HR Management Assignment writing help analysis review on:: HR policies and public relations Business plan for measuring value

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Write a business plan on HR policies and public relations of P&G??

Solution the essay proposes is::

Introduction

Description of the company

            The Procter & Gamble (P&G) is a multinational consumer goods company based in US the products of which include beverages, personal care products, foods and cleaning agents. The company is one of the largest manufacturers of household consumables all over the world with operation and distribution of their products in more than 56 countries worldwide. The annual sales of the company are more than $84 billion. 18% of the worldwide sales of the company’s products are attributed to the regions of Asia and Australia. The company is categorized into global business units and has various segments of household consumables, such as healthcare, beauty, grooming, fabric care, homecare, baby care, and snacks and pet care (Annual Report 2012 2012).

            There are 50 leadership brands of the company and some of the famous brands are Gillette, Olay, Ariel, Duracell, Hugo Boss, Oral-B, Bounty, Secret, Wella, and many more. The growth strategy of the company is to touch as well as improve the life of more and more consumers in more parts of the globe.

            The purpose, values and principles of the company create its culture. The purpose of the company unifies itself into a common cause and growth strategy for bringing in improvement in the lives of consumers. The values of the company reflect the behavior of the management on how it works with people and its partners. The principles of the company reflect the unique approach of conducting the work every day (Purpose, Values and Principles 2012).

Situational analysis

SWOT analysis of P&G

Strengths: P&G has leading market position in FMCG industry. It has wide range of products and its product portfolio is very large consisting of 50 leadership brands. Brand image of the company is very high and products of P&G are a common name in households. Economies of scale, financial strength and production of high quality products are other key strengths of the company (Griffin 2010).

Weaknesses: There is lack of effective distribution system, and inexperience of foreign based local management is an area of concern for the company.

Opportunities: Presence of well-defined market niche, use of just in time technology and removal of trade barriers in countries enable smooth conduction of business transactions (Griffin 2010).

Threats: Entry of new players in the FMCG market, use of substitute products, and presence of unfavourable business laws and as well as political instability in some of the foreign markets are threats to the company in the industry of FMCG (Dyer et al 2004).

Recommendations

            In order to keep the current percentage of market share and focus on continuous growth, the company needs to build and increase brand name awareness, and implement effective marketing and PR strategies for standing apart from the competitors.

Global Communication Objectives

GPR Opportunity

 P&G is a common and famous name among households in Australia. There is presence of large base of customers who consume its products daily. The strong presence of the products of the company in household presents an opportunity to build new relationships within the Australian community and strengthen the present ones. ARC (Australian Relief Campaign) is the campaign under global public relations under which the company will donate a part of their overall profit for helping people in Australia affected by natural disasters and catastrophes.

            The objectives of the GPR plan are as follows;

• To strengthen the relationship of the company with the public in Australia.
• To build a positive and favourable public image of the company in Australian community.
• To manage public relations and create communications activities by establishing communication teams.
• Develop activities which ensure current customers of the company are part of good societal cause so as to strengthen the relationship.
• To own positive brand coverage during the campaign and make people aware of the responsibility of the company to be an ethical and responsible corporate citizen.  

Primary Publics and Secondary Publics

The following publics have been identified as critical and important to the success of the launch of the public relation plan of P&G in Australia.

• The primary publics include employees, shareholders, news and media organizations, and people living in disaster prone areas, such as areas highly impacted due to flooding, fires, etc. The recent example is people living in areas which were affected by Queensland flooding, Sydney bushfire, etc.
• The secondary publics include people who know or are related to those people who live in disaster prone areas. Moreover, there are many people who want to help affected group in one or the other way. Such people are also part of the secondary public. All those people who are buying products of the company are also included in secondary public as they are indirectly helping those people and can feel the ‘feel good factor’ by giving their small contribution towards the campaign (Measuring Progress toward our sustainability goals 2012). 

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Communication Strategies

      The main PR strategy behind launching ARC campaign in Australia is to create awareness and promote relief activities through media liasoning over a sustained period of time so as to build context and awareness, and provide relief to people who have faced or could face disaster situations in future. In addition to the above mentioned PR strategy, the company will also utilize the vast reach of its products in every household of Australia to communicate with the unaware and disconnected public so that more and more contribution can be made to the ARC (Kurtz 2011).

      The company will generate large sum of money in awareness of the relief campaign and its motto through advertising, web-based communications, street posters, seminars and conferences. Along-with contributing of 2% of the overall profit of the company towards the relief campaign, consumers of P&G products could participate in the campaign by buying any P&G product including large packs of day to day household products, such as Rejoice, Ariel, Gillette, etc., during the prescribed period and thus lead the disaster facing individuals and families towards rebuilding their life.  

      The campaign will work with the state departments as well for looking at the relief opportunities and policies so as to create more awareness about the relief activities and campaign, and enable smooth communication interface between the customers of the company and the company itself. Increasing brand equity and social media impressions for free media coverage is another strategy for the PR campaign. In order to spread the message to the audience, extensive coverage through media, social media, employee communications, crisis communications and public engagement are other strategies to be used by the company (Czinkota and Ronkainen 2007).

