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Public Relations Campaign - Riordan Manufacturing Embraces Diversity Table of Contents Public Relations Campaign1 Executive Summary3 Introduction4 Current Situation Research4 Public Relations Issues4 Target Audience6 Ethical Implications8 Market Research8 Campaign Strategy10 Campaign Objectives10 Riordans Publics10 Marketing Function11 Campaign Tactical Plan12 Media Toolkit12 Public Relations Tools14 Open House14 Community Event15 Sponsorship15 Corporate Newsletter16 IntranetInternet16 Business Implications17 Additional Factors19 Ethical Considerations19 Technology Considerations20 Globalization Considerations21 Crisis Management Plan21 Campaign Evaluation Measures24 Budget25 Conclusion26 Executive Summary It is Riordans 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 Riordans 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 Riordans 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 practiceis 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 companys bottom line Not only can it financially benefit a company but also by embracing diversity an organization can increase their ideas insights
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