Strategic Public Relation

With reference from the research findings, I recommend strategic public relation to improve cultural perception about the clothing designs and delivery modes the company makes and therefore win the competitors. The company technological challenges to improve production and delivery. However, the technology needs acceptance from the public so that the designs produced will sell. Design acceptance, therefore, is the critical focus that will in turn uniform the technology to adopt. Also, design acceptance will the competitors leading to reduced losses even when there are delays in transport and deliveries. Some of the components of the strategy include a strategic narrative that defines how to win the customers through cultural specific defined messages about the designs. It will also apply the rhetoric theory that will explain or guide on how to get information from the public relating to cultural aspects of clothes. The other component is framing that will help determine communications from the opinions collected.

The rationale for the framework

The reason for selecting a strategic public relation framework is because the public is the primary stakeholder and supporter of the business. A good relationship through communication will increase the exchange between them and the company. Public relation is vital because it will change the way the public sees the design of the company’s clothes, and the delivery methods (Hallahan, 1999, 207).  The strategy will not only win more clients and make them live members but outdo the competitor and solve the technological problems that are also affecting the business. Technology depends on product appearance. With knowledge about the client’s design needs, the company will be able to acquire technology like knitting machine, ordering, and delivery modes. The framework, therefore, solves several problems other than one as identified in the research phase of the project.

The proposal considered other options like the market need a strategy where the company would carry out the need assessment of the clients and make designs of interest. However, the plan would not be sustained since the market needs to keep on changing. Also, the idea would not solve the technical problem because the machines or technology used to make a design would require change with time as the needs change. Strategic public relation helps to identify the profound cultural aspects that cannot change shortly and therefore come up with a long lasting design for the company. Also, the framework helps to create a good impression of the company design to outdo the competitors, therefore.  The framework design has been successful in the development of a good brand image as well as the model for the Nike company products. The company carried out a market survey of the needs of athletes to customize their designs (Holt & Cameron, 2010, 20). Another application of the framework is in the is in Syria where Al-Assad has used strategic narrative to justify the actions wars (Marco, 2015, 316).

The Rhetorical theory

The primary goal of the strategic public relation strategic framework is to understand the cultural aspect of cloth design based on the target customers as well as persuade them to accept the company design where at the end, the information will help the company create a moving design. Persuasion, therefore, is essential to selling the company design as well as getting the public opinion about their needs. Rhetoric theory informs about persuasion and collecting public ideas. Rhetoric itself is communicating persuasively (Hallahan, 1999, 207). Rhetoric theory guides the strategy to understand and explain the way different human symbols function. According to the approach, there are different ways through which a person can flame a message whether written or spoken (Hallahan, 1999, 207). However, the argument goes further to argue that the messages should be developed in a way that they will be useful. In the case of the tailoring company, the notes include the ones which the marketing team will use to persuade the clients to accept the brand or cloth design as the best. However, it goes further to include the kind of plan that the company will create to impact the customers from the cultural and social perspective.

The most crucial persuasive communication to make is the design. The proposal recommends the company to follow the Toulmin model under rhetoric theory to come up with a plan that impacts the client. In coming up with the plan, the model offers the following steps.

Claim The position of the argument
Grounds Information, facts, and data supporting the claim
Warrant The connection between the bases and claims
Backing Support and strengthening the warrant
Qualifiers A statement describing the claimed strength
Rebuttal Claim exceptions


The model informs the company on how to make justification of their design to the public (Metaxas, Potari, & Zachariades., 2016, 385) It is a unique business model in that it aims at offering the clients what they need but also showing them why they need the design. The model is practical where the company it guides the company to fro a claim that interests the customers and ways to justify that it warrants the interest or role (Metaxas, Potari, & Zachariades., 2016, 385). For example, the company can go and assess the kind of clothes women form a particular culture recommends. It will then look for reasons why they support such design and the benefit it offers to the person wearing it. Later it will create that design for the whole culture with the information on the benefits and ground for designing it. The design, in that case, will not only sell at that moment, but the whole society will pass it into generations as the standard norm.

