Public Relations are the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc. Things we learned from Public Relations are provides a better understanding of the company, promotes brand image, and it is helps the company keep a good reputation. Public relations provides a better understanding of the company because it provides insight on what the company is up to and how things are running. Customers can always find out if the company is planning to launch a new product or thinking of innovations on already made products. Additionally, customers can find out about events revolving around a certain product. Therefore, the customer can attend the events that are supporting a charity or a product. Likewise, Public Relations promotes brand image by holding events and plastering the brand all over. There are certain events that are supported by one type of candy. Hershey partners with activities and events that in return promote the product throughout the event. Lastly, Public Relations helps the company keep a good reputation. Hershey provides opportunities where customers can come and experience the product before purchasing it. For example, Public Relation has held events in different states to promote different brands. A big campaign that happened last summer was surrounded by S’mores. It was called Say S’mores and it was intended to encourage families to create S’more’ summertime memories. The campaigns consisted of contestants taking pictures of their favorite S’mores moments and posting them to Facebook. There would be three monthly winners and each would receive awards varying from roasting skewers set, picnic blanket and... ... middle of paper ... ...re aware not only in the U.S. but in major countries. The confections industry can be taken to a whole new level because of spreading to different countries companies are than reaching other cultures. There is a whole new world outside of what we are used to. A product that nobody has thought of now could possibly become a top selling product in the future because of the influence given from another part of the world. Works Cited: http://www.pwrnewmedia.com/2011/hershey/smores/index.html http://www.prnewswire.com/news-releases/reeses-sweetens-ncaa-march-madness-with-perfect-pick-promotion-and-annual-college-all-star-game-142095723.html http://www.alexgpr.com/2011/08/hersheys-pr/ (http://www.thehersheycompany.com/social-responsibility/csr-report.aspx (http://www.hersheystrackandfield.com/about.aspx) (http://www.wisegeek.com/what-is-public-relations.htm)
The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to create, maintain, and protect the organization’s reputation, enhance its prestige and present a favorable image,” as defined by Inc. Magazine’s online encyclopedia. Fundamentally, it is not the goals of public relations that have changed with social media, but it is the means of accomplishing these goals that is dramatically changing.
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
Hershey is a widely respected brand name and as a fact is the largest producer of quality chocolate in North America and considered as global leader in chocolate and sugar confectionery. With history dating to 18th century, Hershey competes with Nestle and Cadbury to dominate global confectionary business. The main product lines include chocolate and confectionery products; food and beverage enhancers, such as baking ingredients, toppings and beverages; and gum and mint refreshment products. Corporate strategy of Hershey is focused to deliver growth and capitalize by diversifying its brand in the global market.
Hershey’s takes advantage of many different types of advertising. Television commercials and ads are very common. Sponsorships is also another very common way Hershey advertises. Hershey sponsors everything from ice skating shows, to racecars. The Hershey Food Corporation is very competitive so they need this type of advertising. However, the only other major corporation to compete with is Mars. The chocolate industry is diffidently not pure competition. Mars and Hershey’s form an oligopoly. Hershey’s has so many different kind of products that they have a lot of competition. The company has branched out to where they’re not only competing against other chocolates but also for fruit candies, and baking chocolate and chocolate drinks as well. The fact that so many products are offered, extends the corporation to different divisions. Mexico and Canada have manufacturing plants. Seventeen manufacturing plants include Hershey, Pa (Hershey plant, Reese plant, West Hershey plant0, Hazleton, PA, Lancaster, PA, Memphis, Tenn., Naugatuck, Conn., New Brunswick, NJ, Oakedale, CA, Palmyra, PA, Reading, PA, Robinson, Ill., Stuarts Draft, VA, Wheatridge, CO, Dartmouth, Nova Scotia, Montreal, Quebec, Smiths Falls, Ontario, and Guadalajara, Mexico.
