Applying the Rope Process
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Applying the Rope Process
The Alaskan Brewing Company choose this particular research because irrespective of it being the only beer importer in the United States. After existing for many years in service, 21 years, there were still some states where their brand was not completely recognized. Besides, the company had earlier achieved various awards meaning that fame should have spread to the entire country. Contrary to this, the south of Seattle was sluggish, mostly in several Western states. Hence, after the company identified the problem and its initial status and position compared to other companies, it decided to launch Alaskan IPA to create awareness (Stacks, 2016). The research stage concerning this company was significant, bearing the fact that its history shows some signs of social errands, but its efforts do not have the correct focus (Stacks, 2016). Therefore, it would help make the right strategies of what should be done and be included in the campaign awareness.
The company’s core objective was to create awareness of its brand and make it known to regions identified to be sluggish in purchasing the product. Besides, the company focused on launching a new brand, which resulted in efforts of including various communication platforms to make the brand known easily and to a bigger proportion. However, the company would have included objectives based on the outtake, outputs, and outcomes (Stacks, 2016). On this note, the company would have involved output objective by focusing on achieving its campaign media coverage. On the other hand, an additional outtake objective in the case study would be how the company had planned to alter its audience awareness. Hence, after realizing that the intended strategy did not efficiently work, what would be done to ensure that the anticipated region recognizes the brand and sales increases in this particular region. Irrespective of the fact that this campaign’s audience had not specifically stated what it wanted, it is supposed to be specific (Stacks, 2016). On this note, the company would have stated in the case study what should go where.
The company can be considered to have implemented substantial programming options depending on the type of campaign it had chosen. The company decided which PR communications techniques were relevant depending on their campaign, audience, and the message that it needed to convey (Stacks, 2016). On this note, it chose that there would be an alliance that would ensure that the bottleneck of the new brand would bore the Coastal CODE intonation and Web site.
On the other hand, in the programming stage, the company also concentrated on the regions it would most influence and communications to be made and who (Langham, 2018). Hence, it informed its consumers that 1% of sales concerning the new brand would support some development projects in the regions. Hence, this would automatically persuade consumers to have more interest in this brand and like a brand from the company bearing the fact that it was interested in giving back to society. On the other hand, the programming option implemented was relevant, having that the company had set its budget to be used in the awareness campaign (Langham, 2018). Thus, after observing the budget set, the company had some fund-raising to create enough cash for all the anticipated activities during the process. Also, the option was appropriate as any anticipated activities took place and were successful.
In the last stage of the ROPE process, evaluation, the companies have identified results that are justifying and credible, proving that the anticipated objectives were achieved (Langham, 2018). One of the objectives covered the region that had earlier recorded sluggishness in purchasing the company’s brand. At the end of the awareness campaign, the company had already received attention from Seattle radio stations and national adventure. Hence, individuals from this region would get the company’s expected message bearing the fact that the region radio station had joined in the campaigns. Also, the company received the environmental and beverage tittles meaning that it had been recognized. Also, the new brand received recognition and awarded the No. 1 new expertise beer. Hence, the brand had already played a significant role in the market sector (Langham, 2018). Furthermore, the new brand had already made 24,510 particular sales with this short period meaning that various individuals had known it in the country. The company was also recognized as one of the best organizations to work in by the Outside magazine. This fact means that the company had improved its employees’ working conditions and employed more workers, resulting from making more sales. Hence, the company can be termed to have effectively followed an effective ROPE process below.
Fig 1.0 Public Relations’ ROPES Model
Reference
Langham, T. (2018). Reputation Management: The Future of Corporate Communications and Public Relations. Emerald Group Publishing. https://books.google.com/books?hl=en&lr=&id=H1x7DwAAQBAJ&oi=fnd&pg=PP1&dq=understanding+the+ROPE+Formula+in+Public+Relations+for+companies&ots=13Dy1yTjTo&sig=XB2jeQ2rrRAKfwUh7ZU-KeFMl8k
Stacks, D. W. (2016). Primer of public relations research. Guilford Publications. https://books.google.com/books?hl=en&lr=&id=cWfSDAAAQBAJ&oi=fnd&pg=PP1&dq=+the+ROPE+Formula+in+Public+Relations&ots=1RJN1MLfqe&sig=BYsdLR2S-iFbqYYgiNxS_1GNlEM