Nestléhas faced significant challenges in the sales of baby formula. Notonly has the company gained negative publicity but also faced issuesrelated to court cases and poor child nutrition as a result of notfollowing the directions as required. The company, therefore,requires to set up a strategy that will work towards negating theproblem and restoring the reputation and ultimately the sales. Moreoften than not, a communication plan has to take into considerationaspects such as the business decisions that have to be made, theeffects of the program to the firm and also the ethicalconsiderations concerning decision-making in the enterprise. Thispaper looks at the various approaches and planning that can beemployed in the contemporary world to ensure that a businessflourishes while still maintaining its status and competitiveness.
Thecommunication plan typically spells out the primary strategies thatare applied when it comes to communication and the reasons for usingthat method. For example, the most common strategies include but arenot limited to media relations, social blitzes, trade fairs, events,speaking engagements, publishing, community interactions, corporatevisibility and branding among many others. Many a time, suchactivities require dedication and a lot of input so as to engageactively and hence realize success. Selecting the most appropriateplan depend on an in-depth understanding of the people or theaudience being communicated to. Likewise, it is equally important torealize the factors influencing the audience since this knowledgewill provide the steps necessary for strategy selection andimplementation [ CITATION Suz12 l 1033 ].In this case, the audience requires assurance that the product issafe when prepared in the recommended way.
Thecentral business decisions include having a communication plan thatreaches out to the public through special events, demonstration ofthe formula preparation and the possible outcomes of its usage.Apparently, the people who form a larger part of the user communityrespond well to the authority figures and leaders. This is an elementthat can be utilized through elevation of the executive reputationmanagement and branding. As such, the plan is entirely based on thenature of the audience. In today’s world, the plan needs to bedeveloped and integrated into strategies that work harmoniously. Inthis particular case, Nestlé can apply both trade show andtraditional as well as the modern social media strategy. Examples ofthe methods include videotaping, presentations, customer interactionand conducting media interviews. By employing this approach, thecommunication will be more efficient the formula will beremerchandised across various networks, and ultimately all thechannels will work together well [ CITATION Suz12 l 1033 ].
Thecommunication action plan itself focuses on the activities that willtake place daily, weekly, monthly and quarterly where applicable. Themain aim of the action plan is to ensure that the communicationconcerning the formula is pushed forward. Media relations is asignificant aspect of the strategy. Today’s world is made up ofsocial media platforms such as Twitter, Instagram, and Facebook amongothers. In this regard, the product idea will be placedannouncements made via press releases, editorial coverage, andbusiness news. These events will be put on the platforms named abovein the form of pictures, video or text in an attempt to illustrateprecisely the uses of the formula, how it is prepared and thepositive effects experienced by children who used the product in thecorrect way. Making use of the readily available and easilyaccessible platforms for communication will ensure that the intendedmessage about the product’s specifications reaches everyone who hasaccess. In this way, Nestlé formula will begin to gain morepublicity the users will know how to best prepare the product forchildren and the fact that Nestlé is healthy and not a harmfulsubstance. Having such portrayals makes the business successful byimproving the image of the firm and thus increasing sales andrevenue.
Thecommunication plan must also have a tactical section that describesthe various resources that are required as well as the timelineexpected to be covered. Additionally, the program also encompassesthe details of the original roadmap depending on the size of thefirm’s communication team. A detailed roadmap is required by NestléCompany, and this is where the ethical aspects come into play. Nestléhas already experienced ethical challenges as well as legal casesfiled. This calls for a communication framework that takes notice andhandles such issues. For instance, media relations and effortsrequire Nestlé Company to have agility and preparedness for anypossible unforeseen occurrences. As such the communication has to beclear and well defined to avoid misinterpretations. Likewise, thefeedback has to be quick, precise and elaborative. Much morecommunication and dissemination of information needs to be allocatedto the education of customers on how to prepare the formula. Finally,the level of success or failure in the communication plan has to bereached to handle the interests of the company not only for profitsbut also to revive the brand name as the producer of choice.
Henry, S. (2012, March 13). The Modern Communications Plan: Strategies and Tactics. Retrieved from Four Leaf Public Relations LLC: http://fourleafpr.com/2012/03/the-modern-communications-plan-strategies-and-tactics/