Focusing on digital entertainment, this portfolio identifies different elements of the industry using pewdiepie and logan paul as examples of public relations crisis communications.
ObjectiveThe purpose of this project is to demonstrate you.docxAKHIL969626
Objective
The purpose of this project is to demonstrate your understanding of the following course concepts:
1. How companies or organizations use digital or social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.
2. How digital or social media has transformed the communication of idea, information, and arguments in society.
Project Description
The use of digital and social media can have a profound effect on society. This project requires you to research and report on an organization or company who has used or is using digital or social media to create a profound effect, impact, or influence on others.
Project 2 consists of:
1. Project Requirements (topics and content to cover)
2. Presentation Requirements (content organization)
3. Submission Requirements (how to submit your assignment)
4. Presentation Resources
5. Due Date Information and Late Policy
Project Requirements
Select an organization or company that used or uses digital or social media to impact others.
CREATE A PRESENTATION (using a professional presentation application such as Microsoft PowerPoint, Prezi, or Apple Keynote for the Mac) highlighting the information you found.
NOTE 1:
You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
PLEASE SELECT A DIFFERENT COMPANY THAN THE ONE YOU USED IN PROJECT 1.
SECTION 1: ORGANIZATION
OR COMPANY INFORMATION
Provide the following information about the organization or company you select. Answer the questions below:
Item 1:
What is the name of the organization or company?
Item 2:
What year was the organization or company established?
Item 3:
What is the organization's or company’s goal or mission?
Item 4:
Provide the company's or organization's website address (URL), if available.
Item 5:
Where is the company or
organization's
headquarters located?
Section 1 Source:
Include at least
one source
for Section 1. Include this source as an in-slide citation and on your References slide(s).
SECTION 2: DESCRIPTION OF THE DIGITAL OR SOCIAL MEDIA INFLUENCE
Describe how digital or social media was used to
influence others while answering the following questions:
Item 1:
Describe how digital or social media was used to influence others. Provide
at least one
example, instance, or situation that highlights this influence.
Item 2:
In the example, instance, or situation you provided in Item 1, what specific digital or social media platforms were used (e.g. Facebook, Twitter, Instagram, Snap chat, Pinterest, or YouTube) and how were they used?
Item 3:
What occurred as the result of the use of digital or social media? Describe the impact or magnitude of the change.
Section 2 Source:
Include at least
one source
for Section 2. Include this source as an in-slide citation and on your References Slide(s).
To help you with completing Section 2, an example is provided below:
Section 2 Example 1: Invisible Children
.
PROJECT 2 PRESENTATIONObjectiveThe purpose of this projecdavieec5f
PROJECT 2: PRESENTATION
Objective
The purpose of this project is to demonstrate your understanding of the following course concepts:
How companies or organizations use digital or social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.
How digital or social media has transformed the communication of idea, information, and arguments in society.
Project Description
The use of digital and social media can have a profound effect on society. This project requires you to research and report on an organization or company who has used or is using digital or social media to create a profound effect, impact, or influence on others.
Project 2 consists of:
Project Requirements (topics and content to cover)
Presentation Requirements (content organization)
Submission Requirements (how to submit your assignment)
Presentation Resources
Due Date Information and Late Policy
Project Requirements
Select an organization or company that used or uses digital or social media to impact others.
CREATE A PRESENTATION (using a professional presentation application such as Microsoft PowerPoint, Prezi, or Apple Keynote for the Mac) highlighting the information you found.
While you may use other programs to create the file type submitted must be .pptx or .ppt
******File submitted is required to be a .pptx or .ppt file.******
*****References and in paper(text) citations required as per APA.*******In text citations may be on the slides or below in slide notes area.
NOTE 1:
You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
NOTE 2:
PLEASE SELECT A DIFFERENT COMPANY THAN THE ONE YOU USED IN PROJECT 1.
SECTION 1: ORGANIZATION
OR COMPANY INFORMATION
Provide the following information about the organization or company you select. Answer the questions below:
Item 1:
What is the name of the organization or company?
