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Proposal
To: From: Date: Subject: Tinker, Evers & Chance Kayla Bishop Public Relations February 14, 2014 Public Relations Campaign

Introduction Right now Tinker, Evers & Chance is in dire need of establishing a public relations campaign. A major client has decided to switch its account to a nationwide accounting company. This company is major competition for Tink, Evers & Chance. Other partners involved with Tinker, Evers & Change have made the decision to leave. What is in question here is the image of your accounting firm. There is a reason why you are losing clients. Techniques Our first move is to define Tinker, Evers & Chances target audience. Defining a target audience is important to persuade people to use Tinker, Evers & Chance instead of another accounting firm as it says in Bivins on page 32. A message needs to be specific to the target audience in order for it to persuade that target audience. Doing this is also important to inform the audience about your accounting firm. To define your target audience we will be using a research method. The best research method to use to do so is called primary research. Although this is generally more expensive, according to Bivins page 33, it is the best to use because it is completely relevant to the current issue. The primary

research technique that is best suited for this issue is a survey. Using a mailed or online questionnaire is the most effective way of gathering in-depth information, as it states in Bivins page 35. This questionnaire includes a mix of open-ended questions, close-ended questions, likert scales, ladder scales, and semantic differentials, these are explained on pages 37 and 38 of Bivins. The information needed for this public relations campaign includes the demographic and psychographic information of the consumers in the current market along with other market information. This information can be found by carrying out secondary research. The information about consumers in the market and other market information will not necessarily directly apply to the target audience like it says on page 33 of Bivins. Also on page 33 of Bivins it says when looking at the information collected, we can interpret the information and apply it correctly to the public relations campaign. The major stakeholders of this accounting firm are the owner of the firm and the partners. This includes Pat Tinker the owner, senior partner Paula Evers, and senior partner Frank Chance. In order to carry out the public relations campaign I need to pull some information from these important stakeholders themselves. I need to know why you think the major client chose to leave and chose another accounting firm and what you think is wrong with the firm in general. More important information needed includes how many clients you have now, how many clients you have left, and your budget to carry out this campaign.

Conclusion A public relations campaign can make a difference in Tinker, Evers & Chance by gaining critical target audience information. This allows us to target the campaign directly to the specific target audience. Losing major clients is no longer an issue. This will also help by gaining new clients and keeping them. Our chapter 3 power point tells us to ask, will the firm gain respect through this approach? I believe that with careful execution of each item I described, the image of Tinker, Evers & Chance has the ability to be perfect.