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Advertising and public relations - Essay Example

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Advertising and public relations

In relation to the present global business environment, it can frequently be observed that marketing activities along with Public Relations (PR) are concurrently deemed as a major focused area. In relation to the various observations from different scholars, it can be said that PR is one of the major, effective as well as versatile tools of marketing communication which enables to enhance the efficiency of each marketing activity. It can be executed both in the internal as well as in the external environment of the organisation. According to the present day context, advertising can be regarded as one of the major marketing activities, which frequently involves various functions of PR. It is increasingly observed that the organisations in the present business environment have become quite prone to face different PR related issues in terms of executing campaigns for their products within the global markets (Zerfass & Duhring, 2012). Emphasising upon the major influence or impact of PR in the advertising and other product campaign activities, the main objective of this report is to discuss an issue which was raised by Greenpeace with the aid of a PR campaign against Nestle. The product which had been focused upon in the PR campaign was Kit Kat, a leading product offering of Nestle. The assault on the established brand of Kit Kat occurred in the year 2010 (Greenpeace, n.d.). Consequently, based on the assessment of the situation faced by Nestle (especially Kit Kat brand) due to the PR campaign, the discussion of this report will be focused on developing an effective PR strategy which can enable Kit Kat to efficiently address different PR concerning issues. Moreover, the discussion in this report will further focus on developing methods of evaluating the PR plan for Kit Kat in the respective area or market. Situational Analysis In relation to the PR issue that was faced by Kit Kat, a globally well-known product of Nestle, it has been observed that Greenpeace, an organisation which acted as a pressure group, depicted the rather dismal state of affairs which was surrounding behind the gleam and shine of a widely preferred product such as Kit Kat (Shreeves, 2010). Through the dynamic PR campaign, Greenpeace wanted to depict that Kit Kat, a renowned product of Nestle family includes a higher usage of palm oil which is generally derived from Indonesian rain forests, resulting in significant deforestation. The extensive use of palm oil by the company has been significantly threatening the livelihood of the local people in places such as Indonesia as well as it is also drastically endangering inhabitants such as orang-utan towards destruction (Guardian News and Media Limited, 2013). In this regard, the extensive use of palm oil or continuous deforestation initiatives of Nestle has been criticised by Greenpeace. Therefore, in order to take immediate measures towards the deforestation initiatives, Nestle has developed its business plan which ensures to take away the suppliers or companies from its supply chain that are likely to practice deforestation (Greenpeace, n.d.). Greenpeace can be considered as one of the major non-profit organisations, which tends to protect natural environment from a range of organisational activities. Greenpeace is considerably focusing on alleviating numerous issues with regard to different environmental concerns that include global ...Show more

Summary

The present increasing complexities as well as unabated conditions of the global business environment often tend to involve different constraints concerning the business performances of the organisations and the environments where they exist…
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