Pr and Event Management

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1.0 Introduction………………………………………………………………………...pg.1 2.0 Phase 1: Formative Research………………………………………………………pg.2 3.1 Analyzing the Situation…………………………………………………….pg.2 3.2 Analyzing the Organization………………………………………………..pg.3 3.3 Analyzing the Public……………………………………………………….pg.5 3.0 Phase 2: Strategy…………………………………………………………………...pg.7 4.4 Establishing Goals and Objectives…………………………………………pg.8 4.5 Formulating Actions and Response Strategies…………………………….pg.8 4.6 Using Effective Communication………………………………………….pg.11 4.0 Phase 3: Tactics…………………………………………………………………...pg.12 5.7 Choosing Communication Tactics………………………………………..pg.12 5.8 Implementing the Strategic Plan………………………………………….pg.13 5.0 Phase 4: Evaluative Research…………………………………………………….pg.14 6.9 Evaluating the Strategic Plan……………………………………………..pg.14 6.0 Conclusion and Recommendations……………………………………………….pg.15 7.0 References………………………………………………………………………...pg.15

1.0 Introduction
Culture is the most important issue that needs to be taken concern by international company. Different countries possess their own culture and lifestyle. This means that the thinking, behavior and attitudes of people are different from places to places. Moreover, the dissimilar rules and legislation in different countries will definitely affect international business like McDonalds’.

McDonalds’ is one of the world leading restaurant chains. It operates more than 30,000 restaurants in more than 100 countries on six continents today (Advameg, Inc, 2012). McDonalds’ was founded in 1940 by two brothers, Dick and Mac. Since the first franchise open in 1953, the company continues to expand its business from US to UK, Moscow and China (ilovePakistan.com, n.d.). McDonalds’ opened its first restaurant in Delhi, Pakistan in 1996 and second restaurant in the financial capital of Pakistan, Karachi. To operate in Pakistan that possess exact different culture from US, a creative and effective strategic public relations planning is essential for McDonalds’.

According to Ronald D. Smith’s strategic planning for public relations (PR), effective and creative planning is the heart of any PR and related activities. Organization PR plan should be developed according to four phases: Formative research, strategy, tactics and evaluative research. Careful planning allows company to monitor, test and adjust the strategies according to the situation, which will then increase the percentage of success and reduce the cost. Thus, the purpose of this paper is to analyze McDonalds’ public relations plan in Pakistan using Smith’s “The Nine Steps of Strategic Public Relations” model listed below: * Phase One: Formative Research

* Analyzing the Situation
* Analyzing the Organization
* Analyzing the Publics
* Phase Two: Strategy
* Establishing Goals and Objectives
* Formulating Actions and Response Strategies
* Using Effective Communication
* Phase Three: Tactics
* Choosing Communication Tactics
* Implementing the Strategic Plan
* Phase Four: Evaluative Research
* Evaluating the Strategic Plan

2.0 Phase One: Formative Research
To have an effective public relations plan, organization should first identify what are the positive and negative circumstances, no matter is internally or externally, which will be faced. In the first phase, organization needs analyze whether the situation is an issue management that under control or crisis management when situation is out of control as well as organization’s opportunities and threats. Then, organization needs to do a public relations audit, which analyzes the company’s internal environment, public perception, and external environment in order to figure out the strengths and weaknesses of the company. The last step of the formative research is to determine who the organization publics are and to study on their characteristics....
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