Individual Assessment Coversheet

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Campus: Midrand
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Faculty: Humanities
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Group:
______1____________________________________________________________________
Lecturer’s Name: Ms. Nethengwe
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Student Full Name: Tavonga Chinhengo
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Student Number: MD.2022.L0C0J7
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I declare that this assessment is my own original work except for source material explicitly acknowledged. I also declare that
this assessment or any other of my original work related to it has not been previously, or is not being simultaneously, submitted
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TABLE OF CONTENTS

PAGE 4
1. Introduction
2. Nature of Public Relations
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3. Public Relations as a Management Function
4. Functions of Public Relations
4a Communication Strategy and Messaging
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4b Stakeholder Engagement and Management
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4c Crisis Communication and Reputation Management
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Conclusion

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1. Introduction

It is very undeniable that Public Relations is of utmost importance to an organisation.

It is an essential link between the company and its stakeholder both internal and
external. Now within this difficult situation that Cover is in where employees are
boycotting the company and the Clovers reputation being at stake. The importance
of Public Relation intervention can’t be ignored. This essay is aimed at discussing
the many strategies that Clover can employ to ensure that this bumpy patch can be
smoothed out and all stakeholders are left happy.

2. Nature of Public Relations

Public Relations in a vital and dynamic part in any modern companies’ management.
It entails the preplanning of communication strategies and the cultivation of
relationships between the organisation and its internal and external stakeholders.
This complex branch goes beyond just relationship building. It also responsible for
creating a positive and favourable narrative that best represents the companies’
values, achievements, goals and its commitment to making its community a better
place. Not only does public relations give the company a good look to its
stakeholders it also is the first and most important line of defence when the company
is faced with a crisis. For example, Clover in our case study is being boycotted by its
employees. Public relations in this situation will be there to retain the company’s
status and make sure its name is not tarnished.

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3. Public Relations as a Management Function

Public relations (PR) has an important and vital function in the organization. At its
core PR involves management of communication channels in a strategic manner.
This entails both giving out of information and actively taking note and engaging with
the Clovers stakeholders. Having a well-crafted strategy for communication is of
utmost importance to Clover so that they can find the best way to come to common
ground with their works on strike. PR can here serve as the primary channel for there
to be open and clear communication between Clover and the striking workers. This
can be achieved by sending out an empathetic message to the employees
addressing their concerns and also demonstrating a commitment to giving fair labour
practices. (Minshaw)

The art of creating messages that resonate with the intended audience is a vital part
of PR. In the case of Clover, the message the PR team must find a way to convey
the organizations commitments to the welfare of its employees, ethical practices and
responsible. It is also important that the communication is transparent it’s good to let
the employees know about the upsets and setback that could possibly arise when
trying reach common ground. This will ultimately reinforce and create a positive
narrative that will then counter the negative perception and misconceptions

4. Functions of Public Relations

A) Communication Strategy and Messaging

In the face of the sensitive challenges posed by the need to restructure and address
labour issues it is vital for Clover to develop a communication strategy. This will be
principal, in navigating through these circumstances. Skilled PR professionals play a
role in this undertaking by creating messages that are not only clear but also deeply
empathetic resonating with the workers affected

At the core of this strategy lies the importance of explaining the reasons behind the
restructuring. Clover must effectively communicate why it is imperative to adapt to
changing market dynamics ensuring long term viability for the company.

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By highlighting innovation and technological advancement Clover can illustrate how
operational changes are not necessary for survival but essential for thriving in a
highly competitive environment.

Furthermore, it is essential that the communication strategy emphasizes Clovers

commitment to its employees wellbeing. Demonstrating concern for their workforce is
crucial as it helps ease any worries and promotes a sense of unity. The messages
should convey that the restructuring isn't solely focused, on cost cutting measures;
rather they should emphasize that it is a step taken with consideration for
employee’s future prospects.

The strategy should cover aspects, including using press releases to reach an
audience making use of social media platforms to directly engage with the public and
encouraging personal interactions to address specific concerns. This comprehensive
approach ensures that the message reaches employees, investors, customers and
the general public alike showcasing the company’s dedication to open
communication, in a manner.

B) Stakeholder Engagement and Management

Skilled public relations professionals play a role, in managing labour strikes and
engaging with stakeholders. They employ strategies that promote dialogue, active
listening and understanding. It is essential to engage with workers and other
concerned parties to better understand their grievances, dismiss any
misunderstandings and find a path towards peaceful resolution.

Public relations experts can organize events such as conference room meetings or
dedicated forums where management openly addresses employees questions and
concerns. This transparent approach not demonstrates the company’s commitment
to involving employees in decision making. Also creates a platform for information
exchange fostering an atmosphere of mutual respect and collaboration.

Moreover, PR practitioners utilize targeted messaging to connect with customers and

investors effectively. Through mediums like social media campaigns and crafted
press releases they can reassure these stakeholders about Clovers unwavering
dedication to labour practices and sustainable growth. By outlining the company’s

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long term vision and efforts to navigate existing challenges PR can alleviate any
concerns while strengthening stakeholders trust in the organizations integrity.

In essence PR professionals serve as intermediaries who facilitate connections

between stakeholders, through dialogue, comprehension and strategic
communication. Their capacity to handle worries offer details. Promote openness not
helps in resolving immediate problems but also plays a role, in nurturing long lasting
connections founded on trust and common beliefs.

C) Crisis Communication and Reputation Management

The combination of a labour strike and product removal has the potential to create a
perception of Clover, in the eyes of the public. To effectively handle situations PR
professionals, need to be prepared to respond by addressing concerns providing
accurate information and emphasizing the company’s unwavering commitment to
resolving the issue.

Consistent communication plays a role in crisis management. Clover should

proactively engage with stakeholders to prevent the spread of misinformation. This
involves updating through channels like press releases and social media platforms.
By keeping the public informed Clover can counteract any narratives that could
worsen the crisis.

A quick and proactive response is essential. PR professionals should actively

monitor media channels and news outlets to promptly identify any sentiment. Any
negative mentions should be met with timely responses that provide context address
concerns and demonstrate Clovers dedication to finding a solution. This proactive
approach shows concern, for all stakeholders.

Clovers actions during this time will significantly impact its reputation.

By taking open and proactive actions to handle the strike and remove the product the
company cannot address immediate concerns but also demonstrate its dedication, to
the well-being of stakeholders. This will further establish its reputation as a reliable
organization. (Mafata)

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Conclusion

To sum up the crucial role of relations cannot be emphasized enough especially

when it comes to managing how people perceive a company building strong
relationships and facing challenges. Organizations, like Clover exemplify this. Skilled
PR professionals can lead a company towards an outcome by creating a
comprehensive communication strategy genuinely connecting with stakeholders and
handling crises adeptly. For Clover to regain trust and maintain a reputation during
these times it is vital that they prioritize transparent and honest communication
actively engage with all parties in an empathetic manner and demonstrate
unwavering commitment, to resolving issues.

References
Mafata, M. News24. 19 January 2022. 11 August 2023.

Minshaw, Kevin. LinkedIn. 2 July 2019. 11 August 2023.

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