INDEX
Page No. Topic
3 INTRODUCTION
4 ORGANIZATIONAL CONSTRAINTS
5 THE PUBLIC RELATION ACTION PLAN
7 NEED FOR EMPLOYEE COMMUNICATION
9 THE ROLE OF PR
10 FORMS OF EMPLOYEE INVOLVEMENT
12 SUGGESTION SCHEMES
14 CASE STUDY
16 BIBLIOGRAPHY
INTRODUCTION
In any successful organization the relationship between the employer and the employee is cordial and there exist mutual respect for each other. There are immense benefits of team sprit. It leads to improved production, employee motivation, customer satisfaction and reputation of business. Therefore, every organization should have a vision which should be common.
Sharing of a common vision enable the organization to massage it activities successfully instead of being dominated by one voice on the top.
People should be involved in the functioning of an organization so that they they get motivated and that the organization is working for their interest as well as its own. The employees should be rewarded not only in financial terms of feeling that they belong to a winning team.
No business organization can succeed unless and until the corporate objectives of business are compatible with the personal objectives of individuals.
There are two parts of corporate relation such as:
1. Employee relation or internal relation
For example: Mutual respect and understanding between employer and
employee
2. External relation
For example: customer relation, investor relation etc.
ORGANIZATIONAL CONSTRAINTS
A large number of organizations very often fail to make use of skill and knowledge that are possessed by their employees. The fact is that even the workers today want more involvement in and control over their own work.
In the history of employee relation all over the world, the subject of employee involvement has been a topic of recurring interest.
There are varied reasons for the same. They are
Employees are often unaware of what others are doing in the whole organization.
They are under the impression that any type of face to face communication, meetings and discussions is waste of time.
When the employees are not allowed to influence events they feel powerless and also lose a feeling of commitment.
Employees develop a feeling of insecurity when they are not able to see the value of their position.
Employees are ignorant about the organizational goals and they do not know what an organization successful.
THE PUBLIC RELATION ACTION PLAN
In the recent times the management have come to realize the changing workers values and as such they are trying to bring a change in the total work environment.
Every organization has to adapt to the changing environment and bring about necessary changes. In fact, adapting to the change is important. As an agent of change the public relation believes in sustained, permanent nature of public relation within the organization.
The value of good communication between the organization and its employees and between the shop floor and management is understood well.
It is necessary that public relation should identify the internal and external goals which can get best out of the employees.
In order to tap the interest of the employees the public relation action plan must include:
A vision for the future with involvement and commitment of all the members of the organization.
The transaction of the set vision into an action plan for change and adjustment taking place in the environment.
Encourage the employee to understand the aims of the organization.
Develop a greater understanding and appreciation of the common interest and mutual interdependence of all the section of enterprise.
Make full utilization of the employee potentials for organizations development and individual employee growth.
Provide a feedback and take review of the progress made
Warning signals and cautious footsteps for the public relation personnel:
Don’t try to extract and achieve too much in a hurry.
Remember the key players in any organizations are the workers and their unions and not the management.
Know the entire structure and functioning of the trade unions.
There is bound to be criticism about the management as well as public relation action plan by the workers.
It should be taken positively.
The public relation and communication activities in commercial and industrial organization may be treated with utmost skepticism by management, unions and employees. Do not get upset.
Be patient and learn step by interaction with the union for improving relation.
Try to understand that the union representatives have problem expectations and values which may not be agreeable with the objectives of the organization.
When people are given an opportunity to have some influence over what actually happens around them, only then that a feeling of commitment is developed towards the organizational objectives.
NEED FOR EMPLOYEE COMMUNICATION
The in house campaign is best suited for tackling the issues involved in employee communication from inside. Since the solution to the problems come from the bottom up, everyone is expected to participate in the creativity of the organization. It is not one person but all must think and act together to find various way to grow. The employee communication aims at receiving positive feedback with the help of verbal and/or non-verbal means, which is reality is a sender/receiver activity.
