Kudler Fine Foods PR Campaign

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Recommended: The Impact Of Diversity In The Workspace

PR Campaign: Overview

Kudler Fine Foods is an upscale specialty food store featuring the best domestic and imported foods in three California locations; La Jolla, Del Mar, and Encinitas. Kudler wants to position itself as a leader in embracing diversity in the workplace. Kudler will create a public relations (PR) campaign that will address the following items; PR issues, target audience, ethical implications, market research plan, how the campaign will affect Kudler’s marketing function, and finally analyze the similarities and differences between proactive and reactive PR (Apollo, 2007).

PR Issues

Social, economic and political issues arise when dealing with embracing diversity in the workplace. Kudler is faced with issues of public’s perceptions and opinions as well as the law. Employees represent the company and employees are important publics because they know the ins and outs of the organization which makes them credible to all different publics. The more diverse the workplace, the more publics the organization can reach. Legal reasons are often why companies start having diverse workplaces. “Women and minorities may be a part of an employee public, but additionally, from a broader perspective, they constitute significant publics who can damage an institution’s reputation. Insensitivity to women and minorities in all types of relationships has cost profit and nonprofit groups both money and status,” (Newson, Turk, and Kruckeberg p. 96). Once issues are clearly identified, five steps need to be followed to solve these issues. These steps are sensing the problem, defining the problem, deriving solutions, implementing them and evaluating outcomes (p. 97). Kudler’s PR specialist needs to know everything that is going on ...

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... soundness. Public Relations Quarterly, 48(1), 21. Retrieved February 12, 2008 from http://www.apollolibrary.com/ERR/ElectronicReserveReadings.aspx

Lattimore, D., Baskin, O., Heiman, S., Toth, E., VanLeuven, J. (2004).

Public relations. The McGraw-Hill Companies.

McLaughlin, S. (2003, Winter). A new era for communicating values. Public Relations Strategist, 9 (1), 6-10. Retrieved February 12, 2008 from http://www.apollolibrary.com/ERR/ElectronicReserveReadings.aspx

Newson, Doug, Judy Vanslyke Turk, and Dean Kruckeberg, (2004). This is PR, The

Realities of Public Relations Eight Edition. Wadsworth, a division of Thomson Learning, Inc. Retrieved February 23, 2008 from UOP website.

Roach, Thomas. (2005, February 1). Proactive Public Relations.

Retrieved February 23, 2008 from , Web site:

http://rockproducts.com/mag/rock_proactive_public_relations/

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