Item 2:
What year was the organization or company established?
Item 3:
What is the organization's or company’s goal or mission?
Item 4:
Provide the company's or organization's website address (URL), if available.
Item 5:
Where is the company or
organization's
headquarters located?
Section 1 Source:
Include at least
one source
for Section 1. Include this source as an in-slide citation and on your References slide(s).
SECTION 2: DESCRIPTION OF THE DIGITAL OR SOCIAL MEDIA INFLUENCE
Describe how digital or social media was used to influenced others while answering the following questions:
Item 1:
Describe how digital or social media was used to influence others. Provide
at least one
example, instance, or situation that highlights this influence.
Item 2:
In the example, instance, or situation you provided in Item 1, what specific digital or social media platforms were used (e.g. Facebook, Twitter, Instagram, Snap chat, Pinterest, or YouTube) and how were they used?
Item 3:
What occurred as the result of the use of digital ...
ObjectiveThe purpose of this project is to demonstrate you.docxAKHIL969626
Objective
The purpose of this project is to demonstrate your understanding of the following course concepts:
1. How companies or organizations use digital or social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.
2. How digital or social media has transformed the communication of idea, information, and arguments in society.
Project Description
The use of digital and social media can have a profound effect on society. This project requires you to research and report on an organization or company who has used or is using digital or social media to create a profound effect, impact, or influence on others.
Project 2 consists of:
1. Project Requirements (topics and content to cover)
2. Presentation Requirements (content organization)
3. Submission Requirements (how to submit your assignment)
4. Presentation Resources
5. Due Date Information and Late Policy
Project Requirements
Select an organization or company that used or uses digital or social media to impact others.
CREATE A PRESENTATION (using a professional presentation application such as Microsoft PowerPoint, Prezi, or Apple Keynote for the Mac) highlighting the information you found.
NOTE 1:
You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
PLEASE SELECT A DIFFERENT COMPANY THAN THE ONE YOU USED IN PROJECT 1.
SECTION 1: ORGANIZATION
OR COMPANY INFORMATION
Provide the following information about the organization or company you select. Answer the questions below:
Item 1:
What is the name of the organization or company?
Item 2:
What year was the organization or company established?
Item 3:
What is the organization's or company’s goal or mission?
Item 4:
Provide the company's or organization's website address (URL), if available.
Item 5:
Where is the company or
organization's
headquarters located?
Section 1 Source:
Include at least
one source
for Section 1. Include this source as an in-slide citation and on your References slide(s).
SECTION 2: DESCRIPTION OF THE DIGITAL OR SOCIAL MEDIA INFLUENCE
Describe how digital or social media was used to
influence others while answering the following questions:
Item 1:
Describe how digital or social media was used to influence others. Provide
at least one
example, instance, or situation that highlights this influence.
Item 2:
In the example, instance, or situation you provided in Item 1, what specific digital or social media platforms were used (e.g. Facebook, Twitter, Instagram, Snap chat, Pinterest, or YouTube) and how were they used?
Item 3:
What occurred as the result of the use of digital or social media? Describe the impact or magnitude of the change.
Section 2 Source:
Include at least
one source
for Section 2. Include this source as an in-slide citation and on your References Slide(s).
To help you with completing Section 2, an example is provided below:
Section 2 Example 1: Invisible Children
.
PROJECT 2 PRESENTATIONObjectiveThe purpose of this projecdavieec5f
PROJECT 2: PRESENTATION
Objective
The purpose of this project is to demonstrate your understanding of the following course concepts:
How companies or organizations use digital or social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.
How digital or social media has transformed the communication of idea, information, and arguments in society.
Project Description
The use of digital and social media can have a profound effect on society. This project requires you to research and report on an organization or company who has used or is using digital or social media to create a profound effect, impact, or influence on others.
Project 2 consists of:
Project Requirements (topics and content to cover)
Presentation Requirements (content organization)
Submission Requirements (how to submit your assignment)
Presentation Resources
Due Date Information and Late Policy
Project Requirements
Select an organization or company that used or uses digital or social media to impact others.