According to Redfield (communication is management) whether an organization aims at service, production or distribution, it consist of individuals and group of people. Their work is related to work of the other group and individuals as well as the organization.
Therefore the policy of an employee oriented corporate culture can not be carried without the total internal communication which plays a decisive role. Individual can not do without communication if they want to function in a way that is both motivating and motivated. The employee’s need correct and thorough information in order to be able to propagate the organization’s identity and stand up for one’s organization if attacked by others. Correct employees communication increases interest in the organization, support and strengthens its identity.
Requirements for effective Employee communication:-
Lynn Townsend has set forth the following eight requirement for effective employee communication:
Employee communication must be recognizes as an essential tool of management. It is a way to achieve corporate objective, build team work and motivate. It can make managers become better leaders. This requirement recognizes that employee attitudes and resulting performance are improved by effective communication.
Employee must be well-informed concerning their mutual interest in company success. Management position on issues need to be know, an employee should be persuaded to actions that will be best serve mutual interest and goals.
Individual’s managers must actively support corporate communication efforts. Managers must develop team work among them and work co-operatively with the corporate office. The management has responsibilities to create a climate conductive to communication and to maintain the flow of communication through open channels.
Great emphasis must be placed on communication and measurement. Communication can not be left to chance. There must be a plan as to communicate what, how, to whom for what purpose and to what effect.
Top management must establish a communication climate; other divisions and departments will reflect this climate.
A long term investment in professional talent and communication programming must be made. Programming and qualified people cost money, but it is well spent.
Management most recognizes its responsibility to listen as well as to speak. If the boss is not a good listener, those who report to him will soon stop trying to communicate with him.
Management must recognize the desire of employee to help their company, and the power of communication to tap this great potential. employee is willing to help, and communication can turn this desire into action.
THE ROLE OF PR
If the organisation wants to improve internal communication internally, it should first get the managers and supervisors to communicate with people who they manage. In many professional organisations, the management comes forward to help the trade unions communicate with their member.
Unfortunately it is seen that neither side is known to be doing this important job. In such a situation PR person as communication expert have crucial role to perform.
However on account of rapid progress and application of media, the shop floor has passed through an evolutionary process.
Under such a situation higher standards of the means of internal communication will be the only acceptable solution. As a result of this there is another challenge to PR in the new communication environment.
In order to promote effective communication within the orgnisation, the PR conjunction with the managerial personnel has to be prepared and put into practice an action plan. This will apply to PR as well as the managers including first-line supervisors. With help and support of the top management, PR may oversee and given pervasive guidance to all those who need to the communication.
The following are the essential guidelines.
1) Never create the distance between yourself and the workforce. If there is any existing hurdles close the gap.
2) Frequently meet the employees & keep communicating in a sustained manner.
3) Even in the presence of Management Information System & delegation of authority senior manager must not stop personal communication.
4) Whenever you find an employee or a group of employee have done well be generous lavishing praise as well as reward. It is a good moral booster.
5) Never make promise instantly or in a hurry.
6) The communication between the employees and the union leader should always be clear cut. If you find there is a communication gap do not hesitate to point out to the union above the dissatisfaction with communication between the employees & the leadership. Although it is difficult, but it will be an excellent source of constructive co-operation & mutual trust.
7) Communication just does not mean instructing people about what to do & how to do it should be made entirely participative. Involvement & participation in the decision making process lead to commitment.
8) The biggest obstacle to motivate the employees is lack of communication or it’s in appropriateness. The managers should be made this to understand.
FORMS OF EMPLOYEE INVOLVEMENT
According to Maslow in motivation and personality secrecy, censorship, dishonesty and blocking communication threaten all the basic needs. Given below are a few employment arrangements which may go a long way in order to fulfill employee needs. According to the employees all of these and many more activities are communication in returns and will effectively promote employee involvement.
Activities Employee involvement
1) Written and face to face communication from managers to employees with 2-way exchange of views and ideas. 1) Briefing sessions, house journals, training and development courses as health safely new legislation etc.
