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COMM2381 Strategic Public Relations Planning
[Year]
2010
[STRATEGIC PR PLAN ]
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Golf Partner Strategic PR Plan
3I. Background
Golf Partners Vietnam is planning to establish the Worlds best golf course in Vung Tau in 2011
together with a major international golf course development company. There have been
environmental damages caused by many golf courses in Vietnam, including land speculation and the
effects of using pesticide and plant protection chemicals on nearby farming land, which stands as a
barrier to Golf Partners Vietnams success. Therefore, a PR plan is required to communicate the
positive aspects of the new golf course in order to increase the awareness of the main internal and
external target markets as well as building up the brand image of the firm in Vietnam.
III. Situation analysis
1. Key findingsOver the past few years, there has been a significant increase in the number of wealthy
businesspeople and international tourists that make golf services become a lucrative market in
Vietnam (Lan, 2006). Accordingly, Golf Partners Vietnam has decided to establish a golf course
which will better serve peoples need. Like previous golf course developments, t his project
working in collaboration with a major international golf course development companyis likely to
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land, not only to build golf courses, but also to speculate on the real estate market, which leaves
some areas uninhabited (Nguyen, 2009). As a result, local people cannot use their land to do
farming and thus, their agricultural benefits are lost.
2. Problem/Opportunity statement
Problem: Golf Partners Vietnam requires the best possible chance that their golf course
development in Vung Tau will be successful given the concerns of the local community and
the government.
Opportunity: Golf Partners Vietnam requires the best possible chance that their golf course
development in Vungtau will be successful given the concerns of the local community and
the government.
Success of the international-standard golf course due to growing demand for quality
golf services in Vietnam.
Support from the government and the local community provided that the golf
project will create more jobs for the local workforce, which helps to improve their
living standard.
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- To make the majority of the local farmers aware of the golf course development in the area andits commitment to environmental-friendly construction by the end of September 2010.
- To gain approval from the local Peoples Committee, the Ministry of Environment and Resourcesand the Ministry of Culture, Sports and Tourism by the end of March 2010.
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V. Target publicsOur target public is broken down into two specific groups as follows based on the level of
involvement and interest in the issue.
1. Direct public groupsThis targeted group is mainly our stakeholders: the farming community in Vung Tau, and government
departments (local Peoples Committee, Ministry of Environment and Resources, Ministry of Culture,
Sports and Tourism).
a. Vung Tau farmers in the golf course area-This is the most dynamic and highly involved group in this issue.
-We divide them into three sub-groups:
+ +The farmers agreeing to move out
- This group wants appropriate compensations for their farmlands being sold.- They would like to move to a new place and to get trained for new job rather than doing
agriculture.
+ +The farmers needing to be persuaded more to move
- This group has strong concerns about the companys support after selling their land. They
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- This group is concerned about environmental issues that can happen to their farmlands beforeand after we build up the golf course.
- They are also afraid that the golf course will affect their traditional culture since the golf coursewill introduce more tourists into this area.
c. LocalPeoples Committee and Government departments (Ministry of Environment andResources, and Ministry of Culture, Sports and Tourism)
- The local Peoples Committee is the key stakeholder in approving the golf course proposal sinceit falls within the competence of them (Quang, 2008). However, they are concerned mostly
about the issue that golf course investors may speculate on the real estate market as well as the
employment issues for the local farmers.
-
The Ministry of Culture, Sports and Tourisms concern lies in the planning of the golf course.They pay attention to our strategy on allocating the golf area in the province (Cam, 2008).
- The Ministry of Environment and Resources cares about how to allocate land to balance thefarmlands and the golf land in the area (Cam, 2008).
2. Indirect public groups (which have direct influences on the direct ones)a. Media
- Bringing environmental, employment, and economic issues to public attention
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- The golf course will create a truly world-class golf course resort of which the entire nation canfeel proud. It also stimulates the economy as well as infrastructure in the area.
