Measuring Relationships in PR

The subject for this blog is to pick a company that has good relationships with audience and discuss them using the questions below. For this exercise I will select Kraft Foods.

Question 1: How does the organization maintain good relationships with its audience?

Kraft maintains good relations with its consumers in a number of ways. One way is through social media websites like Facebook and Twitter. These websites allow company representatives to interact with customers directly. Another way is by promoting positive messages in their marketing efforts. Maintaining a positive image in the media makes it easier for consumers to associate Kraft with positivity.

Question 2: How might it measure those efforts to maintain its relationships?

Kraft could gather information from social media outlets, discussed earlier, or by conducting surveys (online, mail-in, over the phone). Kraft could monitor the sales of its many brands. The marketing plans for the brands that are not selling can be re-evaluated to determine how to reach more consumers.

Question 3: Why is it important to measure those relationships?

It is important to measure these relationships because customer relations are crucial business success. If Kraft has a poor relationship with its audiences then sales will dwindle and so will the company. Additionally, poor relationships with customers will hurt the word-of mouth advertising.

Question 4: What is the value of those good relationships to the organization?

The value of these good relationships are: an increase sales, repeat business, and referral business.

Question 5: What might be the organization’s appropriate goals? Explain why they would be appropriate goals.

I think having good relationships with customers is one of the goals for Kraft Foods. Having  positive relationships has a great impact on the profit margins and number of sales. Good relationships are also directly connected to one of the company’s other goal, getting a larger piece of the market.

Question 6: What might be the outcomes of these successful relationships and how might they be measured?

The outcomes would be an increase in the number of sales across all of the brands operated by Kraft Foods. This could be measure by tracking the number of sales from the beginning of a promotion to just after it ends. An increase/decrease in sales would tell you if the promotion reached its target audience and if it had a positive/negative effect.

References: http://www.kraftfoodscompany.com; http://www.kraftrecipes.com