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Public Relations Learning Team Project: Public Relations Planning

Public Relations Planning

Even a company without a formal public relations program will generate program will generate goodwill when it meets the public’s needs through the sale of products and services and when it operates in a reasonable responsible manner. Survival as a business automatically confirms that a company is providing the public with desirable services. If management treats employees with the consideration that attracts and retains competent people, it will more or less automatically develop fairly good public relations with its workforce.

Public Relations Campaign

The public relations campaign Chevron is expecting to achieve the objective of having goodwill. Goodwill will create a positive relationship with the community. The company may divide their goodwill by personal, intellectual or business. Goodwill will create a positive relationship with the community. Chevron is focusing on improving instructions with science, technology, engineering and math (STEM). The company is also helping provide careers and technical training that will lead to well-paying jobs. Chevron believes critical skills are needed to provide jobs, for the enterprise to be successful and for this country to compete in the global markets.

Internal and External Publics

Publics are the customers, employees, investors, suppliers, media, or government that are important to any company. The internal publics are the people employed by a company. They are also closely related with how the company functions. Chevron's internal publics are employees, suppliers, investors, and shareholders. Internal public relations focus on improving the relationship with employees by assisting the communication between the managers and employees. For example, giving information at the right time or boosting employee morale. Internal publics looks into the goodwill of coworkers, maintain good relationships, and takes corrective action when a problem arises in the company.

The external publics are people and organizations that are doing business with a company. They concentrate on any issues that relates to value, policies, procedures and the attitude of the company. Chevron’s external publics are their customers, the community, financial institutions, media, and government. For example, the majority of the STEM programs are introduced in elementary and high schools and this is important for Chevron to comply with school guidelines.

Public Relations Tactics

Designing an effective relation plan, good public relations programs rarely produce quick solutions or speedy results, their purpose is to develop favorable (or minimize unfavorable) attitudes toward the corporation, and attitudes are extremely difficult to change. People form their outlook on the world-on its people and businesses- in their youth possibly in their teen age years; after that, their outlooks seem to harden almost into concrete. Businesses in a democratic society, including institutions have no alternative but to tell their messages honestly, clearly, and persuasively in the hope that most people will be fair minded and reasonably willing to listen. Public relations aim to present issues honestly, clearly, and persuasively in behalf of an organization’s self interest. It is not an easy thing to do successfully.

The purpose for a communication outline is to identify objectives and confirm the audience, to create an effective principle message and review communications channels before implementation and execution. By determining specific objectives with thoughtful considerations, we can keep the plan of action on track. For effective communications selecting the proper communications channels are necessary. “The channel the sender chooses to deliver messages to the receiver can be just as important as the message itself.” (Stuart, Sarow & Stuart (2007). The extent of options for sending effective business messages makes choosing the right channel even more complex. When choosing a channel, many factors have to be considered: the intent of the message, the understanding of the receiver and the meaning inherent in the channel itself (p. 111).” We will identify the audience to gain a better understanding of who they are and what they need. Understanding their values, expectations, needs and media habits (Facebook, Twitter, YouTube, or local news channel, etc.) will provide the necessary foundations on which to build a method of effective communications for each stakeholder. The principle message is the “what” of communications planning. The message will have key points: authentic, simple, and persuasive. The communication must be formatted in short captures and contain a “hook” that will capture the audience attention.

As a communications strategy, the consultant team recommends social media as the primary method of communications. Social media is the representation or “window” that a media broadcast entity has with a targeted audience. All social media is targeted towards a specific group or grouping of people. Social media frames our world and influence our lives on a daily basis. There are seven steps in the media promotional process: a). Know the facts, b). Conduct in-depth research, c) define the objectives, strategy, and target audience, d). Develop the concepts that consist of media content and creativity), e) develops and execute and media marketing plan. f ). Measure the evaluated results. g). Refine and improve the promotion media communication.

· Chevron should make sure each stakeholder receives the meaning of the message that is important to each specific group. The message delivery to the public will be different from the message delivery to the employees. The suggestion for channels of communication to each stakeholder is as follows:

· CEO: Communication to the CEO must be concise and designed to achieve the most effective outcome for the company. Communications will be delivered via face-to-face meetings using power point slides and valid data.

· Developers and Quality Control Personnel: Face-to-face meetings with the CEO and department managers will be used to convey the company’s intentions.

· Marketing: A meeting to discuss how Chevron will proceed will take place with the management teams of marketing and public relations to discuss Best Game’s plan of action.

· Customers/Potential Customers: Chevron will use full-page ads and dramatic commercials to explain the current Stem (Science, Technology, Engineering and Mathematics) Program and relations. The content of the ads will display the children in the program and the current results.

· Shareholders: Chevron executives and shareholders will meet to discuss Stem and plans with moving forward.

· Media: A press release to major players in the media will be provided in advance. Using the media effectively will be important to convey a positive spin on the STEM program.

· Employees: Announcement of the company’s plans will be delivered on the company’s website and via company email. The message will discuss the company’s intentions and encourage employee support.

Press Release

The human environment in which a business must operate is composed of people who have varying relationships with the business. The expectations of customers, for example, are different from the expectations of investors, the government and the press exerts an influence on every business, though in different ways. The business success depends on maintain a favorable web of relationships with variety of groups and institutions.

