The following report has been drawn up with the aim of improving current public relations
practices and increasing overall awareness of a fairly new small business based in Mossel Bay,
Western Cape. Known as “Fast Lane Digital” – the small business visited is a women-run
advertising agency with multi-generational co-founders. (Fast Lane Digital, 2019). Their team
consists of 12 individuals working together to target start-ups and small to medium enterprises
across all industries. They provide services ranging from website design to copywriting, graphic
design and videography to those who don’t have the skillsets or capabilities to take care of
these internally.
Until now, they have paid little attention to the public relations of their own business and are
currently only using social media as their primary form of marketing and as their PR
communication tool of choice. They have not yet been allocating a budget to be used for
marketing and have relied on free social media platforms and services only. They have started
growing a Facebook page which posts updates on the activities in their business such as client
feedback or current affairs and any promotions they may be running. Their aim is to use it to
build relationships with potential customers as well as maintain their relationships with current
and previous customers ensuring their business stays in the top of their mind’s should they ever
need the services Fast Lane Digital has to offer. They also have an Instagram page for the
same reason, although they focus less on this than their Facebook page and have neglected to
maintain a consist message through these posts.
Any public communication which has taken place has been within their own control and has
helped spread initial awareness of their business to some, but they have been struggling to
reach new people in order to grow their business further and are aware they need to place
further importance on public relations.
TARGET AUDIENCE:
The goal in mind when a business plans any public relations efforts is to target people with
specific characteristics and convince them to make a decision or change their ideas and
behaviours in some form. The external stakeholders described are known as the target
audience of the business of which they feel could be potential customers or are of importance in
one way or another. It is vital for Fast Lane Digital to establish a target audience when planning
any future PR campaigns to ensure their efforts are being directed to those most beneficial to
their business. To do this, they should carry out market research in order to accurately identify
external stakeholders of importance and to better understand them.
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller racheljay. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R96,00. You're not tied to anything after your purchase.