CREATE A PRESENTATION (using a professional presentation application such as Microsoft PowerPoint, Prezi, or Apple Keynote for the Mac) highlighting the information you found.
While you may use other programs to create the file type submitted must be .pptx or .ppt
******File submitted is required to be a .pptx or .ppt file.******
*****References and in paper(text) citations required as per APA.*******In text citations may be on the slides or below in slide notes area.
NOTE 1:
You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
NOTE 2:
PLEASE SELECT A DIFFERENT COMPANY THAN THE ONE YOU USED IN PROJECT 1.
SECTION 1: ORGANIZATION
OR COMPANY INFORMATION
Provide the following information about the organization or company you select. Answer the questions below:
Item 1:
What is the name of the organization or company?
Item 2:
What year was the organization or company established?
Item 3:
What is the organization's or company’s goal or mission?
Item 4:
Provide the company's or organization's website address (URL), if available.
Item 5:
Where is the company or
organization's
headquarters located?
Section 1 Source:
Include at least
one source
for Section 1. Include this source as an in-slide citation and on your References slide(s).
SECTION 2: DESCRIPTION OF THE DIGITAL OR SOCIAL MEDIA INFLUENCE
Describe how digital or social media was used to influenced others while answering the following questions:
Item 1:
Describe how digital or social media was used to influence others. Provide
at least one
example, instance, or situation that highlights this influence.
Item 2:
In the example, instance, or situation you provided in Item 1, what specific digital or social media platforms were used (e.g. Facebook, Twitter, Instagram, Snap chat, Pinterest, or YouTube) and how were they used?
Item 3:
What occurred as the result of the use of digital ...
Comm210 AssignmentCommunication Channels ModelCreate a vi.docxcargillfilberto
Comm210 Assignment
Communication Channels Model
Create a visual model of communication channels. Please be sure to read in your course materials what communication channels are. This isn't a basic communication model but rather a model of channels we used to communicate with one another.
You may use a software program such as PowerPoint or Word or you may sketch it on paper and scan the sketch. Cite any outside resources you use.
DISCLAIMER: Originality of attachments will be verified by Turnitin. Both you and your instructor will receive the results.
Dhaubhadel 2
Rohim Dhaubhadel
Instructor Howard Cuadros
English 1302
16 September 2018
Liking isn’t Helping
I. Introduction
(Write some background information)
Thesis statement:
II. Body Paragraph I (Write about Ethos)
a. Topic sentence
i. Supporting details
-
-
-
III. Body Paragraph II (Write about pathos)
a. Topic sentence
i. Supporting details
-
-
-
IV. Body Paragraph III (Write about Logos)
a. Topic sentence
i. Supporting details
-
-
-
V. Conclusion
Part II. Please write below your introductory paragraph with your finalized thesis statement. Your paragraph must be between seven to ten sentences. Your thesis statement should be at the end of your paragraph and clearly state your points. Please look to eCampus for direction and submit this assignment in Turnitin.com.
· Sample – [ You will want to describe the image and/or give background to the visual you choose.
· For example:
The Crisis relief is an organization that provides help to Asian countries in times of crisis. They train volunteers, raise awareness, and partner with other organizations to better help those in need. They produced an image that raises awareness about a present issue. In just black and white, a young distressed child is in the arms of a motherly figure. Even though the motherly figure’s face is covered, the emotion of the child’s pain is very apparent. The background looks unsanitary, as do the tattered clothes the young boy is wearing. The women’s body language is very nurturing, even with the pain the boy is in, the women seems collected. Around them are hands with thumbs up, along with the text, “Liking isn’t helping” and “Be a volunteer, Change a life”. This image targets users of social media through ethos, pathos, and logos to persuade them to change a life by volunteering.]
The visual Rhetorical argument
By
Instructor Howard Cuadros
Rhetoric 1302.003
09.06.18
What are Visual Rhetorical Arguments?
