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Public Relation Portfolio Assignment Sample

You are required to produce a Public Relations (PR) portfolio. This will form 100% of the assessment for this module. The total word count for the PR portfolio is 2,500 words.

The portfolio will allow you to demonstrate your understanding of the PR planning process from an academic and practical perspective, and will require you to apply your knowledge of specific PR activities.

There are 5 components. The details of what should be included in each component are provided below.

You must make use of the lectures, seminar materials, textbooks, journals, industry reports, news and business publications, marketing communications and PR practitioner sources in all sections of the portfolio.

NB: You may change the organisation/brand, but this must be agreed with your seminar tutor.

You should use a range of information sources to highlight a PR issue which needs to be addressed: (Market and Industry sources (e.g.Mintel,, GlobalData Explorer, Statista, Passport), Marketing communications sources (e.g. WARC, www.campaignlive.co.uk, www,prweek.co.uk, www.marketingweek.co.uk), Business Sources (e.g. BBC, The Guardian, The Telegraph, Reuters, Forbes, The Economist, Wall Street Journal).

ITEM 2 – OBJECTIVES, STAKEHOLDERS, PUBLICS AND TARGET AUDIENCES

You will need to identify appropriate marketing and PR objectives, and be able to justify these. You will need to identify and discuss relevant stakeholders and target audiences (Market segmentation). These are the groups with whom you will need to effectively communicate in order to achieve your campaign objectives.

Solution

ITEM 1 – ISSUE ANALYSIS

PR Issues faced By Tesla Motor

Tesla Motor have faced several PR issues in recent years, then issues have had significant impact on the company’s market reputation. Tesla also has a history of quality control issues, which is bad for PR. It's well-known that Tesla automobiles have problems, such as faulty body parts, loose door handles, and touchscreens that don't work. As a result, Tesla has received many complaints from dissatisfied customers, and its image as a quality manufacturer has taken a hit.

- Lack of Traditional PR Department: One of the most significant PR issues facing Tesla is its lack of a traditional PR department. In 2020, Tesla's CEO Elon Musk disbanded the company's public relations staff, allowing him to handle all media inquiries alone. This has resulted in a variety of issues, including Tesla's inefficiency in responding to adverse media attention (Noff, 2020).

- Production Challenges: In the past, the company's electric vehicle (EV) production goals were often unmet. Dissatisfaction among buyers and criticism from the media have resulted from manufacturing delays, bottlenecks, and quality control problems (Chegg and Griffin, 2022). Because of these difficulties, the company's dependability has taken a hit, and there are now concerns about its capacity to expand output.

- Poor and aggressive behaviour of Elon Musk (founder and CEO): Musk's actions as CEO have caused PR problems for Tesla on occasion due to his reputation for being unusual and outspoken. Musk's erratic behaviour and public feuds have drawn media attention and been criticised by stakeholders. The public and the law enforcement have been more sceptical of Musk after his tweets about taking Tesla private and other overstated statements (Link, 2023).

- Regulatory Compliance: Tesla is an innovative company in the automobile and energy sectors, both of which are heavily regulated. Safety standards and emissions criteria are only two examples of laws that must be met in order to retain a company's reputation and earn the confidence of customers. Reputational harm, legal challenges, and poor press may result from even the appearance of noncompliance with regulations.

- Quality and Service Issues: Concerns have been raised about Tesla's reliability and customer care response times, among other things. The public's impression of Tesla's construction quality has been damaged by reports of production flaws including paint blemishes and panel gaps (Gujarathi et al., 2018). Customers have also complained about the length of time it takes to have repairs done, the scarcity of replacement parts, and the inconsistency of the service they get.

- Financial Concerns: The company has lost money in the past and depended significantly on investor capital to keep going. The stock market value of Tesla has been called into question, and critics have voiced doubts about the company's capacity to consistently turn a profit (Strauss and Smith, 2019). Loss of investor confidence and subsequent poor public relations effects might be the result of financial uncertainty.

Item 2 – Objectives, Stakeholders, Publics and Target Audiences

As the industry leader in electric vehicles (EVs), Tesla Motors is in an ideal position to set marketing and PR goals that will help it solve the PR issues. By keeping these goals in mind, Tesla will be able to reach out to the right people. Possible marketing goals for Tesla Motors, together with the relevant stakeholders and intended audiences.

Marketing and PR Objectives for the Assignment Help -

Objective 1: To enhance Product Quality and Reliability Perception

Justification- By addressing the concerns related to production challenges and quality issues, Tesla can enhance its reputation for product quality and reliability. This objective is intended to boost customer satisfaction, bring in new buyers, reassure investors, and show the auto industry that Tesla is serious about producing reliable automobiles (Musk, 2023).

Objective 2: To promote Safety and Trust in Autonomous Driving Technology

Justification- With the public relations issue of Autopilot incidents out of the way, Tesla must put more attention on selling the benefits of its autonomous driving system. Sharing information on accident rates and relative safety records, as well as educating the public about the advantages and disadvantages of Autopilot, all contribute to this goal. Its purpose is to strengthen the public's trust and confidence in Tesla's autonomous driving technology and elevate the brand to the top of its industry.

Objective 3: To boost Quality of Service and Satisfaction for Customers

Justification- Tesla must prioritise enhancing the entire customer experience to solve the issues surrounding customer service and responsiveness. To achieve this goal, we must simplify maintenance procedures, shorten wait times, improve lines of communication, and make replacement parts readily available. Tesla can increase brand loyalty, boost goodwill, and lessen the impact of any bad press related to service difficulties by focusing on the customer experience.

Objective 4: To achieve Financial Stability and Long-Term Growth

Justification- Given the financial concerns raised by critics, Tesla can focus on demonstrating its financial stability and long-term growth prospects. Achieving consistent profitability, expanding income sources outside car sales, and demonstrating the effective implementation of strategic initiatives all contribute to this goal (Kent, 2020). Tesla may affect its stock price and offset unfavourable stories about the company's finances by boosting investor confidence.

Objective 5: To boost positive relationships with industry organisations and regulatory

Justification- Participating in industry forums and working together with key stakeholders to influence laws and regulations are all necessary to achieve this goal of proactive involvement. Tesla can improve its standing in the market and lessen its exposure to regulatory concerns by portraying itself as a conscientious and legal corporation (Dai et al., 2022).

Stakeholders and Target Audiences

 

Table 1: Stakeholders and Target Audiences

References

 

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