TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA NGOẠI NGỮ

ĐỀ THI KẾT THÚC HỌC PHẦN

MÃ ĐỀ: 02
Môn thi: English for Public Relations
Lớp học phần: 2221101090601 - 4
Thời gian: 7 ngày
Họ và tên người học: ............................................... Số báo danh:......................................................................

QUESTION
Read the story below, and analyse the PR case.
Your analysis must include:
(1) The brief: a short summary that explains what the case is about
(2) Situation analysis: analyze the organization situation by using SWOT, PEST or presenting
advantages and challenges
(3) PR activities in the case: analyze activities used in that PR campaign
(4) Results: what the organization got after carrying out those PR activities
(5) Findings and suggestions: what you learn from the case, and your suggestions
References: APA 7th referencing style
Font: Times New Roman Font size: 13 Line spacing: 1.5
Text alignment: Justify Headings in bold

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THE STORY
(Cited from PR in Practice Series)
TOYOTA AUSTRALIA

Despite being Australia’s top-selling automotive brand, Toyota was trailing third behind Ford
and GM (Holden) cars in the family sedan market with its Camry and Camry V6 models. With
the imminent launch of new models in 2005–06, Toyota Australia decided to assess the media
exposure potential of the new cars. Turning to Millward Brown Precis Agency, this was the first
time that it was using media analysis research to inform the model launch’s communication
strategy.

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To assist Toyota in setting key performance indicators for its inhouse and agency teams, the
consultancy started with research into best practice model launches as conducted by Toyota and
its competitors. Millward Brown Precis analysed the previous unveiling of the three competing
Toyota, Ford and Holden family sedans in 2002, as well as the more recent roll-outs of the Ford
Territory SUV and Mitsubishi’s competing 380 sedan range. This was conducted by reviewing
coverage of the launches in some 40 leading Australian newspapers and magazines. Analysis
included month-on-month comparisons of the media exposure the cars received for three months
before the launch and four months afterwards, with tone and quality of reporting about each of
the five car ranges taken into account. Toyota included the analysis in its communication
planning for initial product announcements, corporate statements by senior managers, motor
show presence, sales figures, award ceremonies and export news. Millward Brown Precis was
also able to provide Toyota with an understanding of the factors driving media coverage in the
launch period and the level of interest expressed by individual journalists and publications. The
outcomes of the research also set benchmarks for the KPIs by which Toyota’s in-house team and
consultancies were able to demonstrate performance. ‘This metric has increasingly become the
PR currency within Toyota Australia and our use of the analysis has raised the appreciation of
PR with senior management and marketing,’ says the manufacturer’s PR manager Mike Breen.
Reference
Watson, T. & Noble, P. (2007). Evaluating public relations. Chartered Institute of Public
Relations.

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