VII. Strategy statementThis strategy will utilize controlled media communication tools to inform the farming community of
Vung Tau and related government departments about the appearance of Golf Partners golf course in
Vung Tau. We will also regularly update them on the solutions to environmental, employment and
economic issues.
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VIII. TacticsThe tactics for this PR plan will employ external controlled media because they can help us determine
and control various attributes of the messages their content and distribution to the external public
(Smith, 2005). Thus, we have decided to select these activities for our tactics: Direct mail, newsletter,
phone call, conference, and hot line for answering concerns (Tench & Yeomans, 2006).
1. Direct mails (could accompany electronic email as well)- The mails (both direct and email) will be sent to the l ocal Peoples Committee, the Ministry of
Environment and Resources, and the Ministry of Culture, Sports and Tourism.
- The purpose of these mails is to inform the concerned authorities about the benefits of GolfPartners new golf course resort, with an emphasis on the key message mentioned above (see
VI.3).- The outcome expected from this tactic is to gain the approval from the l ocal Peoples
Committee, the Ministry of Environment and Resources, and the Ministry of Culture, Sports and
Tourism.
2. Invitations, phone calls and conference (brochures will be used within the conference)- Written invitations and phone calls will be used to inform the farming community of Vung Tau
about the conferences schedule. Both invitations and phone calls are used because the farmers
h l d dd h d h h
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3. Newsletters and Hotline switchboard- The newsletters will be sent monthly after the conference to each household in the farming
community in order to update the information about the issues above.
- The hotline switchboard is also established after the conference in order to answer the concernsof the local farmers directly.
- The expected outcome from these communication tools is to inform and update the targetpublic above about new information and with care.
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11IX. Critical path plan
The PR Plans critical path plan base on Gantt chart model (Harrison, 2006)
Note that the tactic # 4 (Newsletters) is a monthly activity. The tactic always begins on the 3rd
of every month from May to September 2010. The
process will be on the same day and receive the same duration (Writing and sending newsletters). For example, in July 2010, the process of
writing newsletters will begin on 3rd
July 2010 and end on 7th
July 2010.
The hotline will be established from 3rd
May to 5th
May 2010. After that period, it will operate for 5 months, from 5th
May to 5th
October 2010.
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X. BudgetThe budget for the PR campaign is listed below
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Thus, if more than 300 local farmers take part in the conference, we can conclude that the
majority of the target public has got the awareness.
The hotline activity is also used to see how many calls we have had after the conference. This
can indicate the number of people aware of the message.
A survey could be conducted after the conference to examine the effectiveness of the message
to the target public.
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REFERENCE LIST
1. Cam, VK, 2008, Khi sn golf ln rung vn: n lc phi dng li [When golf courses decrease thefarmlands usage: Time to stop], Tuoitreonli ne, viewed in 22
ndDecember 2009,
.
This article provides information about how the governmental hierarchy concern about the golf course
development. The concerns of Ministry of Environment and Resources are how to allocate the farmlands
and golf yards in order to stimulate the economic development i n this area, and s till preserve the land for
agriculture. The concerns of Ministry of Culture, Sports and Touris m lie in the planning of the golf course .
The article also give information on government policies in charging more responsibilities of the
companies to the lands users as well as the environmental responsibilities to protect the area surrounding
the golf course.
2. Ky, N & Ngoc, L, 2008, Sn golf 'xung' rung, nng dn mang n ngho! [Golf courses make farmerpoorer], Vietnamnet, vi ewed 25
thDecember 2009, .
The article talks about the effects of golf course development to Thua Thien Hue farmers life and works.
It is said that when the golf courses are approved, the farmers in that area will be taken the land by the
local authorities. They only receive moderate compensations but not guidance for changing jobs. Even
when the golf developers want to create temporary jobs for local people, they still face some difficulties
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some from Vietnam. Statis tic on the development of Golf is also displayed with a predicti on for the
coming year 2010.
4. Nguyen, H 2009, Sn gol f VN nhiu gp 10 mc bnh qun th gii [Vietnam golf courses are tenthtimes more than i nternational average], VnExpress, vi ewed in 4
ndJanuary 2010,
.
