Public relations is a management process. When an organisation decides to “go public”, the process becomes an essential aspect in influencing the success of the flotation. Views from a large number of PR consultancies, financial advisers, brokers and other related bodies have been used to devise a strategic framework that would govern the direction of the PR campaign leading to UniChem′s introduction to the Stock Exchange. Target audiences have been identified and specific attention has been given to positioning, financial and defence strategies. Within these strategies, relevant tactics have been developed and scheduled for implementation. A full survey of existing shareholders, the primary target audience for the campaign, has provided evidence of attitudes towards the planned flotation.
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