1.Introduction
This assignment provides a comprehensive analysis of a public relations program for FNB's
sponsorship of the Springboks, a renowned South African rugby team. The program aims to
raise awareness about FNB's sponsorship, drive ticket sales for upcoming matches, and
position FNB as a key supporter of South African rugby. This assignment will outline the
problem definition, objectives, target groups, message development, activities, budget,
and evaluation of the public relations program. By applying theoretical concepts to a real-
world scenario, this assignment demonstrates the importance of effective public relations
in achieving business objectives.
2.THE PUBLIC RELATIONS PROGRAMME
D - Defining the Problem
Theory
Defining the problem is a crucial step in developing a public relations program. According
to Cutlip, Center, and Broom (2006), a problem is a situation that requires a solution, and
defining it involves identifying the key issues and challenges. In public relations, problems
can arise from a variety of sources, including organisational crises, stakeholder concerns,
or changes in the market.
Application
In this case, the problem is to raise awareness about FNB's sponsorship of the Springboks
and encourage existing and prospective customers to attend future matches. This requires
creating a buzz around the sponsorship and highlighting FNB's commitment to supporting
South African rugby. To achieve this, the public relations program will need to develop a
comprehensive strategy that engages key stakeholders, builds brand awareness, and
drives ticket sales.
, O - Setting Objectives
Theory
Setting objectives is a critical step in developing a public relations program. According to
Gregory (2010), objectives should be specific, measurable, achievable, relevant, and time-
bound (SMART). This ensures that the program is focused and effective in achieving its
goals.
Application
The objectives of the public relations program are to increase awareness of FNB's
sponsorship of the Springboks, drive ticket sales for upcoming matches, and position FNB
as a key supporter of South African rugby. Specific targets include increasing awareness by
20% within the next six months, driving ticket sales by 15%, and positioning FNB as one of
the top three sponsors of South African rugby. These objectives will be achieved through a
combination of media outreach, social media engagement, and hospitality events.
T - Target Groups
Theory
Identifying the target audience is a crucial step in developing a public relations program.
According to Wilcox and Cameron (2013), the target audience is the group of people that
the program is intended to reach and influence. Understanding the target audience is
essential in developing effective public relations strategies.
Application
The target groups for this program are existing FNB customers, prospective FNB
customers, and rugby fans. Existing FNB customers will be encouraged to attend matches
and showcase their loyalty, while prospective customers will be attracted to the bank's
involvement with the Springboks. Rugby fans will be engaged through various channels to
create buzz around the sponsorship. To effectively engage these target groups, the program
will need to develop targeted messaging and activities that resonate with each group.
This assignment provides a comprehensive analysis of a public relations program for FNB's
sponsorship of the Springboks, a renowned South African rugby team. The program aims to
raise awareness about FNB's sponsorship, drive ticket sales for upcoming matches, and
position FNB as a key supporter of South African rugby. This assignment will outline the
problem definition, objectives, target groups, message development, activities, budget,
and evaluation of the public relations program. By applying theoretical concepts to a real-
world scenario, this assignment demonstrates the importance of effective public relations
in achieving business objectives.
2.THE PUBLIC RELATIONS PROGRAMME
D - Defining the Problem
Theory
Defining the problem is a crucial step in developing a public relations program. According
to Cutlip, Center, and Broom (2006), a problem is a situation that requires a solution, and
defining it involves identifying the key issues and challenges. In public relations, problems
can arise from a variety of sources, including organisational crises, stakeholder concerns,
or changes in the market.
Application
In this case, the problem is to raise awareness about FNB's sponsorship of the Springboks
and encourage existing and prospective customers to attend future matches. This requires
creating a buzz around the sponsorship and highlighting FNB's commitment to supporting
South African rugby. To achieve this, the public relations program will need to develop a
comprehensive strategy that engages key stakeholders, builds brand awareness, and
drives ticket sales.
, O - Setting Objectives
Theory
Setting objectives is a critical step in developing a public relations program. According to
Gregory (2010), objectives should be specific, measurable, achievable, relevant, and time-
bound (SMART). This ensures that the program is focused and effective in achieving its
goals.
Application
The objectives of the public relations program are to increase awareness of FNB's
sponsorship of the Springboks, drive ticket sales for upcoming matches, and position FNB
as a key supporter of South African rugby. Specific targets include increasing awareness by
20% within the next six months, driving ticket sales by 15%, and positioning FNB as one of
the top three sponsors of South African rugby. These objectives will be achieved through a
combination of media outreach, social media engagement, and hospitality events.
T - Target Groups
Theory
Identifying the target audience is a crucial step in developing a public relations program.
According to Wilcox and Cameron (2013), the target audience is the group of people that
the program is intended to reach and influence. Understanding the target audience is
essential in developing effective public relations strategies.
Application
The target groups for this program are existing FNB customers, prospective FNB
customers, and rugby fans. Existing FNB customers will be encouraged to attend matches
and showcase their loyalty, while prospective customers will be attracted to the bank's
involvement with the Springboks. Rugby fans will be engaged through various channels to
create buzz around the sponsorship. To effectively engage these target groups, the program
will need to develop targeted messaging and activities that resonate with each group.
