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PR Campaign and Tactical Plan

I was assigned to develop a tactical plan utilizing at least five of the PR tools listed below. Can someone help develop a better plan or least explain what I need to do?

These are the comments I received from the instructor after I wrote my portion.

Teacher's comments:

Tactical Plan--This looks like a rough draft instead. I as the client do not want to see talking points. I want to see description and discussion. For an academic paper, that means paragraph form.

My portion I wrote:

Press Release:
Riordan Manufacturing announces an innovative new design with artificial heart valves. After several years of research and development, Riordan is helping those with various heart conditions that need surgery by introducing this new artificial heart valve.

The FDA has approved the device so Riordan is looking for interested companies that would like more information on this exciting advancement in artificial heart valves and about any other medical devices we have to offer.
Riordan has released its quarterly earnings. Total third-quarter 2004 revenue is expected to be about $67 million, compared with $45.9 million in third-quarter 2003. Licensed revenue is expected to finish around $26 million for third-quarter 2004. This would be an increase from the $22.4 million of licensed revenue in third-quarter of the prior year.
Riordan is aggressively ramping up hiring employees for it's expansion in China. Please submit resumes online.

Promotional Items:
Customers will be excited about our promotion to buy 100 cases of the same item and get 5 cases for free.
Embroidered Logo Polo Shirt...will be distributed to our customers for their loyal business as recognition for those who promote our products.
Summer campaign 15% discount on our products.

Direct Mail:

If you find an identical product (i.e., the same size/product, plastic, season, etc.) offered by another US authorized supplier, we will not only match their price but beat it by 15% of the difference. If you find a lower price within 14 days of making your purchase with us, send us an email to our website.
We have added a new service package that will incorporate new and out of warranty products.
From Riordan we would like to express our Thanks for your continued business and future business.

Corporate Newsletter:
Dear Riordan employees, Riordan began a community relations program this past spring, placing an emphasis on the company's role as a corporate citizen and recognition within our community. Since April 1 of this year, Riordan has sponsored events and publicity opportunities as part of the Riordan community outreach and marketing efforts. The sponsorships supported by the community relations program are based on attaining the following goals:
Building goodwill with the communities surrounding Riordan business operations and with Riordan customers
Raising awareness of Riordan in our major markets, with a possibility for outreach programs to extend to other Riordan sites in the future.

Providing Riordan employees with volunteer opportunities

As you may know, Riordan has sponsored the SafePlace Walk and other community events in recent years. We have increased our sponsorship of events in order to meet the goals described above. While we appreciate the efforts of Riordan employees who have served as volunteers for past projects, I would like to extend an invitation to all Riordan employees to volunteer for upcoming Riordan-sponsored, community events. By volunteering, you are not only able to benefit from the positive results of giving back to your community, but you are also provided with an opportunity to strengthen work-based relationships in a more-relaxed, volunteer setting.

Many of the events have been featured in articles within the community affairs section of this employee newsletter. In addition, a few of the opportunities sponsored by Riordan marketing this spring are listed below. If you read through list and would like further information about Riordan community events, you may contact Stephanie Frangipane. As a global corporate citizen, Riordan supports the communities in which our employees live

Community Event:

Riordan Manufacturing presented a donation of $150,000 to the University of San Jose Departments of Chemical Engineering and Chemistry and Biochemistry. Riordan's contribution is part of a donation program for universities doing research focused on processes and technology used in the plastic/engineering industry. We will use these funds to support research by outstanding undergraduate students in chemistry and in chemical and mechanical engineering who would otherwise not have this opportunity.

Riordan sponsored a teacher internship in the Training department and two high school student internships in the Marketing and Human Resource departments during the summer of 2005. In addition, two college interns worked at Riordan during the summer through support of the ENLACE program at San Jose University in San Jose, California. The ENLACE (Engaging Latino Communities for Education) program is focused on improving the academic success of Hispanic students through programs like the internships at Riordan, which includes the community and builds leadership capacity.

