Ines Faguas

Download as pdf or txt
Download as pdf or txt
You are on page 1of 33

2nd ASSESMENT

PUBLIC RELATIONS
Ins Fagus Benedicto

SUMMARY 1. CAMPAIGNS
1.1 . CHANGE OF LOGO 1.2 . CORPORATE COMMUNICATION 1.3 . PRODUCT PR 1.4 . INTERNATIONAL COMMUNICATION 1.5 . EMPLOYER BRANDING 1.6 . EVENT 1.7 . CORPORATE SOCIAL RESPONSIBILITY 1.8 . CRISIS COMMUNICATION 1.9 . ISSUE MANAGEMENT 1.1.PUBLIC AFFAIRS 1.2.REPUTATION MANAGEMENT 1.3.SOCIAL MEDIA 1.4.B2B

2. PR AGENCIES
2.1ALLISON+PARTNERS 2.2TAYLOR 2.3COYNEPR 2.4ZEROGROUP 2.5RF|BINDER

3. PR MAGAZINES
3.1. PRWATCH 3.2. PR NEWS 3.3. ALL ABOUT PR 3.4. BUSINESS WIRE 3.5. ONESITE

4. PR BLOGS
4.1 . COMMUNITACION CONVERSATIONS 4.2 . SOCIAL MEDIA EXPLORER 4.3 . PR IN YOUR PIJAMAS 4.4 . ODWYERS 4.5 . TOPRANK

5. REFERENCES
2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

1. CAMPAINGNS
1.2. LOGO, STYLE, CHANGE OF LOGO.

Microsoft unveiled a brand-new company logo Thursday morning, and graphic designers have given it a split vote. While some believe the company has a winner with the new logo's simple, square design, others say it's too boring. (You can have your say in the poll at the end of this article.) Sagi Haviv, who designed logos for the Library of Congress and Armani Exchange, thinks the logo simply isn't distinctive enough. By opting for a simple array of four colored squares, Haviv says Microsoft missed a big opportunity. "Because they're so big they're in a position to do something great," he says. "And this unfortunately is not something great. And it's because it's a bit too generic." Simple vs. Distinctive As Haviv explains, logo designers constantly struggle to create imagery that's both simple and distinctive. Too much of one often means not enough of the other. In Microsoft's case, he says it veers that while the new logo is definitely simple, it fails the distinctiveness test. "It needs to be unusual enough to persist in the mind. Those four squares it's very inert. It just sits there. It has no motion, no tension it's not dynamic in any way." Although Haviv thinks Microsoft missed the mark with its new company logo, he has much more praise for the Windows 8 logo, which still has the standard "four panes" that are common in Microsoft logos, but has them skewed to imply perspective.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

"That is fabulous. Because that is distinctive. It's still just as simple, but it burns in the mind. It doesn't look familiar. It will stay with you." 1.2. CORPORATE COMMUNICATIONS

Procter & Gamble (P&G) is adamant that consumers care about its corporate brand. The FMCG power-house has just launched its first consumer-facing corporate ads in the UK, with a campaign leading up to the London 2012 Olympics declaring it to be 'Proud sponsor of mums'. The campaign, timed to coincide with Mother's Day on Sunday, plays on the idea that mums are often in the background - 'never the focus but always there'. Although it is difficult to liken a multinational company that owns such brands as Ariel and Duracell to a mum, the comparison it is trying to draw is clear: consumers rely on P&G products, even if they do not know it. P&G corporate marketing director Roisin Donnelly claims that purchase intent increases by up to 20% when consumers understand the connection between the company and its brands, and she is not alone in believing that there is a place for the corporate brand in consumers' lives. Unilever put its logo on all its product advertising in 2009, while Reckitt Benckiser (RB) overhauled its branding in the same year as part of a strategy to raise its profile and position it as 'the power behind the power brands'. As well as boosting consumer recognition, RB took its corporate activity a step further last week, putting its branding centre-stage in a major recruitment drive (see box below right). Its belief is that if the corporate brand is better known and understood by the public, young business-people are more likely to seek it out as a place to build a career. A corporate campaign can particularly resonate for those companies that align their activities with a sense of 'social good', according to Jim Prior, chief executive of branding agency The Partners. 'In such cases, companies are right to promote their brand profile,' he says. 'People want to hear it and it's a story that the leaders of these organisations want to tell.' While it might be easy to dismiss the idea that consumers care about the company behind their chosen brand of bleach, and put such campaigns down to vanity marketing by the companies concerned, there is a benefit to coming out from behind the corporate curtain. 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

'Companies are wising up to the fact that, underneath the unhelpful term "corporate", there is a powerfully simple principle that can drive measurable financial return,' says Rachel Barrie, director of strategy at ad agency Fallon, who worked on the Unilever corporate brief in 2009. 'Put simply: people want to know who they are doing business with.' 1.3. PRODUCT PR Launch of the H2O Shower Powered Radio The campaign Brief and Objectives. The three point brief from the client, sent to 10 Yetis PR Agency prior to the competitive pitch, was as follows: Launch the H2O Shower Powered Radio the worlds first shower powered radio that utilises a patented turbine to function using the energy of running water and therefore doesnt need batteries to relevant consumer and trade media Attract potential buyers and stockists through targeted trade PR, hence increasing the sales and profits of Tango Group Limited Show a noticeable ROI projected launch campaign costs mean that the PR activity should help generate sales of 150 units of the H2O Power Shower Radio Strategy and tactics The strategy that won us the pitch relied on a highly scheduled approach to targeting the media, the order of which was especially important. We first targeted trade media to ensure interest in the product was generated amongst companies that may go on to sell it, before targeting longer lead technology, gadget and lifestyle press, then reaching out to consumer media, regional outlets and on to the offer of units for competitions and reader giveaways. Vivian Blick, the inventor of the H20 Shower Powered Radio and the founder of Tango Group Ltd, was formerly the managing director of Freeplay Ltd the company behind the commercialisation of Trevor Baylis OBEs award-winning Wind-Up Radio. There were obvious parallels between the products, given the environmentally conscious nature of both and we were keen to promote Vivians role in mass manufacturing the Wind-Up Radio, where it won plaudits from Queen Elizabeth and Nelson Mandela, and the rest of the world. Vivian Blick had previous media experience, having featured on Dragons Den and a number of broadcasters when promoting the Wind-Up Radio in the 90s. We knew this would help when targeting broadcast outlets.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

