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Individual Research Proposal
Title: Socio-cultural factors in PR campaign design
and implementation
...
Conceptual framework

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Figure 2
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Public relations as a
business function are often confused with advertising, as its final goal is to promote the product
through various interaction channels among its customers, and enable higher sales
...
(2009), public relations is the organisational function designed to create and sustain
favorable affiliations of the company with its customer audience, considering its crucial role in
organisation’s success
...
Further question
arises as to how PR practices and policies are undertaken and what determines applicable
models
...
Ever since, the topic of advertising as a whole
has been quite debateful amongst researchers and general public
...

Moreover, a research conducted by Lim at al
...
Same issue has been further studied by Katz (2006), which claimed
multi-channel communication imitation created by PR activities, especially at the stage of their
personalization and seizure down to particular social groups and cultural backgrounds
...


Finally, Shah and Chen (2010) conclude that throughout the last decades, commercial
sphere perceives marketing in its PR perspective as a unique trigger tackling both business and
social components of company’s operations
...


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Research Question:
How significant are social and cultural factors in international PR strategy design and
implementation? Case study of leading car manufacturers on UK market
...
Discover key theoretical frameworks on socio-cultural factors in marketing;
2
...
Research secondary data on marketing campaign design approaches of the key car market
players in UK to identify its consideration of British cultural and social environment and
buyer behavior specifics, combining research outcomes with relevant existing theory;
4
...

The rationale behind undertaking the research project on the proposed topic is based, first
of all, on personal and professional fields of researcher’s interests
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The business is about people, created for people, and is
conducted by people
...
However, in order to tackle tough competition, companies have to
employ various techniques in grabbing audience’s attention, and therefore, have to adapt a
flexible and customized approach to every market they operate in
...
To ensure
specific and objective study overview and conclusions, the research question is focused on PR
campaigns of leading car manufacturers on UK market
...
Even though PR has gained its maturity and attractiveness for
theoretical debates only in the last 30-40 years, its significance in relationship management between
the companies and the customers is worth on-going research
...
In the circumstances of tense competition, companies are urged to employ
rigorous techniques to win the battle for customer preference
...
In order to strengthen their promotional
message and create a sense of personalised approach, organizations hire PR teams, which design
direct customer-oriented attention grabbing campaigns
...
The question arises as to social and cultural considerations in the companies’ race for
profit and brand awareness
...
The main task of the study is to estimate and evaluate the realistic
level of companies’ valuation of customers’ origin and heritage, as well as values and moral
principles
...
Theoretical background has been collected for the sphere of PR in
its socio-cultural reflection, without considerable practical generalisation for car industry
...

After considerate study of the US “celebrity” market of luxurious brands, Kotler at al
...
It has been booming as a business function throughout
the last decades and professionals in the field have gained considerable range of techniques to attract
consumers in various markets
...


Furthermore, the topic led to Clark’s (2000) notation of the initial purpose of PR, being
closely interrelated with CSR principles
...
In addition, Kim and Reber (2008) urge companies to lessen the self-focus and
devote more efforts to act in favor of the local communities and social groups they operate in
...
Likewise, Carden (2004) defines the company’s spokesperson as being the public
representation of the entire organization, anticipated to be credible for business reputation
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Grunig (2006) suggests viewing public relations in an institutionalized model,
serving as a bridge from management communication to individualized relations
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One of the contributors is Schriner (n
...
) of the
University of Minnesota, USA
...
As a result, PR field is challenged
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by urgency of social theories knowledge to master their appropriate practical application
throughout the markets and audiences (Bandura,2001)
...
But
in the framework of public relations, this principle is reflected as multi-directional personal
influence, as well as multi-cultural
...

However, research highlights also demonstrate certain negative authors’ overviews of the
advertising aspect of marketing, including PR
...
They claim that
contemporary public relations techniques are promoting materialistic views, which are especially
dreadful for youth perceptions
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Similarly, Kunczik
(2003) supports this opinion, considering PR as a propaganda tool and seeking further debate on
the topic
...

PR experts create a false impression of positive corporate image by means of corporate
gifts, product giveaways and purchase bonuses, while their real goal is to approach public on
return favors
...
This findings lead to certain concerns over public mistrust towards
public relations specialists and the practice as a whole (Callison, 2001)
...
He argued on
motivation of enormous consumption levels, rather than company’s reasonable argumentation on
the product true benefits
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Sriramesh (2002) has drawn the crossing line on the adverse affects of PR and
advertising, as he admitted absence of clear definition and practical framework of PR in many
cultures
...
Brief examples
of such practice can be Jaguar and BMW video commercials as part of their new models
promotional campaign
...
His
assumptions rely on future creation of strict boundaries for PR practitioners, which will
strengthen PR focus on customer values, beliefs and product expectations
...

