golf partner's pr plan

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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.

golf partner's pr plan

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