The theory, therefore, informs the framework on the kind of public opinion the company will collect as well as how to use it later to persuade the clients to accept the design because it is made for them. The strategy will ensure that the messages that the marketing and sales departments use later are effective because they are flamed from the clients’ perspectives. The theory offers the company a persuasive model of creating unique designs that meet the values and beliefs of the population. It also solves the challenge of competitors in that customers will like the design because of its cultural aspects and not fashion or other ordinal characters (Hallahan, 1999, 207). The model also offers a solution to technological factor because the company will be able to adopt a technology that suits the design without having to switch to another one creating challenges in the cost of operations.

Framing concept

The framing concept will work for hand in hand with the rhetoric theory. While the rhetoric theory guides in how to create messages and in this case the clothing design as a business model, framing will help to define the underlying processes of the mind or psychology which the customers use to make a judgment about a product as well as the world (Hallahan 206). The framing reinforces the operation of public relations. Framing takes the lead in the strategic framework because of its foundation on symbolic interactions that defines human behaviors as the result of interactions and use of symbols that create meanings (Gallant, 2014, 204) Framing, therefore, helps to create a social reality about human beings (Hallahan 206). The tailoring company needs to define the reality of the clients it targets to use the Toulmin model. It means that the information that it will correct from the clients about their believes on the cloth designs will manipulate its operations and working.   The concept involves defining the various elements that make up the client to focus on. For example, the company will have a different design on young ladies with that of older women although from different cultures. Framing in that case guides on the need of each element.


The company needs to pick different aspects of reality about the clients and make them more pronounced while making cloth designs. Such reality may include reasons for wearing clothes with long sleeves or pull neck in one community. Many people tend to forget the reason for certain behaviors, and they think it is normal. However, informing the subjects about the reason behind their actions will make them do more (Hallahan 206). It is the same concept that the company should apply in designing the clothes.

Strategic Narrative

The strategic narrative also supports public relation by strengthening the Toulmin model. The strategic narrative involves explaining as to why a person or organization takes specific actions or behaves in a particular way. It is another persuasive tool that the tailoring company can adopt it is a business model to ensure that the clients understand the value of their cloth designs. In the strategic narrative, strategy part offers the relationship between the policy and cations take while the narrative section, guides the policy outcome that impresses the audience (Marco, 2015, 316). The concept of strategic narrative lies in the fact that people tend to believe what they are told or given when they communicator offers an explanation that seems convincing (Barry & Elmes, 1997, 433). In the case of the company, clothes are the product they are contributing to the audience.  Although those framework has mentioned that the messages will be based on the culture, they need a narrative back up that convinces people about the cultural benefits or aspects considered while designing them (Cartwright, 1959, 150). The narrative will explain the cultural policy about the design and how the cloth meets such guidelines.

A strategy can connect policy and actions when the actions are based on meanings known by the audience. Strategic narrative, therefore, helps to design messages which make meanings to the audience (Marco, 2015, 316). The concept will guide the company in creating a unique business model by restricting the mode on how useful it is and justifiable to the customers. The model, therefore, will influence the behaviors of the customers to select the cloth designs from the tailoring company because they will make a meaningful connection with the cultural policies. The marketing and sales department will, therefore, offer the narratives to the public about the designs do expand brand, design recognition.


The strategic framework recommends a strategic public relation to creating a unique business model that addresses other problems like competition and technology. Strategic public relation will be based on understanding the broad needs of the customers and creating designs that are specific to a specific group of people with narratives that explain them. The strategy recommends the company to use the Toulmin model to help in making designs that are unique and with unique selling strategies.


Reference List

Marco Scartozzi, C., 2015. Assad’s Strategic Narrative: The Role of Communication in the Syrian Civil War. Contemporary Review of the Middle East2(4), pp.313-327.

Hallahan, K., 1999. Seven models of framing: Implications for public relations. Journal of public relations research11(3), pp.205-242.

Holt, D. and Cameron, D., 2010. Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford University Press.

Barry, D. and Elmes, M., 1997. Strategy retold: Toward a narrative view of strategic discourse. Academy of management review22(2), pp.429-452.

Cartwright, D.E., 1959. Studies in social power.

Symbolic interactions …. Gallant, A. (2014) ‘Symbolic Interactions and the Development of Women Leaders in Higher Education’, Gender, Work & Organization, 21(3), pp. 203–216.

Metaxas, N., Potari, D. and Zachariades, T. (2016) ‘Analysis of a teacher’s pedagogical arguments using Toulmin’s model and argumentation schemes’, Educational Studies in Mathematics, 93(3), pp. 383–397.