Visual arguments use images to engage viewers and persuade them to accept a particular idea or point of view.
Picture
How do we analyze Photographs?
Reading Photographs,
Is a scene or situation depicted?
Identify the figures in the photos
What details of scene or person(s) carry significance?
How does the photographs make you feel?
(Gooch and Seyler 155)
Political Cartoon
Published: 4/20/17
https://www.usnews.com/opinion/news/cartoons/cartoons/2017-04-20/daily-cartoons?s.
Comm210 AssignmentCommunication Channels ModelCreate a vi.docxdrandy1
Comm210 Assignment
Communication Channels Model
Create a visual model of communication channels. Please be sure to read in your course materials what communication channels are. This isn't a basic communication model but rather a model of channels we used to communicate with one another.
You may use a software program such as PowerPoint or Word or you may sketch it on paper and scan the sketch. Cite any outside resources you use.
DISCLAIMER: Originality of attachments will be verified by Turnitin. Both you and your instructor will receive the results.
Dhaubhadel 2
Rohim Dhaubhadel
Instructor Howard Cuadros
English 1302
16 September 2018
Liking isn’t Helping
I. Introduction
(Write some background information)
Thesis statement:
II. Body Paragraph I (Write about Ethos)
a. Topic sentence
i. Supporting details
-
-
-
III. Body Paragraph II (Write about pathos)
a. Topic sentence
i. Supporting details
-
-
-
IV. Body Paragraph III (Write about Logos)
a. Topic sentence
i. Supporting details
-
-
-
V. Conclusion
Part II. Please write below your introductory paragraph with your finalized thesis statement. Your paragraph must be between seven to ten sentences. Your thesis statement should be at the end of your paragraph and clearly state your points. Please look to eCampus for direction and submit this assignment in Turnitin.com.
· Sample – [ You will want to describe the image and/or give background to the visual you choose.
· For example:
The Crisis relief is an organization that provides help to Asian countries in times of crisis. They train volunteers, raise awareness, and partner with other organizations to better help those in need. They produced an image that raises awareness about a present issue. In just black and white, a young distressed child is in the arms of a motherly figure. Even though the motherly figure’s face is covered, the emotion of the child’s pain is very apparent. The background looks unsanitary, as do the tattered clothes the young boy is wearing. The women’s body language is very nurturing, even with the pain the boy is in, the women seems collected. Around them are hands with thumbs up, along with the text, “Liking isn’t helping” and “Be a volunteer, Change a life”. This image targets users of social media through ethos, pathos, and logos to persuade them to change a life by volunteering.]
The visual Rhetorical argument
By
Instructor Howard Cuadros
Rhetoric 1302.003
09.06.18
What are Visual Rhetorical Arguments?
Visual arguments use images to engage viewers and persuade them to accept a particular idea or point of view.
Picture
How do we analyze Photographs?
Reading Photographs,
Is a scene or situation depicted?
Identify the figures in the photos
What details of scene or person(s) carry significance?
How does the photographs make you feel?
(Gooch and Seyler 155)
Political Cartoon
Published: 4/20/17
https://www.usnews.com/opinion/news/cartoons/cartoons/2017-04-20/daily-cartoons?s.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
Civic Engagement Letter CHDV 3210Due Dates Draft due Mon.docxrichardnorman90310
Civic Engagement Letter
CHDV 3210
Due Dates
Draft due Monday, 11/7 by 11:59pm
Final Submission due Monday, 12/5 by 11:59pm
Letter must be mailed or emailed to representative by Tuesday, 12/13
Instructions: Students will write a one-page advocacy letter to an elected official about an important community issue. Students must use the template provided or receive approval in advance for another format.