This it a list of media that focused on technology and gadgets, ensuring we researched previous gadgets reviews or features by the media to ensure the product fitted into their remits. Methods deployed for the campaign included; Journalist meetings with client The offering of samples and product reviews Press releases to target media Competition prizes and reader offers Exclusive media interviews with Vivian 1.4. INTERNATIONAL COMMUNICATION

An international communication campaign will highlight the diverse cultural and natural heritage Europe has on offer at any time of the year. The Europe Whenever youre ready campaign, to be rolled out between September 2012 and December 2013, is particularly designed to remind tourists, in particular from Brazil, Russia, India, China, Chile and Argentina, to discover the old continent and to enjoy a travel experience of a lifetime. With contributions from well-known travel writers, journalists, and bloggers, the campaign aims to showcase the wide variety of unique opportunities that Europe has to offer international tourists. Contributors first-hand experiences, spread through videos, blogs, magazines and websites, will unlock the not-to-be missed sights as well as the roads less travelled of a number of select European destinations. Financed by the European Commission, the Europe Whenever youre ready campaign will be organized in partnership with the European Travel Commission (ETC), the umbrella organisation for national tourism boards in Europe and the campaign aims to add value to promotional activities of Member States and the European tourism industry. 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

1.5. EMPLOYER BRANDING

A strong brand and a top employer: the employer branding campaign features genuine Henkel employees from the three business sectors Laundry & Home Care, Adhesive Technologies and Cosmetics/Toiletries and from administration. Representing the international Henkel workforce, they confirm that working at Henkel is enjoyable. They also communicate the companys message: Henkel Excellence is our Passion. The goal of the employer branding measures is to position Henkel externally as the preferred employer for potential new staff members. Internally, the campaign is designed to further strengthen employees emotional attachment to the company, and their pride in being Henkel people. From a brand manager in Spain to a production foreman in Germany: the campaign for Henkel features ten international employees. They are portrayed in day-to-day situations and various phases of their working day. The overall message is relayed humorously yet self-confidently: working at Henkel offers a broad spectrum of varied tasks that make every day an exciting challenge. This conveys the sentiments that unite all Henkel staff: passion, motivation and the enjoyment of facing new challenges every day and giving ones best as part of a global team. The campaign will be used worldwide. The employee videos will be available to watch online, while the images will be included in job advertisements as well as on banners and posters at various events. The campaign will also be used in university marketing measures, for instance at university and career fairs and on campus grounds.

1.6. EVENT
Levi's has announced an interactive consumer campaign and music event, headlined by Primal Scream, in partnership with Spotify and Clash magazine. The Craft of Music live events campaign launched yesterday and will

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

involve a series of gigs featuring six up-and-coming bands at its flagship store on Londons Regent Street, with consumers asked to vote online for their favourite artist to support Primal Scream. The two most popular artists picked by consumers will become the opening acts for the final Craft of Music event, held at The Electric in Brixton. Anyone who votes will have the chance to win tickets to one of three in-store gigs taking place on 25, 26 and 27 October. Primal Scream and the two favourite up-andcoming acts will play to 1200 ticket winners on 10 November. The campaign initiated by OMD UK, will be promoted across Spotify and Clash Music channels. All videos and interviews from the events will be available for Spotify and Clash users to view on their music platforms. Tim Larcombe, general manager of Levis UK, said: We are thrilled to launch this pioneering music campaign that offers consumers such a unique opportunity to craft a major music event. Our global brand campaign, Go Forth is a rally cry to create positive change and celebrates todays pioneers and this campaign is a way of reiterating and celebrating this.

1.7. CORPORATE SOCIAL RESPONSIBILITY

Pepsi Refresh is still in the works: Awards have yet to be granted and community impact has yet to be determined. But there's no question that Pepsi trumped this year's Super Bowl ad hoopla with its audacious $20 million budget reallocation to the crowdsourced community giving program. A weak year in Super Bowl ads helped make Pepsi's decision look even smarter, giving the company a ton of publicity. The contest of all contests has garnered significant support online, too. "There are a lot of reasons why Pepsi Refresh works, but two stand out in my mind," said Jason Falls, author of theSocial Media Explorer blog. "First, it's not just writing one check to a good cause to show you're giving back, it's a program that can make hundreds of little impacts over time, any of which may snowball into larger impacts." "The second reason it's so powerful for Pepsi is that the decision of who gets the money is at least partially (and it seems more than just a small part) in the hands of us, the voters," continued Falls. "We can help decide how Pepsi invests in our communities, 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

our environment, our health and so on. It's not just about supporting good causes, it's about letting your customers help decide which ones are worth supporting."

1.8. CRISIS COMMUNICATION

Crisis communications campaign for Telenor Ukrainia I AS Objectives:

Reinforce Telenors image as a company of impeccable international reputation that regards good corporate governance as the lynchpin of its operations worldwide. Neutralize the effect of Alfas smear campaign against Telenor. Expose Alfas underhanded tactics and unethical PR tactics. Partners: Shevchenko, Didkovskiy & Partners (today Asters, one of Ukraines top law firms) Results:

Consistent, pro-active and anticipatory steps successfully negated the effects of the smear campaign against Telenor. Anti-Telenor dirty tricks effectively stopped. Telenor perceived as a company with an unsullied business reputation. The backfiring of Alfas unethical behavior ultimately, causing severe damage to the Russian groups own reputation after CFCs campaign showed Ukrainian and international business circles its true corporate colors. CFCs campaign the most effective crisis-management communications strategy of 2007 in an independent expert poll by Profile, a national business weekly.

1.9. PUBLIC AFFAIRS


BEAUTY WITH DOVE What is real beauty? Is it being thin? Is it being young? There are many stereotypes associated with the word beauty. However, Dove began the Dove Real Beauty campaign in 2004 to promote beauty within all women. The main goal of the campaign was to embrace all definitions of beauty and to promote women to have high selfesteem. Realizing the unrealistic standards of beauty displayed in todays media and

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

advertisement, Dove created this campaign to not only promote societal change, but also promote their products. This campaign is a good example of Public Relations without spin because it is connecting the company, Dove, with its publics, women. It serves as a Fully Functioning Society because Dove is working to improve societys views of beauty. This campaign uses two-way symmetry; Dove was able to not only create ads, programs, and messages to make women feel beautiful, but also promote the use of their products. Their website allows women to upload photos and videos and blog with other women about their personal journeys to finding beauty within themselves. This allows the women to feel like their voices are being heard. Therefore, both the company and the public are benefitting from this campaign. I think Dove is doing a great job with this campaign. I believe that beauty and selfesteem are major issues that all girls and women deal with at some point in their lives. It is refreshing to see a company that is not only promoting their products, but also promoting positive changes within society. This campaign is touching the lives of women all over the world by showing that we are all beautiful no matter our shape, race, or size. I would be more likely to buy Dove products after looking into this campaign because I know its about more than just pushing their products. They are also creating a better society.

