Global Public Relations Practice: Communication Strategies And Objectives For Heinz

Situational Analysis

Discuss about the Global Public Relations Practice.

The report is based on an issue of a competitive market in Australia. The report consists of communication strategies and some objectives to solve the particular problem. The organization is a United States based company called Heinz. The Australian Competition and Consumer Commission asserts that the organization has made misleading as well as false representations to the public which is ethically wrong in the Federal Court. The Kraft Heinz Company was founded in Australia during the year 1935. Headquarter is located in Southbank Victoria. It is food organization which sells soups, vegetables, ready meals, desserts, beans, and pasta. In Australia, the company supplies a bigger portion of ninety million dollar products, but Kellogg’s is taking the lead and making enormous profits. The report consists of all the solutions to address these issues.

Identification and scoping of opportunities related to the issue

Currently, the organization Heinz is facing some problems and challenges which are becoming a threat to them. The customer feedback impacts the organization negatively. The feedback includes misleading and false representation to customers (Hynes, 2008). The Australian Competition and Consumer Commission has brought these proceedings as it claims Heinz is marketing these products as healthy decisions for new children when they are not. The claims said that the product contains sixty percent sugar. Consequently, public will become furious because the percentage of sugar is more than the fruits. The ACCC claims that the percentage can lead to health problems. The heat of competitive market is their other pressing issue. Kellogg’s is taking over them (Richards et al., 2012). According to Mr. Sims, the Australian Competition and Consumer Commission needs to clarify that real organizations have a commitment under the Australian Consumer Law to guarantee the health of products claims don’t deceive general society. Besides, as a feature of the present interest of ACCC on insurance issues of the customers emerging from health privileges by substantial organizations. Heinz is especially worried about conceivably deceptive health opportunities for the marketing of products for incredibly youthful youngsters. Apart from these, WHO or Word Health Organization recommends limiting the intake of oily foods. These foods can increase tooth decay (Geradin, 2010). Right now, the organization needs a marketing plan and some relationship marketing strategies to strengthen the relationship with the customers and their internal stakeholders. Due to loss of the company, there may be a huge turnover of employees and stakeholders. Bernard Hees, the CEO of Heinz needs to look after the issues and plan some strategic objectives which can solve both of these two issues once at a time.

Measurable Objectives of Communication Plan

Heinz needs to implement their goals of a communication plan to gain customer and employee trusts. The measurable objectives are discussed below:

• Heinz needs to develop a course of action of views for firms with whom Heinz, as well as its Business Units worldwide, have a legitimately restricting relationship consisting transitory laborers, joint try associates, suppliers of services and products and co-packers (Set Measurable Objectives, 2016). Asides, these Supplier Guiding Principles are advanced autonomously in a declaration of guidelines for such business assistants.
• The organization needs to develop the Principles of Global Operation for continuing their famous brand value all over the world. Initially, they need to sell safe, fair and tested products to customers with a discount price to gain a small percentage of consumer trust. It is enough for the company to ignite the fire (CONLEY and WILLIAMS, 2011).
• Heinz needs a business unit which will operate to protect the environments as well as respect the religious, philosophical, ethnic, cultural and political differences of people all over the world.
• A critical target of communication in business is to figure out who will liberate the data to the public and how it will be introduced and when it should be uncovered. Heinz must utilize the best approach to declare its new products with the help of director displaying presentations in an exhibition at the opening day of a vital industry exchange show (Freitag and Stokes, 2009).

The moist important part is keeping up persuasive communication inside the particular organization is crucial in maintaining a strategic distance from perplexity that can influence resolve and efficiency. Besides, the central communication goal of the company should build up a system that gets essential data to staff individuals precisely and efficiently (VerÄÂiÄÂ, Zerfass and Wiesenberg, 2015). Additionally, the administrative staff needs strategies set up that discharge data naturally after it has been affirmed to abstain from clashing inside messages.

Hofstede’s Six Dimensions of Culture

The cultural factors consist of Hofstede’s Six Dimensions of Culture. At the end of the 1970s, Dr. Geert Hofstede who is a psychologist published his cultural dimensions model (Aðalsteinsson, Guðmundsdóttir and Guðlaugsson, 2011). The model is based on a decade of research and experiments. The six dimensions are individualism vs. collectivism, or IDV masculinity vs. femininity or MAS, power distance index or PDI, indulgence vs. restraint or IVR, uncertainty avoidance index or UAI and pragmatic vs. normative or PRA. It contains high PDI and low PDI. A high power distance index indicates that society accepts a hierarchical, unequal of power that people fathoms in the system. A low power distance index shows that power is shared is distributed unequally. By using this model, Heinz can share the competences between the stakeholders individually. As a result, time is divided and work will go on swiftly. It means the company is utilizing a low PDI. Besides, it is better for the enterprise to use low IDV as it maintains harmony among group members and builds skills and makes themselves become master of something (English, 2016). At this situation, Heinz should always go for low MAS as it is focused on the quality of life that is for future. Currently, the UAI of the organization is high as people are showing their emotions for a misleading action by Heinz. Based on PRA, the situation is normative because public wants to know the reason that why company misleads them.

