Mellow Mushroom, a pizza franchise, hired an agency to conduct a Twitter campaign called "Follow Us and We'll Follow You" where they would follow back fans in real life. The campaign maintained two-way communication by responding to all comments and complaints. Research found most consumers were satisfied with the balanced interaction. As a result of the continuous dialogue, Mellow Mushroom's brand awareness increased and the public developed a positive perception of the concerned brand.
Question 1=Public Relations At Work. Please respond to the follow.docxteofilapeerless
Question 1=
Public Relations At Work. Please respond to the following:
Communications professor John Marston proposed a four-step model of the process through which public relations can influence public opinion. These steps include research, action, communication, and evaluation. Explain in detail how Marston’s four-step approach can be used to shape public opinion on the story you researched for the first e-Activity.
Businesses choose celebrities to endorse their products for a variety of reasons. Unfortunately, some of these celebrities act in ways that generate a lot of negative publicity for themselves and, by extension, for the sponsors who pay them. In the case of the celebrity you researched in the second e-Activity, explain in detail what actions you would take in this situation and why you would take them
Week 1 eActivity 1
Research on the Internet a recent public relations campaign that was undertaken to address a corporate scandal or misbehavior by a government official or celebrity, and study what part ethics played in the campaign, whether positively or negatively. Be prepared to discuss.
Week 1 eActivity 2
Research on the Internet a celebrity who has generated negative publicity in recent years for his/her sponsoring company. Be prepared to discuss.
Week 1 eActivity 3
Research on the Internet a company or celebrity which/who was either successful or unsuccessful in following Ivy Ledbetter Lee’s formula for public relations: focus on providing honest and accurate information to the public. Be prepared to discuss.
QUESTION 2
Professors Marstons four step model is spot as it pertains to public relations. For a company to understand the publics they are trying to sway they must know them and to know them they research them to understand the wants and desires of each public both internal and external. Then the public relations department can implement the plan or action to try and bring the best opinion possible to the company from those publics. this could be a very big job because sometimes people do stupid things that could shed a bad light on the company and its the duty of the public relations to change that mind set. Then comes the communication part of the model this is what allows the publics to make an informed decision of the information given. This also allows the businesses to receive feed back and allowed to adjust policies or procedures to bring society around to its way of thinking. Lastly evaluation this step allows both the publics to look past all the talk to see that what they are being told is in fact the truth or not and it allows the company or business to see whether their public relations plan is effective or not.
Lets look at Lance Armstrong, This is a man that won 7 Tour de'France races and was sponsored by everyone in the sports world and honestly who wouldn't want to be connected with him since he was so honest and wholesome? Oh but then it comes out that Mr. Armstrong took drugs to help him get and st.
Who are the pharma social media butterflies?Ogilvy Health
Who is doing the most proactive social media engagement within the pharmaceutical industry? Should pharma really compare itself to other sectors when it comes to social media? Is pharma’s use of social media evolving in the right direction? What are the defining characteristics of those pharma companies who are engaging more?
These are just some of the questions we keep hearing when it comes to pharma and social media. So we thought a bit of analysis of the industry would be interesting to see who was driving the party and who was standing back to watch and learn – the social butterflies and wallflowers.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
지난 2013년 6월 “Digital Health: Building Social Confidence in Pharma’라는 제목으로 웨버 샌드윅(Weber Shandwick)이 발표한 리포트는 현재 글로벌 제약회사에서 소셜 미디어 커뮤니케이션 활동을 책임지는 13명의 임원들과 마케팅 컨설턴트가 참여했으며, 제약회사들의 소셜 미디어 도입 현황, 도입 시 혜택, 극복과제, 실행 방안 등 주제별 주요 인사이트가 반영되어 있다.
Is your brand welcome in social media? [research]Headstream
We commissioned in-depth, independent research into whether brands are welcome in social media, and how keen audiences are to accept and interact with them in these spaces.
Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...JSI
This poster was presented by Christin D'Ovidio at the National Conference on Health Communication, Marketing & Media.
Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol.
The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA.
The resulting, highly-targeted campaign includes video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website.
Question 1=Public Relations At Work. Please respond to the follow.docxteofilapeerless
Question 1=
Public Relations At Work. Please respond to the following:
Communications professor John Marston proposed a four-step model of the process through which public relations can influence public opinion. These steps include research, action, communication, and evaluation. Explain in detail how Marston’s four-step approach can be used to shape public opinion on the story you researched for the first e-Activity.
Businesses choose celebrities to endorse their products for a variety of reasons. Unfortunately, some of these celebrities act in ways that generate a lot of negative publicity for themselves and, by extension, for the sponsors who pay them. In the case of the celebrity you researched in the second e-Activity, explain in detail what actions you would take in this situation and why you would take them
Week 1 eActivity 1
Research on the Internet a recent public relations campaign that was undertaken to address a corporate scandal or misbehavior by a government official or celebrity, and study what part ethics played in the campaign, whether positively or negatively. Be prepared to discuss.
Week 1 eActivity 2
Research on the Internet a celebrity who has generated negative publicity in recent years for his/her sponsoring company. Be prepared to discuss.
Week 1 eActivity 3
Research on the Internet a company or celebrity which/who was either successful or unsuccessful in following Ivy Ledbetter Lee’s formula for public relations: focus on providing honest and accurate information to the public. Be prepared to discuss.
