Case Study of Australian Tourism Export Council

Question: Discuss about theCase Study of Australian Tourism Export Council. Answer: Introduction According to an old saying that reputation is everything in any sort of business. It is said that it takes years to build any type of business but it takes only a few seconds to lose it. While putting together a PR plan the person must be specific. Reality is the basic priority. The first thing to prepare is the budget. The budget is something that that has to be sorted out. The PR can write a huge plan. But it is the client who decides the structure of the whole just because they are spending the whole money (Hendrix, Hayes Kumar, 2012). Thus the important factor is to know that how much money is available in order to do the job. It can be said that in case of running out of money the PR can obviously spend their time. But before leaping into the business it ismost important to know what is more essential, the money or the time. Australian Tourism Export Council has conducted a PR campaign, and to mitigate the PR issues of the same. An action plan is said to be that plan which is mainly used for those who does what and when. Most of the PR plans follow certain rules which must be followed in order to carry forward the task. They can be summarized as follows (Dowling Moran, 2012): Problem Statement PR issues has certain problem that should be sorted out in order to prepare a full fledged program in a more specific way. SMART Objectives SMART objectives are mainly said to be different versions of this view which mainly deals with certain perspectives of the program. SMART deals with certain viws like: (Edwards, 2012) SPECIFIC- It is very much important to define the basic goal of the program. The main aim is to bring up a healthy relation with the customers and to achieve new customer. Not only that it specifies the number of customers that has increased in recent years. MEASURABLE- In this section it follows that how the PR campaign will deal with all the problems in a certain span of time. The basic growth of customer is the actual aim to measure in respect of the company. A time span of approximate 6 months can be taken in order to resolve all the issues. ATAINABLE- It is nothing but the ability to complete the objectives with a certain amount of time. Whether the issues can be mitigated during that span of time is the main concern of the PR. Not only that if the objective that has been set out is complex it can be broken down into smaller pieces for more accessible with the aim. To be more effective it is very much important to create a fragmented part of it. Next step is to conduct interview for the very first release. Two press releases which are in the per month basis. Writing two press releases per month is a broad task. Thus the breaking of the term is to will heal this problem. REALISTIC- To be realistic means that to be honest with the given objective setting. To be more realistic is to achieve the project deadline. News that has been given has to be set up with grave realism. Enough numbers of press releases, should be met (Smith, 2012). When the task in a broader sense then two press releases are not enough to meet the requirement.Certain questions should be asked like: Do they have enough numbers of information in order to cover the whole press meeting or not. TIME BASED- This mainly deals with the objective of giving a certain time or date. When a PR is more specific with the deadline it is better. The time period that has to be achieved for campaign is for around a period of 6 months. ( Parente Strausbaugh-Hutchinson, 2014). Actually there is a lot of difference between what the PR thinks along with how the work has been done fnally. Any task or project management will encourage so that the deadlines can be set properly. Thus in the above discussion it has clearly stated the basics of the PR issues that should be sorted out in order to prepare a full sorted PR campaign. Target Audiences The kind of people that the company wants to meet. Certain target audiences should be at first identified in order to mitigate the PR issues (Parente Strausbaugh-Hutchinson, 2014). Three oganisations that can be identified as the target groups are the hospitality sector, the e-commerce sector and the gamming sector. Specific Needs of Target Audience Some of the basics of the target groups are described below: Hospitality Sector- Most of the hotel groups makes a grave mistake of ignoring the PR segment. They mainly fail to appreciate the basic importance of the communication system that carries the rand imge. As a the hospitality sector fails to decide the importance of public relation to be critical (Kunczik, 2016). An international PR firm will lead the travel campaigns for branded multi-national motel companies, world class spas and also destination resort. Ecommerce- It operates a highly competitive markets and the clients rely mainly on building and managing their reputations more effectively. Not only that they corporate campaigns in order to strengthen the confidence of the investors and also the boost the sales(Hendrix, Hayes Kumar, 2012). Gamming- The PR of the whole of video gamming market has changedin a great deal. They are mainly targeting the potential customers through their daily life like at work, at home and even through the gammimg apps(Kunczik, 2016 ). Ethical Problems A conflict of interest is basically a situation where an organization or person is involved in financial or multiple interests. It can be said as that it can always be discovered before the occurrence of any sort of corruption.(Cornelissen, 2014) According to a definition it can be said as A confict of interest is nothing but a set of circumstances that creates risk. The conflict of interest can be divided into two genres. They are the primary and secondary interests, the integrity of research, duties of public office. Primary interest is said to be the principal goals of any activity like the health of patients, the protection of clients, and integrity of any research. While the secondary interest mainly includes the financial gain which are required for the advancement not only that conflict of interest focuses on the financial relationships.(Tumber, 2013). They are not wrong but it becomes objectionable when they becomes more important than the primary interests. Whether the word conflict in the conflict of interest exist or not is basically influenced by the secondary interest. It will exist only if the circumstances are believed through the past experience in order to create a risk that can be influenced by the secondary interest. Justification The basic of any organization is its PR programme. Thus the PR programme of Hospitality is nothing but to mitigate the basic problems with their required clients. It mainly helps with the hospitality body as well as the target of the governing body to communicate with the clients more easily. Not only that the basic of any sector is the PR of that particular sector. Here the hospitality sector provides with mainly the idea of the betterment for the PR campaign in order to select the programme. Most of the idea is to select a justifiable field to describe the given fields. And the fields chosen has been the best choice that can justify the whole campaign. References Cornelissen, J. (2014).Corporate communication: A guide to theory and practice. Sage. Dowling, G., Moran, P. (2012). 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