For my third PR object, I have chosen to discuss the infographics that Jollibee has posted on their social media platforms amidst the pandemic. Like I have previously mentioned, I believe that posting on such matters gives their customers an assurance that the brand cares about them and would want to keep them safe as well. However, I have also mentioned the lack of engagement that the posts receive from their followers on Instagram. My objective for this new creation is to put in my perspective of what makes a more engaging and honest digital content while keeping the brand’s main message from the original post.
One significant thing that I have included in the digital content is adding an estimated waiting time for Jollibee’s food delivery when customers place their order. Even though, Jollibee hotline service informs consumers what is the estimated time when they order food, I believe that it is important to give an honest statistic to their customers.
Aside from the digital content, it is also important to match each post with an engaging caption that allows an interaction between the brand and the consumer. Where an engaging cation also allows the brand to better understand their consumer characteristics/attitudes/preference when they interact with them on the comment section. An ideal caption that could match the post that I have created is:
“Here’s a breakdown of how we are applying our No-Touch Delivery Protocol and how long each step takes us. Comment down below the things you do while waiting for your Jollibee favourites to be delivered.”
Overall, recreating this PR object is something that I have a problem with because I know that the post/content has merely any changes needed to it. However, I put myself in a consumer’s perspective, and I believe that as a consumer, that is something that I look for in a brand, which is a better interaction and connection with the brand. Besides this, I also put in my personal experience of waiting for my food to be delivered and sometimes wonder why doe sit take so long for my order to be delivered. And I am sure that I am not alone with this experience, and other people are also wondering about the same thing.
For my second PR object, I have talked about how Jollibee announced the expansion of its stores in the US and China. This announcement was covered by the news website Reuters.com. Reuters have been covering updates for the fast-food chain for a long time because of the great media relation that both organizations share. Regardless of the amount of publicity Jollibee has received from the media, it is still an important factor for Jollibee to create a unique experience for journalists and create more media relations for different news websites.
For this PR object, I have chosen to create a new media relation tactic on how the announcement of Jollibee’s store expansion attracts or captures the attention of journalists. Media relation, as I have mentioned in the previous page, is the relationship that organisations develops with the mass media to reach out to its public. An effective media relation tactic is a crucial strategy that will help journalists write their articles, where they wrote based on their impression of the organization message or story they are trying to convey through the announcement (Specifically US).
To give journalists a more newsworthy article or experience to write about, I have thought of creating a press party that will then unveil the announcement of Jollibee’s store expansions across the U.S. Given that Jollibee is a fast-food company, a press party is very suitable as press parties usually involve food. Jollibee is able to showcase their delicious food to their invitees and create an excellent first impression, which then gives a more first-hand experience for a journalist to write on.
This PR invitation will be sent out to different journalists regarding the event. The invitation includes the date of the event and a brief write up of the activities. The invitation will be included in the PR kit alongside the journalist badge, and Jollibee merchandise that will celebrate Jollibee’s expansion in the U.S. Creating a personalised PR kit will give an impression to the journalists that they are important to the brand and that the brand cares about them. It is also an excellent way to provide merchandise to show that journalists are part of the team.
Top 3 Journalists from different news/blog/media channels that are potential invitees for the press party:
1. Ethan Johns
Ethan Johns is a journalist from Food Network whose work mostly focuses on giving reviews on current Fast Food trends and also updates on what’s new in the fast-food industry.
2. Jelisa Castrodale
Jelisa Castrodale is a journalist for both Vice News and Food&Wine who previously have written an article about Jollibee’s expansion in the U.S.
3. Kate Krader
Kate Krader is a food editor at Bloomberg who writes about food economics, updates, and trends in today’s society.
In my opinion, the journalists that I have listed out are just a few of the greatest food journalists out there that Jollibee can have a media relation with. Them being invited to the event can create a significant impact with the announcement of Jollibee’s store expansion in the U.S. because of the large number of readers the articles can reach. This is an important factor as most of their readers most likely have a higher possibility that they do not have a clue what Jollibee is, therefore it will be a good exposure for the brand. I am aware that these journalists come from large companies, but then again, Jollibee has created good media relations with other companies as large as theirs. Therefore I see no problem inviting them into the press party and creating more media relations.