The article is about the conference and opinions of authorities on the out of control development of
golf projects, which are said to have bad effects on resources, environment as well as assets of Vietnam.
Statistic is shown that the amount of golf course in Vietnam is 10 times higher than the world average
that needs to take action. Also concerns and against on replacing 2 important research centers for
building a golf center are reported.
5. Quang, C 2008, H s: Lm pht sn golf[When golf courses are i nflated], KinhteSaigonOnline, viewed18
thDecember 2009, .
The article is a bout the 19 passed golf projects that are being hung. In order to buil d up golf yards in this
agriculture based province, most of the farm land has been taken away or paid with a couldnt be lower
price without much l iability on the farmers and their life.
6. Harrison, K 2006, The communication plan, in Strategic Public Relations: a practical guide to success , 4th
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that might consequence and points out other a lternative proj ects that could possibly bring more economy
efficiency to the area i n compare to the current plan.
9. Smith, R,D. 2005, Choosing communication tactics, Strategic planning for public relations , 2nd edn, ,Lawrence Erlbaum Associates, New Jersey
10. VnExpress, 2006, Thm mt dn sn golf vn nc ngoiBnh Dng [New golf course developmentproject in Binh Duong], viewed in 15
thDecember 2009,
.
The article presents that new golf course project in Binh Duong receives a large foreigner investment. It
als o states that the golf project is a goldmine to attract foreigner inves tment and i t also help other
projects in the province receive the investment as well .
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APPENDIX
A. SWOT analysis: (Harrision, 2006)
a. Strengths:- Work in partnership with a major
international golf course developmentcompany.
- Urbanization projects in suburban areas.- Attract foreign investment and touris m.
b. Weaknesses:- Construction process is still complicated in
building permission license.- Real estate market is still freezing at the
end of 2009.
c. Opportunities:- Attracting foreign tourists to come to
Vietnam which is the main target market
of golf service (Lan, 2006).
- Combining with accommodation projectsmight assist to unfreeze the real estate
market.
- Creating a lot of temporary jobs for localresidents.
- Golf and tourism such as sightseeing mightattract a lot of foreign customers
d. Threats:- Environmental effects on farmland and
local ecosystem (Thoai, 2009).
- The actual supply for golf playing exceedscurrent demand (Cam, 2008)
- Speculation in land trade might lead toinflation in real estate market (Nguyen,
2009)
- Using farm land and agriculture resourcesto build golf course might negatively a ffect
food supply (Ky & Ngoc 2008)
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B. Field forces analysis: (Harrision, 2006)Restraining forces:
- Environmental effects on local ecosystem.- Land speculation can cause the tremendous increase in price per hectare.- Construction permission license is s till complex.- Influences of real estate market at the end of 2009.- Demand for golf pla ying is s till low.
Our current si tuation:
Golf partners Vietnam company is planning to establish the Worlds best golf course in Vung Tau with a major
international golf course development company i n 2011 .
Driving forces:
- Attracting foreign tourists to come to Vietnam.- Building golf course relating to villa projects might result i n retrieving capital investment.
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Worst Case Drivers Current State Barriers Best Case
The government a nd l ocal
peoples committee
refuse to approve the
plan
- stimulate the areas economy andinfrastructure
- attract foreigner investment- create a world-class resort that a
nation can feel proud
Planning to establish the
new golf course in Vung
Tau
- due to the lack of responsibility toland us ers
- speculate real estate rather thandevelopi ng golf course
The government and l ocal
peoples committee support our
plan.
The farmers community
refuse to leave and
complain
- givi ng local people full support in
relocating accommodation and getting
new jobs .
- minimizing environmental issues by
creating safe working conditions a nd
limiting the use of heavy chemicals.
Take the responsi bility to
reallocate and creating
new job for local far mers
- does not pay attention to the needof farmers in the golf course area
about reallocating a nd get new job.
- Ignore the use of heavy chemicalsand contamination on lands and
river.
The farmers community
understands our responsibility and
supports us.