      Employee communications would be ensured through volunteering their time around the relief campaign, public engagement through making them buy any P&G product and ensuring them that a part of their purchase would be contributed to the relief campaign activities for victims of disasters and catastrophes; and social media, such as Twitter, FaceBook, blogs and websites of the company would be used as a part of communication strategy (Weiner 2006). Regular updates for the campaign will be available at the social media along-with press conferences and seminars so that the message could be communicated to primary and secondary public in an effective manner.

      It will be a 12 month campaign at the initial phase. It includes pre-launch activity for building awareness and expectation in advance from November to February 2013; intensive as well as well-integrated communication in March to June 2013 focusing on campaign events in various locations of Australia; and follow up activities from July to September 2013.

Communication Tactics

  Various plans and tactics will be applied for making the ARC campaign successful so that same idea could be applied to other countries as well where P&G products have vast reach in the public. Following are the communication tactics for the annual plan and communication strategies mentioned above.

Pre-Launch Session: November to February 2013

• Firstly, there will be testing of the campaign theme and messages with the help of customer focus groups. There will be creation of campaign tool kit for the use by the PR team, establishing the formal link between the PR manager and the managers of the departments of marketing, HR and finance, activity plan and budget, and media training for spokespeople of the company for the campaign (Lordan 2003).
• In regards to the internal communication, link will be set with the existing briefing system including monthly meetings, e-bulletin and newsletter of the company. There will be regular updates on intranet regarding the campaign for raising awareness for the campaign (Phillips 2009).
• For customer communications, there will be regular updates on national and corporate websites, mentioning the features of the campaign in the monthly customer e-newsletter, liasoning with the media to feature the news from November to February in all kinds of media publications, and advertising in highest circulated magazines in Australia (Lordan 2003).  
• Issues management will be done through monitoring of comments from public, media and competitors, and effective media training of spokespersons.

The Launch Time: March to June 2013

• For internal communication, there will be staff briefings and distribution of t-shirts, pens, diaries and USB sticks. Regular intranet update and special monthly newsletter edition for ARC would also be employed for internal communication.
• For public communication, there will be use of social media, such as Twitter and FaceBook which will be linked to the website of the company (Diggs-Brown 2011). There will be media briefings, conferences and PR led advertisements in magazines. Moreover, company will use its own website and blogs to update its current activities for the campaign and how the funds are distributed. At the same page, there will be development of other hyperlinks for writing about their other social activities and social responsibility programs (Lordan 2003).
• Enquiry section for the public will be provided where they can enquire anything about how they can provide aid to the victims.
• For issues management there will again be monitoring of comments from public, media and competitors (Lordan 2003).

Follow-up session: July to October 2013

• For internal communications, there would be inclusion of updates for the campaign in staff briefings and rewarding the most competitive person in the staff who volunteered for the campaign and promoted it to the fullest (Scott 2010).
• For public communications, there would be regular media releases for total amount of donation and number of persons benefitted from the campaign. Moreover, regular updates through social media and company’s own website would make a part of the follow-up tactics (Phillips 2009).
• Issues management would take place through media responses and public comments on the campaign along-with maintenance of an issue management plan for any situational issues arising during the campaign (Scott 2010).

Other countries would also be targeted for the same campaign at their place so that the brand image of the company could be maintained and utilized in social responsibility programs throughout the world.

Measuring the value of the campaign

            Value of any public relation activity is measured from campaign to campaign. Measuring of worth of coverage generated during the campaign, increase in the brand equity, social media impressions, and increase in the sales of the products of the company highlighted in the campaign depict the success of the global public relation plan (Kurtz 2011). For the evaluation of the campaign, outputs would be evaluated in terms of milestone achieved during the campaign. Coverage by media including both positive and negative comments, and build-up of stories and attention among public will be measured. Social media coverage would be measured by hiring a specialist agency for the purpose of identifying and scoring of the social media sites. Total number of attendance at the media events and public events will be taken into consideration.

            For measuring awareness and response to the campaign, total number of hits on the official website, including pages viewed and number of enquiries registered by the general public will be measured. For measuring the outcome of the PR campaign, total number of sales during the campaign will be reviewed (Scott 2010). Along-with this, both customer and staff satisfaction survey will be carried out and compared with that of the previous year to identify the increase in the level of connectivity of these important stakeholders with their company.

Conclusion

            Maintaining a favourable and positive public image by a company is of utmost importance as it speaks of the relationship between the public and the company. P&G is a famous and recognized household name all over the world. In Australia, it has significant number of customers and its revenue generation is high in this country. ARC (Australian Relief Campaign) is the part of the global public relation plan of the company and is launched for maintaining good and strong relationship with the Australian community as well as developing the new one by communicating a good positive image among the primary and the secondary public.

            The PR objective for the ARC campaign is to help victims of disaster prone areas so that they can rebuild their life and live normally. The campaign is launched for building positive image of the company and connecting more and more people with the cause so as to increase brand equity and provide benefit to the victims of disaster and catastrophe in the country at present and in future. Communication strategies and tactics are set for execution of the campaign in an effective manner by full use of social media, press conferences and brand name of the company. One-year campaign is evaluated by certain measures, such as increase in sales and brand equity, number of hits on websites, measuring customer satisfaction etc. Successful execution of the campaign would open the doors for similar campaigns in other countries by the company for building strong and positive image in public.  

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