Chevron Highlights for the STEM Program 2016- 2017

SAN RAMON, Calif.--(BUSINESS WIRE)—June13, 2016-- Chevron Corporation (NYSE: CVX) an update on the STEM (Science, Technology, Engineering, and Mathematics) program that will affect hundreds of children and young adults, impacting the next generation of leaders. “If people and communities are to thrive, nothing is more important than education and job training. A workforce armed with the critical skills needed to succeed in the jobs of tomorrow is important not only to the success of our business, but also to a country’s ability to compete in the global marketplace, (Education, 2016)”

Chevron does consider the social responsibility of the company a priority which can be seen with financial contributions made to countries around the globe. With more than a billion dollars in social responsibility investments and 350 thousand hours in volunteer work, Chevron takes the global social responsibility very seriously.

Adaptations

Press Release

“Chevron is on a mission to release a science, technology, engineering and math program called (STEM), a program that will teach students about fuel”.

Chevron is focusing on improving instructions with science, technology, engineering and math (STEM) on or before October 05, 2016. Chevron announces a new release date for the STEM Program that will be assessable to schools by October 05, 2016.

Chevron will also introduce STEM science facts through Google play apps on all smartphones and iPhones.

Chevron is known for “providing energy people need to fuel human progress by delivering energy worldwide” (Chevron, 2012). The STEM program has become a top title within the elementary school systems for years making children fans of science. Today, Chevron has created a program that makes science and technology more fun and interesting by celebrating the advancement and innovation of today’s technology.

Chevron is bringing their STEM focus to life in stunning visual detail so children can experience the emotion and intensity of science like never before, throughout every school.

Chevron wants to introduce the STEM program to Google play apps that will help children explore more opportunities toward learning about the different types of science by providing a comprehensive and specialized coverage of data. The app will provide the latest information and facts for dozens of science, technology and environmental that will teach children about being energy efficient.

Preparation for a Press Conference

Press Conference Follow-up

Customer value is a place to set ground upon introduction of a product into the marketing field is getting the product to target consumers. Chevron’s target to a consumer is within the school systems and with student parents. According to the outline of marketing strategies, “A product reaches customers through a channel of distribution. Channels of distribution consist of a series of firms, or individuals that participate in the flow of products from producer to the final user or consumer. In Chevron’s case their channel of distribution is carried from school to school. Although in marketing a channel of distribution can sometimes run directly from the production line directly to the consumer. This is common in business markets and in the marketing of services (Basic Marketing).

School has begun and the STEM program has been running for years and the new introduction with the Google play app has enhanced student’s ability to learn and develop new ideas that they contribute to the program. The idea of the app was introduced to teach children that electronic devices is more than just for playing games or being on social media but can used as a learning tool as well. Several questions were asked by parents and children within the STEM program such as:

1. Will there be a STEM program that will take place throughout the summer?

2. Why did Chevron use the schools to introduce STEM?

3. Does the app on the smartphone or iPhone cost to download?

There are several places that offer the STEM program during the summer but cost which is why the STEM program is offered during school time for children to gain the experience for free. Chevron uses the schools to introduce the STEM program because it’s an educational environment already and this program adds more for children that are interested in learning more. The app on Google play is free to download.

In order for a business to establish a plan it is best to address some questions that will help define the understanding of what needs to be planned. A business should begin with the needs and wants of a customer, (even if the consumers are children) by understanding a customer’s satisfaction on product and service. A business must always address questions that might occur from a consumer’s perspective such as the usage, value, and size of a product. Having the ability to address the difference from your product and competitor’s product defines a business’s value to customers.

Anticipated Response

With regard to the organizational situation, there are definitely an expected number of internal and external politics surrounding the issue. The critiques are known for their uncanny ability to find faults in the actions of different organizations, regardless of the actions of such organizations. With regard to this particular situation, Chevron Company should respond positively and calmly to the politics raised. In their response, the company should stress on the need to have students given the opportunity to learn about the STEM system of education, with regard to its benefits in a world that requires its workforce to be very skilled and good with their hands (Sanders, 2008). The company should also explain that, this system of education accords students the ability to spread their opportunities across a broad spectrum which comprises of science, mathematics, and engineering and technology kind of studies. With such fields of study at the student’s disposal, the student would find the situations they face much more widened, something which would give them more chances of success in life. With the technical skills that come along with this system of education as well, it would become a good way of the student learning some basic skills which they would find use for later in life.

Evaluation of the Possible Outcomes

While it is difficult to predict specific outcomes related to the PR campaign designed by Chevron for the STEM program, there are specific steps Chevron can take to ensure the efficacy of the program. Data is essential to evaluating effectiveness, thus a good data capture and analytical system will be required to ensure the messages are resonating well with the intended audience by media type. Further, the internal teams will need to meet regularly to review results and adjust the plan as needed based on those results. If Chevron remains open to change based on results analysis, they should be able to continue to dial in the program with a high level of effectiveness.

Conclusion

Public relations at Chevron for the STEM program is essential to successfully implementing the larger program. By ensuring the right media is used in conjunction with the right message about the program, Chevron can ensure the right level of engagement from the various Publics involved. Finally, as conditions and the environment changes, Chevron must remain open to the feedback they receive regarding the efficacy of the program, and change as necessary.

References