Company Relations Strategic Plan It is an imperative business strategy for corporate organizations to perceive the communities in which they operate as more than just customers. A basic principle of corporate social responsibility requires business operations to be integrated with values, reflecting the interests of investors, employees, customers and the community in organizational policies and actions (Hamel 9). For this reason, Vitality Company, which produces, packages and supplies energy drinks and mineral water decided to start a charity, non-profit initiative targeting children in Asia, one of its key market regions.
As consultants, PR Company will provide advice on the process of corporate relations strategic planning, the goals and operations of the charity and the intended use of public relations. After a market analysis, PR Company established that Vitality Company mainly targets the sports fraternity both in Europe and Asia. With this as a starting point, PR needed to answer a strategic question as to what other corporate organizations are overlooking in their roles of social responsibility. Whereas Europe has hundreds of multi-million dollar sporting academies that support children in their local communities, many parts of rural Asia are in abject poverty, with the gap between the sporting elite and rural population considerably wide.
Then, most of the corporate relation strategies in Asia do not target children sufficiently and those that do adopt the welfare model (Kiechel 29). PR advices that Vitality Company considers child issues comprehensively, starting from basic feeding, sanitation and schooling. Among the sporting elite in Asia, Vitality Company is well known and trusted. Further, even the rural peasant farmers in Asia are passionate about sports, especially cricket.
Taking this as a strategy, one sports personality will be picked as an ambassador for the company to build the confidence of the rural population. The key goal of the charity will be educating children. The initiative will be facilitating children’s access to one of their rights as stipulated by all constitutions by educating them. In rural Asia, parents keep their children at home because they cannot afford their meals. It is notable that school structures are already in place in the rural areas but attendance is low due to poverty and most parents opt to have their children work in their rice farms, especially during planting season.
PR will campaign for parents to let their children go to school, and for every child who attends school, there will be free lunch, energy drink and water, since tuition is already offered freely in government schools. An educated community is a self-sustaining community, but some regions in Asia have remained in poverty for many decades even with rice farming. They need a better way out of poverty, and it starts with children; the young generation that will make a difference.
On their own, most of the governments cannot support the education system in such areas (Kiechel 41). However, public relations, especially with the backing of sports personalities, can draw funds and other forms of support from corporate organizations. For example, the player chosen as an ambassador of the initiative has brands that sponsor him in the sporting world, which is also a motivating aspect for children to attend school. The presence of Vitality Company in Asia as an organization that is socially responsible is expected to draw positive attention, both to the initiative and the company’s products.
However, since the initiative is meant to give back to the community and empower it rather than for profit, all profits that come from sales of the products from areas in which the campaigns are run will be set aside. The profits will be used for administrative purposes of the charity and also establish a bursary for children who perform exceptionally in school. As a function of public relations and long term objective, they will be given full sponsorship after primary education with internship at Vitality Company.
From an organizational perspective, that will promote corporate engagement especially in terms of philanthropic funding, student support and research. In Conclusion, PR acknowledges that children, as part of any community in the world, are stakeholders in business organizations. This might not be in the capacity of direct customers with buying power, but their right as children entitles them to supportive environments with food shelter and education. From this notion, it was decided that rather than provide food assistance to the peasant farmers of Asia at home, the significance of education to their children should be attached to the initiative.
In this way, children will attend school, get a meal and drinks and be in a position to lay firm foundations for the future. On its part, Vitality Company will have grown its recognition in the market and also set benchmarks as a company whose corporate responsibility targeted children from a different perspective. Works Cited Hamel, Gary. Leading the Revolution. New York: Penguin Books, 2002. Print. Kiechel, Walter. The Lords of Strategy.
New York: Havard Business Press, 2010. Print.