PRCaseAnalysis - Carrie Wernick Public Relations BUS/COMM...

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Carrie Wernick Public Relations BUS/COMM 293-02 Dr. Pashkevich Analysis of case study October 9, 2009 Recycling 2000: Seattle Public Utilities with Pacific Rim Resources RESEARCH Does the case give adequate background information about the organization itself? Although the background information provided about the organization itself might seem insufficient, it would be unnecessary to provide such details. Considering the program was meant to inform, new mechanisms should be stressed rather than placing an emphasis on past routines. Rather than improving former systems, the intentions were to recreate the process altogether. For this reason, the case gave adequate organization background information for what was required. What was the major reason for conducting this program? The program was designed to prepare residents for a change in the city’s waste collection system. By providing those affected with adequate and informative resources, residents would be able to adjust efficiently with out confusion and uncertainty. Was the program proactive or reactive? Considering the program was an act of good will, it can be categorized as proactive. The organization’s demonstrates exemplary social responsibility, rather than a reactive response. If there was a severe problem with the recycling system and the organization’s aim was to fix the damage, it would be considered reactive. ` Which audiences were targeted for communication? The target audience was wide-ranging, consisting of all residents who were users of the waste collection services. Should other audiences have been targeted? I believe the program should have been targeted to all those living in Seattle, instead of merely those who use SPU’s solid waste collection services. This would be a good opportunity to attract those who were not satisfied with the previous system to participate in a positive city turn around. How were research data about each audience obtained? Since the target audience was extremely broad, it was necessary that precise segmentation was done. Secondary sources such as past research data was used, as well as self-collected primary data. Telephone surveys, e-mail surveys, and focus groups served as primary sources for the organization. Were the data as complete as necessary?
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The data was complete because it provided the organization with foundation guidelines to segment their target market. Research revealed residents’ attitudes would vary according to geographic location, and certain changes would have greater impact than others. In addition, it was predicted that residents would want a detailed explanation of the changes a great number of times before action was carried out. Based on research, the organization was able to segment its target audience by dwelling type, geography, service type, and special population. What are the research strengths and weaknesses of the case?
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This note was uploaded on 03/21/2010 for the course BUS 293 taught by Professor Pashkevich during the Fall '09 term at Marymount Manhattan.

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PRCaseAnalysis - Carrie Wernick Public Relations BUS/COMM...

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