Public Relations Campaign Strategy.

In ontogeny a public relations bid strategy, those obligated for the campaigns success must answer a number of scathing questions. First and foremost among the questions to be addressed: What specifically is the campaigns bearing? Once the objective has been clearly defined further closes keister be made in regard to defining the campaigns public, developing crisis and tactical plans, evaluating the business implications of the PR campaign, and identifying potential benefits and risks associated with the selected strategy.

Objectives

Not having clearly defined objectives makes moving forward with subsequent campaign components very difficult. In regard to Harley Davidsons campaign to support mandatory helmet legislation, four objectives direct been identified:

- Save lives

- Change attitudes

- subject insurance costs

- Reduce health care costs

The most of import objective of this campaign is to send the message that helmets save lives and that nothing is more important to Harley Davidson than the safety of their customers. Statistics will be provided to illustrate the disparity in injuries between those passengers involved in accidents who were wearing helmets as foreign to those who were not. Another objective of the campaign will be to intensify the attitude of those riders who are adamantly opposed to wearing

helmets.



Harley Davidson understands that a belt element of their customer base still clings to the image of the Harley rider as a free spirit, individualistic and apart from the circumstance quo. To them wearing a helmet is tantamount to joining the establishment, surrendering another decision that should be left to the individual. The final two campaign objectives ingathering to the customers pocketbook. Harley Davidson understands that insurance and health care premiums are an ongoing carry on with their customers. The company will work in concert with study insurance carriers throughout the country toward developing a confederacy that will...

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