Rasmussen College Module 04 Course Project Offline Traditional Strategies Although online media outlets are important, you also realize that traditional me
Rasmussen College Module 04 Course Project Offline Traditional Strategies Although online media outlets are important, you also realize that traditional media outlets are still a key part of your overall marketing and communication strategy. For this assignment, you will demonstrate how offline/traditional outlets will support your goal to manage the current crisis and rebuild your brand image post-crisis. To complete this assignment, do the following in a minimum of 3 pages (not counting title and reference pages):
Public Relations Traditional Outlets: Determine which offline/traditional outlets will be used in the public relations campaign to effectively manage the crisis.
Public Relations Rationale: Explain the rationale for using the offline/traditional public relations outlets you selected. Why do you think these outlets will be effective in reaching the key stakeholders you identified previously?
Advertising Traditional Outlets: Determine which offline/traditional outlets should be used after the crisis to advertise your brand and rebuild your brand or corporate image.
Advertising Rationale: Explain the rationale for using the offline/traditional advertising outlets you selected. Why do you think these outlets will be effective in reaching the target audiences you identified previously?
Cite at least three credible sources to support your recommendations.
Include a title and reference page formatted according to APA standards. Running Head: DIGITAL OUTLETS
1
Digital advertising and PR Outlets
Students name
Course
Institutional Affiliation
DIGITAL OUTLETS
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During a crisis, companies need to have proper strategies that provide immediate solutions to the
issues. These strategies help the company to recover or improve its damaged corporate or brand
image. Theses strategies range from marketing strategies to reliable management plans (Richard,
2019). Under marketing, advertisement is the most crucial aspect that requires considerations
from most companies. With the changing trends in business and products marketing, technology
offers solutions to most of the issues that companies may experience. For instance, social media
platforms or the internet may be used for advertising and improving the corporate image of
companies during any form of crisis. This article explores the basic online public relations
outlets that Samsung Company would use to improve its corporate image after the Galaxy NOTE
7 crisis. The article also outlines the reasons as to why the selected public relations outlets are
effective in reaching the target audience.
First of all, the target audiences for Samsung include stockholders, potential clients, the
workforce and the other members of the community that are interested its products and features,
the targeted audiences are crucial for the company because they act a medium through which the
company disseminates relative information of its products, services and image to the public. The
company avails crucial information about the crisis to the target groups and guarantees them that
the issues will be addressed and that the interests of the company are secured.
Secondly, the following public relations digital outlets may be used to improve
Samsungs public relations: online press release, blogs, PRNewswire, Vocus, Marketwire, cision,
and businesswire. In this case, marketwire outlet involves global press release conducted by a
social communications company known as Marketwired (The Economist, 2017). It is a reliable
online PR outlet because it offers a fully integrated marketing communications platforms,
distribution, measurement and optimization. It offers solutions to every interested audience
DIGITAL OUTLETS
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including Fortune 500 enterprises (Richard, 2019). This makes the outlet crucial for Samsung
since it will also serve as an advertising platform for the company.
Besides, Vocus also known as Vocus Groups is an international telecommunications
company whose main is in Australia. It offers cloud services, Unified Communications and Data
Network services such as dark fibre, intenet, and IP WAN (The Economist, 2017). It also acts as
Cision is also another online PR outlet in which Samsung can use to improve its public relations.
Cision offers global cloud-based communication that provides PR solutions for many
stockholders. It is useful to the stockholders because it integrates of the communication needs
that may help Samsung target and involve its audience. It also offers full valid audience insights
to the stockholders, useful for tracking the customers imprint of purchase.
On the other hand, other advertising digital outlets such as Buzz Feed, Listrak, Adweek
and Vox online companies may also be used by Samsung to improve its brand image and for
marketing. Buzz Feed and Vox, for instance, provide internet platforms that are favorable for
advertising and marketing, through their smart social media manipulation aspects and high
attraction for technology. They also produce massive web traffic that provides ad revenues (The
Economist, 2017). Listrak also offers some reliable features such as marketing computerization,
email and SMS service, and provides ecommerce platforms used by its users.
