NAME : CHIEDZA PORTIA MOYO

STUDENT NUMBER : L0224956M

PROGRAMME : MARKETING

MODULE : PUBLIC RELATIONS

LECTURER : M. MHAKA

MODULE CODE : COMM 2201

PART :2.2

QUESTION

CASE STUDY: PR EVENTS

Melchizedek ltd, a British multinational company, has strategically utilized press vents to shape
its public relations (PR) image and reputation. The company’s approach to press events has been
instrumental in establishing itself as a leader in utilizing these events to enhance its brand
perception and build stakeholder trust.

Strategic Planning and Targeted Engagement.

Strategic planning in the context of public relations involves setting clear objectives, identifying
key target audiences, and developing tailored messaging to achieve desired outcomes (Smith,
2014). This process enables organizations to align their PR efforts with their broader business
goals and create a consistent narrative across all communication channels.

Targeted engagement involves reaching and interacting with specific stakeholder groups, such as
customers, investors, or the media, based on their unique preferences, interests, and
communication styles (Guth & Marsh, 2016). By tailoring their engagement strategies,
organizations can build strong connections with their stakeholders and maximize the impact of
their PR campaigns Strategic planning in the context of public relations involves setting clear
objectives, identifying key target audiences, and developing tailored messaging to achieve
desired outcomes (Smith, 2014). This process enables organizations to align their PR efforts with
their broader business goals and create a consistent narrative across all communication channels.

Melchizedek ltd, has demonstrated a strong ability to strategically plan and engage with press
events to effectively shape its PR image and reputation. The company’s approach involves
targeted engagement with influential journalists, industry experts, and key stakeholders during
press events, such as the launch of the Melchzedek Tech innovations Series.

Innovative product launches

Press events are a popular platform for organizations to announce innovative product launches
and showcase their unique features and benefits. These events allow companies to engage
directly with key stakeholders, answer questions, and build anticipation for the product's release
(Harrison, 2013)

The launch of the Melchizedek innovations series serves as a notable example of example of the
company’s effective use of press events. The event, held at a prestigious venue in London,
garnered significant media coverage and praise from leading publications. CEO Emma
Thompson’s captivating keynote address highlighted the company’s commitment to
technological advancements and their impact on society, effectively shaping a positive PR image
and positioning Melchizedek Ltd. As a market leader in technology.

Melchizedek Ltd.'s press event announcement for a new product line serves as an example of an
innovative product launch. By emphasizing the product's eco-friendly materials and energy
efficiency, the company positioned its new offering as an environmentally conscious and
sustainable solution for customers

Thought Leadership and Expertise Showcase:

Thought leadership and expertise showcase involve positioning an organization or individual as

an authoritative figure within their industry by sharing valuable insights, opinions, and ideas.
This strategy helps PR professionals establish credibility, build trust with stakeholders, and
enhance the organization's reputation (Filler & Lowery, 2017).

Melchizedek Ltd. Has also demonstrated a strong focus on thought leadership through press
events, regularly organizing panel discussions and round table sessions with industry experts,
influencers, and stakeholders. By engaging discussions and providing a platform for diverse
perspective, the company showcased its expertise and positioned itself as a trusted authority in
the industry.

Corporate Social Responsibility (CSR) Emphasis:

Corporate Social Responsibility ( CSR) REFERS TO A self-regulating business model that helps
a company be socially accountable to itself, its stakeholders, and the public. By practicing CSR,
companies can be conscious of the impact they are having on various aspects of society,
including economic, social, and environmental factors ( Crane, Matten and Spence, 2019)

In addition to product launches and thought leadership events, Melchizedek Ltd. Emphasized its
commitment to corporate social responsibility (CSR) through press events. The company
partnered with renowned environmental organizations for initiatives aimed at promoting
sustainability, effectively communicating its CSR efforts and reinforcing its reputation as an
environmentally conscious company.

Melchizedek Ltd. Showed that it cares about being a good company by sharing its socially
responsible actions. This made people and stakeholders see the company in a better way (Crane ,
Matten and Spence, 2019)

Crisis Management and transparency

Crisis management involves dealing with significant events that can potentially damage an
organization, its stakeholders, or the public. It requires strategic communication and decision
making to prevent or reduce harm to the organization’s reputation and operations.

Transparency is very important in crisis management. It involves openly, honestly, and quickly
sharing information about the crisis, the organization’s response, and its recovery plans.
Transparency helps build trust during a crisis because it shows that the organization is taking
responsibility and is committed to fixing the problem.

Melchizedek Ltd managed a crisis well during a product recall. They quickly held a press
conference to address concerns, communicate openly, and explain their solutions. This proactive
approach maintained trust among stakeholders and reduced potential damage to the company’s
reputation. By focusing on transparency, Melchizedek Ltd. Showed it cares about customer
safety and its responsible and accountable.

LESSONS FOR PR PRACTITIONERS

Strategic planning

Strategic planning ensures press events align with an organization’s overall goals and reach the
intended audience. Proper planning leads to successful events that generate positive media
attention and foster strong relationships with stakeholders (Wilcox, 2013).

Target audience engagement

Engaging the right audience greatly influences the success of press events. By creating content
and messaging tailored to the target audience, organizations can improve their brand perception
and sway public opinion ( Guth and Mash, 2016)

Story telling

A captivating narrative can make a brand more relatable and emotionally engage audiences.
Storytelling enables organizations to convey their message memorably and effectively, compared
to conventional promotional methods (Smith, 2012)

Relationship building

Press events offer a chance to build and nurture relationships with journalists, industry experts,
and stakeholders. Strong relationships lead to increased media coverage, heightened credibility,
and long lasting partnerships (Johnston, 2016).

