The Role of Strategic PR Essay Example | Topics and Well Written Essays - 3000 words

The Role of Strategic PR - Essay Example The first priority will be entrenching the image of Unilever UK as a healthy, eco-friendly, and happiness-inducing company. With this foundation should come smaller, internal and external campaigns to spread the firm declaration of these ideas to the Government, trendsetters within the community, investors, Unilever UK employees, and both traditional and social media outlets. Each situation has unique challenges and potential rewards, and thus must have tailored campaigns. In addition, Unilever UK will push into the young boy and girl deodorant market with the introduction of Dove Boy and Dove Girl. This will utilize some of the strategies of Unilever UK as a whole, with the addition of some specific marketing moves. The first step is to analyze the position and necessary response for Unilever UK to achieve its goals in 2011. A combination of anti-corporatism and fiscal restraint by individuals and the government alike has resulted in a new set of problems for Unilever UK. The UK had a .5% decrease in the fourth quarter of 2010, and expected GDP for 2011 was recently reduced to 1.5% (Archer, 2011). Because of this, consumers in the UK will spend less than before the global recession. Thus, marketing techniques and results must be upgraded if Unilever UK is to maintain or expand its current position. Positively, commensurate with the decline in the global economy came a decline in demand for advertisements, making advertising prices in the UK through traditional media fall significantly (Daily Mail Reporter, 2009). But pure economics will not make Unilever UK’s advertising plans successful- it will take a seasonal, trendy, and multi-genre campaign to ensure Unilever UK improves its sales and image as much as possible. Also, Unilever UK needs to maintain positive relations with the government of the UK, which has taken the middle ground on corporate relations, both prosecuting (Murphy, 2011) and permitting (Sweney, 2011) anti-competitive practices. Good re lations with the media, influential individuals, investors, employees and the traditional media will depend on a personal relationship with each, coupled with the enforcement of the companies values across the spectrum of society. Next, it is necessary to determine the aim of Unilever UK for this year. 2011 needs to be a year of enforcing the values of Unilever UK. That is: always working with integrity, positive impact, continuous commitment, setting out our aspirations, and working with others (Unilever). To promote all of these values, Unilever UK should utilize a widespread campaign to garner public support. This should include traditional and nontraditional media. Also, Unilever UK should ensure the support of the government, influential individuals, investors, employees, and the media. Some specific objectives of the campaign should be increasing the positive public opinion of Unilever UK, to be determined through non-invasive surveys and scouring opinions on the Internet. If an instance of a negative public image of Unilever UK comes about, Unilever UK should respond with a reasonable out showing of goodwill, addressing the problem directly, on as personal a level as possible, and positively. Another of Unilever UK’s objectives for 2011 should be to establish a personal relationship and dialogue with as many players in the UK marketplace as possible. This means Unilever UK must establish itself as an available resource on social media, as well as