The online advertising outlets also provide a perfect ROI efficiency and drive other
traditional advertising techniques at scale (Minnium, 2014). Digital advertising outlets are the
most efficient in reaching the targeted audience because according to Minnium, U.S. adults
surpassed time spent with TV, and this gap will likely continue to widen (Minnium, 2014).
Mobile Banner Ads are also another form of advertising digital outlets that can be used in
advertising and building the brand image of a company. These mobile banners motivate brand
DIGITAL OUTLETS
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lifting and inspire user interactions that arouse the interests of the customer (Minnium, 2014).
They involve creatively created ads that fall under the aspects of sound, motion and sight that
influences efficient interactions for brand improvement.
Finally, digital outlets for advertising are proving their worth to marketers through
creation of new experience and need, increasing agreement and loyalty and altering the registers
for cash (Minnium, 2014). Therefore, companies like Samsung may use these online press
releasing outlets such as Vocus, Marketwire and other companies to improve their public
relations. However, the cost of digital media advertising may be slightly higher compared to the
traditional platforms. But, they have been identified by many studies, as being effective means of
advertising and working on the companies public relations.
DIGITAL OUTLETS
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References
Minnium, Peter. (2014). 8 Reasons Why Digital Advertising Works For Brands.
https://marketingland.com/10-reasons-digital-advertising-works-brands-108151
Richard, David. (2019). Public relations in the digital age: How Digital Media Impacted PR.
https://businesstown.com/shows/public-relations-digital-age/digital-media-impacted-pr/
The Economist. (2017). Digital Outlets are in for Reckoning.
https://www.economist.com/business/2017/11/30/digital-news-outlets-are-in-for-areckoning
Running head: KEY STAKEHOLDERS AND TARGET AUDIENCES
Key stakeholders and target audiences
Desmond Fulton
Rasmussen College
Author Note
This paper is being submitted on August 18, 2019 for Christopher Zombas Public Relations and
Advertising Strategies
1
KEY STAKEHOLDERS AND TARGET AUDIENCES
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Key stakeholders and target audiences
Part 1: Target audience
A public relations is an important aspect of an organization or company as it is relied on
to ascertain that the stance of the organization is secured through asserting a positive image to
the community as well as pave a means upon which the organizations can have relationships that
are beneficial. The relationship herein is between groups and public communities that the
organization serves and the organization itself. As a result, the organization or company is able
to boost production, productivity, as well as sales-based solely on the public relations aspect as
opposed to any other relative factor to success (Theaker, 2016; Stakeholder communication,
2010). Success on the other hand, on matters pertaining to ROI, is important as failure to achieve
this may offset the downfall of the company.
Samsung’s target audience in light of public relation matters is comprised of its
customers, stockholders, employees, as well as members of the community that is interested in
the company’s undertakings. This target audience is essential to Samsung as it is the channel
through which Samsung is able to disseminate relative information about its image, products,
and the services it provides (Theaker, 2016; Stakeholder communication, 2010). These group of
people; target audience, receive information from Samsung regarding the crisis and your
company’s response in order to guarantee all parties herein that albeit a predicament has
hampered the company’s operations or may jeopardize the companies chances on ROI, the
situation is needless to say been addressed and therefore their interests with the company are
secured.
KEY STAKEHOLDERS AND TARGET AUDIENCES
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As public relations is an effort towards advertising, matters regarding the crisis the
company is facing at the time need to be articulately disseminated to the target audience to avoid
nuance of misunderstanding. The message ought to be concise as the intended notion would be to
safeguard the interests of the company by making the target audience hold the company in high
esteem depending on how they might affect counteractive measures to combat the crisis. The
target audience can be reached through journals, press conferences, service programs, news
release, among others (Theaker, 2016; Stakeholder communication, 2010). The details of the
crisis situation that each stakeholder would be most interested in knowing about on matters
concerning the recall of the Samsung Galaxy Note 7include; the customers would like to know
why a default product was allowed into the market and the measures are taken to compensate
users who had been affected.
