team paper - Title: Riordan Manufacturing Embraces...

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Title: Riordan Manufacturing Embraces Diversity Approximate word count: 5660 Approximate pages: 23 (250 words per double-spaced page) Public Relations Campaign - Riordan Manufacturing Embraces Diversity Table of Contents Public Relations Campaign 1 Executive Summary 3 Introduction 4 Current Situation Research 4 Public Relations Issues 4 Target Audience 6 Ethical Implications 8 Market Research 8 Campaign Strategy 10 Campaign Objectives 10 Riordan's Publics 10 Marketing Function 11 Campaign Tactical Plan 12 Media Toolkit 12 Public Relations Tools 14 Open House 14 Community Event 15 Sponsorship 15 Corporate Newsletter 16 Intranet/Internet 16 Business Implications 17 Additional Factors 19 Ethical Considerations 19 Technology Considerations 20 Globalization Considerations 21 Crisis Management Plan 21 Campaign Evaluation Measures 24 Budget 25 Conclusion 26 Executive Summary It is Riordan's primary goal to become a leader in diversity in the workplace. In an effort to attain this goal Riordan has researched many tools and activities and defined actions and created the plan, contained herein, it feels necessary to catapult the organization to the forefront of diversity. Riordan's campaign theme is Celebrate Diversity. Its research has shown that given the benefits of a diverse workforce, it has a great opportunity for improvement. The campaign strategy is to communicate Riordan's enthusiasm for and commitment to diversity to both its external and internal publics through various communication tactics and tools. These include planned media communication, diversity training for employees,
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and a host of other PR tools. The campaign also includes a crisis management plan, a budget, and campaign effectiveness evaluation measures Sietel (2004) says, "Stated another way, organizations desperately need professional communicators to navigate through this "brave new world" of instantaneous communication." Sietel also defines, today public relations practice. ..is a subordinate of the marketing function, and this is not uncommon in Asia and around the world. Given that PR is seen as a subordinate of the marketing function, Riordan would say that PR is the most important aspect of marketing in this day and age of global instant communications. Introduction. Workplace diversity has taken a new face today; workplace diversity focuses on the impact of company's bottom line. Not only can it financially benefit a company, but also by embracing diversity an organization can increase their ideas, insights, and various pools of talent. Leveraging workplace diversity is increasingly seen as a vital strategic resource for competitive advantage. More companies are linking workplace diversity to their strategic goals and objects. Riordan Manufacturing has realized that diversity has an immense impact and in addressing these issues; the company is implementing a Public Relations (PR) campaign to position itself as a leader in encouraging and promoting diversity in its workplace. This paper will outline Riordan's PR campaign including its
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team paper - Title: Riordan Manufacturing Embraces...

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