Public Relations Campaign: Strategy Paper

Public Relations Campaign: Strategy Paper

Public Relations вЂ" MKT 438

Parthiv Shah

University of Phoenix

January 19, 2008

Introduction

Effective marketing has enabled McDonald’s to become one of the largest and most profitable fast food service restaurants in the world. The aim of public relations and marketing is to make selling your product, services and brand name superfluous.

McDonald’s public relations and branding strategy is essential in order to build solid relationships and provide healthy food product lines within its chain and restaurants. Branding its core competences and values is accomplished through the use of unique food products marketed by McDonald’s. McDonalds has seen its brand name and menu items take off. McDonalds has designed and produced its public relations efforts strategically throughout China to enhance the identity of the new McChina Wrap sandwich through the use of its unique brand name as well as its mass appeal to include Ronald McDonald.

A) Objectives for the PR Campaign

Through an aggressive PR campaign based on achievable objectives, McDonalds will continue to capture customers and interested provinces by positioning itself as flexible and efficient in contrast to other fast food restaurants in the China marketplace. The objectives will highlight the interrelated activities in the PR campaign that continue make McDonalds products and services the standard by which customers and the local provinces need in order to be successful.

McDonalds Public Relations campaign objectives will also seek to give the company the good reputation that it has always had with the aim of earning understanding, supporting and influencing opinion and public behavior with regards to their branding. The campaign objectives will be written as a guide to sustain effort to establish, and maintain goodwill and understanding between McDonalds and its diverse customers and its local business partners.

To get started, McDonalds will have a common internal definition of an objective and parameters for acceptable standards. Thus, McDonalds will define an objective as a milestone to measure progress toward a goal. All objectives must be absolutely clear in their intent and easy to measure. McDonald’s campaign objectives will mean the same thing to McDonald’s employees and throughout the company and local provinces where other McDonald’s restaurant are participating in this new rollout. McDonald’s objectives will state public relations activities outlined in the campaign and pinpoint levels of envisaged accomplishment. The objectives will also identify the specific public (customers or participating provinces and communities) targeted by the public relations effort; and establish a time frame for realization of objectives. Above all, these goals will be in-line with the McDonalds Corporation overall business, marketing, and sales objectives

The initial activity is to set the goals of effectively managing people’s opinions of McDonalds new McChina sandwich as well as McDonalds as a whole, in order to build and sustain relationships. We will also address management and direction of advertising, marketing, sponsorship, and media (electronic and print) messaging. McDonalds will create engaging objectives directed at consumer promotion that will stimulate sales by leveraging all stakeholders to connect with the passion of having a new and healthy product introduced to the public at a reasonable price point.

McDonald’s objectives will be:

пÑ"? Promote the advantages and convenience of the McDonalds brand

пÑ"? Emphasize the goodwill between McDonalds and the local food suppliers and the benefits of having some locally provided jobs and services

пÑ"? Continue to create and reinforce McDonalds