This blog is a supplemental learning tool for the Introduction to Public Relations course at St. Edward's University. In it, students will examine current public relations efforts and critically evaluate them using public relations theories and concepts discussed in class.
"The Obey campaign attempts to stimulate curiosity and bring people to question both the campaign and their relationship with their surroundings." ObeyGiant was created circa 1990's by Frank Shepard Fairey. His first propaganda project was a stencil of Andre the giant( a famous wrestler) that exploded in the skateboard and hip-hop communities. The stickers and posters began to pop up everywhere. The campaign started in South Carolina, where Frank went to school and spread all across the nation.
With the company still growing and even being referenced in shows like family guy, and special edition Obey guitars by Fender, the propaganda is still spreading... so you better OBEY.
I read a really interesting article today about the boxy Toyota Scion. I am not the biggest fan of this car, but I read there is a growing youth cult calling themselves "Scikotics". This fan base just keeps growing and growing. Because of this on-going popularity, Toyota has teamed up with popular marketing firm, StrawberryFrog, to launch its new website, Scion Speak.
Scion Speak allows users to design their own "coat of arms" to show their own personalities. These coats of arms are designed by Tristan Eatson, a graffiti artist. Designs range from flames, to smiley faces, to flames, to banners. These could be in different colors and saved to your computer or uploaded to their gallery. The gallery allows the whole world to see your designs. Toyota also encourages you to take your designs to auto shops and get them as decals or professionally painted onto your car. Cool huh? ( I tried to save my design to post it up but it didn't work bummer. But look for it on the website.. it has a green eagle, two marroon legs, a pink Austin banner and a pink skull in the center).
Although this is a really cool idea, I think it is an ineffective PR tool. Although Toyota encourages users to put their designs on their car, Toyota isn't the one paying for it. These details could end up being expensive running from $500 to $1500. Most people are not going to be willing to pay that kind of money. Also, Scion Speak is targeted to a very select group of people who own Scions. They aren't looking to appeal to future Scikotics but the current ones.
Monday night Britney Spears appeared on the CBS show "How I Met Your Mother". Spears' played a sweet-natured receptionist that likes Ted, the problem is that Ted likes her boss Stella. The show was highly anticipated, and paid off for both parties. The show received the highest ratings of the series with a record 10.6 million watchers. It was Spears' second guest appearance on a tv show, the first one being "Will and Grace" in 2006. Britney was able to show critics that she still has what it takes to be a performer. She has been highly criticized for the way she has lived her life in the past year. From numerous visits to rehab, being hospitalized twice, shaving all of her hair off, and losing custody of her two sons, she has been on a downward spiral. It was highly believed that her performance at the MTV Music Awards last September would help jump start her career. Instead the poor performance was another low point on her downward spiral resulting in low record sales and harsh criticism from almost anyone who had an opinion. Featuring Britney on the episode was a good PR plan for both parties. Britney benefited by showing fans and critics that she still knows how to get the job done. The appearance created positive publicity for her as opposed to recent publicity usually featuring news on her custody battle over her two sons with ex-husband Kevin Federline. "How I Met Your Mother" benefited by having a series high for viewers as well as attracting new viewers. CBS promoted her appearance by showing numerous commercials for the upcoming episode.
PR plan Goal: Make the public aware of annual event Objective: Increase awareness to non-wrestling fans by X percent in two months to attract attention to Wrestlemania. Strategy: Use various mediums and cross-promotions to get the mainstream's attention. Tactics: TV appearances, press conferences, advertisements, celebrity endorsement
The World Wrestling Entertainment has a pay-per-view event every month, but no event compares to Wrestlemania, which is deemed “The granddaddy of them all.” Once a year the WWE pulls out all of the stops, and they spare no expense on this particular pay-per-view. This year it will be in Orlando, Florida at the Citrus Bowl on March 30, and it is also the first outdoor Wrestlemania. This means a huge undertaking for public relations practitioners.
They have dozens of things planned to promote the event. Although wrestling fans know that Wrestlemania is a big deal, the practitioners work hard to promote it. Techniques include press conferences, advertising, and interviews.
The press conferences were over the course of two months. The first press conference was in Los Angeles with the major wrestling stars, and another will take place in New York City a few days before the pay-per-view.
For wrestling fans who tune into Monday Night RAW ever week, thy were informed of Wrestlemania’s upcoming arrival two months in advance. With a 30 second spot during the commercial break, an action-packed clip show of the wrestlers set to a high tempo rock song captures the viewers attention while a screencap at the end announces “60 Days Away.” In a reminding fashion, the same clip show would air every week, but the end would say “45 Days Away” or “2 Weeks Away” as time progressed.
Practicioners also promoted the event during non-wrestling programming. On The Travel Channel, a pay-per-view commercial was aired at 1: 30 in the afternoon during Anthony Bourdain’s “No Reservations” with the WWE logo in the corner, encouraging its viewers to “Order Now!”
Pay-per-view commercial
The one aspect that sets this colossal pay-per-view from others is its use of celebrities. This year, John Legend will open the event by singing “America, the Beautiful.” Reality TV personality, Kim Kardashian, will play hostess to the event. In accordance with the WWE’s affiliation with the Make-A-Wish-Foundation, Disney star Raven-Symone will host fifty kids from fifty states to go to Wrestlemania. The professional boxer Floyd Mayweather, Jr. will settle a month-long feud that began at the previous pay-per-view, where Mayweather was actually in the audience. A publicity stunt in itself, Mayweather was provoked by a returning professional wrestler, The Big Show. Mayweather punched the wrestler after he was mocked, and it prompted the match at Wrestlemania.