Some additional Information:
Riordan Manufacturing
Riordan Manufacturing is a global plastics manufacturer employing 550 people with projected annual earnings of $46 million. The company is wholly owned by Riordan Industries, a Fortune 1000 enterprise with revenues in excess of $1 billion.

Its products include plastic beverage containers produced at its plant in Albany, Georgia, custom plastic parts produced at its plant in Pontiac, Michigan, and plastic fan parts produced at its facilities in Hangzhou, China. The company's research and development is done at the corporate headquarters in San Jose. Riordan's major customers are automotive parts manufacturers, aircraft manufacturers, the Department of Defense, beverage makers and bottlers, and appliance manufacturers.

Thanks!

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Please see response attached, which is also presented below. I hope this helps and take care.

RESPONSE:

Q1. I was assigned to develop a tactical plan utilizing at least five of the PR tools listed below. Can someone help develop a better plan or least explain what I need to do? These are the comments I received from the instructor after I wrote my portion. Teacher's comments: Tactical Plan--This looks like a rough draft instead. I as the client do not want to see talking points. I want to see description and discussion. For an academic paper, that means paragraph form.

Let's take a closer look at what your instructor's might mean by her/his comments a) First, when she/he says that it looks like a draft copy, this implies that the content is okay, or at least in part, but the form and organization need to changed. b) Therefore, you will need to do as your instructor suggests and take your points and write them in a description and discussion format instead.

I will show you how, first by writing your first few points into discussion paragraphs for you and then by looking at two examples that you can use as exemplars for writing your final copy. You may have to add other material, but for the most part, it seems that it more about presenting the material that you already have in academic paper format.

PR Campaign: Strategy Paper

My portion I wrote:

Introduction (every academic paper has a brief introduction, so I moved your extra information as the introduction, as it seemed to fit. What do you think? The examples I located do not have an introduction though, so I will leave that up to you to find out from your instructor.)

Riordan Manufacturing is a global plastics manufacturer employing 550 people with projected annual earnings of $46 million. The company is wholly owned by Riordan Industries, a Fortune 1000 enterprise with revenues in excess of $1 billion. Its products include plastic beverage containers produced at its plant in Albany, Georgia, custom plastic parts produced at its plant in Pontiac, Michigan, and plastic fan parts produced at its facilities in Hangzhou, China. The company's research and development is done at the corporate headquarters in San Jose. Riordan's major customers are automotive parts manufacturers, aircraft manufacturers, the Department of Defense, beverage makers and bottlers, and appliance manufacturers.

Press Release:

Riordan Manufacturing announces an innovative new design with artificial heart valves. After several years of research and development, Riordan is helping those with various heart conditions that need surgery by introducing this new artificial heart valve. The FDA has approved the device so Riordan is looking for interested companies that would like more information on this exciting advancement in artificial heart valves and about any other medical devices we have to offer.
Riordan Manufacturing has just announced an innovative new design with artificial heart valves. After several years of research and development, in fact, Riordan is helping those with various heart conditions that need surgery by introducing this new artificial heart valve. The FDA has approved the device so Riordan is looking for interested companies that would like more information on this exciting advancement in artificial heart valves and about any other medical devices we have to offer. Now that we, as the PR team have received word of this new product, we are definitely excited and up for the challenge of making sure the public knows about the Riordan Manufacturing and what they represent.

Riordan has released its quarterly earnings. Total third-quarter 2004 revenue is expected to be about $67 million, compared with $45.9 million in third-quarter 2003. Licensed revenue is expected to finish around $26 million for third-quarter 2004. This would be an increase from the $22.4 million of licensed revenue in third-quarter of the prior year. Riordan is aggressively ramping up hiring employees for it's expansion in China. Please submit resumes online.

In fact, Riordan has recently released its quarterly earnings. The total is indeed impressive. The total third-quarter 2004 revenue is expected to be about $67 million, compared with $45.9 million in third-quarter 2003. ...

Solution Summary

This solution provides suggestions for a PR Campaign Strategy paper, including a tactical plan utilizing various public relations tools.

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