2. Kellogg’s Case Study
Kellogg’s is “the world’s leading producer of cereals” and is a
well-known brand to many people. Breakfast is an important
meal to start the day off and many children who go to
school, turn up hungry because they haven’t had their
breakfast. This can be because the parents are tight on
money and so they can’t afford to feed them breakfast or it
may be that they just generally forgot. This then can affect
their performance throughout the day and can leave them
hungry until their lunch and make them tired and lack
attention. Kellogg’s then created a campaign for children
without breakfast (Help give a child a breakfast). This is them
gaining positive publicity by doing something to help the
children by providing them breakfast and by doing
something which will also advertise their company too. But
by also being a charity and helping people out in need. They
are also organising events because they set up a breakfast
club for children to join so they can have breakfast on a
morning and they set this up themselves and this is also
another reason why they gain positive publicity by doing
this. They are also managing the message by showing the
positive side to the company and by saying they are the
“world’s leading producer of cereal” gives them a positive
light and they also control how they are perceived in the
case study. There is a ‘spin’ in this case study too as they are
organising an event which advertises their company and
attracts their audience in more. It is also done so that the
public are in favor of the event rather than not. The field that
this case study fits into is charities and pressure groups as
they are helping out by creating a charity to help children
and parents. The charity is well-known which means that
they have done their job by helping people out and making it
well-known so more people can join.
3. Music Magpie Case Study
Music Magpie is the UK’s leading cash for CD’s, DVD’s and gaming website which is for people who are wanting to trade in these [products to
receive cash for them to try and gain money in a harsh economic time. Throughout the case study, they are gaining a lot of positive publicity by
their PR as they have been giving the company a really good name. They are partners with the charity Xpro which targets youths and helps them
get further with their football. This gives them positive publicity as they have also earned a large amount of money for the “Freekits campaign”
they did to help raise awareness. They also are organising an event as they have decided to combine the “Freekits campaign” to give the children
an opportunity to get involved with football so they can have a really bright career ahead of them and it keeps the youth off the street and get
involved with the wrong people. They come under the field of business and charity and pressure groups as they are a successful business and
this is shown throughout the case study and they are also helping alongside a charity that is already set up and being partners with them helps
them gain more positive publicity. With them not having much advertising about what the company does themselves, their PR have told them to
try and advertise what they do and to communicate with the audience more to try and get their message across. They also have a ‘spin’ in the
case study as they are advertising the partnership they have with a charity so they are advertising this for a positive reason and to gain
advertising from this. The charity will also advertise the company too and this again will gain positive publicity for the company and this then
raises awareness of the company itself. But apart from that there isn’t anything else within this case study compared to the Kellogg’s one.