2) Upward communication designed to tap the employees knowledge and opinion and both at the individual level and through mechanism of small groups 2) Total quality management, suggestion schemes, quality circles, attitude survey.
3) Handling grievances 3) Individual employee shop floor supervision union and management representative.
4) Consulting employees and their representatives as a management process 4) Joint consultative committee, work committee/council. Worker representative on the board of directors corrective bargaining on monetary &benefit issues
A significant aspect of employee’s involvement and employee communication was revealed through a case study conducted in several Indian organizations in private as well as public sectors.
The perception of the workforce feeling a sense of environment and moderate satisfaction with communication process can be noticed at least 13% people. They are not satisfied with the important fact of working life. (P). in the worst case (T) the respondent constitute 27% who are thoroughly dissatisfied with all aspects of their service condition, involvement and communication. The respond under Q. R. S. are distinctly homogenous group like P. & Q. but differ widely in their attitudes towards basic questions of entitlement involvement and communication.
P: Involved with the organization and moderate satisfaction with employee
communication but totally dissatisfied with pay benefits and working
conditions
Q: Involved with the organization and satisfied with employee communication
but not satisfied with pay benefits and working conscious.
R: Not involved & dissatisfied with employee communication but satisfied with
pay, benefits & working condition
S: Satisfied with all the above
T: Dissatisfied.
The PR and communicating people may draw their own conclusions and proceed with the right managerial strategies and communication mix.
SUGGESTION SCHEMES
The basic idea of suggestion scheme in the organization is to build a two way communication process. The scheme spells out clear rules and procedures for submitting ideas as a motivating device. There are many possibilities. A few of them are.
1. Suggest different ways and means for the optimum utilization of the available resources and increase productivity and profitability.
2. Suggest ways of standardization of work and procedures and thereby simplify and improve quality of work.
The belief of being heard would result in motivation and greater productivity.
Employee Communication and Media:
There are many media available for employee communication. The public relations expert will determine the suitable media, depending on the budgets provided for the employee communication and need. It calls for the skills of the public relations practitioner. Employee communication is ultimately desired to build loyalty and respect. The objective is to make each employee feel an important part of the organization. Unless the employees are well versed with the policies and broader objectives of the organization they will not do the best job for the accomplishment of the objectives. Employees are the internal public and the public relations officer should give a major effort on communicating with them to promote good internal public relations.
It is necessary for the PR and communicators to be adequately trained and psychologically prepared towards creating the right environment in order to use the tools of communication fully.
The essential ingredients towards building a better communication process are:
1. Promoting a culture of open communication.
2. Appropriate media.
3. Proper channels of communication.
4. Clarity in communication.
5. Internal and External communication.
6. Sufficient knowledge of public relations and communication staff.
Selection of the Media:
The media may be oral or written. The selection of the media may depend on the speed with which the message has to be communicated. Oral and face to face communications are more effective and quick. The basic objective has to be kept in mind for the selection of the media. If the message is a highly confidential one then it cannot be discussed on the phone. Similarly a complaint has to be given in a written format.
Tools:
1. Print Media: News letters, bulletins, house journals, handbooks and manuals, suggestions schemes letters, reports, newspapers, pamphlets, magazine posters, etc.
2. Verbal and Visual media: Training programme, demonstrations, slide presentations, the grapevine, internal telephone, radio and television programmes.
3. Electronic Media: Websites, cell phones, e-mail, pagers, etc.
Case Study
Situation
In early 2002, actor and licensed jet pilot John Travolta approached Qantas Airways about a possible relationship in light of his longstanding, genuine, specific interest in the airline. After deciding that Travolta could serve as an "ambassador-at-large" for the airline, his role was developed to assist Qantas on a range of employee and brand-building initiatives, the first being a global tour to encourage people to cross borders, rekindle friendships and make new friends.
Challenge
The theme preferred by Qantas—a "Spirit of Friendship" world tour—well reflected the brand's "Spirit of Australia" slogan, but did not present a strong reason for Travolta's round-the-world jaunts.