1.10. REPUTATION MANAGEMENT

Canadas technology champion, Research In Motion Ltd is scrambling to remedy back its reputation, as an extensive series of lingering service blackouts around the world left millions of BlackBerry owners in the dark without access to emails or instant messages. The international confidence in RIM plummeted. Last week, blackouts that began Monday in Europe, Africa and the Middle East spread to North America, knocking BlackBerry users in the United States and Canada off-line. Service disruptions were also reported in South America, Hong Kong and Japan. The annoyed BlackBerry users around the world took to Twitter and Facebook to vent out their anger. This is an example oh how the reputation of one company can be spoiled within minutes with one mistake. 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

RIM is now working night and day to correct the problem, which was caused by a core switch failure within its own infrastructure. Making matters worse for the company, this week, RIMs chief rival Apple Inc. is making the latest version of its mobile operating system, iOS 5, available to iPhone users. The new software includes iMessage, an instant messaging technology that is exclusive to Apple devices and that duplicates many of the same features offered by RIMs BlackBerry Messenger platform, a key differentiator for the company. As the disruption hit North America, shares of the BlackBerry maker dropped more than 4% at one point in Toronto Stock Exchange trading.

1.11. SOCIAL MEDIA


In mid-January, McDonalds launched a Twitter campaign using the hashtag#McDStories. McDonalds asked users to post nostalgic stories about their experiences on Happy Meals, however, the #McDStories campaign quickly took a whole different turn very quickly as users started using the hashtag to instead share horror experiences and shock tales. From poor work conditions to appalling food quality, McDonalds campaign turned negative attention back to itself. Here are just a few examples of tweets on the #McDStories Hashtag:

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

1.12. B2B

Since its the 4th of July, it only seems fitting that today we look at a B2B marketing campaign that created fireworks for one company. Im referring to Toshibas National No Print Day movement, a flawed marketing campaign that sent at least one of Toshibas key customer bases into a rage. Id share a few examples with you, but their comments are no longer easily accessible on the web, which is one of the main points of this post. The concept behind Toshibas campaign was to raise awareness of the impact printing has on the planetand more specifically the negative impact it has on treesby challenging individuals and companies to not print on October 23, 2012. The centerpiece of Toshibas campaign was a fictional character called Tree. From purely an execution standpoint, the campaign should receive high marks. It consisted of a website with TV-quality video of Tree hard at work at Toshibas offices, a Facebook page for the campaign, YouTube videos and even a playful LinkedIn profile for Tree that touted how important he is around the office. Heres where it starts to get weird. First, the folks at Toshiba never thought to question that implying our nations forests are in trouble (which is not only a false claim, but paper is essential to the equipment it sells) would upset its main customer base: commercial paper and print industries that buy Toshibas equipment. Whats more, the printing and paper industries have done a tremendous amount of work to ensure they are using sustainable practices when it comes to the manufacturing and use of paper. Once the fuse was lit, printing and paper associations called upon their members to respond, and soon Trees Facebook page was exploding with posts calling the campaigngreenwashing, clarifications containing facts about the sustainable nature of paper and comments calling for an industry boycott of Toshiba printers.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

1.13. ADVERTISING VERSUS PUBLIC RELATIONS


These are two very commonly mistaken terms. Many think the two are interchangeable. Though advertising and public relations go hand in hand, they are not the same entity. The difference between them is very crucial. Without one, the other would likely not succeed. So whats the difference?! I learned how to differentiate between the two from my public relations professor, Lindsay Hudock. She said that advertising is paid space promoting a certain product or thing, whereas public relations is a process of creating positive relationships and positive behavior. In fact, advertising is a public relations tool. PR uses advertising to merge or change a brand, do good will, or address criticism in the media. In public relations, any coverage is unpaid and from a third party source. In advertising however, the featured product is always displayed on a purchased space. When public relations and advertising do not work together, bad things can happen. One example is R.J. Reynolds and Camel cigarettes. Per Professor Hudock, in 1987, Reynolds created a mascot to represent these cigarettes- Joe Camel. Unfortunately, Reynolds, an advertiser, did not consult any public relations agencies before releasing the camel. The results were disastrous. By 1991, Reynolds was accused of targeting children to smoke. He had to change his very successful image, and afterwards never fully recovered from the loss of Joe Camel. Nonetheless, if R.J. Reynolds would have consulted PR with his decision for this public image, this situation would not have occurred. Public relations, in charge of keeping good relationships, would have certainly declined the idea and saved Reynolds the heartache.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

2. AGENCIES 2.1. Allison+Partners


A. Size Allison+Partners is an international communications firm driven by a collaborative approach to innovation and creativity. The result is freshly imagined, customized approaches that provide concrete, measurable strategies to drive market and executive leadership. As Allison+Partners has grown, they've never lost the qualities that set us apart from other agencies. These includes: It's about the work Cross-industry expertise Senior people on every piece of business Small enough to be agile, large enough to have impact

It has offices in San Francisco (HQ), Los Angeles, New York, Washington, D.C., Atlanta, Chicago, Dallas, San Diego, Seattle, Phoenix, London and Beijing. B. Specialities Practice Areas Consumer Corporate Healthcare Public Affairs Social Impact Technology Brand Innovation Beauty Global China Practice

Expertise Digital Media Media Training Nuestra Voz Medianinjas Co-mmunicate Suite International Financial Communications/IR

C. Cases

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

1.DREAMSWORK PICTURE As innovation became known as a critical mandate in early 2009, DreamWorks Animation and its legendary (yet notorious) CEO Jeffrey Katzenberg sat at the precipice of industry re-invention. In light of this, they embarked on a strategic communications plan to migrate perception of the company from mere animator to an innovation incubator, ushering in a new world of immersive entertainment that goes way beyond the big screen, while also showcasing Jeffrey Katzenberg as a next generation leader and best-of-breed CEO. The program was developed to usher in a new chapter in the companys history, as well as introduce a new era for Katzenberg one that highlighted him as the grandfather of modern day animation and the mentor to legions of the best and brightest entertainment animators and innovators of tomorrow. By positioning the company as a world-class innovator and Jeffrey Katzenberg as a world-class leader, otheir campaign showcased DreamWorks as a company incubating the innovations of tomorrow, and telling the un-told story of modern day Katzenberg. The campaign achieve all outlined objectives-touting DreamWorks as a leading innovative company-incubating the ideas of tomorrow-while also showcasing the redemption of Jeffrey Katzenberg-and the creation of his powerful executive team via high-level executive events (Technomy, Aspen Ideas Festival keynote, FORTUNE Innovation Brainstorm Tech, etc.) and top-tier media placements including a 5-page profile in Fast Company, Bloomberg BusinessWeek, and the Corner Office, The New York Times. 2. SAMSUNG Allison+Partners was engaged to articulate the position of Samsung Electronics Americas Enterprise Business Division (EBD) as being one of the fastest growing IT companies in the U.S., despite the fact that its known primarily for consumer products. This team designed a program focused on awareness to drive trial and sales. Strategies and tactics included securing coverage and industry awards around product categories highlighting Mobile PC, Display and Printer differentiators in addition to the advantages of PCoIP. They positioned executives as thought leaders, built relationships with the right reporters, bloggers and analysts and increased visibility within K-12 education and federal government verticals. These activities served to successfully differentiate Samsung EBD against competitive offerings. Using the Consumer Electronics Show in Las Vegas at the centerpiece of early 2011 PR activity, they drove an unprecedented number of Q1 results that included 833 stories secured (1.6 billion circulation), 31 review products delivered and resulted in 35 awards from technology, trade and lifestyle media

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

During this same period they successfully countered a crisis stemming from the alleged installation of key logger software on a line of new laptops which resulted in Samsung being exonerated and supported by media and consumers. D. Philosophy/concept Many of their employees call out the entrepreneurial culture in which great ideas flourish. Prospects often gravitate towards the diverse range of clients and unique advantages that their comprehensive set of practice areas and geographies provide. Their clients appreciate how nimble we are as well as their deep understanding of digital technologies and social media. Those also appreciate the fact that they know that today defining brand experience through impactful storytelling is everything - and often makes the difference between being one of many who is liked, to being one of few who is adored. The media and bloggers they work with on a daily basis respect the fact that theyre responsive and smart, understanding the bigger picture and demands on thoses time. As Allison+Partners has grown, they have never lost the qualities that set us apart from other PR, marketing and public affairs agencies. Those core principles can be distilled into a few key points: Its About the Work Breakthrough campaigns are never one-size-fits-all. Great ideas and campaigns must be as tailored and individualized as a fingerprint. Every client at Allison+Partners is served by category experts and diverse teams from each of our 12 domestic and international offices. Cross-Industry Expertise While theyve grown and expanded both otheir breadth and depth of expertise, they have not allowed their people to get trapped in silos. Inspiration can and should come from any industry thats why their teams with deep expertise in consumer PR and marketing, digital and social media, cause-marketing, technology, corporate communications and brand innovation work side-by-side blending ideas, approaches and strategies to create truly integrated, unique campaigns for their clients. Senior People on Every Piece of Business An important distinction at this company, and something that appeals equally to their clients and employees, is that senior people are not just number crunchers and window dressing for new business meetings. Their partners, MDs and SVPs are account strategists, senior counselors and team leaders. Why bring on the best talent and then limit their ability to do their best work? Small Enough to be Agile, Large Enough to Have Impact

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

As they've grown, theyve been able to keep their size an advantage. Theyve never grown just to be big because frankly bigger isnt always better. This philosophy imbues everything they do, down to the size of their individual offices. Our breadth of offerings and talent will always remain more important than their sheer size. So even as they continue to grow, they will keep the agility todays business environment demands to drive creativity, innovation and client service. So, coming back to the original question: Why Allison? More than the innovative work, the integration of marketing disciplines, and the media insight - whether you are a client or a member of the team, the answer is the people. Their culture of creative collaboration, unwavering entrepreneurialism and empowerment is what has taken Allison+Partners through the dot-com bomb of 2001 to the imagination economy of today, and it is what will continue to propel them into the future.

2.2. Taylor
A. Size Taylor is a brand counselor and public relations partner to a select portfolio of the worlds leading consumer brands. Named Consumer Agency of the Decade by The Holmes Group, Taylor has partnered with the most influential corporate marketers, utilizing lifestyle, sports and entertainment platforms to drive consumer engagement. Founded in 1984, Taylor is headquartered in New York with offices in Los Angeles, Chicago, Charlotte and London. Employees: 95. B. Specialities Brand planning Strategic principles Digital strategy Strategic media relations Consumer insights Trend+ Creative Design Multicultural Measurement and evaluation Event planning Taylor product

C. Cases 1. P&G In support of the 2010 Olympic Winter Games, P&G announced it would mount the first U.S. corporate marketing campaign in its history. Taylor was challenged with 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

developing a marketing communications program to support the 'Thank You Mom' advertising campaign. Taylor and P&G worked closely with the USOC to conduct research that uncovered the unique sacrifices made by the mothers of Olympic athletes. A key consumer insight that emerged was that many of these moms, after years of sacrifice, could not even afford to attend the Games to see their child compete. This resonated strongly with moms who participated in Taylor-initiated focus groups. This insight inspired the extension of 'Thank You Mom' into a fully-integrated campaign supported by a ground-breaking initiative whereby P&G covered the expenses for the mom of every U.S. Olympic and Paralympic athlete to ensure they would be in Vancouver with their children. Taylor then helped P&G engage with consumers throughout the Vancouver Games with a multi-channel public relations campaign that leveraged key components including the P&G Family Home and several individual athlete sponsorships. The public relations efforts alone achieved more than 2,800 total media placements, generating 2.6 billion impressions and attracted glowing coverage from The Today Show,The New York Times and other top national media. One of the most widelyacclaimed campaigns of 2010, the fully integrated 'Thank You Mom' campaign resulted in nearly $100 million in incremental sales for P&G and the company's highest aggregate U.S. market share for the fiscal year in the JFM quarter. 2. GUINNESS In 2008, Taylor conceived Proposition 3-17, a Guinness-led drive to make St. Patrick's Day a national holiday, with a primary goal of motivating consumer participation in the program by having them lend signatures to a virtual petition that would be delivered to the steps of Congress. The success of the through-the-line campaign led to its renewal in 2009, but this time without the benefit of above-the-line support. No problem -- only solutions -- and so Taylor set its sights on supporting the brand's marketing goal: present the classic Irish brew to a more youthful demographic (21-29 year old males) and re-establish itself during a key consumption period that has become cluttered with competition. Current events top of mind, Taylor saw President Obamas Era of Change platform as an opportunity to re-launch the program and con-temporize the brand. Through a fullpage USA Today advertisement written as an open letter to the President, Guinness asked OBama to stimulate Americas celebration of St. Patricks Day by reimplementing Proposition 3-17. The program also instituted a Bar Tab Bailout Plan to stimulate consumers celebration on-premise without financial concern. Since this was conceived as a participatory platform for the brand and driving signatures was vital, Taylor's Brand Counsel Group developed an engaging Social Media strategy. For starters, Taylor sought out the most passionate Guinness brand adorers with strong 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

social media presence to further the programs message with their followers, in their own voice. The Guinness 250 ran the gamut from craft beer bloggers to a soldier stationed in Afghanistan with a penchant for photographing a Guinness bar coaster in unusual locations, all whom asked their readers in an authentic and engaging manner to join the cause by signing the petition. Taylor's efforts extended to consumer-generated media, where demographically relevant blogs can generate extremely favorable content free of the editorial balance required of traditional media. This 'consumer first' approach in conjunction with traditional media efforts led to significant brand exposure and palpable buzz during the critical St. Patrick's Day time frame. Because Guinness is such a beloved brand, social networks were another logical place to generate petition signatures. Taylor developed a Facebook fan page to encourage conversation and engagement around Proposition 3-17, and a widget was introduced so fans could compete to collect signatures among their friends. Additionally, Taylor worked with the brand to create a series of videos, hosted on YouTube to develop a deeper and more relevant connection between the brand and consumers. Finally, Taylor worked closely with the brand to craft a strategic communications plan that was consistent across all channels, leading to a stronger, more unified call to action for consumers. This included delivery of key messages regarding the quality of the product across mainstream media outlets such as Jimmy Kimmel Live, The Today Show, MSNBC's Morning Joe and USA Today. An unprecedented 18% increase in Guinness sales (volume) was realized the week of St. Patricks Day in comparison to the year prior, when there was advertising support to the campaign. The direct to consumer and social media centered approach resulted in #Guinness becoming a Twitter Trending Topic on March 17 (St. Patricks Day). The Facebook app received 23,745 unique visitors with a signature conversion of 46%; recruited 7,900+ fans and an approximate 20% opt-in rate to Guinness 1759 Society. Media coverage was generated in each of the top 15 Guinness markets; 103.8 MM traditional impressions and 178.5 MM uvpm were garnered. Additionally, the program won numerous industry awards, including the Silver Anvil Award for Marketing and Consumer Products Alcoholic Beverages, Cannes PR Lion Award for Best PR Led Integrated Campaign and SABRE Award for best program in the Beer, Wine and Spirits category. 3. Coke Zero Through an integrated marketing platform called Taste the Madness, Coke Zero and Taylor created an opportunity for college basketball fans to showcase their unique, 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

fanatical rituals and traditions during the 2009 season. Beginning in February 2009, fans visited TastetheMadness.com to upload their own videos and photos showcasing their passion for their favorite team. Selected fans competed for the chance to win a trip to the Final Four in Detroit and have their video featured in a Coke Zero TV commercial during the National Championship broadcast on CBS. The Taste the Madness marketing communications platform focused on three pillars which were integrated to create touch points between college basketball fans and Coke Zero during the regular season and throughout March Madness: TastetheMadness.com: A Web portal that invited fans to share, view and vote for usergenerated content (videos and photos) celebrating school traditions and fan rituals. Mad Majors: Taylor identified and selected a network of 50 superfans from Cokesponsored schools to become official ambassadors for Coke Zero and the Taste the Madness program. The Mad Majors spearheaded most of the video and photo content generation on TastetheMadness.com and were provided with tailored digital platforms to effectively communicate the initiative to their fan and peer groups via social media channels. In addition, Taylor created an incentive program, awarding trips to the NCAA Final Four in Detroit to the four Mad Majors whose school fan bases submitted the most content. Mad Famous: All fans who uploaded content to on TastetheMadness.com were eligible to appear in a national Coke Zero TV commercial, which aired during the National Championship broadcast on CBS. Additionally, Coke Zero partnered with CBS college basketball analyst Seth Davis and college basketball legend Bill Laimbeer to promote Taste the Madness in three media tours during February and March. Taylors Mad Majors provided an on-campus presence and voice at 50 Cokesponsored universities in key markets nationwide. They contributed to the development of nearly 1,500 user-generated videos and photos that continually enriched the content of TastetheMadness.com leading up to and during March Madness. More than 200 national and local media placements were secured, garnering more than 85 million earned media impressions, with media coverage extending across 32 key Coke Zero markets. TastetheMadness.com generated more than 220,000 page views in the eight weeks it was live and visitors spent an average of three minutes on the website per session. More than 40,000 votes were cast for fan-submitted videos and photos featured on TastetheMadness.com. D. Philosophy/concept So how are we built differently? 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Their Model A business philosophy that calls for an alliance with only 15 client partners. Their Approach Every client partner relationship is managed by an agency principal and for us, managed by means immersed in and devoted to as a true partner. Their Constituent We immerse ourselves in understanding only one constituent: the consumer.

2.3. COYNEPR
A. Size Coyne PR is one of the nations leading independent public relations agencies. The agency represents some of the worlds most well-known brands in a range of categories: Automotive, Beauty & Fashion, Entertainment, Food & Nutrition, Health, Media & Publishing, Pet & Animal, Retail, Sports, Technology, Travel & Hospitality, and Toy & Juvenile Products. We combine strategy and creativity to generate the best possible results for our clients taking each and every client exactly where they want to be, and beyond. Coyne PR has received more than 100 industry accolades in the last few years, including Midsize Agency of the Year from PRWeek and PR News, as well as Small Agency of the Year, Best Agency to Work For in America and Consumer Agency of the Year from The Holmes Report. These awards are a testament to the breadth and depth of our category experience, as well as a reinforcement of our agency philosophy, which is to provide best of class creativity, client service and results in an office environment that is ranked consistently among the best employers in the industry (90+ percent employee retention rate). B. Specialties

Brand Building Product Launches Media Relations Events & Promotions Corporate Social Responsibility Sponsorship Activation Media Training Crisis Communications CSR/ Sustainability Cause Marketing

Creative Strategy Social Media Campaigns Community Management Digital Production Full Service Design Video Production Website Design & development Mobile Applications & Programs Blogger Engagement

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Corporate Communications Research & Monitoring Nutrition & Wellness

Influencer Network Development Webcasts & E-Learning

C. Cases As a really big agency, it has many cases in many markets. I took one from beauty, one from fashion and finally one from toys. 1. MARY KAY: FOUNDATION FOR A SUCCESSFUL PRODUCT LAUNCH The only way to get a truly accurate color match for foundation is by trying the product on faces or dcollet, so we created an experiential workshop format for the press. This intimate, multi-session event provided a personalized experience for editors, during which Mary Kays Chief Scientific Officer spoke about the formulation and benefits; a celebrity Makeup Artist provided shade-matching tips; and data from a survey of real women on perceptions and concerns about foundation helped demonstrate the need for this new foundation + skin care product. The workshop concept was so popular with the brand that the launch became an international event, with Latina and Canadian editors in attendance, and served as a template for marketing globally. A session was also created specifically for the Mary Kay National Sales Director advisory board to deliver the messaging to the 650,000member Mary Kay U.S. Independent Sales Force. The turnout for each session was truly beautiful with more than 30 U.S. generalmarket magazine beauty editors, 12 Mary Kay National Sales Directors and six top Mary Kay executives in attendance! Coverage included Glamour, Good Housekeeping, Fitness and Ladies Home Journal, plus earned an O, The Oprah Magazine O-Wards win and a feature on Good Morning America! 2. HARD ROCK: SIGNATURE SERIES T-SHIRT In less than two weeks, and given only 30 minutes of Shakiras time before her sold-out Oral Fixation tour hit Paris, Coyne created a dynamic international media event. A press conference at Hard Rock Cafe Paris was attended by every French television network, MTV Europe, five top daily newspapers and more than 50 international paparazzi. Traffic was literally at a standstill on Boulevard Montmartre, as thousands of media and screaming fans descended on the Cafe. Simultaneously, Coynes Hard Rock team engaged in aggressive outreach to media in more than 125 countries, with an entertainment and fashion push in the United States.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

The campaign generated worldwide excitement and more than 75 million media impressions. Highlights included Billboard Magazine, InTouch, OK! Weekly, InStyle, People Magazine, New York Daily News, Miami Herald and the Boston Globe. 3. PLAYMOBIL: PLAY. UNSCRIPTED. Coyne PR conducted extensive research into the PLAYMOBIL brand to learn how it is perceived here in the U.S. The research also included conducting a survey through the agencys proprietary mom blogger network, called MyBlogSpark, to gather anecdotal data related to moms specific thoughts about the brand. Once all the data was collected, the team developed a communications plan that featured multiple objectives: create greater engagement with the brand and Moms; communicate a clear point of difference for PLAYMOBIL compared to its competitors; and foster understanding of the quality and play value of PLAYMOBIL products. Components of the plan featured message development related to the brand and its core attributes, traditional media outreach, social media engagement, event planning and execution and trade show support. In the first two months, Coyne PR has secured multiple placements for PLAYMOBIL in a variety of media outlets, including ABCNews.com, AOL ParentDish and About.com, resulting in more than 10 million impressions. Additionally, during the same period, the PLAYMOBIL Facebook page has grown close to 10 percent. The growth can be attributed to the original content the team has created that has helped attract new followers. For example, Coyne PR created a series of Royal Wedding posts, where PLAYMOBIL correspondent Sarah was sent to London to take in the sights and witness Prince William and Kate Middleton's wedding. Sarah documented all of her travels for the fans, from her flight to London to visiting Big Ben and Westminster Abbey. These posts were a huge success, with large numbers of fans liking all of the photos from Sarahs journey. D. Philosophy/concept Their mission statement says it best: Our mission is not to be the best agency in America, but the best one to work for. If we are the best place to work, we will get the best people. If we have the best people, we will get the best clients. If we have the best people and clients, how can we not be the best agency in America?

2.4. ZEROGROUP
A. Size Employees: 95 B. Specialities Consumer marketing Corporate affairs 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Digital Engagement Health Technology

C. Cases 1. Gatorade They wanted to educate, energize and activate the BlogHersphere around better sports nutrition. They decided to use the Gatorade advantage: sports nutrition from start to finish. Getting the results of: educated 3,000 bloggers, secured 75+ blog posts, received, thousands of pledges to support young athletes, garnered 14MM+ media impressions. 2. Lunch cancer research foundation Zeno targeted local traditional and online media for the 6th Annual Strides for Life event, and helped LCRF get social by established Twitter handle, sharing health updates and lung cancer news with followers. By consistently posting on LCRFs social media pages, and engaging with their fans, Zeno Group was able to increase their Facebook community by more than 147%. Landed LCRF coverage in several media, including the NY Daily News, The East Hampton Press, The Southampton Independent and Good Day NY D. Philosophy/concept Zeno Group is a holistically thinking communications agency that defies conventional labels. As an agency and as individuals they are entrepreneurial, tenacious, scrappy and fearless. They tackle challenges with passion and resourcefulness, and pride theirselves on being audaciously creative. Whether they're dealing with a hot consumer brand, a corporate reputational matter, patient care or the next great technology, they help clients make the most of communications to tell those stories and build business.

