Issues and Scenario  Communication to the natives  Provide jobs  Health care opportunities  Communication to new customers  Same amenities and upgraded amenities  Improved grounds

Target Audience  Upper-Class  Age 30 – 65  Adults and families  Enjoys traveling to tropical locations  Active

Market Research Plan  Are the Bahamas the best location?  Best channels for advertising  Knowing the target market

PR Campaign Objectives  Public Awareness  Gaining credibility

Organizations Publics  Repeat customers  Island resort travelers  Bahaman destination travelers  High - class

Executive Summary  New Location  New business  New jobs  Research  Locations  Media channels  Community  Build relationships

PR Campaign and Marketing  Common goals  Channels for communicating  Work together

Ethical Considerations  Follow PRSA values  Advocacy  Honesty  Expertise  Independence  Loyalty  Fairness

Technology Considerations  Internet  Allows information to travel faster and more efficiently  Most use the internet to stay informed  Tracking information on competitors   Desired method of communication  Gives the public a voice

Globalization  Using Technology affectively:  Advertising in different parts of the world  Internet (company website)  Understand Cultures:  Attracting customers  affective hospitality

Crisis Management Plan  Communication  Training for all employees  Acting:  Quickly and effectively  Taking responsibility

Evaluating Effectiveness Objectives  Specific  Measurable  Achievable  Realistic  Time Research  Primary: focus groups, telephone interviews, blogs  Secondary: Internet, journals, magazines

Evaluating Effectiveness  Identify Publics and Stakeholders  Establish effective communication with public relevant to the campaign.  Address current situation and tailor the information accordingly  Categorize information employees, investors, senior executives.

Evaluating Effectiveness  Budget  Allocation of budget  Operating Costs  Crisis Management  Flexible administration

Any Questions?