Introduction
The mission of HP is to give its customers quality services by providing value and fulfilling their objectives. The mission statement is: “We earn customer respect and loyalty by consistently providing the highest quality and value”. Teamwork, integrity, excellence, and citizenship are the central values of HP. Giving their customers reliable and quality care and passion inspires and builds their customer’s trust. Moreover, through innovation and new technology, HP is assisting its consumers.
HP PR Campaign Reflection
The overall Public Relations campaign is about the maximization and responsiveness toward sustainability by adopting and initiating environmental practices. The developers implemented specific theories and perceptions in communication and PR campaigns to get these results. These frameworks considered various concerns the leaders had to be careful of during the campaign. The main theme of the Hewlett Packard (HP) campaign was: Planet Partner and Recycling Program. This is an effective initiative and vigorous strategy for future sustainability. Moreover, the campaign provides a model for other companies to initiate productive and sustainable activities for their consumers while transforming the integrity of the environment.
Relevance to the PR Campaign: Theoretical Frameworks
Experts in the field of management indicate that PR campaigns need to have clearly defined messages capable of resonating with the demands of the target audience. From the analysis, it was notable that the PR campaign was able to promote the idea of sustainability with HP’s business model. The involvement of all key partners and leaders throughout the approval, launch, and support of the initiative made it easier for HP to achieve its goals (Smith, 2017). By focusing on the current position and the future goals of HP, it was possible to apply the best tactics to craft and deliver the much-needed message.
Smart objectives
The PR campaign objective is to engage the consumers in the UK in the recycling process of electronic and hardware devices. The campaign’s main aim is to build awareness about the environmental issues resulting from the disposal of electronic products (Ismagilova et al., 2017). Moreover, with the help of the sustainability campaign, HP Company is building a long-term relationship with its customers. The campaign used several means of communication and media platforms such as print and radio, and social media platforms which is a positive initiative to promote the campaign and the brand.
Although the campaign’s objective is to bring awareness among the HP consumers in the UK, the participants need to expand its sustainability activities into other countries. Other companies are working on the sustainability of the environment, which builds competition in the wider industry. Limiting the target audience will limit the company’s relationship with customers, so targeting individuals other than the HP consumers will attract more customers who are conscious of protecting the environment. It will also assist in building a sustainable environment globally and encourage more people to promote the brand (Ismagilova et al., 2017). HP can also develop an app through which people participate in the environmental sustainability campaign that will influence people globally.
Online-Based Plan
The completed PR identified the use of the company’s website as appropriate and capable of delivering positive results. The primary goal of online-based strategies is to ensure that members of the wider community are allowed to engage in authentic dialogues. In the campaign, the company was guided to rely on the use of social media (Ismagilova et al., 2017). This approach would integrate polls on Facebook and Twitter would help improve the level of cross-promotion. After the launch of the social media platform campaign, it was necessary to consider the power of Hashtags on Twitter. The campaign would also entail the use of blogs and share stories promoting the company’s recycling program in the United Kingdom.
Different social media platforms can educate the UK customer while acquiring numerous insights from possible stakeholders. The inclusion of Web analytics on the website will make it possible for visitors to complete their tasks more effectively and efficiently. Through these tools, HP can serve millions of its clients at the global level, such as small businesses, key customers, and firms engaging in e-business (Ismagilova et al., 2017). Based on these key aspects, it is evident that the online approach would shape clients’ attitudes and maximize chances of engaging or supporting a wide range of recycling activities.
Event Plan
Past scholars have indicated that effective PR campaigns need to develop desirable reputations and help companies maximize their performances. In the presented initiative, the formulated plan was intended to transform HP’s sustainability image and sensitize more people about such developments. Oliver relies on this understanding to explain how PR needs to focus on the specific organizational reputation. The emerging messages need to resonate with the current or past social responsibility performance of the specific organization. For the PR campaign, it was necessary to ensure that the messages were not propagandistic in nature. Instead, it was appropriate to present key details and creates the best opportunity for helping promote environmental conservation.
It was noticeable that HP had considered various initiatives to deliver meaningful experiences and messages to its UK customers. At HP, the top leadership acknowledges that the best strategy to become recognized is to deliver messages that are verifiable and correct. The company identifies the unique expectations of all business partners, clients, and community members (Ismagilova et al., 2017). The campaign is characterized by vignettes showcasing how people and firms can adopt emerging technologies that are environmentally friendly. This viewer or audience can learn more about HP’s strategy for helping business partners deliver sustainable products to more customers.
Media Relations
To have a successful PR campaign for HP, it was possible to consider the power of mass media and its ability to improve the overall level of company-client communication. While it would have been possible to rely on the company’s website and social media to increase awareness, something greater was needed. This approach was informed by the fact that HP was a global company with a presence in almost every part of the world. It was necessary to include all key players and ensure that the focus was on the global audience (Ismagilova et al., 2017). Within the past century, corporations have been relying on traditional avenues to inform, attract, and sensitize more people about the products and services available in the market.
The developed campaign was intended to attract the attention of the global client. To achieve this goal, the organization would rely on print media to place adverts detailing the new business model and mission. Such ads would also be availed using online-based platforms. This outcome would be realized because most news media organizations have websites and public online content periodically. Such an approach would help attract more people and inform them about the nature of such products and technologies. The PR campaign is also founded on the use of outdoor and television media components (Smith, 2017). Such measures would be launched in different regions across the UK to deliver the best results. The use of magazines, Google’s ads, and the Yahoo! website would increase the chances of success.