2.5. RF | BINDER
A. Size RF|Binder is a full-service public relations agency headquartered in New York with an office in Boston, and bureaus in Chicago, Los Angeles, Philadelphia, and South Florida. Founded by Bill Ruder and David Finn in 1948, the Ruder Finn Group has been a pioneer and leader in the field for more than 60 years. With combined revenues of more than $100 million, the Ruder Finn Group has offices in 20 cities and partner agencies in 31 countries. B. Specialities Food & nutrition Lifestyle & wellness 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Financial services Technology and innovation Education Energy & the environment

C. Cases 1. McGraw Hill Educatios While the company has shifted its print-centered business model to become a digital innovator and leader technology has the potential to elevate teaching and learning to the level demanded by the global knowledge economy, according to McGraw-Hill Educations president many news media reports and some educational officials continue to question the role of the educational publisher in todays society where ebooks and virtual schools are gaining visibility and the hardbound textbook is considered a heavy and expensive relic. Complicating the issue is the controversial topic of open source content, which allows schools and other academic institutions to aggregate and use content that is freely available on the Internet, potentially eliminating the need for professional publishing companies. To help McGraw-Hill achieve its business goals in the digital education era, RF|Binder has directed its efforts to establishing the company as the leader in the development of high-quality digital education products and services, and to positioning digital as a solution to many of the challenges faced by the countrys K-12 and higher educational systems, including student engagement and retention, college and career readiness, and graduation. Among McGraw-Hill Educations solutions are personalized digital learning tools and platforms that help bring the student-teacher ratio in classrooms close to 1:1, which research has shown to provide the most effective learning environment. 2. Jonhnson & Johnson RF|Binder has focused on delivering measurable public relations solutions that meet business objectives. From launching the SPLENDA no calorie sweetener in the U.S.; to helping JOHNHSONS Baby maintain relevancy with modern-day moms; to asserting the BAND-AID brand as a contemporary and relevant category leader; our efforts have not only created greater consumer awareness for various products but also helped the brands achieve greater business impact. Creatively crafted to meet specific challenges, our work with Johnson & Johnson has always been centered on helping brands communicate and interact with consumers in meaningful and relevant ways. Today, our current platforms for JOHNSONS Baby, BAND-AID and NEOSPORIN focus on creating conversations with todays modern (mainly female) consumer targetsleveraging both traditional and social media platforms. Our award-winning work spans the gamut and regularly includes blogger relations; managing Facebook and other interactive communication tools; events

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

planning and execution; supporting new product launches; establishing strategic partnerships as well as thought leadership/influencer campaigns, to name a few. D. Philosophy/concept Thay aggressively use research, intelligence and measurement to drive business results for their clients. Their highly disciplined creative process results in the kind of breakthrough thinking that separates good work from great work. Six central ideas drive their creative philosophy: Authenticity. They know that ideas must be grounded in a brands unique voice, and must support the brands business. Connection. They tell stories that resonate with a variety of audiences: employees, the media, thought leaders and consumers. Simplicity. They believe that less is more; the best ideas are brilliantly simple. Diversity. Their creative process thrives with a variety of points of view, a diversity of thought. Execution. They translate creativity into success through flawless implementation and detailed, dedicated execution. Exceeding Expectations No creative idea is ever final until our client loves it.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

3. MAGAZINES ONLINE
3.1. PR WATCH
A. Specialties Coal Corporate rights Drilling and fracking Financial crisis Front groups Global corporations Real economy project Tobacco Toxic sludge

B. Philosophy/concept Their team of writers and researchers focus on: Reporting that promotes informed decision-making about policies and products affecting their lives--thier economy, environment, health, liberty, security, and the health of thier democracy--and analysis and opinion that aids citizen involvement and grassroots action Investigating and countering PR campaigns and spin by corporations, industries, and government agencies. Advancing media literacy by helping people recognizes the forces shaping the information those receive. And promoting citizen journalism as an alternative to the corporate media, so people from all walks of life can "be the media" and help write the history of companies, front groups, and people influencing public policy

3.2. PR NEWS
A. Target group. PR News, now in its 69th year is the must-read publication for communications professionals. Each week, PR News will provide you and your team with the ideas, strategies, statistics and tools to maximize your organizations communications efforts. PR News is your blueprint to become an even more effective and successful communicator. What you will find are deeply-researched how-to articles that cater to high-level strategic thinkers like you. B. Specialties Measurement Employee Communications 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Digital PR Crisis Management CSR PR Leadership Media Relations

3.3. ALL ABOUT PUBLIC RELATIONS


A. Target group A 13,700 membership with access to industry information sources including Communications World Online for searching business communication topics. Plus a current and free PR job board provided to members and non-members lets you interact directly with the employer or agency posting the notice. B. Specialties Desk References Media Relations Crisis Management Basics of PR Agencies International PR Marketing Ethics Professional Orgs

C. Philosophy/concept 1. Have Confidence You have something to offer a company. Do not get overwhelmed by networking. When you try to get to know people in the office, do not tell them why you are a great worker, show them. If you can demonstrate that you know what youre doing, that should be networking enough. 2. Expand Beyond Your Business Networking is not about just getting to know those in the company, but getting to know the people they know as well. If you see that someone in your company is working closely with someone in a field (or another company you are interested in) take the initiative to find out that name and get in contact with that person. 3. LinkedIn LinkedIn is a social network designed to help people stay connected to those they have known in the past. The great thing about this website is it allows you a medium to get in contact with those you may have known a few years ago. For example, if you had an internship when you were a sophomore in college, you will want your internship company to remember you when you graduate. This site will allow you 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

to do just this. 4. Pay Attention to Your Priorities Networking is a priority. You will be more successful if you are a good worker, so your work needs to get finished and finished well, but never assume that networking is just an extra perk. You need to work hard to get to know the people in your office. 5. Get Involved Outside the Office If your company has any sort of an event, you need to attend. If you come to everything your company has planned your face will be more known and you will get more opportunities to meet people. 6. Small Talk When you do get the chance to talk to people in the company, do not try and sell yourself. Act as if you are another co-worker and just be yourself. Your coworkers want to get to know you not interview you.

3.4. BUSINESS WIRE


A. Target group Target by Region, Industry or News Theme Their US National Circuit distributes your press release to more than 1,000 daily newspapers, more than any other service, plus radio and television stations and online outlets. Or customize your distribution by region, industry, state or city. Select from more than 200 industry/trade lists. And enhance your news visibility by including a video, photo or other multimedia. Target your news further with our specialty wires, including our Tradeshownews.com distribution, Public Policy Wire, Features National, LatinoWire, EntertainmentWire, HealthWire, SportsWire, AutomotiveWire, C SR Circuit and more. Distribute your press release internationally via the world's leading news agencies coupled with Business Wire's own NX network, providing translations and posting to critical regional and industry websites. B. Specialties Press Release Distribution Distribution Lists Industry Targeting LatinoWire & Ethnic Media Public Policy Wire Trade Show Services Photos & Multimedia Marketing Global-Mobile-Social-Measurable Press Release Measurement 2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

Clips & Research Fax & Email Services Online Newsrooms News Feeds C. Philosophy/concept

Select from hundreds of distribution options that enable you to target your press release to media in virtually any geographic area of the world. They'll provide translations as needed. Their value-added trade categories enable you to target specific industry publications and websites most relevant to your news. For publicly traded companies, Business Wire provides comprehensive disclosure services in the US, Canada, and the UK and throughout the European Union. Their press release distribution circuits ensure broad-based disclosure for material press releases. They offer complete regulatory filing services for EDGAR in the US, SEDAR in Canada, FSA in the UK, and disclosure throughout the European Union.

3.5. ONESITE
A. Target group As Community and Social Networking matured, ONEsite evolved and now offers a world class hosted cloud platform that includes: Digital Asset management, eCommerce Single Sign On across multiple platforms, Enterprise hosting. B. Specialties Creative services Moderation Support and integration

C. Philosophy/concept ONEsite was founded in 2005 as a subsidiary of Catalog.com, Inc. as a provider of single sign on and social login software for websites. ONEsite was the original pioneer of Social Login and has several patents pending. Single Sign On is the key strength of ONEsite and provides the foundation for our integrated Social Software and Hosting Platform. This cross domain single sign on software was enhanced to provide a comprehensive social networking software platform which includes: Forums, Comment Widget, Live Chat, Profiles and Groups, Video and Photo Community Galleries.

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

4. PROFESSIONAL PR WEBSITES AND BLOGS


4.1. COMMUNICATIONS CONVERSATIONS
Communications Conversations has been recognized as one of the leading industry PR blogs by a number of credible online sources in the last few years: One of PR Webs 25 Blogs to Follow One of Journalistics Best PR Blogs Out there One of PR Weeks Required Reading blogs Over the last few years, Arik, its creator, has played a lead role in many social projects and initiatives onlineboth locally and nationallyincluding: Founder of Help a PR Pro Out Day (2010) Organizer/speaker at BlogWorld (2009, 2010) Co-founder of Minnesota Blogger Conference (2010) Contributor to Ragan.com and PR Daily (since 2009) Regular contributor to the PR Breakfast Club (since 2009) Regular contributor to MinnPosts Blog Cabin (2010) Founder of the PR Readers Choice Blog Awards (2009, 2010) Co-founding the B2B Voices blog. (2009) Co-organizing the first-ever Journchat Live in Minneapolis/St. Paul (2009) Co-founding the first-ever HealthCamp Minnesota in Minneapolis/St. Paul (2009) Co-founding the Health Care Social Media Twitter chat (2009) Website: http://www.arikhanson.com/

4.2. SOCIAL MEDIA EXPLORER


Social Media Explorer is both a strategic services agency and an information products company focusing on the principle subject matters of social media marketing and digital marketing. Anchored by years of experience as a digital marketing and social media marketing strategist, Nichole Kelly and her team offer business-oriented social and digital marketing strategy and management, as well as educational events and industry and custom research products. In addition, Social Media Explorer is also a leading publishing platform for insights, opinion and learning around the world of digital and social media marketing, online communications, public relations and advertising. Primarily authored by founder and chief instigator Jason Falls and Kelly, the publication also features a roster of authors also known as thought leaders in the field. Website: http://www.socialmediaexplorer.com/

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

4.3. PR IN YOUR PIJAMAS


Elena, its creator, is founder of a successful PR agency called Cross Border Communications that works with high-growth and technology companies to promote them in the US, Canada and the UK. Elenas goal with publishing this blog and do-it yourself site, PR In Your Pajamas, is to give back to her community and help entrepreneurs and smaller businesses who cant afford a publicist, to get heard, get known and get talked about so they can change the world. Website: http://prinyourpajamas.com/

4.4. ODWYERS
O'Dwyer's has been covering public relations, marketing communications and related fields for 44 years. The company provides the latest news and information about PR firms and professionals, the media, corporations, legal issues, jobs, technology, and much more through its website, weekly newsletter, monthly magazine, directories, and guides. Their editors and writers have more than 75 years of experience covering the PR field. They come up with stories and insights that appear nowhere else. You'll get answers to your questions when you call the O'Dwyer staff. "I don't know" is not in their vocabulary. The New York Times has referred to the O'Dwyer newsletter as, "The bible of the PR field." They're the most quoted source on the PR field by major media because those know they have the answers. Website: http://www.odwyerpr.com/

4.5. TOPRANK ONLINE MARKETING


TopRank Online Marketing is a digital marketing agency founded by Lee Odden and Susan Misukanis that helps companies increase sales, brand visibility online and develop better customer engagement. Theyre specialized in content based customer acquisition and relationship programs that emphasize content marketing, social media marketing, search engine optimization and email marketing. Companies hire them for consulting, training and implementation services. Website: http://www.toprankmarketing.com/

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

5. REFERENCES
http://alyssadadvertising.blogspot.be/2012/04/advertising-versus-public-relations.html http://www.reputationmanagementfor.com/blog/2011/10/17/blackberry-blackout-rimsreputation-takes-another-hit/ http://www.scgpr.com/41-stories/social-media-reputation http://bloggeruniversity.wordpress.com/2010/09/14/beauty-with-dove/ http://www.cfc.com.ua/en/case-studies/all/telenor/ http://www.waterpowerradio.com/ http://www.henkel.com/press/profile-employer-branding-31926.htm http://www.thedrum.com/news/2011/10/12/levis-launches-music-campaign-primalscream-partnership-spotify http://ec.europa.eu/enterprise/newsroom/cf/itemdetail.cfm?item_id=6257&lang=en http://www.odwyerpr.com/ http://www.arikhanson.com/ http://www.socialmediaexplorer.com/ http://prinyourpajamas.com/ http://www.odwyerpr.com/blog/ http://www.toprankblog.com/ http://www.prwatch.org/ http://www.prnewsonline.com/ http://www.businesswire.com/portal/site/home/ http://profnetpost.prnewswire.com/ http://aboutpublicrelations.net/pubs.htm

2nd ASSESMENT. PUBLIC RELATIONS. INS FAGUS

You might also like