Public Relation The Unseen Power

Question: Select a campaign, write a critical analysis of public relation. your essay should acknowledge all sources and data and should be fully and consistently referenced using Harvard referencing system.? Answer: The study is solely focused on the critical analysis of public relation. Presently, it is important for an organization to maintain public relation as it is important in running the organization profitably. A public relation is a tool with the help of which an organization or individual manages the widely spread information between an individual or even an organization and the public. Here in this essay, a campaign of public relation of Coca Cola Company is selected. Throughout the study, the characteristics of the public relation campaign of Coca Cola are critically discussed, and the other considerations of the campaign have also been focused by the researcher. Thus, the study is typically based on the public relations campaign and the critical evaluation of its characteristics. A public relationship campaign is a sequence of actions that are designed well in advance and at the same time, which are associated with a specific goal. This generally differs with the other genres of public relation, such as the routine publicity techniques, advertising in media and reacting to any events. According to l'Etang (2012), generally possesses three main characteristics, and those objectives are the identification of objectives, determining the key steps and formulation of a message that should be taken in order to meet the specified objectives and finally, conveying that message to the targeted audience. These are the key steps that have to be undertaken by Coca Cola. Determining the objectives: According to Smith (2012), the best campaign of public relation will definitely possess certain clear objectives, which will help the campaign to become successful. However, Rice and Atkin (2012) argued that these objectives are identified only to increase the brand awareness, publicity of the goods or services, though in order to become successful it should be more specific. The specification of the objectives should be in the context of increasing the sales of a particular product and services. If the objectives are specific, it has two advantages; it helps to concentrate on the planning and execution of the campaign more easily. On the other hand, the success of the campaign could be quantified more easily. The objectives can be determined by using the SWOT analysis. With the SWOT analysis, the internal strengths and weaknesses of the organization will be determined along with the external opportunities and threats. Therefore, it will be easier to determine the objectives based on these factors. The concerned organization will be able to focus more on its weaknesses and address the threats in the market through effective public relation campaigns. However, according to Khang et al. (2012), sometimes the public relation campaigns are not much effective in addressing the prevailing threats, rather they evoke the competitors. Designing the message: In a public relation, campaigning determines the key steps towards success and designs a message to inform the accurate audience, whether the execution is necessary, in order to establish a perfect communication. A natural and widely accepted rule of thumb is to design the message which is as clear and specific as possible and also without losing the conscience and exactness of the message. Generating the message in such a way will obviously perform beyond the desired goal, not just informing them about the product or service but also compelling them to take a particular action. This is the most vital stage of the public relations campaign. The message designing can be done on the basis of the evaluative analysis of the objectives. Edwards (2012), pointed out that, if a particular message is conveyed in the public relation campaign, the prior responsibility of the concerned organization will be to stick on to that. Otherwise, the company will lose its face. Coca cola Companys message is open happiness, it is so perfectly designed that it directly catches the attention of every audience. Targeting: According to Cutlip (2013), the public relation campaigns generally target the entire population. However, it is sometimes necessary to target a specific group of people. The group should be identified efficiently and effectively, as this group should respond just as it is desired to respond to the message. In the case of a company, this could be that particular consumers who are most likely to buy a specific product or service, this generally depends on the tastes and preferences, willingness to pay as well as the interest on that particular product. In the case of a membership group, this can be referred to the potential members. However, Dozier et al. (2013), argued that specifically in the case of campaign group it should be the potential supporters and activists. Otherwise, it could also be the authoritarian person with the ability to take decisions effectively and efficiently. Efficient targeting is another key factor in the public relation campaign; it actually involves the ke y attribute. By proper targeting, the concerned campaign is able to reach to the desired audiences. The Coca Cola Company targeted the young and the middle-aged population as their main customers. This has helped the company to achieve a greater customer base. However, apart from these three factors there are also a wide range of factors that broadly determines the success of a public relation campaign. The public relation campaign should work in a specified direction and that to with a perfectly planned budget (Conway et al., 2013). The money spent to conduct the campaign should be spent as effectively as possible. The campaign of Coca Cola should also follow the specified legal guidelines, such as it cannot breach the concerned rules regarding the incentives offered to the public figures by the company. Again, the personnel concerned in determining and designing the message should also be careful about the fact that, the message could be misinterpreted. Therefore, according to Ganesh and Zoller (2012), the message should be designed in such a way that the audience does not misinterpret it. In order to conclude it can be said that, the public relation campaign nowadays has become an inevitable part of life. To the companies or organizations it is their way to reach the people, on the other hand, it is the people who become aware of other products or services with the help of these campaigns. Therefore, it is important as well as necessary for both the parties involved. If the determination of objectives, designing of the message and efficient targeting in all these stages are performed exactly and effectively, it is evident that the public relation campaign of Coca Cola will be successful. Reference List Conway, B. A., Kenski, K., Wang, D. (2013). Twitter use by presidential primary candidates during the 2012 campaign. American Behavioral Scientist, 57(11), 1596-1610. Cutlip, S. M. (2013). 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