Fair Trade Planning Mojo

Fair Trade Planning Mojo

My eight-step public relations plan for Fair Trade Mojo for Sunshine Café would involve several aspects ranging from analyzing the public relations’s purpose to checking how non-verbal cues can be used to enhance the message being sent by the public relations campaign. Firstly, I will analyze the public relations purpose of the café and how it meets the company’s goals. As told, the company wants to increase walk-in clients and strengthen its brand awareness, and hence the PR activity should be centered on meeting these objectives. Secondly, I will establish the audience that the PR efforts should reach. In the case scenario, the audience targeted by the PR campaign is students. Thirdly, I will evaluate the primary message the audience would wish to receive (Wilcox et al., 2015). For instance, in the case scenario, the students would want to know the meaning of fair trade, and this information should be included in the designed public relations campaign. Fourthly, I will check for the most appropriate media channels to use to reach the target audience. For the students, I could use digital and social media platforms to advertise Sunshine Café and its services, as they are tech-savvy.

Fifthly, I will evaluate the secondary and primary information sources that the audience could read to reinforce the digital and social media ads message. For instance, I could distribute brochures from Sunshine Café to the students as secondary information that will reinforce the ad’s messages. Sixthly, I will assess the environmental aspects that may influence the reception of the designed public relations campaign (Wilcox et al., 2015). For instance, the students could have a negative attitude towards the campaign if they receive unfavorable reviews from their colleagues. Seventhly, I will evaluate the PR message essence, such as its planned impact on recipients. In the case scenario, the PR message should influence students to increase their walk-in visits to Sunshine Café. Lastly, I will check how non-verbal cues, such as artwork and photographs, can be used to enhance the message being sent by the public relations campaign.

References

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics (11th ed.). Pearson.

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Fair Trade Mojo, a chain of coffee houses, conducted market research and found that college students would be an excellent audience for its products and services. The research emphasized one challenge: half of the students know what fair trade means, but nearly all (82 percent) agreed/strongly agreed that fair trade deserves their business.

To this end, Fair Trade Mojo has contacted your public relations firm and asked you to develop a comprehensive plan that does two things: (1) creates brand awareness, including an understanding of what fair trade coffee is, among college students, and (2) increases walk-in business at their local stores in college towns. Using the eight-point planning outline described in this chapter, write a public relations program for Sunshine Cafe. You should consider a variety of communication tools, including campus events. No money has been allocated for advertising.