The type of PR Research I'm going to do will be explanative and persuasive since Starbacks wants to persuade environmental groups and campaigners and explain the reason behind the "much use of water". The steps to be followed:
1. Establish clear program objective: the goal of the company is: meet health standards, deliver clean products and services.
"Ethos Water was founded in 2002 and acquired by Starbucks in 2005
By making Ethos water available in Starbucks coffeehouses, we hope to inspire and empower our customers to help children and their communities around the world get
clean water".
2. Measuring PR outputs (press coverage): the company's Head and managers should talk with one Voice and emphasize of the health standards.
3: Measuring media content as a first step in the PR evaluation: after taking in the media, the speech of the company's head should be effective. How?
Conduct Surveys
Focus group
Cyberspace analysis
4: Compare PR effectiveness with Ad effectiveness and see if those techniques could change the attitudes of others.
Those measurements should:
A: target one simple, which are the heavy users of the product
B: Identify the key message: Meet health standards.
C: choose the channels of communication: radio, TV, Billboards.
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1 comment:
very well done.
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