Practicioners have also arranged many television appearances into the mainstream in order to promote the event. Last week The Big Show appeared on the Late Night Show with Conan O’Brien. It was a five minute interview, but millions of people were exposed. They may have also been impressed or at least their interest was raised when they saw that The Big Show was actually a friendly guy who liked to joke and not a gruff wrestler guy. In addition, The Big Show and Floyd Mayweather, and other wrestlers will make appearances on various channels. On March 25, Mayweather will appear on The Best Damn Sports Show Period on the Fox Sports Network, and the next morning he and The Big Show will appear on The Today Show, which is a major opportunity, which millions and millions of people watch. Then, both will promote their fight on Wrestlemania on ten more separate appearances before the big event.
On March 10, 2008, New York residents got a shocking wake-up call. Governor Eliot Spitzer had been caught soliciting a female escort, through a wiretapping sting. To all of his constituents this was not the man they had put into office. The shock of this scandal rang through the entire United States, bringing to a head the multiple scandals of public officials.
When news broke less than a month ago regarding the prostitution ring sting, most Americans anticipated an immediate resignation. Spitzer on the other hand thought he had a chance at keeping his spot. For the PR world this was a huge crisis. A publicly elected official caught red handed, spending tax payer money on call girls.
PR directors not only feared their strategic planning in down playing this situation, but others not involved in the scandal feared high profile clients of their own might be the next to be outed. PR in this situation is hard to create. Besides the fact that his job was lost, and his image permanently tainted, they needed to create a medium to keep his personal appearance and sympathy in line with that of the constituents.
A few days later, Spitzer announced his resignation, and was deeply regretful for all his actions while taking complete responsibility. This struck a cord with constituents, realizing he had made a mistake, he was sorry, and he was ready to turn a new page and move on with his life.
Kmart pharmacy to launch 1 $ over the counter Program
With the rise in health car and medications in general, Kmart has decided to offer something never before done. On March 7, 2008 Kmart Pharmacy announced the launch of the $1 Reward Program, which offers pharmacy customers a choice of ten over-the-counter medications, from Kmart proprietary American Fare Brand for only $1 with every prescription purchase.
Popular over-the-counter medications in the program include aspirin, Ibuprofen, children's pain reliever and other commonly used medications. Kmart states that "At Kmart Pharmacy, we're always looking for ways to provide more value and quality to our customer, the $1 Reward Program gives our pharmacy customers an amazing deal and introduces them to our great private-label over-the-counter products at the same time. This program is launching at Kmart pharmacies in Florida now, and will be available at every Kmart in April.
Kmart is defiantly using a persuasive appeal, to gain support for their $1 Reward Program. In order to take advantage of this deal you must be picking up a prescription with Kmart, and one $1 Reward is given for every prescription. This will persuade many people to use their pharmacy in order to receive $1 over-the-counter medication. They are really trying to target low-income houses and college students, who need to spend their money as smartly as possible. I think they have a really great idea. This Press Release has generated allot of Buzz and Kmart has already recorded a spike in sales in Florida. I believe that Kmart had a good idea and that other Pharmacies within larger business will do the same.
I believe that Kmart has not been doing as well as they would like financially, and their trying to get more customers. Kmart is a direct competitor to Wal-Mart, but Wal-Mart is much large and has cheaper prices. Wal-Mart has also just started a new program where you can purchase prescription drugs for less than $10. I believe that Kmart came up with this program in order to compete with the mega store Wal-Mart.
Go back to the basics of course. Recently, Volcom Entertainment's record label has come up with the genius idea to start a vinyl club, an oldie trick, but a goodie. Through Myspace.com or the Volcoment.com website, you can become a member for just $30. Not only does this cover a year long membership, you also receive special vinyls through the membership available only for a limited time.
"While the rest of the music industry scrambles in a frantic, if not altogether existential, search for meaning in this modern age of shifting musical paradigms; we here at Volcom Entertainment have consciously decided to take a step back.
The set-up is simple… we wanna make records for you. Less simple than that, is to provide true music fans with something timeless.
With each single release our hope is to lift listeners out of musical purgatory.
We only ask for the opportunity to earn your trust on this one. When you subscribe to the Volcom Ent Vinyl Club you will receive a shiny, two-sided 7 incher from us delivered to your door every other month."
Since the start of the label back in the early 90's, Volcom Entertainment has brought music to listeners in various unique ways, from stuffing lps in jean pockets at retail stores, to having bands play diverse venues including art shows. Even though this label started as a primarily punk rock type, it has now evolved into a full-on, "we don't play Warped Tour anymore" type. The once angst-ridden, snowboarding, skating, teenage crowd that supported Volcom Entertainment in its quest for success, must have quit paying $10+ for CDs and stickers. Not to mention the major crisis that the general music industry is facing at the moment. There are few options for those involved in music, provide good tunes, market well, and remember/know your audience. This company has done a great job of seeking out new and inimitable bands, while carving out a place for them within Volcom's realm of fans. Hopefully, the new vinyl club will prove to be another success for the company. Lately, it seems they can do no wrong, with VLCM stock now being sold in the NYSE, there is no stopping this giant of a business. And to that I say, Oi Oi