Preparing for potential crises in vital for maintaining a positive PR image. Press events can serve
as an avenue to address concerns, communicate openly, and show an organization’s dedication to
problem (Coombs, 2019).

Crisis preparedness

Maintaining a consistent message and genuine voice across communication channels is essential
for shaping a positive PR image. Consistency and authenticity helps establish trust with
stakeholders and the public, reinforcing an organization’s reputation.
Consistency and preparedness

PR professionals can learn valuable lessons from Melchizedek Ltd’s successful press events. By
focusing on strategic planning, audience engagement, storytelling, relationship building, crisis
preparedness, consistency, and authenticity, PR practitioners can improve their strategies,
achieve desired results, and ultimately influence the image and reputation of the organizations
they represent.

In conclusion, Melchizedek Ltd’s effective use of press events has been instrumental in shaping
its PR image and reputation. The company’s approach serves as a practical example for PR
professionals, highlighting the importance of strategic planning and targeted engagement in
leveraging press events to enhance brand perception and build stakeholder trust.

Forms of press events

Site Visit

A site visit is a press event that invites journalists and other stakeholders to tour a specific
location or facility, such as a factory, office, or event venue (Wilcox et al., 2013). Site visits offer
organizations an opportunity to showcase their operations, highlight key accomplishments, and
build relationships with the media in a more informal and engaging setting.

During site visits, organizations can provide a firsthand experience of their facilities, products, or
services, which can help generate positive media coverage and enhance public perception. These
events also enable organizations to address questions and concerns directly, fostering
transparency and trust with stakeholders (Harrison, 2013).

Press conference

A press conference is a formal gathering where an organization's spokespeople deliver

statements or make announcements to the media, while also addressing journalists' questions
(Harrison, 2013). Press conferences enable organizations to directly convey their messages to the
public and handle media attention during major events or crisis scenarios.

These conferences offer organizations a chance to discuss significant matters, unveil new
products or services, and respond to public concerns or controversies. By engaging media
representatives, organizations can reach a wide audience and shape public perception (Guth &
Marsh, 2016).

Furthermore, press conferences allow organizations to ensure their messages are communicated
accurately to the public by controlling their narrative. They also provide a platform for dialogue
with journalists, helping organizations establish credibility, showcase transparency, and maintain
their reputation (Wilcox et al., 2013).
In summary, press conferences serve as an essential public relations tool for organizations
aiming to directly engage with the media and the public during critical moments. By utilizing
this platform effectively, PR professionals can manage media attention, bolster their
organization's reputation, and handle crises more adeptly.

Press reception

Press receptions are informal social gatherings that bring together journalists, industry experts,
and organizational spokespeople in a more relaxed atmosphere (Guth & Marsh, 2016). These
events offer an opportunity for networking, relationship building, and creating excitement around
new products, services, or campaigns.

Unlike formal press events, press receptions promote casual conversations and interactions,
encouraging camaraderie and open discussion among attendees. They enable organizations to
connect with key stakeholders, such as media representatives and influencers, in a less structured
environment (Wilcox et al., 2013).

Organizations that host press receptions demonstrate their dedication to transparency and open
communication, which can help improve their reputation and establish trust with stakeholders.
These events also serve as a platform to share key messages and generate enthusiasm for
organizational initiatives, ultimately contributing to the overall success of PR campaigns
(Harrison, 2013).

In summary, press receptions play a significant role in enabling PR professionals to build

connections with media representatives, influencers, and other stakeholders. By incorporating
these events into their communication strategies, practitioners can strengthen relationships, boost
their organization's image, and create positive buzz around their campaigns.

Press release

Press releases deliver crucial details regarding an organization's activities to journalists,

including vital facts, quotations, and pertinent background information. By creating well-written,
brief, and captivating press releases, PR practitioners can boost the chances of news outlets
covering their stories and disseminating them to their viewers (Wilcox et al., 2013).

Moreover, press releases present organizations with a chance to establish them as industry
thought leaders and showcase their knowledge. By emphasizing distinctive insights, successes,
and projects, organizations can strengthen their standing, cultivate credibility, and foster a
favorable public image (Guth & Marsh, 2016).

In summary, press releases are vital for PR professionals seeking to oversee media coverage and
mold public perception. By adeptly creating and circulating press releases, professionals can
successfully convey their organization's messages, engage their target audiences, and accomplish
their communication objectives.
References

Coombs, W. T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding

(5th ed.). Sage Publications.

Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston.

Guth, D. W., & Marsh, C. (2016). Public Relations: A Values-Driven Approach (6th ed.).
Pearson.

Johnston, J. (2016). Public Relations and the Media. In The Public Relations Handbook (pp. 109-
122). Routledge.

Smith, S. (2012). Introduction: The Power of Stories. In The Power of Storytelling (pp. 1-10).
CreateSpace Independent Publishing Platform.

Wilcox, D. L., Cameron, G. T., Reber, B. H., & Shin, J. (2013). Think: Public Relations.
Pearsons.

Filler, R., & Lowery, L. (2017). Public Relations and Marketing: Strategic Influencers in
Building Corporate Social Responsibility Campaigns. In Public Relations and Social
Responsibility (pp. 223-239). Nova Science Publishers.

Harrison, J. (2013). Public Relations: An Introduction. Routledge.

Cameron, G. T., Sallot, L. M., & Curtin, P. A. (2008). Public Relations and the News Media. In
Public Relations Theory II (pp. 67-83). Routledge.