Strategy
Since Ogilvy felt that Qantas on its own would only draw a specific type of media such as aviation and business publications, they used John Travolta and the relationship between him and Qantas as the enticement to entertainment and international press as well as wire services and major market newspapers.
Campaign
Ogilvy sent media invitations for the Los Angeles press conference using only Travolta's name and the tickle of a "unique global initiative," leaving the press to speculate what the fuss was all about.
Rigorously pursued key media, both national and international, to attend both press conferences in Los Angeles and New York; used exclusives to guarantee position in critical media
Created a brand specific press package to highlight the tour and showcase John Travolta in a classic 1964 pilot uniform
Results
Ogilvy’s efforts on behalf of Qantas helped achieve the following:
1. Qantas key markets had numerous international hits from the Los Angeles and New York press conferences. The global public relations value exceeded $42 million.
2. More than 300 local and national television breaks highlighted the Qantas "Spirit of Friendship" Global Tour including segments on "Entertainment Tonight," "Access Hollywood," "Live with Regis and Kelly" and "CNN Headline News."
3. Total audience reached: 50 million+ in the United States alone.
4. More than 900 television breaks worldwide highlighting the Qantas "Spirit of Friendship" Global Tour including segments on "HBO Asia" in Hong Kong, "BBC News" in London and "RAI 1" in Rome.
5. More than 2,000 print articles worldwide featured the Qantas "Spirit of Friendship" Global Tour with items ranging from The Sunday Telegraph in Australia to the Sunday Times in London; extensive print coverage in all U.S. markets for every stop of the tour.
6. Raised employee morale by arranging for John Travolta to meet and speak with Qantas employees in each of the cities on the tour. Travolta spoke about his passion for aviation and special attachment to Qantas
BIBLIOGRAPHY
1. Principles of Public Relations: - C. S. Rayadu, K.R. Balan
2. Public Relations Management : - Romeo S. Mascarenhas
WEBLIOGRAPHY
1. www.google.com
2. www.managementparadise.com
3. www.bmsexcellence.com
4. www.ogilvypr.com/case-studies
Page No. Topic
3 INTRODUCTION
4 ORGANIZATIONAL CONSTRAINTS
5 THE PUBLIC RELATION ACTION PLAN
7 NEED FOR EMPLOYEE COMMUNICATION
9 THE ROLE OF PR
10 FORMS OF EMPLOYEE INVOLVEMENT
12 SUGGESTION SCHEMES
14 CASE STUDY
16 BIBLIOGRAPHY
INTRODUCTION
In any successful organization the relationship between the employer and the employee is cordial and there exist mutual respect for each other. There are immense benefits of team sprit. It leads to improved production, employee motivation, customer satisfaction and reputation of business. Therefore, every organization should have a vision which should be common.
Sharing of a common vision enable the organization to massage it activities successfully instead of being dominated by one voice on the top.
People should be involved in the functioning of an organization so that they they get motivated and that the organization is working for their interest as well as its own. The employees should be rewarded not only in financial terms of feeling that they belong to a winning team.
No business organization can succeed unless and until the corporate objectives of business are compatible with the personal objectives of individuals.
There are two parts of corporate relation such as:
1. Employee relation or internal relation
For example: Mutual respect and understanding between employer and
employee
2. External relation
For example: customer relation, investor relation etc.
ORGANIZATIONAL CONSTRAINTS
A large number of organizations very often fail to make use of skill and knowledge that are possessed by their employees. The fact is that even the workers today want more involvement in and control over their own work.
In the history of employee relation all over the world, the subject of employee involvement has been a topic of recurring interest.
There are varied reasons for the same. They are
Employees are often unaware of what others are doing in the whole organization.
They are under the impression that any type of face to face communication, meetings and discussions is waste of time.
When the employees are not allowed to influence events they feel powerless and also lose a feeling of commitment.
Employees develop a feeling of insecurity when they are not able to see the value of their position.
Employees are ignorant about the organizational goals and they do not know what an organization successful.
THE PUBLIC RELATION ACTION PLAN
In the recent times the management have come to realize the changing workers values and as such they are trying to bring a change in the total work environment.
