Public Relations Proposal

The Situation

The jewelry manufacturer has been established in Hong Kong for over 10 years and has all along been selling its products overseas including China, Europe, the USA and Middle East. It has two manufacturer plants in China and its designs are very similar to those of renowned jewelry labels such as Christian Dior. Its products are of good design and more importantly, has a competitive priced.

The company decided to diversify into the retail business, and will start by setting up a retail shop in Mong Kok selling exclusively its own products. The shop will carry a different name with products under various brand names. The products are targeted at working women aged between 25 and 45 years of age and in the mid-income group of both frequent and infrequent jewelry shoppers. The label will be launched formally in Hong Kong to tie in with the shop opening.

The Need

Launching a new costume jewelry brand in Hong Kong by a local manufacturer is a birth of new business. This business has not yet established its name and identity to the jewelry shoppers and customers. Considering the jewelry shops and labels which are established already, the new brand and the shop itself must work hard to put up its own name and its identity to compete with those recognized brand products and jewelry shops.

In order to attract possible clients as well as to succeed in the jewelry world of business, the new shop must work diligently to develop strong public relations since public relations can establish its credibility, enhance its name and reputation. Moreover, it can also help sell more products and explode its profit.

Public Relations Strategies

Public relations involve a variety of programs intended to create, maintain or enhance a company’s image and the products and services it offers. Successful implementation of an effective public relations strategy can be a significant component to a marketing plan.

PR strategies play a key role in the companies’ and organizations’ promotional strategy. A planned approach to leveraging public relations opportunities can be just as important as advertising and sales promotions. It is one of the most effective methods to communicate and relate to the market. It is powerful and once things are in motion, it is the most cost effective of all the promotional activities.

The public relations strategies and tactics of the new jewelry brand and its shop in Hong Kong can be accomplished through several means. It can utilize the wide range of communication techniques and channels to help it pursue such PR strategies. The time-tested, cost effective techniques can help the shop reach, inform and persuade new clients and customers.

The shop should use public relations as a strategic planning and vision tool to powerfully spearhead its business in Mong Kok. It should feature articles about the company, the manufacturer, and the jewelry brand itself while positioning the shop and the brand at the top of other jewelry store and labels. It should also present its capabilities and the achievements as the future leader in the jewelry industry. The shop should release news about the new brand to keep the jewelry shoppers up-to-date on that brand and to inform them about it.

It should participate in trade shows since trade shows can be a significant sales forum. Further, the prospective buyers may have the actual experience on that jewelry brand through the show. The internet can also help the shop establish an early presence since internet is a powerful new communication medium.

Advertising either print or broadcast may keep the name of the shop and the jewelry brand visible thus reaching the customers. The brochures and flyers either printed or electronic explaining the shop’s offerings in detail and the brand itself can attract and persuade buyers. And most importantly, the mass distribution of pamphlets and leaflets about the brand and the shop should given the biggest attention since this is the fastest and easiest way to let the people know that the shop and the brand exist.

The management should not also forget to deploy communication staffs that are well-inform and knowledgeable of the shop and its jewelry brands during its opening and launching to address and answers concerns of the customers and other audience. This will create direct interaction between the consumers and buyers and the producer; thus increasing the image and brand awareness of the product and the shop itself.

Post Public Relations Tactics

The shop should put up a newsletter that provides valuable, ongoing channel that brings the shop’s message to the current and potential customers. The newsletter may highlight the innovations and new designs of the brand being market.

It should also organize business seminars for the customers to explain the new developments, trends and products in detail; thus setting where the shop and the brand call the shots.

The management must attend in the professional seminars and association meetings to highlight its latest achievements and innovations as well as to share information with jewelry manufacturer and jewelry shop owner.

It is also a must that the shop as a business organization should have a crisis management plan, strategies and tools to deal with unexpected and unwelcome problems and developments.

Success of the Shop

Influencing customers and clients to buy and patronize the brand of the new jewelry shop is not a new concept. But it is necessary to do this in a way that the shop will gain the trust and the money of the buyers by purchasing its product. Public relations have a big thing to do to achieve this goal.

PR involves examining the needs, ideas and expectations of people and deciding which one should become the priority of the company and organization. Its actions involve different methods of communication designed to convey specific messages to the people.

To succeed in today’s business world, especially in the jewelry world, the shop must learn to manage rapid change and crises and work diligently to develop strong public relations as well as the crisis management plan.

References

Importance of Public Relations. Macedonia Local Government Reform Project. Retrieved October 17, 2006, from www.lgronline.com

PR Strategies and Tools for Building Business Success. Salwen Business Communication. Retrieved October 17, 2006, from www.salwen.com

Wilcox, D., Cameron, G. & Agee, W. (2005). Public Relations: Strategies and Tactics. Prentice Hall.