The organization Heinz has an enigmatic, twenty-four-hour multilingual ethical factors that are staffed by a self-sufficient outsider to supplement their open correspondence society. Laborers are asked to first raise stresses with their boss or the Human Resources Department (Kainer and Fetherstonhaugh, 2010). Besides, Heinz considers these calls imperative, and an inside gathering examines each gets a promising way. According to these disclosures, the calls may achieve exercises including managing, get ready or other disciplinary practices up to and including the end of delegates why ought to establish have neglected Company plans. Aside that, the factors has wound up being an additional unique advantage for specialists to share information.

Key Stakeholders and messages-cultural considerations

Strategic communication is a systematic research, planning, evaluation, integrated brand support, external and internal programs as well as communication for organizations such as Heinz. It is significant for solving the ACCC issues as well as competitive issues. The organization should make use of SMART Communications. The SMART goals consist of specific, measurable, achievable, realistic and timely objectives. The initiatives of SMART communication strategy will help Heinz to transports deliberate messages with the aid of most suitable media to the public at the appropriate time. Consequently, the company can get the desired outcome. SMART communication balances the messages, the public, the media and the goals of the enterprise (Quirke, 2008). Additionally, the particular communication strategy is a powerful tool for management to identify issues, defining strategies and also setting priorities. If Heinz uses SMART interface, then they can quickly make plans. To be specific, Heinz needs to implement comprehensive strategies. The particular approach ensures all workers feel that they are involved in decisions after their long day work. Also, open communication is necessary so that employees can feel free to work and share feedbacks with customers and other official members and partners. First of all the leader needs to be an open-minded person. A solid communication plan constructs the consistency of how the endeavor is dealt with (Jin, Lee and Jun, 2015). The individuals who take after the course of action should talk about dependable with each other.

In this section, some communication strategies are described along with timelines.

	1 Week	2 Weeks	3 Weeks	4 Weeks	5 Weeks	6 Weeks	7 Weeks	8 Weeks	9 Weeks
Open Communication
Inclusive Communication
Two-Way Communication
Multi-Channeled Communication
Results- Driven Communication

The timeline shown above is rough estimation because a communication depends on upon the time required for employees to get habituated.

Conclusion

It is recommended for each and every organization that Global Public Relations is vital for them. The experts of public relations accomplish more than draft official statements. Also, they manufacture associations with the leading media delegates. Anyhow, they satisfy their current part of getting a message of the company to the public, the individuals who have finished their studies in communications and advertising. They should equally be acquainted with the dispositions and worries of customers, representatives, open vested parties, and the group so as to build up and keep up agreeable working connections. Besides, it may incorporate such exercises as planning talking engagements for the major organization staff and discourse composing. Heinz can implement promotional campaigns which will include a free tasting of foods for the first time.

References

Aðalsteinsson, G., Guðmundsdóttir, S. and Guðlaugsson, Þ. (2011). Icelandic National Culture in Relation to Hofstede´s Five Dimensions. IRPA, 7(2), p.353.

CONLEY, J. and WILLIAMS, C. (2011). Global Banks as Global Sustainability Regulators?: The Equator Principles. Law & Policy, 33(4), pp.542-575.

English, A. (2016). Cultural dissonance: ethical considerations from Afghanistan. Canadian Foreign Policy Journal, 22(2), pp.163-172.

Freitag, A. and Stokes, A. (2009). Global public relations. Milton Park, Abingdon, Oxon: New York, NY.

Geradin, D. (2010). The Decision of the Commission of 13 May 2009 in the Intel case: Where is the Foreclosure and Consumer Harm?. Journal of European Competition Law & Practice, 1(2), pp.112-122.

Hynes, G. (2008). Managerial communication. Boston: McGraw-Hill/Irwin.

Jin, B., Lee, K. and Jun, M. (2015). Design of Data Communication Scheme for Privacy Protection in Smart IoT Environment. The Smart Computing Review.

Kainer, G. and Fetherstonhaugh, D. (2010). Ethical considerations. Nephrology, 15, pp.S12-S14.

Quirke, B. (2008). Making the connections. Aldershot, England: Ashgate.

Richards, C., Lawrence, G., Loong, M. and Burch, D. (2012). A toothless chihuahua? The Australian Competition and Consumer Commission, neoliberalism and supermarket power in Australia. Rural Society, 21(3), pp.250-263.

Set Measurable Objectives. (2016). Special Events Galore, 16(5), pp.3-3.

VerÄÂiÄÂ, D., Zerfass, A. and Wiesenberg, M. (2015). Global public relations and communication management: A European perspective. Public Relations Review, 41(5), pp.785-793.