Every organization has to adapt to the changing environment and bring about necessary changes. In fact, adapting to the change is important. As an agent of change the public relation believes in sustained, permanent nature of public relation within the organization.
The value of good communication between the organization and its employees and between the shop floor and management is understood well.
It is necessary that public relation should identify the internal and external goals which can get best out of the employees.
In order to tap the interest of the employees the public relation action plan must include:
A vision for the future with involvement and commitment of all the members of the organization.
The transaction of the set vision into an action plan for change and adjustment taking place in the environment.
Encourage the employee to understand the aims of the organization.
Develop a greater understanding and appreciation of the common interest and mutual interdependence of all the section of enterprise.
Make full utilization of the employee potentials for organizations development and individual employee growth.
Provide a feedback and take review of the progress made
Warning signals and cautious footsteps for the public relation personnel:
Don’t try to extract and achieve too much in a hurry.
Remember the key players in any organizations are the workers and their unions and not the management.
Know the entire structure and functioning of the trade unions.
There is bound to be criticism about the management as well as public relation action plan by the workers.
It should be taken positively.
The public relation and communication activities in commercial and industrial organization may be treated with utmost skepticism by management, unions and employees. Do not get upset.
Be patient and learn step by interaction with the union for improving relation.
Try to understand that the union representatives have problem expectations and values which may not be agreeable with the objectives of the organization.
When people are given an opportunity to have some influence over what actually happens around them, only then that a feeling of commitment is developed towards the organizational objectives.
NEED FOR EMPLOYEE COMMUNICATION
The in house campaign is best suited for tackling the issues involved in employee communication from inside. Since the solution to the problems come from the bottom up, everyone is expected to participate in the creativity of the organization. It is not one person but all must think and act together to find various way to grow. The employee communication aims at receiving positive feedback with the help of verbal and/or non-verbal means, which is reality is a sender/receiver activity.
According to Redfield (communication is management) whether an organization aims at service, production or distribution, it consist of individuals and group of people. Their work is related to work of the other group and individuals as well as the organization.
Therefore the policy of an employee oriented corporate culture can not be carried without the total internal communication which plays a decisive role. Individual can not do without communication if they want to function in a way that is both motivating and motivated. The employee’s need correct and thorough information in order to be able to propagate the organization’s identity and stand up for one’s organization if attacked by others. Correct employees communication increases interest in the organization, support and strengthens its identity.
Requirements for effective Employee communication:-
Lynn Townsend has set forth the following eight requirement for effective employee communication:
Employee communication must be recognizes as an essential tool of management. It is a way to achieve corporate objective, build team work and motivate. It can make managers become better leaders. This requirement recognizes that employee attitudes and resulting performance are improved by effective communication.
Employee must be well-informed concerning their mutual interest in company success. Management position on issues need to be know, an employee should be persuaded to actions that will be best serve mutual interest and goals.
Individual’s managers must actively support corporate communication efforts. Managers must develop team work among them and work co-operatively with the corporate office. The management has responsibilities to create a climate conductive to communication and to maintain the flow of communication through open channels.
Great emphasis must be placed on communication and measurement. Communication can not be left to chance. There must be a plan as to communicate what, how, to whom for what purpose and to what effect.
Top management must establish a communication climate; other divisions and departments will reflect this climate.
A long term investment in professional talent and communication programming must be made. Programming and qualified people cost money, but it is well spent.
Management most recognizes its responsibility to listen as well as to speak. If the boss is not a good listener, those who report to him will soon stop trying to communicate with him.
Management must recognize the desire of employee to help their company, and the power of communication to tap this great potential. employee is willing to help, and communication can turn this desire into action.
THE ROLE OF PR
If the organisation wants to improve internal communication internally, it should first get the managers and supervisors to communicate with people who they manage. In many professional organisations, the management comes forward to help the trade unions communicate with their member.
Unfortunately it is seen that neither side is known to be doing this important job. In such a situation PR person as communication expert have crucial role to perform.
