Global Public Relations Strategy and Public Relations Theory and Practice
Key Audiences
- As the Public Relations consultant at Sula vineyards in India, my key audiences would be high-income Indians and Western tourists. India is a reserved country where people shun drinking in public. Targeting the wealthy is important because of their high purchasing power and have a high number of social gatherings (Sapat 98).
- Tourists are my key audience because most of them come from countries where wine is a valued product. Vacationers visiting India often look for novel experiences. It is, therefore, conceivable that they would have a keen desire to explore the vineyards in India (Sapat 104).
- The boldest move the company needs to take would be to target Indian women. Indian culture has greatly evolved and Indian women have become economically and socially independent (Sapat 110). Women form the majority of employees in the state and, as such, are influential economic agents.
Key PR messages and explanation
- Sula wine makes every day meal an occasion.
- Home is where the wine is
- A meal is never complete without a glass of wine
These phrases are meant to communicate the health utility of wine, as well as its contribution to collations. The messages also seek to convince the target audience that wine can make a home more hospitable.
Creative and Persuasive Ways of Connecting with Those Audiences
- To connect with my target audiences, I would look for better ways of promoting the product since the production and sale of alcohol and other alcoholic beverages are restricted in India (Sapat 99). The best strategy would be to use in-shop adverting, which entails creating themes for special occasions and special promotion (Sapat 111).
- Product displays involve showcasing products on strategically placed shelves and then supplementing the presentation with informative videos. Adding a live element during promotion such as conducting demonstrations can encourage prospective customers to try the product (Sapat 102).
- Other forms of adverting include organizing launches and offering complimentary glasses of Sula wines in restaurants. This initiative informs customers about the existence of the product and subsequently encourages them to buy. Other persuasive ways of connecting to the audiences include using feature stories and editor letters (Sapat 106). The target audiences are likely to buy in a news story than an advertisement, which might influence their behavior
How Long a PR Program of This Sort Will Take to Accomplish Its Goals and Why?
Any PR program should have a timeframe to achieve its objectives. In this case, the campaign needs to run for six months. The most important consideration is to allow enough time to achieve the desired results, which might be difficult if it is the first campaign or several PR companies is involved.
Public Relations Theory and Practice
Excarmor is one of the recognized car manufacturers worldwide, with over 20 yeast of producing armored vehicles. The professional team of mechanism, engineer’s sales executives and automotive technicians have vast experience in armed vehicle technology. The armored vehicle industry is highly dynamic and players must be cognizant of changes in technology and consumer preferences. As the PR consultant of Excarmor, my concern is how to utilize the expertise of women.
Women are grossly underrepresented throughout the automotive manufacturing industry. Regrettably, many women are afraid of joining the automotive industry that has unlimited opportunities. The few that do work at entry-level positions. I believe that when equipped with the right skills, women can be catalysts to change. Although the industry is male-dominated, it is shifting as women are taking leadership positions. Women can make meaningful contributions to this industry. When it comes to new designs, feedback from women has been instrumental in recommending color and trim (Lezotte 697). Since women contribute a sizeable percentage of car purchasers, their inclusion in manufacturing is sensible.
In the last few years, women have become more aggressive in the corporate world. There now exists female executives, designers, engineers, and technicians working in various sectors. It is, therefore, unsurprising that auto manufacturers, car service providers, repair shops, and car dealers are employing more women. Many women have served well in management positions as service advisors and finance managers (Lezotte 701). I believe there are incredible career choices from women in the company. Although females have been slow to join this industry, there are several strategies that Excarmor can utilize to fast-track their integration.
The company needs to implement a mentorship and sponsorship program to enable women to advance their careers. This strategy is critical because it can help mold talented employees into resourceful assets. Many women would stay in the automotive industry if there is a clear path to their career goals. The company needs to foster mentorship and sponsorship because it is an effective tool that can attract more women to join the sector, thus promoting diversity. Excarmor needs a cultural change which should start from the top. Management needs to embrace diversity and inclusion to improve its business.
Works Cited
Sapat, Alka. “Privatization Strategies Adopted for Public Sector Reform in India: Determinants and Constraints.” Administrative Reform and National Economic Development. Routledge, 2017. 93-125.
Lezotte, Chris. “Women Auto Know: Automotive knowledge, Auto Activism, and Women’s Online Car Advice.” Feminist Media Studies, vol. 15, no. 4, 2015, pp. 691-706.
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