Riordan Manufacturing Embraces Diversity
By: Fatih • Research Paper • 5,936 Words • March 4, 2010 • 2,502 Views
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Public Relations Campaign - Riordan Manufacturing Embraces Diversity
Table of Contents
Public Relations Campaign 1
Executive Summary 3
Introduction 4
Current Situation Research 4
Public Relations Issues 4
Target Audience 6
Ethical Implications 8
Market Research 8
Campaign Strategy 10
Campaign Objectives 10
Riordan's Publics 10
Marketing Function 11
Campaign Tactical Plan 12
Media Toolkit 12
Public Relations Tools 14
Open House 14
Community Event 15
Sponsorship 15
Corporate Newsletter 16
Intranet/Internet 16
Business Implications 17
Additional Factors 19
Ethical Considerations 19
Technology Considerations 20
Globalization Considerations 21
Crisis Management Plan 21
Campaign Evaluation Measures 24
Budget 25
Conclusion 26
Executive Summary
It is Riordan's primary goal to become a leader in diversity in the workplace. In an effort to attain this goal Riordan has researched many tools and activities and defined actions and created the plan, contained herein, it feels necessary to catapult the organization to the forefront of diversity.
Riordan's campaign theme is Celebrate Diversity. Its research has shown that given the benefits of a diverse workforce, it has a great opportunity for improvement. The campaign strategy is to communicate Riordan's enthusiasm for and commitment to diversity to both its external and internal publics through various communication tactics and tools. These include planned media communication, diversity training for employees, and a host of other PR tools. The campaign also includes a crisis management plan, a budget, and campaign effectiveness evaluation measures
Sietel (2004) says, "Stated another way, organizations desperately need professional communicators to navigate through this "brave new world" of instantaneous communication." Sietel also defines, today public relations practice...is a subordinate of the marketing function, and this is not uncommon in Asia and around the world. Given that PR is seen as a subordinate of the marketing function, Riordan would say that PR is the most important aspect of marketing in this day and age of global instant communications.
Introduction.
Workplace diversity has taken a new face today; workplace diversity focuses on the impact of company's bottom line. Not only can it financially benefit a company, but also by embracing diversity an organization can increase their ideas, insights, and various pools of talent. Leveraging workplace diversity is increasingly seen as a vital strategic resource for competitive advantage. More companies are linking workplace diversity to their strategic goals and objects. Riordan Manufacturing has realized that diversity has an immense impact and in addressing these issues; the company is implementing a Public Relations (PR) campaign to position itself as a leader in encouraging and promoting diversity in its workplace. This paper will outline Riordan's PR campaign including its defined target audience, an overview of public relations issues, and implications of ethical issues. In addition, Riordan has implemented a marketing research plan and sought to align its marketing and public relation strategies
Current Situation Research
Public Relations Issues.
The Riordan staff consists of 550 people and the company seeks to become a leader in embracing diversity in the workplace. Riordan has conducted research and believes that a strong