The employees, on the other hand, would need to be advised on the best strategies to
integrate into this plight, to foresee that the company does not distribute a product that does not
meet the needs of the customers. Additionally, the employees might need to know if
modifications can be made on the default model or a new model would need to be created
entirely, as well as the chances of success in both instances (Theaker, 2016; Stakeholder
communication, 2010). The stockholders would be more interested in how to counter or address
the crisis in order to guarantee that such a loss is avoided in future, while the members of the
community would be more interested in data that communicated the efforts the company will
take to safeguard its customer’s loyalty and stance in the market. The customers and the members
of the community might want to know the measures the company will take to deliver quality and
defective free products to its market in order to lessen the likelihood of substitution.
KEY STAKEHOLDERS AND TARGET AUDIENCES
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Questions that the stakeholders may pose to the company include:
Customers: How can we be compensated for our loss, and can the company guarantees that they
will deliver quality products in the future?
Stockholders: How can we ascertain that such a situation is not repeated in the future?
Employees: Are we liable for this loss?
Members of the community that is interested in the company’s undertakings: Will Samsung get
back up from this loss of ROI and retain its stance in the market regardless?
Part 2: Advertising
Samsung competes in the telecommunications sector. This is a highly competitive sector
with numerous global competitors across the world. This requires that a company has vast
research on the target market I seek to attract as well as the marketing environment and
conditions and whether they would be favorable for the company in a manner that influences its
growth. Research is based on various aspects including the segmentation of the market (Bayer,
2010). As far as Samsung is concerned, however, the segmentation of its key customer segments
is done so as to assess the market and the right way that the company can penetrate the market
and gain a competitive advantage over other companies in the telecommunication industry
through the attraction and retention of customers and generating profits forthwith.
The telecommunication industry is distributed according to the customer’s value,
behavior, lifecycle, and migration. Samsung’s target market is divided into customers who are
more loyal to the product as opposed to others based on the value they derive from the company
KEY STAKEHOLDERS AND TARGET AUDIENCES
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and the brands it distributes. This segment is marked by customers who are keen on the
company’s next innovations and therefore are early adopters owing to the interest they show in
the new releases of the company (Bayer, 2010). This group is comprised of highly enthusiastic
customers who are often ready to purchase innovative company products such as Smartwatches
among others. The group is less concerned about the price attached. Their only concern is a value
for money.
This group is also comprised of professionals and high earners and therefore is capable of
spending more on products. Samsung also attracts its behavioral customers by creating
innovative products that suit their needs. This group is often comprised of younger populations
who are attracted and retained through aspects such as virtual reality lenses (Bayer, 2010).
Professionals have their needs addressed through stock and banking applications that have been
suited to their needs while customers on the migration segment are often where customers who
are less loyal tend to fall. Such customers may be attracted through innovative technologies such
as Samsung’s wireless charger.
Albeit the fact that the past few years have been challenging for Samsung, resulting in the
recall of products it had previously distributed to its target markets, Samsung, needless to say, is
adamant to keep up with the competition it faces from other companies in the industry it
operates. As such it has integrated generic and intensive growth strategies that are meant to
foresee that the company regains and stains ahead of its competitors. This enables Samsung to
remain in a competitive streak with companies such as Google, LG, Apple, Lenovo, and Sony
among others which have embraced technology and rely on these aspects to compete intensively
in the telecommunication industry (Bayer, 2010; Martin, 2019).
KEY STAKEHOLDERS AND TARGET AUDIENCES
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Albeit the fact that there is aggressive competition the rapid and technological innovation
embraced by Samsung will allow the company to differentiate its products in order to remain
competitive in the global market. In order to compete effectively, the generic and growth
strategies implored by Samsung will result in high investments in order to foresee that the
technological innovations are achieved. In doing so, Samsung will be in a position to retain or
ameliorate its competitive position.
KEY STAKEHOLDERS AND TARGET AUDIENCES
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References
Bayer, J. (2010). Customer segmentation in the telecommunications industry. Journal of
Database marketing & customer strategy management, 17(3-4), 247-256.
Martin V. (2019).Samsungs Generic Competitive Strategy & Intensive Growth Strategies.
Retrieved from http://panmore.com/samsung-generic-strategy-intensive-growthstrategies-competitive-advantage
Stakeholder communication. (2010). Retrieved from
http://www.samsunglife.com/companyeng/pdf/2010_SR_eng_stakeholder_communicatio
n.pdf
Theaker, A. (2016). The public relations handbook. Routledge.
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