Your letter should:
a) Identity an important issue that affects families within a chosen community. What issue are you addressing?
b) Identify an appropriate elected official at the county, state, or national level; appropriate meaning someone in a position that can address your issue. In your letter, note the official’s correct title and their full name.
c) Describe how the issue affects children and families. Be specific!
d) Provide at least ONE key statistic AND empirical research to support your argument. Must include APA citation within your paragraph and include the reference at the bottom of the letter.
e) Describe specific actions you would like the elected official to take to address this family centered issue. What solution(s) are you proposing they take?
f) Date should be included at top of letter; at bottom of letter sign and print your name
g) Letter must meet appropriate length requirement of one page with 4 paragraphs, following the provided template.
h) Letter must be spell-checked and make grammatical sense.
i) Letter should be typed, single-spaced, use appropriate font (Times/Times New Roman, 12 point). Note that the appropriate spacing for each paragraph should follow the template: do not indent the start of each paragraph and use one line spacing in between paragraphs.
*The formatting guidelines for a letter are different from what I usually require for a paper.
**Use the template on the following page.
_________________________(Your full name)
_________________________(Your mailing address)
_________________________
Month day, year
Dear _________________ ___________________,
(Person’s Title) (Person’s Full Name)
Paragraph 1 – The Introduction: Briefly describe the problem and what action(s) you want your political representative to take to address it. (Three to four sentences). ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ Paragraph 2 – The Issue: Describe in detail how the problem affects children and families. Be specific by giving a(n) example(s)! Include one statistic AND empirical research to support your argument. Use APA format. (Four to five sentences). ______________________________________________________________________________ __________________________________________________________________.
2nd time at uploading this and trying to avoid the weird embed problems that pulled some old formatted slides through.
Slides used on the Level 3 new media module at Sunderland. Looks at the intersection of social media and gamification. This session build on the session from last week about games and photography.
Design inspiration: Sebastian Deterding
Focusing on digital entertainment, this report analyses the industry, successful campaigns, the biggest brands, and my own personal swot analysis geared towards working in this industry. Designed as a PR State of the Industry Report.
Comm210 AssignmentCommunication Channels ModelCreate a vi.docxcargillfilberto
Comm210 Assignment
Communication Channels Model
Create a visual model of communication channels. Please be sure to read in your course materials what communication channels are. This isn't a basic communication model but rather a model of channels we used to communicate with one another.
You may use a software program such as PowerPoint or Word or you may sketch it on paper and scan the sketch. Cite any outside resources you use.
DISCLAIMER: Originality of attachments will be verified by Turnitin. Both you and your instructor will receive the results.
Dhaubhadel 2
Rohim Dhaubhadel
Instructor Howard Cuadros
English 1302
16 September 2018
Liking isn’t Helping
I. Introduction
(Write some background information)
Thesis statement:
II. Body Paragraph I (Write about Ethos)
a. Topic sentence
i. Supporting details
-
-
-
III. Body Paragraph II (Write about pathos)
a. Topic sentence
i. Supporting details
-
-
-
IV. Body Paragraph III (Write about Logos)
a. Topic sentence
i. Supporting details
-
-
-
V. Conclusion
Part II. Please write below your introductory paragraph with your finalized thesis statement. Your paragraph must be between seven to ten sentences. Your thesis statement should be at the end of your paragraph and clearly state your points. Please look to eCampus for direction and submit this assignment in Turnitin.com.
· Sample – [ You will want to describe the image and/or give background to the visual you choose.
· For example:
The Crisis relief is an organization that provides help to Asian countries in times of crisis. They train volunteers, raise awareness, and partner with other organizations to better help those in need. They produced an image that raises awareness about a present issue. In just black and white, a young distressed child is in the arms of a motherly figure. Even though the motherly figure’s face is covered, the emotion of the child’s pain is very apparent. The background looks unsanitary, as do the tattered clothes the young boy is wearing. The women’s body language is very nurturing, even with the pain the boy is in, the women seems collected. Around them are hands with thumbs up, along with the text, “Liking isn’t helping” and “Be a volunteer, Change a life”. This image targets users of social media through ethos, pathos, and logos to persuade them to change a life by volunteering.]
The visual Rhetorical argument
By
Instructor Howard Cuadros
Rhetoric 1302.003
09.06.18
What are Visual Rhetorical Arguments?
