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Ch. 1 Introduction

California Fitness & Yoga is launching a PR program for its new branch in Binh Duong, consisting of three phases targeting customers and staff. The customer-focused phases include promoting the opening, offering discounts, and maintaining customer relationships, while the staff phases involve recruitment, training, and career progression. The aim is to generate excitement and foster relationships with local health-conscious citizens aged 20-40.

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2 views4 pages

Ch. 1 Introduction

California Fitness & Yoga is launching a PR program for its new branch in Binh Duong, consisting of three phases targeting customers and staff. The customer-focused phases include promoting the opening, offering discounts, and maintaining customer relationships, while the staff phases involve recruitment, training, and career progression. The aim is to generate excitement and foster relationships with local health-conscious citizens aged 20-40.

Uploaded by

thuyhan175
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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TARGET PUBLICS

California Fitness & Yoga at HCMC has just set up a new branch in Binh Duong. As a PR
staff in this company, you must to conduct a PR program.
1. According to you, how many PR program the company needs to set up? What are they?
There are 3 programs the company needs to set up for customers:
 First phase: this PR program would be focused on promoting the opening of the new
branch in Bình Dương
- Activities could include a grand opening event with fitness influencers and ambassadors.
- Free trials (ex: 1-month free trial voucher), and other promotional activities.
- Distribute leaflets in suitable areas (companies)

 Second phase: offer various types of discounts to attract new members, retain existing
ones, or promote special events.
- Provide detail discount for customers such as sign-up discount; referral discount; long-term
membership discount suitable for each members.
- Organize events or workshops related to heath

 Third phase: maintain and take care customers


- Surveys and Feedback: Ask for feedback on their experience through surveys to show that
you value their opinions and are committed to improving.
- Encourage customers send their feedbacks after taking fitness course (how they feel?; how
they change?,…).
- Provide exclusive deals for members who have taken fitness coures for 1 year.

There are 3 programs the company needs to set up for staffs:


 First phase: Recruitment & awareness
- Promote job openings on Facebook, Instagram, and LinkedIn.
- Run targeted ads for fitness professionals.
- Distribute brochures at universities, sports centers, and fitness events.
- Highlight benefits and career growth opportunities.

 Second phase: Training & skill


 Staff training and development program:
- To ensure staff is highly skilled and knowledgeable about fitness programs, customer
service.
- Courses on exercise techniques, injury prevention, and fitness assessments.
- Sales skills training to improve membership sign-ups and retention.
 Soft Skills Training:
- Time management and communication skills.
- Customer service excellence for client satisfaction.

 Third phase: Career progression & retention.


 Employee wellness program: organizing fitness challenges or wellness days to engage
staff in fun, team-building activities.
 Career progression pathway: • Personal Trainer (PT) → Senior PT → Fitness Manager.
 Performance-Based Incentives:
- Fixed salary + performance bonuses for meeting KPIs.
- Rewards for high client retention and sales achievements.

2. Choose one aim and then define who are the target publics of this program?
Aim: generate excitement, attract attention, and foster long-lasting relationships with local
customers and stakeholders.
Target publics:
- Binh Duong citizens who care about health and want to keep their body fit
- Especially: young people (this demographic is typically more active on social media, is health-
conscious, and is open to trying new fitness options. They are also in a life stage where they may
have disposable income to invest in fitness memberships.)
- Age: 20 – 40

Discussion Chapter 1

Students listen the video "What is public relations" and then answer the following questions:
1) What are functions of PR?
2) What are employee relations? Media relations? Government relations?
3 What skills PR people need to have?
4) What do community relations specialists do?
5) What PR people do in political campaign?

1. What are the functions of PR?


Public relations is a strategic communication process that builds mutual beneficial relationships
between organizations and their publics. The functions of public relations (PR) are to help the
agency build a better business and develop ideas, strategies, and execute tactics to help get their
stories, using tools like news releases, media relations, community outreach, and government
relations.

2. What are employee relations, media relations, and government relations?


 Employee relations: Focuses on internal communication to ensure employees are
engaged, motivated, and productive. It involves fostering a positive workplace culture,
addressing employee concerns, and managing relationships with unions and stakeholders.
Employees also serve as brand ambassadors, reinforcing the organization's values and
reputation.
 Media relations: Involves building and maintaining relationships with journalists and
media outlets to effectively communicate an organization’s message. This includes
crafting press releases, arranging interviews, utilizing social media, and implementing
innovative strategies to attract media attention and shape public perception.
 Government relations: Involves advocating for an organization’s interests by engaging
with government officials, lobbying policymakers, and communicating legislative
developments that impact the company. Unlike political campaigns, which focus on
promoting government messages to the public, government relations is about influencing
policy and regulatory decisions that align with the organization's objectives.

