Reference no: EM133458225

You work for Hostess. The Ontario Medical Association is lobbying the government to require that junk food be labeled with images and messages that tell the consumer that the food will contribute to obesity and obesity-related diseases.

They want these messages and images to be similar to those that are put on cigarette packs that warn against smoking. They envision graphic images of disease (for instance a diabetic's foot sores). They believe the health risks and the cost to the health care system is the same for fatty food as it is for cigarette smoking.

The Association is also pushing the suggestion that junk food be taxed at a higher rate than healthy, nutritious food.

The government has not responded to the call for these changes. The OMA recommendation has received a lot of press coverage.

In a bold move, Hostess, makers of Twinkies and Ding Dongs, and other similar 'junkfood' has decided to change its packaging, but in a more positive manner than the OMA is suggesting.

The packaging will include a recommended age and limit for consumption, for instance, it will suggest that children between the ages of 4 and 12 should eat no more than two Twinkies a week and that active teens should limit their intake to no more than four a week.

The company feels that a limited consumption of junk foods is not overly harmful and that is consumed responsibly, then there should be no lasting harm.

questions:

-Part 1. create a situation statement that defines the problem or opportunity for the following scenario.

-Part 2. To develop a public relations plan, you need to go through a process to identify your key publics. Using the Hostess situation explained in the first part of the question, explain with examples the steps you would take to identify the key publics. Then, using one of these key publics as an example, illustrate how you would analyze that public.

a. Identify all potential Hostess publics for the campaign:

b. Choose a key public(s) that is relevant to this particular situation.

c. Identify the stage of development or involvement for the key public

d. Where would you find important background data on your key public? (demographic, psychographic or other?):

-Part 3. Write one public relations goal for this Hostess campaign and one SMART objective

-Part 4. Based on the key public you identified above, draft one key message for this campaign. Identify who will deliver the message. Why do you believe this is a good choice?

Part 5. Identify three (3) tactics you could use in this campaign to reach the key public identified above. Why do you believe these would be effective?

Part 6. Outline how you would evaluate the success of your campaign