Previous research materials and sources have been selected on the subject of their validity
and up-to-date information provision
...
Despite the recent debates and
discussion of PR as comparatively developing aspect of marketing, above-mentioned authors
have undertaken considerable research projects to obtain valuable realistic information
...
Their longitudinal analysis does not represent any research bias or subjectivity
as the studied companies and individuals belong to various cultural backgrounds and
researchers’ preference or outcome expectations are not prevailing in the study outline and
research process
...
Considering the nature of the task set, particular literature review brings a
light on primary sources and authors to be followed and referenced during later stages of an
actual project conduct
...
This is done for the purpose of research objectivity
...
Basic conclusions proove public relations’ active role in
organizational promotion
...
Opposite number of scholars urge the
corporations on the employment of commonly understood and accepted code of conduct to
eliminate unacceptable and immoral PR practices
...


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Conceptual Framework
As outlined by Miles and Huberman (1994), conceptual framework is the visual or
descriptive explanation of the key variables, principles and factors of the research study, as well
as their interrelation
...


In the given research project, conceptual framework is inclusive of two main variables,
being company and customer audience
...
Apparently, company’s financial objectives are set against
customers’ cultural background and social features
...
Therefore, conceptual framework highlights the
interrelation between company’s growth and prosperity ambitions and public socio-cultural
characteristics considerations in the actual achievement of those ambitions
...

Balance scorecard has been been chosen as the most appropriate conceptual framework
as it combines and correlates main variables of the research: company and customers
...
The model demonstrates close interrelation of
company’s financial performance, internal learning capacity, intrinsic organizational business
processes and customer satisfaction as key elements for successful achievement and realization
of company’s vision and strategy
...
Following this initial
condition, BSC is believed to accelerate and systemize company’s grwoth and enable stable
performance
...
BSC is very demanding of the PR experts, as it
obliges them to constrain sustainable and coherent mechanism of client, financial performance
and operational measures that function successfully within a single action plan
...


Figure 1
...
According to Saunders at al
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Likewise, authors suggest that inductive way emphasizes “gaining an understanding of
the meanings humans attach to events”
...
In particular, the starting phase of the study is devoted to existing
literature collection and its critical analysis
...

The study will also intake phenomenological philosophy, as research will be fully based
on qualitative and interpretive research design
...
Researcher will attempt to
understand sample companies behavior in design and practice of PR strategies in relation to
social and cultural indicators of their customers in UK
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Research Strategy
Considering the targets set for this particular research, exploratory and analytical paths
had been selected to lead the process
...
cit
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The issue of marketing in its PR form
is mature concerning its definition and most rapid applications, therefore certain efforts
will be put to explore other debates on these grounds and reveal existing research gaps
...
It will help the researcher to
maintain descriptive approach to the topic investigation
...
Secondary data of documentary type
willprovide a necessary theoretical base for the study to enable adequate and thoughtful
application of practical information on leading car producers on UK market
...
But this fact shall at no point affect the quality of the research
process and it's outcomes considering the large number of up-to-date sources in the filed of car
manufacturing market and it's business aspects
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As a result,

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numerous researchers have previously undertaken and still attempt to generate contemporary
data on this business field
...
This will be
undertaken to obtain a first hand feedback on the applicability of culture and mentality in
constraining a PR campaign in a particular country, being UK in the given case
...


Population and Sampling
Considering the nature of the given project, probaility sampling has been preferred ovr
non-probaility option
...
(2007), probaility sampling represents
less risk of bias and subjectivity as opposed to non-probability samples
...
As the given case will be projected to limited and easily identifiable number of
car market leaders in UK, the population to be studied is clearly known
...
Cluster sampling enables demonstration of the entire population indicators using just
a small and specific segment
...
Nevertheless, all the valid precautions have been carefully overviewed and
prevented
...
He also highly recommends the ensure
variability within the cluster, to make sure it really creates a wholesome illustration of the entire
population
...
Being all currently present on UK automotive market, cluster samples will represent
various geographical backgrounds, to draw objective conclusions on their approach to British
culture consideration in their PR campaigns
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(1993), on of the distinctive features of the qualitative
research is that the analysis is initiated at the very early stages of data collection
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The main phenomena to be investigated is the
social and cultural considerations in interpersonal interaction with customers within PR
campaign
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The primary data in a form of interviews with car companies will be collected
in rather small cluster form and will be analyzed critically centralising the focus question
...

