Public Relation Strategy and How It Builds Reputation? - Paper Example

Introduction

Australasian minerals and trading Pty Ltd is a trading company that is concerned about mineral business in various parts of the world. This company acts as an intermediary between the production of the valuable minerals and development into their respective final products. The company deals with a very wide range of minerals that are applied for different purposes by the consumers. The company is based in India with and it faces several challenges that act as a drawback to the organization.

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Statement of Issue

Some of the challenges that are raised by the client are in the form of competition from other suppliers. These are mainly the suppliers from China, who are able to produce Titanium dioxide at a low price, although low quality, compared to other parts of the world. The reason for their low price is due to the availability of large TiO2 production overcapacity built in China. This has been available for the last ten years and has now made some of the Chinese producers to give out to this product international world at a very low price for them to just obtain a cash flow. This has lower the price in the international market and as they act as the major competitors.

The second problem that Australasian minerals and trading Pty Ltd faces is lack of support from the government. This has resulted in interference of supply of the raw material which is ilmenite from Tamil Nadu. The supply of ilmenite has been illegally halted ever since November 2016. This has been illegal halting as it has been proved by Tamil Nadu High Court. The court has confirmed that this halting has been done by the corrupt politicians and bureaucrats who are found in Tamil Nadu. Even though the production in other parts of India has not stopped but this halting has resulted in capacity constraints which cannot cope up with the demand in the market. Australasian minerals and trading Pty Ltd has now turned to suppliers in countries of Africa such as Kenya and Mozambique. This action of halting the supply from Tamil Nadu by the corrupt leaders has put the company at a high risk as they make a purchasing decision of the TiO2 raw material. This act of halting the supply of TiO2 has also tainted all India mineral sands regardless of the place of production.

The third challenge that Australasian minerals and trading Pty Ltd faces is the changing attitude of the people against nano-particles due to the small France laboratory investigation which revealed that TiO2 nano-particles have the potential to cause cancer. This result has been believed by most of the countries in European Union. In the investigation that the French laboratory did, rats were forced fed at a high rate with TiO2 nano-particles after which a few of the rats tested cancer positive. The scare developed that if the human beings apply TiO2 on their skins as a cosmetic or sunscreen, it would penetrate into the bloodstream. But is has been shown that nano-particles to do not penetrate into the bloodstream as it cannot penetrate the skin dermis even if the laboratory results were true. For this reason, there is a very minimal probability of getting cancer from TiO2 nanoparticles. For a clear understanding, TiO2 nanoparticles are manufactured from rutile or ilmenite, which is their raw material, and it has never been noted that these minerals cause cancer.

The Essential Components of the Public Relation Framework

The public relation has five main components which helps in the building of reputation, these are the discovery in which the environment is studied for determination of the most suitable plan to be made. The second component is public relation plan where the best tactic to counteract the situation at hand takes is determined. Then the policy-making marks the third component where data the public relation policy is made depending on the plan that is in place. The policies are then put into practice and this marks the implementation component of Public relation strategy. The last essential component is all about the evaluation of the applied policy in the form public relation strategy.

Detailed Rationale for the Framework

This Public relation strategic framework provides both long-term and medium vision for addressing the current and future problem of the Australasian minerals and trading Pty Ltd. The strategic framework describes the vision and the mandate and goals that are to be used in solving the three problems of Australasian minerals and trading Pty Ltd. This will be through increasing the personal relationship with the public.

The public relation strategy is essential for overcoming the challenge of Australasian minerals and trading Pty Ltd. Since one of the problem is from the result that was obtained from a laboratory in France indicating that Nano-particles have a potential to cause cancer which has made the public to have change attitude towards the product. When the public relation strategy is employed, there will be a possibility of making the customers who have the belief that TiO2 has a potential to cause cancer to be changed for the betterment of the company due to the reputation building. When the public relation strategy is employed, it makes the customer have the real incidence that took place in the laboratory in France truth concerning TiO2 and the fact that this product has very minimal chances of causing cancer. This strategy will also enhance the relationship between Australasian minerals and trading Pty Ltd and the press as the press will be the main tool to change the public perception. The press release message concerning the corrupt politicians and bureaucrats who halted the supply of raw material, ilmenite, from Tamil Nadu will be released to the public which will open their eyes to the extent of corruption that occurs in India by the political leaders and bureaucrats (Hutton et al., 2001). To keep the crisis situation of competition under control, the use of public relation will be the most effective tool as it will enlight the public on the need to choose the quality but not to go for a cheap product with low quality.

