Hypothetical PR Scenarios. Situation Statement: (opportunity) Cloe s Fashions, an Illinois department store

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Cassandra Patrick
5 years ago
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1 Hypothetical PR Scenarios 1.) Cloe s Fashions Situation Statement: (opportunity) Cloe s Fashions, an Illinois department store catered to plus size women, will soon be opening. Cloe s aim is to present a positive image of fullfigured women and reassure them that they too can look beautiful in the latest fashions. Objectives: To increase public awareness of Cloe s Fashions opening Generate a customer base Combat the views equating style and fashion with thinness Generate sales that surpass PR campaign budget within the first quarter of business. Audience: My target audience would be plus size women in Illinois Then I would target plus size women in the surrounding areas of Illinois. (Women go to great lengths for fashion and because department stores with the latest fashions that cater towards fullfigured women are hard to come by, plus size women may be inclined to travel a little to be fashionable.)

2 Strategy: To create a customer base for Cloe s Fashions through tactics that appeal to the idea that size does not matter, beauty comes in all shapes and sizes, so the latest fashions should too. Tactics: Press Release of the upcoming opening. Feature Story on Adele, a famous and beautiful plus size woman, who was regarded for her style and poise. Feature Story that focuses on Chicago s Fall Fashion Week, to incorporate the angle that tops designers, like Dior and Gucci are there to show off their latest lines, yet these clothes do not come in plus sizes. Facts Sheet designed in a template similar to that of a women s sizing chart. Place ad in the Chicago Tribune and on Chicago Fashion Magazine website with store opening information and picture of a plus size model in Cloe s latest clothing line. Hire plus size models to wear Cloe s latest clothing line and go to the elite Chicago nightclub Transit. Every second Friday of the month is Models and Bottles. A VIP table would be purchased for the models to attend the club on this night to show off Cloe s Fashions and counteract the typical, skinny Transit models. Television ad that highlights stylish, beautiful fullfigured women in Cloe s Fashions. Create website and link it to StyleChicago.com

3 Calendar Jan Feb March April May June July Aug Sep Oct Nov Dec Press Release Feature Story Facts Sheet Print Ads Club Appearance Television Ad Website Budget Consulting fee (146hrs $150) 21, Print Ads (3 ads in the Chicago $755 each) 2, (3 ads in Chicago Fashion $399 each) 1, Club Appearance (1 VIP $150 each 2) (5 $20/hr for 3hrs 2) Television Ad (@ $60 a slot for airtime 5 a week for 10 weeks) 3, (Production cost) Website ( ) Total 29, Contingency (@ 10%) 2, Grand Total 32,994.94

4 Evaluation Measure sales after the first quarter of business Ask customers for their zip code at checkout to see what area they came from. (Keep track in computer) Measure how many hits the website receives each month Feedback at club appearances Determine steps that can be taken to improve the success of similar future activities 2.) Turkish Twist Situation Statement: (problem) A serious accident occurred at Cannon Point Amusement Park when the safety straps on the ride, Turkish Twist, gave way causing patrons to now panic and speculate the safety of rest of the park s rides. Objectives: To minimize negative publicity To rebuild the confidence of park visitors To bring back fallen attendance Audience: Families who frequently attend the park Other frequent park attendees

5 Concord community Strategy: To minimize the negative publicity and feelings of fear by emphasizing new safety procedures at the Cannon Park. Tactics: Press Release in regards to the accident (stress that this was the first accident Cannon Park has experienced in its 25 years of existence and what the park is doing for those injured). Press Release to inform of new safety procedures. Safety programs to raise park safety awareness to guests in a fun way. Brochure that details the park s ride inspections Daily ride inspections 24/7 maintenance. Attractions are inspected every night and rides are not authorized for operation the next day until scheduled preventive and corrective maintenance has been done. Family Day at the park. Families get in at discounted rate. TV ad campaign that displays the quality of the park s history and the upcoming summer attractions. Coupon ad in the Concord Monitor for the first day of summer.

6 Calendar: May June July Aug Sep Press Release Safety Program Brochure Family Day TV ad Coupon Ad Budget: Consulting fee 6, (42hrs $150) Brochure 2, $.50 each) Television Ad (@ $60 a slot for airtime 5 a week for 20weeks) 6, (Production cost) Coupon Ad (1 in the Concord Monitor) Total 15, Contingency (@ 10%) 1, Grand Total 17,160.00

7 Evaluation: Measure attendance on Family Day Measure attendance with coupon How well did the crisis communication plan work? Review the media. Where there any areas that could show our company in the positive light? How was our relation with the media during this crisis? Community relations: How did the community act? How can we build a better community relationship if there was a problem with it? Was the public aware of our crisis and did they have the correct facts?

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