AMB263 Public Relations A1 PDF

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Assessment 1 AMB263...

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AMB263 Intro to Public Relations Assessment 1- Public Relations Audit STUDENT- OWEN MCCARRON STUDENT NUMBER- N9984194 DATE OF SUBMISSION- 16/04/2021 WORD COUNT- 1352

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1.0 Products details This audit report will be conducted on National Australia Bank (NAB). Originally founded in 1893 in Sydney, NAB now provides a comprehensive range of banking services in not only Australia but also New Zealand, the UK and Asia. In late November 2020, NAB published products to promote their action of stepping up the support for natural disasters. Three of the products include their own Newsroom post, their official FaceBook page post and their official Twitter accounts post. These posts came as a result of the Bushfires that occurred earlier in the year and the ongoing impacts that they have created. ! The NAB newsroom article discusses the new support measures that will be set up to help customers and communities before, during and after natural disasters. (NAB Newsroom, 2020) The post further goes on to discuss the the NAB Foundation Community Grants program that has been made available to assist their customers to both prepare and recover from natural disasters. These grants will be available for those not only affected by fire, but also floods and cyclones, which will help a great deal more people. This action has come off the back of surveys conducted by NAB that state that around half of business affected are still feeling the affects of the fires last summer and 9 out of 10 customers stated they were never offered any support in how to prepare for an event of sorts. (NAB Newsroom, 2020) ! As for both of the Facebook and Twitter post the information that they both released was very similar. The Facebook page posted a video and a small caption that illustrated the statistic of 1 in 2 business say that they are still feeling the affects of the bushfires (See Appendixes) then goes on to state that NAB will be supporting customers and mentions the $1.2 million NAB Foundation Community Grants Program. ! 2.0 Audit NAB Bank’s late November news article discusses the banks efforts to step up their support for natural disasters in Australia. This PR Product was released through many different platforms however, the three under review will be Facebook, Twitter and the banks own website. The key message that NAB is conveying is that they want to do more for their customers when recovering from being affected by natural disasters. However they are also stating their claim to assist in preparation for, and playing a key role during these unfortunate times. Therefore, the purpose of this message is not solely about being reactive to these events, but also proactive in ensuring that their customers are the safest they can be. This instills trust and confidence from the customers in the NAB brand.! With this message reaching serval different media platforms, each location had its own style of addressing the message. The NAB newsroom article discussed in depth the research that had been conducted surrounding the impact of these bushfires, and discusses the introduction of the ‘NAB Foundation Community Grants’ program. There was also the inclusion of quotes from NAB’s CEO to add authentication to this release. The facebook post possessed less content in writing and instead provided a photo of an effected area after the bushfires to engage the consumers. The post makes mention of the main statistic and also briefly mentions the grants program that NAB are setting up within there small snippet of information. However, the post does provide a link to the news room’s article saying that more information on this topic can be found here. Finally, the Twitter post was very precise, it reads ‘NAB has today announced new supports measures for customers and communities to help them before, during and after a natural disaster’. This statement is the followed by the link to the news room article, yet nothing to suggest there will be any more information available. ! When looking at all three of the platforms, each time the message was displayed and presented differently. The reason behind this is each platform works differently than the other, a News Room work similarly to a virtual newspaper. Being the primary platform to explain the press, this piece has to be informative to educate the public. Twitter and Facebook are social media sights and therefore information is absorbed in short instances. This is why both of these posts left the link to the News Room post so that if the consumer was interested there was a portal to gain more

information. Traditionally Facebook presents more news in a longer forma than Twitter hence why they incorporated more information and a picture (Davies, 2021).! 3.0 Amplification of Message On the same day the NAB news room released their article, Gerard Cockburn from news.com.au released his own piece assessing their statements (Cockburn, 2020). The article written by Cockburn failed to state an opinion on NAB’s press release and instead seemed to regurgitate the information during his write up. This outcome is a positive one for NAB, as it was a further resource that their message had been shared via without it being tampered with. Cockburn went ahead to discuss the research that had been conducted by NAB as well as included the quotes from CEO Ross McEwan which assisted in adding validity to the article (Cockburn, 2020). Having an assessment article like this one written about a New Room post is very positive, however, the reactions from the social media posts did not carry the same reaction. ! The twitter post failed to receive a great deal of reaction from the public, this may be due to it's lack of information in the post. The Facebook post received a great deal of reaction from the public, much of it negative. These reactions however often had nothing to do with this particular press release and more so with customers frustration with NAB as a bank. Some comments that were made on the Facebook post partially addressed the News Room post, but only as a platform to then rant about their own issues (See appendixes …) Much of the public’s anger seems to stem from the fact that NAB haven’t dealt with their personal issue, whether it be mortgages or banking issues, yet are inviting more customers to join them. In regards to reactions to the Facebook post, they received 54 reactions, of that 50 were likes or loves and 4 were angry reactions (view appendixes…) This outcome gives a greater indication as to who is reacting to the post itself rather than their personal relationship with NAB.! 4.0 Recommendations One recommendation that is apparent is the lack of effort put into the Twitter social media post which lead to a lacklustre response from the public. As previously stated the NAB Twitter account only posted the link with a very brief overview of the story. perhaps a greater effort in the post would have ensured the alignment of their message and also opened the doors for a greater response from the public. Furthermore, the replies from the Facebook post were very neagtive, however these were entirely in response to seperate issues, Nab in the future should deal with some of these issues, or at least make some form of contact, before releasing press like this. Such actions as that often leave a bad taste in customers mouths when they feel others are receiving a higher treatment than their own. !

5.0 References Cockburn, G. (2021). NAB to extend bushfire relief. Retrieved 16 April 2021, from https:// www.news.com.au/finance/business/banking/nab-announces-further-funding-for-communitiesimpacted-by-bushfires/news-story/1850a89c4244cd31ced54bb220a6e2c0! Davies, K. (2021). Facebook vs. Twitter: How Do They Stack Up in 2021. Retrieved 16 April 2021, from https://www.websiteplanet.com/blog/facebook-vs-twitter-stack/! NAB steps up natural disaster support as new research reveals ongoing impact of bushfires | NAB News. (2020). Retrieved 16 April 2021, from https://news.nab.com.au/news_room_posts/nabsteps-up-natural-disaster-support-as-new-research-reveals-ongoing-impact-of-bushfires/! National Australia Bank. (2019). Retrieved 16 April 2021, from https://www.companieshistory.com/ national-australia-bank/!

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6.0 Appendices

Appendix A!

Appendix B! !

Appendix C...