However on account of rapid progress and application of media, the shop floor has passed through an evolutionary process.
Under such a situation higher standards of the means of internal communication will be the only acceptable solution. As a result of this there is another challenge to PR in the new communication environment.
In order to promote effective communication within the orgnisation, the PR conjunction with the managerial personnel has to be prepared and put into practice an action plan. This will apply to PR as well as the managers including first-line supervisors. With help and support of the top management, PR may oversee and given pervasive guidance to all those who need to the communication.
The following are the essential guidelines.
1) Never create the distance between yourself and the workforce. If there is any existing hurdles close the gap.
2) Frequently meet the employees & keep communicating in a sustained manner.
3) Even in the presence of Management Information System & delegation of authority senior manager must not stop personal communication.
4) Whenever you find an employee or a group of employee have done well be generous lavishing praise as well as reward. It is a good moral booster.
5) Never make promise instantly or in a hurry.
6) The communication between the employees and the union leader should always be clear cut. If you find there is a communication gap do not hesitate to point out to the union above the dissatisfaction with communication between the employees & the leadership. Although it is difficult, but it will be an excellent source of constructive co-operation & mutual trust.
7) Communication just does not mean instructing people about what to do & how to do it should be made entirely participative. Involvement & participation in the decision making process lead to commitment.
8) The biggest obstacle to motivate the employees is lack of communication or it’s in appropriateness. The managers should be made this to understand.
FORMS OF EMPLOYEE INVOLVEMENT
According to Maslow in motivation and personality secrecy, censorship, dishonesty and blocking communication threaten all the basic needs. Given below are a few employment arrangements which may go a long way in order to fulfill employee needs. According to the employees all of these and many more activities are communication in returns and will effectively promote employee involvement.
Activities Employee involvement
1) Written and face to face communication from managers to employees with 2-way exchange of views and ideas. 1) Briefing sessions, house journals, training and development courses as health safely new legislation etc.
2) Upward communication designed to tap the employees knowledge and opinion and both at the individual level and through mechanism of small groups 2) Total quality management, suggestion schemes, quality circles, attitude survey.
3) Handling grievances 3) Individual employee shop floor supervision union and management representative.
4) Consulting employees and their representatives as a management process 4) Joint consultative committee, work committee/council. Worker representative on the board of directors corrective bargaining on monetary &benefit issues
A significant aspect of employee’s involvement and employee communication was revealed through a case study conducted in several Indian organizations in private as well as public sectors.
The perception of the workforce feeling a sense of environment and moderate satisfaction with communication process can be noticed at least 13% people. They are not satisfied with the important fact of working life. (P). in the worst case (T) the respondent constitute 27% who are thoroughly dissatisfied with all aspects of their service condition, involvement and communication. The respond under Q. R. S. are distinctly homogenous group like P. & Q. but differ widely in their attitudes towards basic questions of entitlement involvement and communication.
P: Involved with the organization and moderate satisfaction with employee
communication but totally dissatisfied with pay benefits and working
conditions
Q: Involved with the organization and satisfied with employee communication
but not satisfied with pay benefits and working conscious.
R: Not involved & dissatisfied with employee communication but satisfied with
pay, benefits & working condition
S: Satisfied with all the above
T: Dissatisfied.
The PR and communicating people may draw their own conclusions and proceed with the right managerial strategies and communication mix.
SUGGESTION SCHEMES
The basic idea of suggestion scheme in the organization is to build a two way communication process. The scheme spells out clear rules and procedures for submitting ideas as a motivating device. There are many possibilities. A few of them are.
1. Suggest different ways and means for the optimum utilization of the available resources and increase productivity and profitability.
2. Suggest ways of standardization of work and procedures and thereby simplify and improve quality of work.
The belief of being heard would result in motivation and greater productivity.