The Hershey Company is the largest manufacture of chocolate and candy in the United States. The Hershey Company produces and sells a wide variety of sweets, including gluten-free and sugar-free sweets (The Hershey Company). Some famous brands produce by The Hershey Company include, Hershey, Reese’s, York, Kit-Kat, Ice Breakers, Twizzlers, Almond Joy, and Mounds (The Hershey Company). Milton Hershey changed the candy making industry by turning his caramel business into a chocolate industry, caring enough to influence his company to help organizations and individuals, and by remaining successful for over a hundred years.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
Its market is ruled by four powerful brands: The Hershey Company, Mars, Incorporated, Nestle S.A., and Russel Stover Candies Inc. They control the 85% of the total confectionery market, being The Herhsey Company the most important of this sector with a share of 40.2% of the market´s value; Mars Inc. with 30,7%; Nestle with 9.3%, and Russel Stover Candies with
This brand communication campaign has as its primary objective to establish Nona’s Sweets as a high end bakery in the University area of Charlotte, North Carolina and to maintain brand awareness of Nona’s Sweets goods among the families, businesses, and churches in the area that crave high quality baked goods.
Non-profit organizations are unique business institutions whose primary focus is the fulfillment of an organizational mission. A non-profit organization is truly only identifiable from a for-profit business by observing the eventual flow of money. This difference can be seen in both the flow of money into the organization as well as the resulting outflow of profits. Not-for profit organizations typically receive their funds from operations, donors, and memberships while recycling any profits back into the organization.
In order for a company to prosper and grow, some look to new products and packages, new uses and/ or new markets. A few of the companies featured used their ingredients as a marketing tool; while others utilized their appealing catch phrases as the main tool in their marketing scheme. Often, during this type of product propaganda many is revealed about the company; while the product itself is tucked behind the hype and flashy words of the companies’ marketing geniuses. The companies featured in this module seem to stick to certain trends such as marketing to one group of the population. Of the marketing schemes that arise include, targeting children and using the “mommy, buy me that” factor, the “on the go” American, the creative individual, and women who want to eat and feel good about themselves doing it. Many of these strategies seem to work however, one might want to reflect on the truth behind this propaganda. Nevertheless, marketers need not fret about if they are stretching the truth or not; all that matters is if the product sells.
The company’s name got changed in 1968 to Hershey Food Corporation and it expanded its operations with different product lines, in addition to this, the company acquired other companies that manufactured similar products. The company is currently the leader in production of both non-chocolate and chocolate confectionery products all over North America. The company’s products are known and enjoyed in several countries around the world; the company is still committed to its vision and values and it continues to produce new products.
Public Relations has acknowledged public involvement as the most essential factor of the practice since its creation. However, the means and methods of reaching the public remained significantly limited until recently. Over the last decade, public relations has welcomed the use of varied tools, including new media, to further their reach and cultivate relationships with its publics. The term “new media” encompasses a variety of non-traditional methods including social media. Social media has become a significant catalyst in the communication sector of public relations. The pairing of social media and public relations has helped create new opportunities for brands through two-way communication, social case study campaigns, and social sharing.
In today’s confectionary industry, chocolate makes up the largest amount of sales whopping in at around $22 billion annually which accounts for over 60 percent of all candy sales. Chocolate is one of the most widely consumed products in the world, with North America being its leading consumer and followed second by Europe. All though most people do not know the unique origins and tedious process required for producing the popular treat.
"There is a fundamental difference between the functions of public relations and the functions of marketing and advertising. Marketing and advertising promote an individual product or service. Public relations promotes an entire organization" (Seitel, 2004). There are several functions of public relations and they can be categorized into organizational functions and societal functions. Some of the organizational functions of PR are: media relations; employee relations; and community relations. "PR specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them" (Bureau of Labor Statistics, 2006).These functions are organizational because they maintain goodwill between the organization and consumer by providing information on how the organization contributes to the overall well-being of the community.
Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders