Study Packet 3
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Communications
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Apr 3, 2024
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College of Communication – Fall 2023
CM215 Principles and Practices of Public Relations
1.
Workday
is a large public company and the “leading provider of enterprise cloud
applications for finance and human resources.” You may not have heard of it before. Visit
their site and…
a.
Envision one business goal for the company based on what you see on the website.
Like our class project goal, it should be partially SMART — measurable, attainable,
relevant and time-bound — but would not be as specific as your communication goal.
Defend your goal.
"To increase market share by 15% in the next year by expanding the functionality of
enterprise management cloud to meet the evolving needs of diverse industries." This goal is
relevant as it aligns with Workday’s core business of providing cloud-based solutions. It's
measurable via market share metrics, and time-bound to the next fiscal year, providing a clear
timeline for achievement.
b.
Envision one communication objective for the company based on what you see on
the website. Like our class project objectives, it should be fully SMART — specific,
measurable, attainable, relevant and time-bound. Defend your communication objective.
A communication objective for Workday might be to "To increase brand awareness and
perception by achieving a 20% growth in positive online mentions and engagement within the
next six months." This objective is specific, measurable, attainable and timebound. Workday can
leverage digital platforms to strengthen its brand presence and foster positive perceptions among
potential clients and partners.
2.
Find good and bad examples (one each) of a core values statement, mission
statement and vision statement. Defend your choice for all six examples.
Value statements:
Good - Hermès: "The core values of Hermès DNA include craftsmanship, history, perfection,
and quality."(
Core Values of Hermes - Issuu
)This statement is effective because it succinctly
encapsulates the essence of what Hermès stands for. It emphasizes traditional values like
craftsmanship and quality, which are pivotal in the luxury goods market. By highlighting its
history and commitment to perfection, Hermès reinforces its brand as timeless and dedicated to
excellence, resonating well with its target audience.
Bad - Khy: "Creativity, collaboration, and quality at an accessible price." (
Kylie Jenner Launches
Her New Clothing Brand, Khy — The Lexington Line
) This statement, while positive, is
somewhat generic and could apply to numerous companies across various industries. It lacks
specificity and doesn't quite capture what makes Khy unique or different from its competitors,
failing to effectively communicate a distinctive brand identity.
Mission Statement:
Good - Maison Margiela: "The Maison celebrates unconventional aesthetics and embraces the
philosophy that fashion is an artistic expression rather than a cult for personality."
Maison
Margiela | Our Companies | OTB
. This mission statement is compelling because it clearly
defines the brand's unique approach to fashion as art rather than merely a trend or
personality-driven industry. It sets Maison Margiela apart by emphasizing its dedication to
artistic and unconventional aesthetics, appealing directly to a niche market.
Bad - Home Depot: "To provide the highest level of service, the broadest selection of products
and the most competitive prices."(
FAQs | The Home Depot
) This mission statement, while clear,
is quite generic and could apply to any retail company. It fails to capture what is unique about
Home Depot’s approach or ethos, lacking a distinct identity or a reflection of a unique selling
proposition.
Vision Statement:
Good - Tesla: "To accelerate the world’s transition to sustainable energy." Tesla's vision
statement is powerful and inspiring. It transcends the company's immediate product (electric
cars) and ties into a larger, global concern: sustainable energy. This vision positions Tesla as not
just a car manufacturer, but as a key player in the broader context of global environmental
sustainability.(
Tesla Mission and Vision Statement
)
Bad - The Home Depot: "To create a company that would keep alive the values that were
important to us. Values like respect among all people, excellent customer service and giving back
to communities and society." (
The Home Depot Mission, Vision & Values | Comparably
) This
vision statement is overly broad and lacks focus. While it mentions admirable values, it fails to
provide a clear, unique direction for the company's future or how these values differentiate Home
Depot in its market sector.
3.
Pick a theory, model or tactic of persuasion. Briefly describe your choice, and
provide two examples of your choice from our book, lectures or an online search.
The six key principles Cialdini identified are: reciprocity, scarcity, authority, commitment
and consistency, liking and social proof. (Day 23 Lecture slides, Cialdini’s 6 (+1) (peripheral)
cues)
Social proof: People will do things that they see other people are doing. This is why in
advertisements, certain social networks show you who of your friends like a page, or are going to
an event. For example, in one experiment, one or more paid actors would look up into the sky;
bystanders would then copy them, and look up to find out what was so interesting. At one point
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this experiment aborted, as so many people were looking up that they stopped traffic.
Cialdini's 6
Principles of Influence - Definition and examples — Conceptually
Scarcity: Perceived scarcity of a product makes consumers want it more. For example,
saying offers are available for a "limited time only" or “limited edition” encourages sales. To use
scarcity to your advantage, run a promotion for your product that is limited by a time, or the
number available.
4.
If you look at public relations with a “storytelling” lens, persuasion can be seen as
the establishment or changing of an organization’s predominant “narrative.” Pick an issue
or organization other than American democracy that has two competing narratives.
Describe those narratives, why one may be preferential to the other, and how the
organization or issue advocates might be able to promote their preferred narrative.
The issue of cultural appropriation in the fashion industry has become a topic of
considerable debate, drawing varied viewpoints from different quarters. Some in the industry
argue that cultural exchange is a vital ingredient for creativity and innovation in fashion. They
advocate that borrowing elements from various cultures is a form of inclusivity, enriching the
industry by blending different styles and traditions. This perspective sees cultural appropriation
as a positive force, driving the evolution of fashion and celebrating diversity through design. On
the other hand, critics of cultural appropriation contend that it often leads to misrepresentation
and commodification of sacred cultural symbols and traditions. They argue that such practices
disrespect and devalue the cultural context, reducing meaningful cultural elements to mere
fashion statements. This viewpoint stresses the importance of understanding and respecting the
origins of cultural elements and giving due credit to their originators. Many advocates for
cultural sensitivity and respect lean towards the critics' viewpoint. They believe that while
embracing diversity in fashion is important, it should be approached with mindfulness to prevent
perpetuating stereotypes or causing harm. This stance calls for a more thoughtful engagement
with cultural elements in fashion, ensuring that cultural exchange is respectful and mutually
beneficial.
One key strategy is to raise awareness about the importance of cultural understanding and
respectful appropriation within design schools and the broader industry. This can involve
incorporating modules on cultural sensitivity and ethics in design education. Recognizing and
crediting the cultural source of inspiration in designs is also essential. This not only shows
respect but also educates the public about different cultural heritages.
Is Fashion Finally Turning the Page on Cultural Appropriation? | Vogue
How Cultural Appropriation Became a Hot-button Issue for Fashion
5.
Pick one Apple product at each of the following stages of adoption: product launch,
early mass, late mass, end of life. Write and defend one key differentiator (as Apple is using
in their messaging) for each product that accurately reflects the stage it is at.
·
I encourage students to look at
https://endoflife.date/iphone
for iPhone examples.
What I’m looking for here is a mastery of the concepts embedded in this image:
And also the FOB/BFC/directional/product/UVP differentiation language.
Product Launch: iPhone 15 pro
At the product launch stage, we have the iPhone 15 pro, Apple's latest flagship model. The key
differentiator for the iPhone 15 pro is its advanced technology, particularly the enhanced camera
system with improved low-light performance and cinematic video capabilities, and the
introduction of satellite connectivity for emergency situations. This stage focuses on innovation,
showcasing features that are new to the market. Apple's messaging at this stage aims to attract
early adopters and tech enthusiasts, emphasizing these novel technological advancements.
Early Mass: iPhone 12
The iPhone 12, released in late 2020, represents the early mass stage. A significant differentiator
at this point is its 5G capability. As 5G technology becomes more prevalent, this feature becomes
increasingly attractive to the general public. The emphasis here shifts to features that appeal to a
broader audience beyond the early adopters, with 5G aligning with the growing consumer
demand for faster and more reliable connectivity.
Late Mass: iPhone XR
In the late mass stage, we have the iPhone XR, launched in 2018. The key differentiator for the
iPhone XR is its value for money, offering a good balance between performance and
affordability. All the IPhone XR on the market nowadays are either used or refurbished since
Apple stopped producing them on 07 Sep 2021. At this stage, the focus is on attracting
consumers who seek reliable, well-tested products that deliver good functionality without the
high cost of the newest models.
End of Life: iPhone 6
The iPhone 6, which hit the market in 2014, is now at the end of its life stage. The differentiator
here is its compatibility with the latest software updates and the assurance of continued, albeit
limited, support. As a product reaches the end of its life, the messaging shifts to reassure existing
users about the product's continued functionality and security for a limited period. For the iPhone
6, the focus is on its ability to operate effectively with the latest compatible iOS updates,
providing users with the confidence that they can continue to use their device securely until they
are ready to upgrade.
6.
You are pitching Cheryl W. Thompson, senior editor and investigative
correspondent at NPR, on a story about your nonprofit’s (make up a name) efforts to
combat racial inequity in the home lending/real estate industry. Your organization helps
ensure that new homeowners of color have access to the same financial instruments, tools
and services as everyone else. What are some things you will pay attention to and include in
the pitch?
First, I would include a compelling narrative and Share stories of individuals or
communities that CZ has helped. Real-life examples of overcoming challenges in home lending
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due to racial inequity can be very impactful. In addition, I would clearly articulate the mission of
CZ and explain how we are uniquely positioned to address racial inequity in home lending and
real estate. Highlight any significant impacts or successes we have had so far. Moreover,
Showcasing the expertise and credibility of your team is crucial as well. Mention any key figures
in your organization who have a notable background or experience in real estate, finance, civil
rights, or related fields. Lastly, I would provide ideas for how NPR’s audience can engage with
your organization or the issue at hand. This could be through volunteer opportunities, educational
resources, or calls to action.
7. Pick two different news sites (New York Times, CNN, Fox News, Bloomberg, Forbes,
Yahoo, etc.). What are the different types of paid ads on those sites? Look at what brands
are advertising on the home page of each site. How do they vary from site to site? Why do
you think each brand chose each site?
The New York
Times
→
https://www.harrods.com/en-us/shopping/black-bay-harrods-exclusive-stainless-ste
el-automatic-watch-41mm-16318774?gclid=EAIaIQobChMI2b2pkur5ggMVaCWICR37TA
DdEAEYASABEgIUI_D_BwE&gclsrc=aw.ds
The New York Times often features a mix of high-end retail, luxury goods, financial
services, and educational advertisements. You might find ads from premium brands in fashion,
jewelry, or watches, as well as advertisements from top universities or investment firms. Brands
choose The New York Times for its affluent and educated readership. The site attracts a global
audience interested in serious journalism, making it an ideal platform for advertisers seeking to
reach a discerning and influential customer base.
https://www.forbes.com/?sh=2edf29d72254
→
https://www.evernorth.com/?CID=vid:b2b:E
WBC_23:GN_HPTO_Forbes:dis:1&gclid=CJyvuc7q-YIDFcEPiAkdjtkM-w
Forbes, known for its focus on business and finance, typically features advertisements
from financial institutions, technology companies, health and business services. Advertisers
select Forbes for its entrepreneurial and business-savvy audience. The site is a hub for
professionals, business leaders, and high-net-worth individuals, making it a targeted platform for
brands aiming to reach a corporate and influential demographic.
The variations in ad choices between these sites reflect the differing interests and
demographics of their audiences. The New York Times, with a more general yet upscale
audience, attracts a broader range of luxury and lifestyle brands. In contrast, Forbes, with its
business-oriented readership, is more appealing to advertisers in the finance, tech, and business
sectors. Additionally, the editorial content of each site influences the type of advertisements.
Advertisers often seek alignment between their brand values and the content environment in
which their ads will appear.
8. Pick a NEWS story (paste it or link to it). Describe the story’s “nutgraf” in 1 sentence.
How does it adhere to the inverted pyramid structure? Provide at least two reasons why in
your response.
In a bizarre theft in Australia, a Krispy Kreme delivery van loaded with 10,000
doughnuts was stolen outside of a 7-Eleven store, sparking a police search. It adhere to the
inverted pyramid structure since it leads with the most important information that “The tale
began at 4 a.m. on Wednesday in Carlingford, Australia, near Sydney, when a delivery driver
working the night shift stopped his van to make a quick stop at a 7-Eleven.” Then moved on and
talked about resolutions from the Krispy Kreme team and another theft happened in Connecticut
for a Dunkin Donuts truck.
Thief in Australia Steals Truck With 10,000 Krispy Kreme Doughnuts - The New York
Times
9. Think about a brand from whom you’ve purchased something in the past year. Map out
the touch points you had with that brand that lead up to – and beyond – your purchase. In
other words, what was the mix of paid, earned, shared, and owned interactions?
In the very beginning, I saw several reviews and articles in fashion magazines and online
platforms discussing the innovative designs of Rick Owens. These were not sponsored by the
brand but were editorial content. Then I followed Rick Owens on social media platforms like
Instagram. Here, I engaged with posts, including fashion show highlights, behind-the-scenes
content, and customer testimonials. Also, through browsing the Rick Owens website provided
more detailed information about their collections, design ethos, and sustainability practices. I
also subscribed to their email newsletter, which kept me updated on new releases and exclusive
offers. Most importantly, visiting a Rick Owens store was a significant touchpoint. The store
ambiance, customer service, and the opportunity to experience the products firsthand solidified
my decision to purchase.
10. Pick one media tactic that sits purely in one of the 4 PESO categories and describe it.
Pick one media tactic that overlaps at least two of the PESO categories and describe it.
Owned Media Tactic:
Brand blog/ brand posts is a digital platform entirely controlled by the brand where it can
publish content that reflects its voice, values, and messaging. The content can range from
product updates, industry insights, customer stories, to behind-the-scenes glimpses of the brand.
Since the brand owns the blog, it has complete control over the content, frequency of updates,
and the way it engages with its audience. The primary aim is to build a connection with the
audience by providing valuable content, thereby driving brand loyalty and customer engagement.
Overlapping media tactic:
Influencer partnerships can span across both shared and paid media categories. In these
partnerships, brands collaborate with influencers who have a significant following on social
media platforms. Often, these partnerships involve financial compensation or free
products/services in exchange for the influencer's promotion or endorsement. This paid
component ensures a certain level of control over the message being conveyed and can also
include specific contractual obligations about the content, such as frequency of posts, specific
messaging, or use of certain hashtags. However, the shared aspect comes into play as the content
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is distributed through the influencer’s social media channels, fostering engagement and
discussions among their followers.
11. Why is engagement so critical to communication strategies, customer and employee
retention, and so many other PR and business functions? Share an example where
engagement (of any kind—employee, customer, stakeholder, etc.) was very successful, and
an example where engagement failed. Why did it fail?
Engagement is crucial in business and PR as it establishes a meaningful two-way
relationship between an organization and its stakeholders. It involves more than just
communication; it's about active listening, responsive interaction, and adapting to feedback. This
engagement fosters stronger relationships, enhances loyalty, and provides insights into
stakeholder needs, essential for long-term success.
LEGO’s LEGO Ideas platform exemplifies successful engagement. This online
community allows enthusiasts to submit and vote on ideas for new LEGO sets, actively
involving customers in product development. This approach not only fostered a robust
community but also ensured that the developed products had an enthusiastic market, showcasing
the benefits of two-way interaction and customer involvement.
(
Co-creation strategy — Ideas.Lego.com Case Study | by Gloria Worlikar | Medium
) (
LEGO
Ideas
)
On the flip side, United Airlines faced a significant engagement failure in 2017 with the
mishandling of a passenger removal incident. The initial response lacked empathy and failed to
adequately address customer concerns, leading to a PR crisis and damaging the company’s
reputation. This failure highlighted the consequences of not engaging empathetically and
transparently with stakeholders.
(
Lessons in Crisis Management: The United Airlines Case Study
)
12. Give one example from the last 10 years of how an organization’s crisis response
effectively addressed a crisis, and one where the organization failed in its crisis response.
What were the characteristics of both, and what might the organization involved in the
failure have done differently?
Effective Crisis Response in the Fashion Industry: Nike's Approach to Counterfeit Goods (2017)
In 2017, Nike faced a significant challenge with the widespread issue of counterfeit
goods, a situation that threatened the integrity and reputation of its brand. The company's
response to this crisis was notably effective. Nike took proactive and collaborative measures by
working closely with law enforcement agencies to actively crack down on counterfeit operations.
This not only helped in addressing the immediate problem but also demonstrated Nike's
commitment to protecting its brand and consumers. Additionally, Nike launched an educational
campaign aimed at consumers, providing them with information on how to identify genuine Nike
products. This move was strategic in two ways: it directly combated the circulation of counterfeit
goods and also served to build long-term trust with consumers by empowering them with
knowledge. Nike's transparency throughout this process was key; by keeping the public informed
about their efforts to tackle counterfeiting, they managed to maintain and even bolster consumer
confidence during the crisis.(
The Rise of Counterfeiting and Its Effects on Nike - Soapboxie
)
Failed Crisis Response in the Fashion Industry: Dolce & Gabbana's Cultural Insensitivity
Incident (2018)
In contrast, Dolce & Gabbana's handling of a cultural insensitivity incident in 2018
serves as an example of a failed crisis response in the fashion industry. The brand released an
advertising campaign in China that was widely criticized for perpetuating cultural stereotypes
and displaying insensitivity. The initial response from Dolce & Gabbana was perceived as
dismissive, lacking in understanding and acknowledgment of the cultural offense caused by the
campaign. The situation was further exacerbated by offensive comments allegedly made by one
of the brand's founders, which surfaced online. This lack of immediate corrective action and a
cohesive communication strategy not only failed to mitigate the crisis but also aggravated public
sentiment against the brand. (
Dolce & Gabbana: The High Cost of Cultural Insensitivity - Global
Marketing Professor
)
Dolce & Gabbana could have significantly improved their response by promptly
acknowledging the issue and issuing a sincere apology. Implementing cultural sensitivity training
for their staff and communicating this to the public would have shown a commitment to
understanding and respecting cultural differences. Engaging with cultural experts for future
campaigns would have also demonstrated a proactive approach in preventing similar incidents.
This case underscores the importance of a swift, empathetic, and culturally aware response in
crisis situations, especially in an industry as globally interconnected as fashion.
13. If you decide to hire a paid spokesperson for your brand, what are three ways you can
ensure the relationship will be successful?
To start with, it is critical to choose a spokesperson whose personal brand and values are
closely aligned with those of your business and resonate with your target audience. This
connection is crucial for their endorsements to be real and credible. In addition to hiring the
correct person, it is critical to define clear duties and expectations. Outlining particular roles,
deliverables, and the amount of their engagement, all of which should be painstakingly stated in
a legally enforceable contract, is required. This contract should cover topics like the term of the
partnership, salary, exclusivity, and representation restrictions, ensuring that all parties
comprehend the arrangement. The success of this partnership is also dependent on continual
participation and input. Regular contact with the spokesperson is essential for staying on track
with campaign objectives and making appropriate modifications depending on performance data
like engagement and conversion rates.
14. To help with your personal branding, write a 150-word professional summary about
yourself you would use on a LinkedIn summary or as an elevator pitch. It’s ok if you don’t
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have actual experience yet… use your clubs, schools, activities, interests, future aspirations
as inspiration. Be sure to be positive, promising, and person-centric.
As a motivated individual, I am exploring fashion and media science while studying at
Boston University. My experience includes academic work and involvement in extracurricular
activities, such as a leadership role in a fashion and communication research program and
participation in the fashion & retail club at BU. These activities have improved my public
speaking skills and fostered teamwork and innovative thinking.
I have a keen interest in the fashion industry and am eager to learn more in this field. My
background in art and media has deepened my understanding of the relationship between
audience and art, giving me theoretical knowledge and practical insights. I aim to use my skills
and passion to contribute positively to the fashion industry. I am looking forward to opportunities
for collaboration and innovation in this sector. My goal is to grow both professionally and
personally, engaging in work that challenges me and benefits society.