Visual arguments use images to engage viewers and persuade them to accept a particular idea or point of view.
Picture
How do we analyze Photographs?
Reading Photographs,
Is a scene or situation depicted?
Identify the figures in the photos
What details of scene or person(s) carry significance?
How does the photographs make you feel?
(Gooch and Seyler 155)
Political Cartoon
Published: 4/20/17
https://www.usnews.com/opinion/news/cartoons/cartoons/2017-04-20/daily-cartoons?s.
Comm210 AssignmentCommunication Channels ModelCreate a vi.docxdrandy1
Comm210 Assignment
Communication Channels Model
Create a visual model of communication channels. Please be sure to read in your course materials what communication channels are. This isn't a basic communication model but rather a model of channels we used to communicate with one another.
You may use a software program such as PowerPoint or Word or you may sketch it on paper and scan the sketch. Cite any outside resources you use.
DISCLAIMER: Originality of attachments will be verified by Turnitin. Both you and your instructor will receive the results.
Dhaubhadel 2
Rohim Dhaubhadel
Instructor Howard Cuadros
English 1302
16 September 2018
Liking isn’t Helping
I. Introduction
(Write some background information)
Thesis statement:
II. Body Paragraph I (Write about Ethos)
a. Topic sentence
i. Supporting details
-
-
-
III. Body Paragraph II (Write about pathos)
a. Topic sentence
i. Supporting details
-
-
-
IV. Body Paragraph III (Write about Logos)
a. Topic sentence
i. Supporting details
-
-
-
V. Conclusion
Part II. Please write below your introductory paragraph with your finalized thesis statement. Your paragraph must be between seven to ten sentences. Your thesis statement should be at the end of your paragraph and clearly state your points. Please look to eCampus for direction and submit this assignment in Turnitin.com.
· Sample – [ You will want to describe the image and/or give background to the visual you choose.
· For example:
The Crisis relief is an organization that provides help to Asian countries in times of crisis. They train volunteers, raise awareness, and partner with other organizations to better help those in need. They produced an image that raises awareness about a present issue. In just black and white, a young distressed child is in the arms of a motherly figure. Even though the motherly figure’s face is covered, the emotion of the child’s pain is very apparent. The background looks unsanitary, as do the tattered clothes the young boy is wearing. The women’s body language is very nurturing, even with the pain the boy is in, the women seems collected. Around them are hands with thumbs up, along with the text, “Liking isn’t helping” and “Be a volunteer, Change a life”. This image targets users of social media through ethos, pathos, and logos to persuade them to change a life by volunteering.]
The visual Rhetorical argument
By
Instructor Howard Cuadros
Rhetoric 1302.003
09.06.18
What are Visual Rhetorical Arguments?
Visual arguments use images to engage viewers and persuade them to accept a particular idea or point of view.
Picture
How do we analyze Photographs?
Reading Photographs,
Is a scene or situation depicted?
Identify the figures in the photos
What details of scene or person(s) carry significance?
How does the photographs make you feel?
(Gooch and Seyler 155)
Political Cartoon
Published: 4/20/17
https://www.usnews.com/opinion/news/cartoons/cartoons/2017-04-20/daily-cartoons?s.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
Civic Engagement Letter CHDV 3210Due Dates Draft due Mon.docxrichardnorman90310
Civic Engagement Letter
CHDV 3210
Due Dates
Draft due Monday, 11/7 by 11:59pm
Final Submission due Monday, 12/5 by 11:59pm
Letter must be mailed or emailed to representative by Tuesday, 12/13
Instructions: Students will write a one-page advocacy letter to an elected official about an important community issue. Students must use the template provided or receive approval in advance for another format.