Employee Communication and Media:
There are many media available for employee communication. The public relations expert will determine the suitable media, depending on the budgets provided for the employee communication and need. It calls for the skills of the public relations practitioner. Employee communication is ultimately desired to build loyalty and respect. The objective is to make each employee feel an important part of the organization. Unless the employees are well versed with the policies and broader objectives of the organization they will not do the best job for the accomplishment of the objectives. Employees are the internal public and the public relations officer should give a major effort on communicating with them to promote good internal public relations.
It is necessary for the PR and communicators to be adequately trained and psychologically prepared towards creating the right environment in order to use the tools of communication fully.
The essential ingredients towards building a better communication process are:
1. Promoting a culture of open communication.
2. Appropriate media.
3. Proper channels of communication.
4. Clarity in communication.
5. Internal and External communication.
6. Sufficient knowledge of public relations and communication staff.
Selection of the Media:
The media may be oral or written. The selection of the media may depend on the speed with which the message has to be communicated. Oral and face to face communications are more effective and quick. The basic objective has to be kept in mind for the selection of the media. If the message is a highly confidential one then it cannot be discussed on the phone. Similarly a complaint has to be given in a written format.
Tools:
1. Print Media: News letters, bulletins, house journals, handbooks and manuals, suggestions schemes letters, reports, newspapers, pamphlets, magazine posters, etc.
2. Verbal and Visual media: Training programme, demonstrations, slide presentations, the grapevine, internal telephone, radio and television programmes.
3. Electronic Media: Websites, cell phones, e-mail, pagers, etc.
Case Study
Situation
In early 2002, actor and licensed jet pilot John Travolta approached Qantas Airways about a possible relationship in light of his longstanding, genuine, specific interest in the airline. After deciding that Travolta could serve as an "ambassador-at-large" for the airline, his role was developed to assist Qantas on a range of employee and brand-building initiatives, the first being a global tour to encourage people to cross borders, rekindle friendships and make new friends.
Challenge
The theme preferred by Qantas—a "Spirit of Friendship" world tour—well reflected the brand's "Spirit of Australia" slogan, but did not present a strong reason for Travolta's round-the-world jaunts.
Strategy
Since Ogilvy felt that Qantas on its own would only draw a specific type of media such as aviation and business publications, they used John Travolta and the relationship between him and Qantas as the enticement to entertainment and international press as well as wire services and major market newspapers.
Campaign
Ogilvy sent media invitations for the Los Angeles press conference using only Travolta's name and the tickle of a "unique global initiative," leaving the press to speculate what the fuss was all about.
Rigorously pursued key media, both national and international, to attend both press conferences in Los Angeles and New York; used exclusives to guarantee position in critical media
Created a brand specific press package to highlight the tour and showcase John Travolta in a classic 1964 pilot uniform
Results
Ogilvy’s efforts on behalf of Qantas helped achieve the following:
1. Qantas key markets had numerous international hits from the Los Angeles and New York press conferences. The global public relations value exceeded $42 million.
2. More than 300 local and national television breaks highlighted the Qantas "Spirit of Friendship" Global Tour including segments on "Entertainment Tonight," "Access Hollywood," "Live with Regis and Kelly" and "CNN Headline News."
3. Total audience reached: 50 million+ in the United States alone.
4. More than 900 television breaks worldwide highlighting the Qantas "Spirit of Friendship" Global Tour including segments on "HBO Asia" in Hong Kong, "BBC News" in London and "RAI 1" in Rome.
5. More than 2,000 print articles worldwide featured the Qantas "Spirit of Friendship" Global Tour with items ranging from The Sunday Telegraph in Australia to the Sunday Times in London; extensive print coverage in all U.S. markets for every stop of the tour.
6. Raised employee morale by arranging for John Travolta to meet and speak with Qantas employees in each of the cities on the tour. Travolta spoke about his passion for aviation and special attachment to Qantas
BIBLIOGRAPHY
1. Principles of Public Relations: - C. S. Rayadu, K.R. Balan
2. Public Relations Management : - Romeo S. Mascarenhas
WEBLIOGRAPHY
1. www.google.com
2. www.managementparadise.com
3. www.bmsexcellence.com
4. www.ogilvypr.com/case-studies