facts and not fiction

16. In choosing the right medium for your PR campaign on street children, some basic guidelines are worth-considering, to includea) the type of audiences you are trying to reachb) the right timing to reach your audiencesc) the cost of the mediumd) the credibility of the medium including media-mix strategye) all of the above

17. A reactive approach in PR campaign can be best illustrated bya) the tragedy in Ozone Disco and the campaign to implement fire exit code in business establishmentsb) the information and education campaign to prevent dengue feverc) a health consciousness campaign against diarrhea and intestinal flu with the onset of the rainy season which brings floodsd) the El Nino newswatch to prevent crop damage and other ill effects of this natural phenomenon

e) a PR campaign on instilling national consciousness to rekindle the Filipino spirit and build an image of world-class Pinoy

18. A campaign on environment protection and conservation billed “There Are No Spare Parts for a Worn-Out World” may launch activities such as a) information drive on the extent of degradation of the environmentb) education on the values of clean air and green earthc) persuasive messages to protect the earth from harm, it’s the only one we gotd) entertainment like hosting a concert to Save Mother Earth with Coritha as main guest singere) all of the above

19. PR is defined in many ways by so many people who thought they got the right to call themselves PR professionals. Which one is the best definition?a) PR is when you give the best smiles, the best greetings, and best hospitality if your customers enter the mallb) PR is making the best publicity no matter what it takes, using all media channelsc) PR is not flaunting the good deeds of an organization, just continue the good work without any benefit of publicityd) PR is good performance and letting the public know of his performance, no cover-upse) all of the above

20. Let’s consider your job application to a PR firm, what could be the most likely position which can test your PR knowledge and skillsa) writing press released and publicity materialsb) conducting research on public attitudes and perceptionsc) planning for media relationsd) serving as spokesperson of the company with one clear voicee) all of the above