Interview responses will be contrasted to one another to outline certain trends and will be
narratively illustrated and described at the stage of final theory creation
...
Therefore,
secondary information from scientific sources will be analyzed on the subject of research gaps
and most sharp debates which will proove the value and relevance of the analysis of sociocultural oriented PR
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The main task to be set for data analysis is to be openminded and willing to come up with unexpected outcomes (e
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low level of socio-cultural
considerations in PR campaign design and implementation)
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Regarding the primary information, interviews with automotive companies representatives will
not address any confidental issues, sensitive to a company
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Questions will be mutually agreed and
discusses in advance and will primarily concern the importance of British customer audience’s
culture and social perceptions, and the extent to which this information is applied to PR
campaign structuring and realization
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Proper references will be provided for each interviewee in
the research paper, and a copy of printed interview content along with relevant conclusions
drawn and references will be sent to each company representative
...


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Reliability
According to the research nature, other researchers interested in the given field can easily
conduct similar study
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The results and conclusions of this study will
be clearly drawn and presented
...
To avoid the risk factors in research reliability, such issues as bias,
prejudice and subjectivity will be brought to zero
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Validity
The main feature of this exploratory study suggest that the topic and the research question
along with directly relevant variables (PR, company’s business goals and socio-cultural
considerations of the public) and research principles highlighted in this project, minimize the
process misleading possibility
...

Validity of the research content and its outcomes is also ensured by exercise of widelyused research methods and approaches, no research element will be designed as the researcher’ s
experiment and amateur research practice
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Cluster selection is carefully thought through and will create objective
representation of how automotive leaders really treat cultural particularities of their existing and
potential customers
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Time plan (Gantt chart)

WEEKS

FEBRUARY
1
2
3

4

5

MARCH
6
7

8

9

APRIL
10
11

In-depth reading and research around the topic
Contact car companies on the subject of
interviews
Literature review writing and submission for
feedback
Research proposal writing and submission
Primary data collection (conduct company
interviews)
Methodology section draft outline
Primary data analysis
Draft of primary data analysis section
Draft of discussion section of the project
Complete draft of the final paper for
supervisor's feedback
Final paper revision after received feedback
Submission

Notes
Time allocated for supervisor's feedback
provision is ignored in the chart
Topic reading to be continued throughout the
project
The period is timed in weeks to avoid
inaccuracy

Conclusion
This written proposal is devoted to the future planned research project on the importance
of social and cultural factors in PR campaigns
...

This will enable objective interpretation of results and will contribute to existing research in the
field
...
On future stages of the project, outlined
proposal wil serve as a starting point and a source of primary set of instructions for research
study accomplishment
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(2001) Social Cognitive Theory of Mass Communication, Media Psychology, 3
Broom, G
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and Center, A
...
Effective Public Relations
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Carden, A
...
Persuasion Theory
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SAGE
Publications
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(2001)
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Journal of Public Relations Research, 13
Clark, W
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Differences Between Public Relations and Corporate Social
Responsibility
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Cohen, L
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and Morrison, K
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Research Methods in Education
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and Hussey, R
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Business Research
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Fahy, J
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, Pride, W
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(1995)
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International
Journal of Advertising, Vol
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and Mahaffy, D
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A Balanced Scorecard Approach to Public Relations
Management Assessment
...
, P
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Misplaced Marketing Commentary, Ethics in Advertising: a Report from the
Pontifical Council for Social Communication
...
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Grunig, J
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(2006)
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Journal of Public Relations Research, 18
Hogg, M
...
2008
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Pearson Education
Katz, E
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Rediscovering Gabriel Tarde
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, &Lazarsfeld, P
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(2006) Personal Influence, the Part Played by People in the
Flow of Mass Communication
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Kaplan, R
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(1996)
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Harvard Business Review
Kim, S
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2008
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Public Relations Review
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Rein I
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, (1997), High Visibility
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, McGraw-Hill

Kunczik, M
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Transnational Public Relations by Foreign Governments
...

LeCompte, M
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and Tesch, R
...
Ethnography and Qualitative Design in
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Educational Research
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Journal of Public
Relations Research
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University of Maryland
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PeterFrancis
...
Sage
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theguardian
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Journal of Marketing, 57
Saunders, M, Lewis, P and Thornhill A (2003)Research Methods for Business Students
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(n
...
)The Public Role Model in Public Relations: an Integrated Approach to
Understanding Personal Influence in the Public Arena
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International Journal of Business and Social Science,1 (2)
Sriramesh, K (2002)The Dire Need for Multiculturalism in Public Relations Education: an Asian
Perspective
...

Sriramesh, K (1992)Societal Culture and Public Relations: Ethnographic Evidence from
India
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Journal of Management studies, 38

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