Public Relations Marketing Coursework Example | Topics and Well Written Essays - 1000 words

Public Relations Marketing - Coursework Example This particular study focuses on the strategic PR practice as a measure in the Department of Transport in London intending to implement campaigns addressing road accident deaths. Strategic PR: A Theoretical Background: The need for PR arises from the various problems that might arise in an organization in dealing with the PR and understanding of the organizational activities. Community relations are extremely necessary in this context. The practitioners of PR encounter various problems that require the need for strategic management. The primary role of PR practice is to manage and develop the different relations in association with an organization. This may include relation with the employees, with the general public and with any stakeholder of the organization. It has been observed through earlier studies that the usefulness of the PR is not clearly understood by the managers and that a strategic and planned technique is required in order to solve the problems. With time, the resear ch and understanding have led to successful understanding of strategic PR practice. Now, organizations are more involved with the incorporation of the PR measures and enhancing successful relationships (Austin & Pinkleton, 2006, pp.2-7). ... e might be a decline in the records of the road deaths in the city, yet the number seems to be high that requires sufficient measures to curtail the effects of drinking and drugs to take the toll on human lives. Particularly during occasions, the intake of alcohol and drugs increase creating more difficult situations to be handled. Thus based on the nature of this problem, the Department of Transport (DoT) in London requires taking measures appropriate to the needs in solving the issues and preventing such road deaths in the city. Concerned Objectives: The DoT has seriously taken up the concerns of preventing road deaths in London. As the Director of Communication at the DoT, I have plans to set up a PR firm to design and implement a public information campaign prior to the festival of Christmas and address the issues of road deaths occurring as a result of driving under the influence of alcohol or drugs. The HM treasury has agreed to provide a budget of ?2m for the purpose. I plan t o utilize the amount in involving start-up agencies to set up for the account of Dot. The purpose of choosing start-up agencies is to restrict the excess expenditure of funds. The agencies selected are mostly comprised of postgraduates who have recently majored in the strategic communication management. The startup agencies have been selected such that the objectives are fulfilled through specific, measurable, achievable, realistic and time bound manner. The four agencies I plan to invite are: (i) Broadgate Mainland, (ii) Diffusion PR and Communications Ltd, (iii) Startup PR, and (iv) Parys Communication. A Brief Overview: Broadgate Mainland: It is a UK based multiple awards winning independent PR agency performing their activities in several areas of PR development. The team working