Through the power of this model, HP’s PR campaign would help promote or foster an acceptable symbiotic relationship between the company and its key stakeholders. The professionals will find it easier to strike a favorite balance between entertaining and informing most of the clients (Smith, 2017). This means that more possible clients will find it easier to associate with the emerging technologies, and recycling processes, and rely on them to achieve their goals. The use of press releases and the power of the company’s website would reflect a pliable template, thereby increasing the chances of having a successful PR campaign.
The consideration of the proposed statement aimed at empowering more people and professionals to work with HP would deliver something better. If this PR campaign is to succeed, the participants need to rely on the power of a hook that can maximize publicity for the initiative. More people would be willing to become part of the conversation. The inclusion of televised interviews with some of the leaders at HP would encourage more people to be part of the initiative (Smith, 2017). The emerging conversation founded on mass media will increase chances of making the recycling program successful.
Corroborating and Adding to Studied Theories
The formulated PR campaign for HP has the potential to help the corporation achieve its sustainability aims. The exercise has helped shed more light on the role of mass media and its importance in maximizing brand awareness and equity. Such a model proposes the combination of different tactics and resources to ensure that the formulated messages are conveyed to the targeted clients. The exercise has encouraged me to appreciate the fact that different platforms could be combined to deliver the intended goals (Ismagilova et al., 2017). This approach helps engage different influencers and partners. In the selected HP case, the campaign integrates all the concepts and platforms capable of supporting message delivery.
The studied and developed campaign has shed more light on the AIDA model. This framework encourages leaders to identify the power of media platforms. Social media and the company’s website work synergistically with other traditional platforms to inform more people and influence their opinions. The use of magazines, news media, radio adverts, and televised interviews will support the campaign in accordance with the attributes of the AIDA model (Ismagilova et al., 2017). The combined efforts will ensure that mass media is adopted efficiently to influence the process, deliver credible evidence about the company’s new message and mission, and maximize trustworthy. Consequently, the adopted initiative for the PR campaign would match the intended action and elicit the needed desire (see Fig. 1). More people in different parts of the world would become more interested in the brand because it seeks to protect the integrity of the natural environment.
The other notable aspect from the completed PR campaign is that it has presented powerful attributes regarding brand awareness and increased equity. When a specific product or service is launched successfully in the market, it becomes easier to guide the targeted people and ensure that they make desirable purchasing decisions (Ismagilova et al., 2017). When done correctly, companies can be able to maximize positive perceptions and ensure that more people want to associate with the specific brand. These attributes have the potential to increase brand equity and acceptability. According to Smith (2017), this concept of equity expands or improves depending on the nature of the brand name and the provision of acceptable messages. The campaign has supported the idea that proper approaches to successful equity can help maximize the credibility and reputation of specific products in the market.
The formulated tactics are, therefore, evidence-based and work collaboratively to drive the notion of brand awareness. The involvement of key players and leaders enhance the brand and make it attractive to more people. The completed PR campaign has revealed that HP stands a chance to collaborate with key stakeholders and help improve overall performance (Smith, 2017). The use of specific media platforms will increase brand awareness. These efforts will ensure that the brand resonates with the demands and expectations of both the leaders at HP and the targeted customers.
The PR campaign becomes a powerful strategy for supporting a brand that resonates with the concept of sustainability. This happens to be the case since the company is able to present targeted messages to the identified customers and business partners in different parts of the world. The emerging mission statement or theme is capable of encouraging more customers to be involved in recycling processes and acquire its key products (Shariq, 2018). The model will help make existing marketing programs more effective, improve the level of brand loyalty, and create a sense of competitive edge (see Fig. 2). Through the power of this PR campaign, more customers will become confident and be in a position to make timely decisions about HP’s products. These gains would be founded on the major aspects of brand equity development, including brand associations, loyalty, perceived quality, and loyalty.
The completed exercise is also in accordance with the notions of planning and evaluation. At HP, continuous procedures have been taken into consideration to plan and execute the campaign. These ideas were replicated in the developed plan to ensure that desirable gains were recorded in a timely manner (Edwards, 2018). During the planning phase, financial and budgetary allocations tend to be necessary while focusing on the desirable timelines. These emerging ideas from the completed PR campaign are evidence-based and capable of making any given company successful.
Conclusion
The process of designing the best PR campaign for HP presented new opportunities and ideas. The initiative also led to the contextualization of most of the theories and concepts within the field of marketing. The process of maintaining positive relationships between brand awareness and communication is essential to delivering inspirational messages. The involvement of different professionals, the use of practical evidence, and the power of leadership help implement PR campaigns more efficiently and present room for change. Individuals who want to launch successful sustainability PR campaigns in the future should, therefore, consider most of the identified procedures, ideas, and frameworks.
References
Corporate Finance Institute. (2022). What is the AIDA Model in marketing? Web.
Edwards, L. (2018). Understanding public relations: Theory, culture and society. Sage.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer.
Morris, T. (2016). PR today: The authoritative guide to public relations (2nd ed.). Macmillan Education.
Shariq, M. (2018). Brandy equity dimensions – A literature review. International Research Journal of Management and Commerce, 5(3), 312-330. Web.
Smith, R. D. (2017). Strategic planning for public relations (5th ed.). Routledge.