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분야
docx2. Situation Analysis
3. Target Public Analysis
4. PR Objectives
5. Program Execution
6. Evaluation
7. Reference
-Highest market share
As the leader in the water purifier market, Woongjin has strong brand power and highest portion of market share. It means that they have enough money or resources to launch such a sophisticated PR program. This is very important point because in order to launching nationally recognized PR campaign, they have to afford it first. Woongjin did afford this “Saving You-gu river campaign” better than many small companies.
-Local support
Strong regional solidarity with You-gu eup community is a positive element for Woongjin`s PR campaign. It is ready to get supplemental support from local community. It would be possible because most of factory staffs are people from You-gu area. And the solidarity can be maximized through You-gu river campaign.
(2)Weakness
-Correlation
When some environmental problems occur at You-gu river, even though it’s water pollution is not related with Woongjin’s factory, it might cause some critical misunderstanding that water pollution is due to it`s illegal activity. Therefore, I think that Wonngjin had to minimize weakness that can cause public misunderstanding in advance.
(3)Opportunity
-Environmental-friendly development
The most notable external opportunity is a trend of environmental-friendly development. This trend or ethics emphasize a corporation`s social responsibility for environment. For past few decades, many environmentalist argued that corporation should stop ignoring their fault for environmental problem and fix it. And many corporations have tried to join this kind of social demand. So, launching this campaign has great opportunity to make synergy effect with this social trend.
In addition, Korean government announced environmental-friendly development plan that all Korean industry should follow. This is a reason why we put this trend in opportunity part.
(4)Threat
-Easy to get public attention
Because of high interest in environmental problem, when water issues get attention or be aired on TV, those of You-gu river can also arise easily.
-Public distrust
http://www.imbc.com
http://www.yugucheon.net
http://news.naver.com/main/home.nhn
