MNM2611 ASSIGNMENT 04 SEMESTER TWO 2024 According to Skinner et al. (2010), there are seven steps in planning a PR programme. You need to do the following: a) Study the Momentum Corporate Social Responsibility Programme case study in the prescribed ca

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Table of Contents
Introduction ................................................................................................................ 3


QUESTION 1: Planning a PR Programme (14 Marks) ............................................... 3


QUESTION 3: Key Elements of Direct Marketing (14 Marks) .................................... 8


QUESTION 4: Advantages and Disadvantages of Direct Response and Database

Marketing (16 Marks) ............................................................................................... 10


Conclusion ............................................................................................................... 12


References ............................................................................................................... 13




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Introduction

Public Relations (PR) and direct marketing strategies are essential tools for
organizations to build strong relationships with their stakeholders and maintain a
positive public image. These strategies are especially critical when dealing with issues
related to corporate social responsibility (CSR), customer engagement, and database
marketing. This paper aims to explore various aspects of PR and direct marketing
using practical examples, with a particular focus on Momentum's CSR programme and
Africa Media Online. By analyzing theoretical principles from PR and direct marketing
and illustrating their practical applications, this paper will highlight how these concepts
are implemented in real-world business scenarios, ensuring that ethical considerations
are upheld, and effective marketing strategies are employed.

QUESTION 1: Planning a PR Programme (14 Marks)

According to Skinner, Mersham, and Benecke (2010), a successful PR programme
requires a systematic approach, divided into seven steps. The theoretical explanation
of each step, coupled with how Momentum implemented them in their CSR
programme, is detailed below.

1.1 Research

The first step in any PR programme is conducting thorough research to understand
the current situation, identify the needs of the target audience, and determine the
organization's position in the market (Smith, 2017). This includes gathering both
primary and secondary data to assess the public's perception and the organization’s
reputation.

Momentum’s Implementation

Before launching their CSR programme, Momentum conducted extensive research to
identify the most pressing needs in the communities they serve. They discovered a


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