Riordan Manufacturing Embraces Diversity

Public Relations Campaign - Riordan Manufacturing Embraces Diversity

Table of Contents

Public Relations Campaign 1

Executive Summary 3

Introduction 4

Current Situation Research 4

Public Relations Issues 4

Target Audience 6

Ethical Implications 8

Market Research 8

Campaign Strategy 10

Campaign Objectives 10

Riordan's Publics 10

Marketing Function 11

Campaign Tactical Plan 12

Media Toolkit 12

Public Relations Tools 14

Open House 14

Community Event 15

Sponsorship 15

Corporate Newsletter 16

Intranet/Internet 16

Business Implications 17

Additional Factors 19

Ethical Considerations 19

Technology Considerations 20

Globalization Considerations 21

Crisis Management Plan 21

Campaign Evaluation Measures 24

Budget 25

Conclusion 26

Executive Summary

It is Riordan's primary goal to become a leader in diversity in the workplace. In an effort to attain this goal Riordan has researched many tools and activities and defined actions and created the plan, contained herein, it feels necessary to catapult the organization to the forefront of diversity.

Riordan's campaign theme is Celebrate Diversity. Its research has shown that given the benefits of a diverse workforce, it has a great opportunity for improvement. The campaign strategy is to communicate Riordan's enthusiasm for and commitment to diversity to both its external and internal publics through various communication tactics and tools. These include planned media communication, diversity training for employees, and a host of other PR tools. The campaign also includes a crisis management plan, a budget, and campaign effectiveness evaluation measures

Sietel (2004) says, "Stated another way, organizations desperately need professional communicators to navigate through this "brave new world" of instantaneous communication." Sietel also defines, today public relations practice...is a subordinate of the marketing function, and this is not uncommon in Asia and around the world. Given that PR is seen as a subordinate of the marketing function, Riordan would say that PR is the most important aspect of marketing in this day and age of global instant communications.

Introduction.

Workplace diversity has taken a new face today; workplace diversity focuses on the impact of company's bottom line. Not only can it financially benefit a company, but also by embracing diversity an organization can increase their ideas, insights, and various pools of talent. Leveraging workplace diversity is increasingly seen as a vital strategic resource for competitive advantage. More companies are linking workplace diversity to their strategic goals and objects. Riordan Manufacturing has realized that diversity has an immense impact and in addressing these issues; the company is implementing a Public Relations (PR) campaign to position itself as a leader in encouraging and promoting diversity in its workplace. This paper will outline Riordan's PR campaign including its defined target audience, an overview of public relations issues, and implications of ethical issues. In addition, Riordan has implemented a marketing research plan and sought to align its marketing and public relation strategies

Current Situation Research

Public Relations Issues.

The Riordan staff consists of 550 people and the company seeks to become a leader in embracing diversity in the workplace. Riordan has conducted research and believes that a strong business case exists for the employment of a diverse workforce. Effectively adopting and practicing diversity policies will benefit the company image, create greater attraction to potential employees, and reduce employment costs through improved retention in the workplace. A website reviewed by Riordan staff (www.embracingdiversity.org) states that,

"A diverse team is a team in which every member of staff regardless of their age, gender, race, religion, disability, sexual orientation and regardless of how they operate, or what they look like are valued as an individual and not as a member of a group."

Additionally, The Embracing Diversity Organization (2005) identifies that diversity management includes the following objectives:

- Ensures all employees maximize their potential and their contribution to the organization.

- Ensures no one is excluded.

- Concentrates on issues of movement within the organization, the culture of the organization, and the meeting of business objectives.

- Creates a concern for all employees, especially managers.

- Does not rely on positive or affirmative action.

Riordan will adopt these objectives and use them as guidelines for implementing diversification in the workforce.

Adopting guidelines is the easy portion of the task, with approximately 550 employees, implementing a company wide diversity initiative and gaining acceptance will prove to be difficult tasks. Riordan will have to place resources behind this initiative including Public Relations professional, support staff, and a measurement system. Currently Riordan's tracking and financial systems are not merged, meaning each facility operates independently and there is a very manual process to creating