Introduction
The development of a comprehensive public relations programme is a vital component
of any organisation’s strategy to build and maintain strong relationships with its
stakeholders. In the context of First National Bank’s (FNB) sponsorship of the
Springboks, a well-planned public relations programme can help to increase awareness
and attendance of Springbok matches among existing and prospective FNB customers.
This assignment will outline the development of a public relations programme using the
DOTMABE formula, which includes defining the problem, setting objectives, identifying
target groups, developing the message, planning activities, budgeting, and reviewing
and evaluating the programme. By following this formula, FNB can create a programme
that effectively engages with its target audience and achieves its objectives.
2. PLANNING FOR PUBLIC RELATIONS PROGRAMMES AND CAMPAIGNS
1.Public Relations
Building and maintaining good relationships with people to create a positive image of an
organisation or person, through effective communication and mutual understanding.
2. Propaganda
Spreading dodgy, biased, or misleading information to influence people's opinions or
actions, often using emotive language or selective facts.
3. Public Opinion
The collective views or attitudes of a large group of people towards a particular issue,
event, or topic, which can shape decisions and policies.
4. Opinion-Makers
Influential people, such as experts, journalists, or thought leaders, who have the power
to shape public opinion and influence what others think or believe.
, 5. Persuasion
The process of trying to convince someone to see things from your perspective, agree
with your point of view, or take a specific action, often using logical arguments,
emotional appeals, or creative messaging.
3.THE PUBLIC RELATIONS PROGRAMME
Public Relations Programme using DOTMABE Formula
Defining the Problem
Theory
Defining the problem is a crucial step in developing a public relations programme. It
involves identifying the current situation, the desired situation, and the gap between the
two . This step requires thorough research, analysis, and understanding of the target
audience and stakeholders.
Application
In the context of FNB’s sponsorship of the Springboks, the problem is to increase
awareness and attendance of Springbok matches among existing and prospective FNB
customers. Currently, FNB’s sponsorship of the Springboks may not be fully leveraged
to drive customer engagement and attendance at matches. The desired situation is to
increase awareness of FNB’s sponsorship and encourage customers to attend
matches, thereby fostering a stronger connection between the bank and its customers.
The development of a comprehensive public relations programme is a vital component
of any organisation’s strategy to build and maintain strong relationships with its
stakeholders. In the context of First National Bank’s (FNB) sponsorship of the
Springboks, a well-planned public relations programme can help to increase awareness
and attendance of Springbok matches among existing and prospective FNB customers.
This assignment will outline the development of a public relations programme using the
DOTMABE formula, which includes defining the problem, setting objectives, identifying
target groups, developing the message, planning activities, budgeting, and reviewing
and evaluating the programme. By following this formula, FNB can create a programme
that effectively engages with its target audience and achieves its objectives.
2. PLANNING FOR PUBLIC RELATIONS PROGRAMMES AND CAMPAIGNS
1.Public Relations
Building and maintaining good relationships with people to create a positive image of an
organisation or person, through effective communication and mutual understanding.
2. Propaganda
Spreading dodgy, biased, or misleading information to influence people's opinions or
actions, often using emotive language or selective facts.
3. Public Opinion
The collective views or attitudes of a large group of people towards a particular issue,
event, or topic, which can shape decisions and policies.
4. Opinion-Makers
Influential people, such as experts, journalists, or thought leaders, who have the power
to shape public opinion and influence what others think or believe.
, 5. Persuasion
The process of trying to convince someone to see things from your perspective, agree
with your point of view, or take a specific action, often using logical arguments,
emotional appeals, or creative messaging.
3.THE PUBLIC RELATIONS PROGRAMME
Public Relations Programme using DOTMABE Formula
Defining the Problem
Theory
Defining the problem is a crucial step in developing a public relations programme. It
involves identifying the current situation, the desired situation, and the gap between the
two . This step requires thorough research, analysis, and understanding of the target
audience and stakeholders.
Application
In the context of FNB’s sponsorship of the Springboks, the problem is to increase
awareness and attendance of Springbok matches among existing and prospective FNB
customers. Currently, FNB’s sponsorship of the Springboks may not be fully leveraged
to drive customer engagement and attendance at matches. The desired situation is to
increase awareness of FNB’s sponsorship and encourage customers to attend
matches, thereby fostering a stronger connection between the bank and its customers.