The public relations strategy helps in developing a reputation that can be used to enhance the general public views the concerning company. The strategy will dwell on the positive sides of the company and make the company be well known as it builds the reputation of the company to the public (O'Neill, 1984). It also considers how the business is compared to there competitors in China and provides a remedy on the best way to counteract the competition.The public relation strategy has been used in the Institution of higher learning, such as universities and colleges as well as school and the army barracks to create a good relationship between the organization and the public.

The main focus of public relation strategy to maintain the right public image, as it cut through the organizations, people, and in the businesses. The public relation is concerned with how the organization is perceived in the community. If the strategy is well established, there will be new customers for the companies products as well as allowing the supplying from Tamil Nadu.

Some of the disadvantages of using the public relation strategy include, no result is guaranteed by this strategy. The strategy also does not have a directional control and it is difficult to evaluate the result after it has been applied since the measures are depending on the individual decision.

The framework has various components, the first one is concerning discovery where the organization discovers the challenges that are needed to be solved. This relationship makes the organization to identify what they really lack and hoe to have a strategic vision for solving the challenges. In the case of Australasian minerals and trading Pty Ltd, the discovery starts with the identification of the main factors that cause each problem.

The other component is public relation plan, this is where goals and objectives are made as it focuses on what was discovered in the other components. The plan can be in the form of proactive where the organization needs to increase the name recognition and maintain the positive public perception (Habermas, Lennox, & Lennox, 1974). The next component is developing public relation policy, this helps to respond to the situation at hand, as for Australasian minerals and trading Pty Ltd, the public policy determines how to solve the three main problems. This can be in the form of advertising, a press release which can be used to get the make the consumer have a confidence in using TiO2 as cosmetic and sunscreen. The fourth component is Plan implementation, which is concerning the implementation of the plan according to the developed policy. After which an evaluation is done on the performance which determines how well the plan has worked. This strategy helps in building the relationship with the customers, and even the government and media for the good of the of the company.

The public relation framework is depending on the excellence theory which states that for an organization to be effective, it must behave in such a way that solves the problem and bring into satisfaction of the goals of management and that of stakeholders in which if it fails to achieve, according to this theory, the organization will be pressurized to change or it will be opposed. Therefore, for an organization to be in a socially acceptable way, there is a need for the organization to scan the environment and this marks the discovery component which can taint the public relationship (Grunig, 2008).

The public relations framework is will use various campaign tactics that to solve the three problems of Australasian minerals and trading Pty Ltd, this tactics will be in the form of distributing a media release which will be including sending to the public and relevant customers on the benefits of the products that the company and truth about the belief the TiO2. The other public relation tactic that can be employed creation of blogs, making the campaign through a social media, public speaking, pitching interesting stories concerning the products that are produced by Australasian minerals and trading Pty Ltd. The public relation is expected to frame the situation, attributes, choices, actios, issues, responsibilities and news (Hallahan, 1999).

Concluding Statement

The social life in relation to public opinion can be formed by public relation strategy as it builds reputation (Hutton, 1999). For any company to succeed there must be a good public relation with society and the public at large. The public relation strategy forms the best strategy that can be used by Australasian minerals and trading Pty Ltd to counteract the competition from the Chinese market, force the corrupt political leaders to allow the supply of mineral from Tamil Nadu and convince the public of the true nature of TiO2. This will make them develop courage and gain many other new customers and suppliers for the region which has been halted.

References

Grunig, J. E. (2008). Excellence Theory in Public Relations. The International Encyclopedia of Communication.

Habermas, J., Lennox, S., & Lennox, F. (1974). The Public Sphere: An Encyclopedia Article (1964). New German Critique, (3), 49.

Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Publi...