Public Relations DPR 3B Application of Public Relations research and planning to Case Studies Learning Unit 4 Student Manual pp October 2011

LU 4 Learning outcomes Case study application Describe the background and context Analyse a case study in terms of the strategic role of the Public Relations professional Apply knowledge of strategic planning to a case study Analyse the contribution of Public Relations to the case study Analyse the research used in the case study 24 October 2011DPR3B-Case Studies 2

Case studies for exam 2011 You need to know these case studies You do not need to know them off by heart, but you need to: be able to discuss the case studies identify the application of research discuss the contribution of Public Relations use examples from the case study to illustrate a point Visit the website links provided after the case study in the manual Look specifically at the media releases and news links to inform your opinion 24 October 2011DPR3B-Case Studies 3

Case study 1 Bird Life SA Read the case study in detail and answer the questions related to the traditional public relations programme framework (30) 1Give any two objectives (6) 2Give any three of the possible relevant target audiences (6) 3Develop a message (related to mission) (6) 4Give any three of the activities in which Bird Life SA is involved (9) 5Explain the strategy brief (3) 24 October 2011DPR3B-Case Studies 4

Case study 2 Vanilla Twilight Read the case study and give examples from the case study for the following six elements that describe the organisation: Vision(3) Mission and purpose(5) Core values(6) Origin of the organisation(4) Problem description(3) Strategy brief(4) 24 October 2011DPR3B-Case Studies 5

Case study 1: Answers [1] Vision (3 marks) To be SA’s number one day spa option Without putting a price on quality of efficiency Providing the most competitive rates Without compromising on quality or luxury 24 October 2011DPR3B-Case Studies 6

Case study 1: Answers [2] Mission and purpose (5) To be a leader in the beauty and day space industry To offer high quality therapists To offer luxurious surroundings To offer various beauty packages To offer a competitive rate within South Africa 24 October 2011DPR3B-Case Studies 7

Case study 1: Answers [3] Core values (6 marks, 2 per value) Responsible to community within which it operates therefore offers support and training of therapists from rural areas for job creation through internships Recognises that profitability and growth are key areas to sustain its ability to give back to the community so it believes in delivering profits to stakeholders Believes in the value of a green environment and thus recycles their product bottles 24 October 2011DPR3B-Case Studies 8

Case study 1: Answers [4] Origin of organisation (4 marks) Founded by twins, Paula and Candice Leighton Both are ex-beauty therapists for the Hilton Group Started company in 2000 having bought and refurbished one of the beauty salons in the Hilton Hotel Sandton Employ 60 therapists today Have 10 day spas across the country Each salon sees about 50 clients per day 24 October 2011DPR3B-Case Studies 9

Case study 1: Answers [5] Problem description (3 marks) Economic recession has created a drop in revenue Less people are spending money on beauty salons and day spas Looking for ways to increase revenue 24 October 2011DPR3B-Case Studies 10

Case study 1: Answers [6] Strategy brief (4 marks) Make appropriate interventions through Defined, result-orientated projects That will enhance clients’ desire and need for day spa Give people various options Such as group discounts and package deals While maintaining sound business objectives 24 October 2011DPR3B-Case Studies 11

Case study 3: Dove campaign Identify the framework used for the case study Read the case study and discuss your opinion about: PR’s contribution to the organisation PR’s social role with regard to the campaign The use of research as a foundation for the campaign The relevance of the objectives 24 October 2011DPR3B-Case Studies 12

Case study 3 : Dove campaign Discuss the application of research in the Dove campaign (5) Huge research study conducted in a short period of time Funded by Dove Purpose is to confirm how women feel about female beauty Indicated that women have low self esteem about their own beauty Women feel that physical attractiveness is increasingly socially mandated and rewarded 24 October 2011DPR3B-Case Studies 13

Case study 3 : Dove campaign Discuss the application of strategy in the Dove campaign (5) Dove’s focus in on real beauty so launched a global campaign Called Dove Campaign for Real Beauty Use of research is commendable Addressing social issue in clever way while promoting their products Taking the lead on the issue Global phenomenon and often results in serious societal problem 24 October 2011DPR3B-Case Studies 14

Case study 4: Pakistan Pink Ribbon campaign [1] You are the PR practitioner for the Pakistan Pink Ribbon campaign In a sort essay of about one page, discuss the strategy for the campaign (13 marks) Your discussion should include the barriers that impacted on the creation of the strategy for the campaign Include an introduction and conclusion and ensure a logical flow to your thoughts (7 marks) Total of 20 marks 24 October 2011DPR3B-Case Studies 15

Case study 4: Pakistan Pink Ribbon campaign [2] Create widespread awareness (1) about breast cancer (1) and all the key aspects for Pakistan (1) High incidence (1) and seriousness (1) of disease leading to fatalities (1) and impacts on the life of the sufferer (1) and the whole family (1) Pakistan’s regional and international position (1) and leadership in breast cancer death rates (1) Good news that if detected early it can be cured (1) Difficult task in country with physical barriers (1) and large population, many out of reach (1) of modern media 24 October 2011DPR3B-Case Studies 16

Case study 4: Pakistan Pink Ribbon campaign [3] Background of cultural (1) and social barriers (1) on women’s issues, (1) particularly health (1) Pink Ribbon campaign used multi-pronged strategies (1) to address the needs of different stakeholders (1) Tactically events and communication activities were planned (1) to reflect the core relationships of the campaign (1) 24 October 2011DPR3B-Case Studies 17