Public Relation Strategy

Question: Discuss about thePublic Relation Strategy. Answer: Introduction According to Knight (2015), stakeholders refer to any group or an individual who has an impact on the decisions of the organization either in a positive way or in a negative way. There are two types of stakeholders, direct and indirect respectively. The direct stakeholders are the employees, owners, investors, creditors etc., while the indirect stakeholders include the government, communities, NGOs, media etc. According to Henisz, Witold and Lite (2014), stakeholder engagement refers to a process in which the organization tries to communicate and interact with the stakeholders, which help them in achieving a target outcome and improve the accountability of the organization. Due to the growth in the corporate social responsibility of the organizations, they are now more active in their engagement with the stakeholders. According to Rinaldi, Jeffrey and Carol (2014), the benefits of this are that it helps in building the trust between the organizations and the stakeholders. The company can avoid many risks if they review their environment and the decisions by the stakeholders on a daily basis. It improves the rate of productivity in the organization as the employees can express their feelings regarding the work culture and the environment in which they are working. According to Tan (2013), the stakeholders of the NTUC are Mr. Gan Kim Yong, the health minister of Singapore who launched the NTUC Social Enterprises Healthy Eating and Living Initiative, which was done in partnership with the Health Promotion Board (HPB). The Foodfare that was organized by NTUC has around four hundred stalls, which spreads over twelve food courts. It has around seven shops that sell coffee to the customers along with two hawker centres. There are twenty-five stalls along with Rice Gardens and a caf. According to Prakash and Pauline (2014), Mr. Perry Ong is another stakeholder of the organization who is also the chief executive of the Foodfare. Mr. Alvin Lau and Mr. Terence Siew who are hawkers are also the stakeholders who own fried rice stall at the AMK Hub and a Bak Kut Teh stall at the same area respectively. Mr. Tan Suee Chieh is identified as another stakeholder who at the same time is the group chief executive of the NTUC Enterprise. According to Khim (2015), the issue within the organization is to promote healthy lifestyles by using healthier cooking oils in the food stalls that are being prepared outside or inside the supermarket area. The aim of the Foodfare organized by NTUC is to do the same with all the other outlets that it has in Singapore in the next two to three years time span. Out of the number of stalls that the organization has, only thirty three percent of the food stalls, six percent of the coffee shops and the twenty-five Rice Gardens owned by the organization use healthy cooking oils currently. According to Charan (2015), the aim of the organization is to pacify and encourage all the food stalls to follow the example set by others and do the same. One of the hawkers who run the Bak Kut Teh food stall has an issue with the use of health cooking oil. He said that in using the cooking oil it would lead to an increase in the prices of the products by around ten percent and a decrease in the customer s for those products. He further stated that the use of healthy cooking oil will benefit the society but that would directly lead to the increase in the prices of the food dishes. On the contrary, it is seen that the fried rice stall run by Alvin Lau has been using the healthy type of cooking oil for the past one year and has not increased the prices. These internal strifes between the hawkers have led to an internal conflict within the organization. According to Cheng and Sharifah (2015), the IncomeShield policyholders of the organization and the FairPrice supermarkets of the NTUC will be given added incentives to encourage them in leading a healthy lifestyle. The tenants under the Foodfare of the NTUC organization will have their existing and new contracts renewed where it will be stated to use healthy cooking oils. One of the stakeholders, Mr. Ong has stated that the prices of the food dishes will remain the same as the use of the cooking oil will affect only a meager percent of the entire cost of the food dishes. According to Thomas (2016), the FairPrice supermarkets of the organization will be offering an additional five percent discount on the FairPrice House brand wholegrain rice, which started two weeks earlier and will continue this offer for the next three months. The symbol with respect to the Healthier Choice will be given a different section in the major FairPrice supermarkets of the organization so that the customer s have no problem in identifying those products. According to Gog (2013), the IncomeShield policyholders of the organization who will pass the screening tests with respect to health will be given shopping vouchers. As a Corporate Social Responsibility activity, the organization will undertake campaigns related to education, which will be known as NTUC First Campus. It will educate the children who enroll for this program to lead a healthy lifestyle and focus more on fruits and vegetables. Mr. Gan said that introducing this network chain extensively would promote healthy living amongst the Singaporeans by giving them varied choices, which will be affordable and accessible respectively. He further added that the Health Ministry would welcome more chains that are corporate and stakeholders to promote the effort in encouraging healthy lifestyles amongst the masses. Mr. Chieh stated that this initiative would add to a major shift in changing the social needs of the Singapore masses. According to Geok and Priya (2014), the Social Enterprises of the organization will broaden its horizons to manage the ageing of the masses, the health and the cost of healthcare products and the social mobility within t he country. The ten-year plan of the organization will help in supporting the elderly aged people by constructing eldercare centres attached to the pre-schools. According to Roll (2015), the Social Enterprises of the organization wants to be a force that will do well in the society and will continuously support any health campaigns in the future years to support the needs of the Singapore masses. Therefore, we can say that the stakeholders of NTUC are trying their level best to improve the quality of lifestyles within the Singaporean masses by using the healthy cooking oils within the organization. The organization has come up with various incentives and offers to make the use of healthy cooking oil a success. It has taken in to consideration that the future generations of the country are educated about the healthy lifestyles, which will help them. The organization has made sure that all the stalls within their capability need to adopt this technique to make the customers aware of the use of healthy cooking oils. The stakeholders of the organization are constantly engaging themselves to uplift the lives of the people in the country. Reference List Charan, Ashok.Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods. World Scientific Publishing Co Inc, 2015. Cheng, Willie, and Sharifah Mohamed. "Doing Good in Singapore." 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