#21 & #22 Types of Public Relations Strategies
#21 Through the analysis of case studies, discuss the role of public relations in the promotional mix and identify various types of public relations strategies. Differentiate between public relations activities that are controllable and those that are not (e.g. BP's news coverage after the gulf oil spill versus paid advertisements showing environmentally conscious behavior); include public relations vehicles used internally by companies in the analysis.
#22 Through the analysis of case studies examine the role of public relations in crisis management. Develop an explanatory narrative and accompanying timeline describing public relations strategies and tactics that were put in place to address negative publicity during a newsworthy crisis.
#22 Through the analysis of case studies examine the role of public relations in crisis management. Develop an explanatory narrative and accompanying timeline describing public relations strategies and tactics that were put in place to address negative publicity during a newsworthy crisis.
Public Relations
Several weeks ago we were looking at the "promotional mix" from chapter 17. Do you remember the reason why companies use a promotional "mix?"
What are the different elements that can make up a promotional mix? See page 401
One of those strategies used in the promotional mix is public relations. Look on page 397 to review the purpose of public relations.
What strategies are often used in PR to create the desired image for a company?
Control vs. Contain
Sometimes business are trying to get a positive message out about their company through a PR campaign.
Sometimes bad things happen within an company where it is necessary to produce a campaign to REGAIN trust of customers.
Sometimes bad things happen within an company where it is necessary to produce a campaign to REGAIN trust of customers.
With a partner select one of the case studies below. Prepare a presentation over the following:
- Name of organization or business - 5 points
- What happened negatively - 5 points
- What was the role of public relations in crisis management - 5 points
- What was the timeline of public relations strategies and tactics put in place during the newsworthy crisis - 10 points
- presentation - 10 points
Businesses in Crisis
Let your teacher know which one your group selects (first come/first serve) so there will not be duplication.
- Tylonol product recalls
- Carnival Triumph's elelctronic malfuntion
- Target Data breach
- Volkswagon emissions scandal
- Southwest Airlines social media response
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