3. What skills do PR people need to have?


PR professionals must have strong writing and communication skills, as clear and persuasive
messaging is essential. They should be able to create compelling narratives, analyze consumer
data, build relationships, and strategize campaigns. Strong interpersonal and organizational skills
are crucial, along with the ability to work under pressure. Additionally, they must adapt to new
technologies, use social media effectively, and develop crisis management skills. \

4. What do community relations specialists do?


Community relations specialists implement outreach programs to enhance an organization’s
image and foster positive relationships with the community. Their role is essential in industries
like mining, where they address sensitive issues such as human rights and environmental
concerns. They also play a key role in disaster response, ensuring affected communities receive
necessary support. Their responsibilities include building and maintaining relationships with
local communities, organizing events and activities to connect with residents and community
organizations, and addressing community concerns related to the organization. They manage
communication with residents, local leaders, and stakeholders while increasing community
involvement in the organization’s projects. Ultimately, they ensure the organization is seen as a
responsible and committed entity within the community.

5. What do PR people do in a political campaign?


PR professionals in political campaigns use consumer data to predict voter behavior and tailor
messages accordingly. They manage the candidate’s public image, develop communication
strategies, and handle media relations to shape public perception and secure voter support
through targeted messaging and strategic outreach. Their responsibilities include developing and
communicating the candidate's message to the public, managing media relations and securing
media coverage, handling crises and maintaining the candidate’s image, using social media to
engage with voters, organizing events to increase visibility, and tailoring messages to different
voter demographics.

PR History
1. When was PR born? PR was born in 1800’s
2. Who was the first person that used the term "public relations"? Thomas Jefferson was
the first person that used the term "public relations"?
3. When was PR applied in an organization for the purpose of managing communications
between an organization and the public? PR was applied in an organization for the
purpose of managing communications between an organization and the public in 1897
4. When was the first PR agency established in the world? The first PR agency was
established in the world in 1900
5. What does ICCO mean? ICCO is International Communication Consultancy Organisation
6. What does PR 2.0 mean?
- Predicts that the internet will change public relations.
- Describe how social media has cemented the new approach how it public that.

Which tictac McDonald's used for the communication campaign? Key purpose: sell fast
food products
tính hiếu kỳ đối với hàng ngoại nhập
ở vn fast food thể hiện sự sành điệu
chọn đúng thời điểm
vị trí, ngày khai trương
 Publicity: inform for the journalists, the publics
 Press agentry: trước khi khai trương gây tò mò, taị sao bây giờ mới bán ở vnam, ai là
người nhượng quyền – meet the media interested in (nhá hàng), lựa người để nhượng
quuyền với mục tiêu phát triển business
 Advertising:

Assignment 1: Each student reads Chapter 1 (pp 26-45) in the textbook and then puts
his/her answers for the following:

1) Why do you think PR are confused with ‘marketing’ and ‘advertising’? Do you know
how to distinguish between these functions?
Because these three industries all have a common goal of helping businesses sell goods or
individuals generate income. These three areas apply not only to consumer products but
also to people.
 Marketing focuses on creating revenue-generating opportunities by promoting and
selling specific products or services.
 PR is different from this as it is concerned with creating and maintaining
 Advertising is the communication method used to sell products

2) What are the activities and functions within PR? Why do you think lobbying and
investor relations are considered as highly specialized functions?
 Functions within PR:
Internal relations, Publicity, Advertising, Press agentry, Public affairs, Lobbying, Issues
management, Crisis management, Investor relations, Development
 Reasons:
- Because lobbying is a discipline within public relations where the general intention of the
activity is to inform and influence public policy and law. ‘Lobbyists' are practitioners who
execute planned and sustained efforts to deliver specific objectives within this broad profile of
activity.
- Moreover, the investor relations (IR) department is a division of a business, usually a public
company, whose job is to provide investors with an accurate account of company affairs. This
helps private and institutional investors make informed decisions on whether to invest in the
company.

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