QUESTION 2
Professors Marstons four step model is spot as it pertains to public relations. For a company to understand the publics they are trying to sway they must know them and to know them they research them to understand the wants and desires of each public both internal and external. Then the public relations department can implement the plan or action to try and bring the best opinion possible to the company from those publics. this could be a very big job because sometimes people do stupid things that could shed a bad light on the company and its the duty of the public relations to change that mind set. Then comes the communication part of the model this is what allows the publics to make an informed decision of the information given. This also allows the businesses to receive feed back and allowed to adjust policies or procedures to bring society around to its way of thinking. Lastly evaluation this step allows both the publics to look past all the talk to see that what they are being told is in fact the truth or not and it allows the company or business to see whether their public relations plan is effective or not.
Lets look at Lance Armstrong, This is a man that won 7 Tour de'France races and was sponsored by everyone in the sports world and honestly who wouldn't want to be connected with him since he was so honest and wholesome? Oh but then it comes out that Mr. Armstrong took drugs to help him get and st.
Who are the pharma social media butterflies?Ogilvy Health
Who is doing the most proactive social media engagement within the pharmaceutical industry? Should pharma really compare itself to other sectors when it comes to social media? Is pharma’s use of social media evolving in the right direction? What are the defining characteristics of those pharma companies who are engaging more?
These are just some of the questions we keep hearing when it comes to pharma and social media. So we thought a bit of analysis of the industry would be interesting to see who was driving the party and who was standing back to watch and learn – the social butterflies and wallflowers.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This study aims to specify Generation Y consumers’ attitude toward social media marketing. Given this context the questionnaire prepared for gathering data was distributed among 150 students of Jamal Mohamed College,Trichy belonging to age group 18-33 during August 2013.This research paper is based on my M.Phil dissertation.
지난 2013년 6월 “Digital Health: Building Social Confidence in Pharma’라는 제목으로 웨버 샌드윅(Weber Shandwick)이 발표한 리포트는 현재 글로벌 제약회사에서 소셜 미디어 커뮤니케이션 활동을 책임지는 13명의 임원들과 마케팅 컨설턴트가 참여했으며, 제약회사들의 소셜 미디어 도입 현황, 도입 시 혜택, 극복과제, 실행 방안 등 주제별 주요 인사이트가 반영되어 있다.
Is your brand welcome in social media? [research]Headstream
We commissioned in-depth, independent research into whether brands are welcome in social media, and how keen audiences are to accept and interact with them in these spaces.
Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults...JSI
This poster was presented by Christin D'Ovidio at the National Conference on Health Communication, Marketing & Media.
Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol.
The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA.
The resulting, highly-targeted campaign includes video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
1.
Mellow Mushroom Literally Follows Back
In 1984 James E. Grunig and Todd T. Hunt developed four models of
public relations that have become one of the most widely recognized theories in
the discipline today. Grunig and Hunt's two-way symmetrical model is a process
that seeks to establish a dialogue between an organization and a public. In this
model, responses are just as critical as the information being transmitted. Mellow
Mushroom, a pizzeria that operates as a restaurant franchise, hired Atlanta-
based public relations agency Fitzgerald + Co. to conduct the "Follow Us and
We'll Follow You" campaign. The unique social media campaign converged
branding with entertainment by asking its Twitter users to follow them in
exchange for the opportunity for Mellow Mushroom mascots, Mel and Dude, to
follow the fans back—in real life (see email attachment).
Although Mellow Mushroom followed only hundreds of its 8,981 followers
in real life, it maintained its two-way symmetrical approach through its Twitter
account. Mellow Mushroom's target public is consumers. The company retained
this specified public by following its followers in return (Image 1). This active
public is information seeking because it chose to follow Mellow Mushroom first;
that is, this public actively sought out the corporation's message and/or materials.
The open dialogue between the public and Mellow Mushroom increases the level
of involvement within the relationship. According to a study conducted by Maritz
Research (Image 6), only 29% of responders stated that a company responded
to their Tweet. For the individuals who received a response, 83.5% liked or loved
the fact that the company responded, and 74.4% were somewhat or very
2.
satisfied with the company's response. The secondary research reveals that the
majority of consumers are satisfied with the balanced interaction.
In addition, Mellow Mushroom carried out a symmetrical dialogue with its
followers. For every comment, praise, or even complaint, Mellow Mushroom
replied to each individual (Images 3-5). This balanced interaction reinforces the
company's brand through relationship building. By simply following and replying
to its followers, Mellow Mushroom increased brand awareness. In turn, the
company's response to some of its media public's complaints (Image 3-4)
demonstrates that Mellow Mushroom took advantage of the opportunity to speak
for itself and eliminate its public's perceived obstacles. For example, image 4
illustrates that because Mellow Mushroom was willing to address an individual's
complaint, the individual lowered his constraint recognition by acknowledging that
his issue has the opportunity to be resolved. As a result of continuous and
balanced dialogue, the overall public likely developed a positive perception of the
brand because of Mellow Mushroom's concern for its active, information seeking
public's contentment with the business.
Mellow Mushroom's interactive media campaign resulted in successful
branding. The company noticed an increase of followers throughout the
campaign; I, myself, was one of these followers who dined at the restaurant a
week into the campaign simply because of my increased awareness of the
brand. The campaign also integrated other media channels, including YouTube,
where real-life interactions with Mellow Mushroom's mascots were documented.
To top it off, the campaign received national press from the New York Times,
3.
Huffington Post, and PRWeb (Images 7-9). Mellow Mushroom's incorporation of
the two-way symmetrical model with its social media campaign produced an
increase of brand awareness, even with non-targeted publics.