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Riordan Manufacturing Embraces Diversity

Public Relations Campaign - Riordan Manufacturing Embraces Diversity
Table of Contents
Public Relations Campaign 1
Executive Summary 3
Introduction 4
Current Situation Research 4
Public Relations Issues 4
Target Audience 6
Ethical Implications 8
Market Research 8
Campaign Strategy 10
Campaign Objectives 10
Riordan's Publics 10
Marketing Function 11
Campaign Tactical Plan 12
Media Toolkit 12
Public Relations Tools 14
Open House 14
Community Event 15
Sponsorship 15
Corporate Newsletter 16
Intranet/Internet 16
Business Implications 17
Additional Factors 19
Ethical Considerations 19
Technology Considerations 20
Globalization Considerations 21
Crisis Management Plan 21
Campaign Evaluation Measures 24
Budget 25
Conclusion 26
Executive Summary
It is Riordan's 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.
Riordan's 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 Riordan's 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...