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Bart’s Cartmart Inc.
Heather GossNaomi GrahamPreston Leslie
Elissa Meisenheimer
Public Relations Campaign Proposal
Problem Statement Annual Harvest Festival crisis Possible litigation with victim Ambiguity of facts Fingers are pointing toward Bart’s Bart’s response was not positive
Situation Analysis Bart’s Cartmart may or may not be at fault The public expects Bart’s Cartmart to act The media has spoken to the victim Customers are concerned about their
safety Public relations can help Bart’s Cartmart
communicate with its stakeholders
Audiences Consumers Community Bart's Cartmart Loyal Customers Cart manufacturers- especially Rundo Annual Harvest Festival committee Media Government
Goal For Bart's to be trusted by consumers.
Objective 1- Customer Trust To convince the community Bart's
Cartmart is a responsible company so they will trust the vehicles it sells are safe.
Strategy 1 Alleviate safety concerns about carts Free inspections Reason: Research shows it's more
persuasive to state a conclusion than to expect people to draw their own
Tools for Strategy 1 Letter to warranty customers Local Ads informing of free inspections Safety Information Kit Photo Opportunity Sheet for media News Release for media Fact Sheet for media Follow-up Survey
Strategy 2 Alleviate consumer fears about how to
resolve conflicts with the company Interactive, personalized 2-way
communication with ease of access Reason: People feel like they can trust
someone they know.
Tools for Strategy 2 Build Website or Add to Existing FAQ page for the festival incident FAQ page for safety standards Email address designated to answering
questions about the festival incident Email address for any and all questions
about Bart’s Cartmart
Strategy 3 Equip public opinion leaders with accurate
information Send media kit to Local Government
Officials and the City Council Reason: People give credence to someone
whose opinions are repeated by others who are looked up to in the community.
Tools for Strategy 3 Backgrounder Fact Sheet Press Release Photo Opportunity Sheet
Objective 2 For Bart’s Cartmart to provide safety and
security for their customers
Strategy 1.1 Future approach to loaning carts to other
organizations focused on safety Amend rules and regulations Reason: People feel safe in environments
that are evidently regulated for safety.
Tools for Strategy 1.1 No minors allowed to drive the carts Addition of liability releases for all who ride Safety stickers Safety signs Required inspections before loaning carts
or after test-drives
Thank You