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Public Relations Campaign Overview

Public Relations Campaign Overview for Riordan Manufacturing

Public Relations (PR) is one of the toughest professions in every organization because it is responsible for promoting its image to both internal and external publics. When situations arise the PR is there to inform the public and handle the issues at the earliest possible. In this paper, Riordan Manufacturing has been faced with a dilemma of relocating the manufacturing operations in Albany, Georgia plant to its China plant. It is the smallest and the least efficient plant with high operating cost. The company executives feel that the move is necessary in order to maximize labor cost reductions. The location was chosen because of an abundance of specific resources including the labor pool and access to transportation and to new markets. Public Relations Issues Based on the scenario mentioned above, the PR department has been tasked to identify potential issues that could affect both internal and external publics. The author Frasier P. Seitel (2004) advises that in order to have an effective PR scheme the PR team must perform the process of diffusion appropriate to the needs and interests of the publics (p. 133). The issues concerning internal publics are: (a) Workforce reduction, (b) Compensation/Severance pay, (c) Retraining, and (d) Relocation of personnel. In addition to the internal issues, the department must also identify the issues for external publics. These issues are: (a) Customer loyalty, (b) Quality assurance, (c) Product availability, (d) Price, and (e) Environmental and governmental compliance. Internal Issues The internal PR effort aimed at company managers might emphasize these points about the outsourcing decision: (a) The decision will result in better cost containment; (b) It will allow the company to retain control over critical functions; and (c) The fact that only one manufacturing operation was outsourced is evidence that the organization is tryin...

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Public Relations Campaign Overview. (1969, December 31). In LotsofEssays.com. Retrieved 02:02, March 19, 2024, from https://www.lotsofessays.com/viewpaper/1712260.html