Your letter should:
a) Identity an important issue that affects families within a chosen community. What issue are you addressing?
b) Identify an appropriate elected official at the county, state, or national level; appropriate meaning someone in a position that can address your issue. In your letter, note the official’s correct title and their full name.
c) Describe how the issue affects children and families. Be specific!
d) Provide at least ONE key statistic AND empirical research to support your argument. Must include APA citation within your paragraph and include the reference at the bottom of the letter.
e) Describe specific actions you would like the elected official to take to address this family centered issue. What solution(s) are you proposing they take?
f) Date should be included at top of letter; at bottom of letter sign and print your name
g) Letter must meet appropriate length requirement of one page with 4 paragraphs, following the provided template.
h) Letter must be spell-checked and make grammatical sense.
i) Letter should be typed, single-spaced, use appropriate font (Times/Times New Roman, 12 point). Note that the appropriate spacing for each paragraph should follow the template: do not indent the start of each paragraph and use one line spacing in between paragraphs.
*The formatting guidelines for a letter are different from what I usually require for a paper.
**Use the template on the following page.
_________________________(Your full name)
_________________________(Your mailing address)
_________________________
Month day, year
Dear _________________ ___________________,
(Person’s Title) (Person’s Full Name)
Paragraph 1 – The Introduction: Briefly describe the problem and what action(s) you want your political representative to take to address it. (Three to four sentences). ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ Paragraph 2 – The Issue: Describe in detail how the problem affects children and families. Be specific by giving a(n) example(s)! Include one statistic AND empirical research to support your argument. Use APA format. (Four to five sentences). ______________________________________________________________________________ __________________________________________________________________.
2nd time at uploading this and trying to avoid the weird embed problems that pulled some old formatted slides through.
Slides used on the Level 3 new media module at Sunderland. Looks at the intersection of social media and gamification. This session build on the session from last week about games and photography.
Design inspiration: Sebastian Deterding
Focusing on digital entertainment, this report analyses the industry, successful campaigns, the biggest brands, and my own personal swot analysis geared towards working in this industry. Designed as a PR State of the Industry Report.
This was an assignment in which we had to research L'Oreal and recommend new products and new markets that would be best to expand into based on our findings.
A semiotic analysis of Galaxy chocolate and its competitors, brand personality, logos, font, and straplines. This is to aid a marketing campaign for Galaxy brand extension popcorn.
A survey by Manchester students found that they were bringe drinking as it was part of the student culture. The GMP tasked us to come up with a campaign to encourage students to identify their drinking habits and how it was affecting their life.
After a questionnaire about what young people thought about the National Lottery, the results showed that they don't trust the organisation. Our campaign aimed to update their image to fun and trustworthy. This presentation includes theory such as brand personality, Freud and Reisman's Lonely Crowd.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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Introduction
For this portfolio I will be exploring two crises involving two influential YouTubers; Pewdiepie
and Logan Paul, respectively. YouTube is a video-sharing platform founded in 2005 by three
former PayPal employees and is the world’s second largest search engine (Smith, 2017).
During my course I have grown a keen interest in digital marketing, particularly content
marketing, sothis portfolio will focus on the importance of messages and how those messages
are conveyed to audiences in a relatively young, still-evolving vlogging format.
In Element One, I will show a piece of my own writing through a press release and analyse it,
evidencing Learning Outcome One: research and create a range of public relations writing for
media use, and I will evidence this later in Element Three when I create a crisis
communications plan and write a press statement on behalf of YouTube. In Element Two, I
will conduct content analysis on the crisis involving Pewdiepie (which I will discuss further in
that section) and discuss the damage to his reputation and how it involves his stakeholders.
This element will evidence Learning Outcome Two: develop a critical awareness of the media
landscape and the impact of digital media on media relations; and Learning Outcome Three:
critically reflect on the importance of public relations theories in their specialist applications in
a UK and international context. In Element Three, I will create a crisis communications plan
on behalf of YouTube regarding the second crisis which involves Logan Paul (which I will
discuss further in that section), which will evidence Learning Outcome One, Three and Four:
understand the importance of effective communications and employability skills in a range of
specialist contexts.
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Element One: Evidence of PR Writing Skills
In this element, I will show a press release which I wrote for the MMU student magazine, and
I will analyse it against Wilcox’s (2014) Inverted Pyramid Structure below.
Figure 1. Wilcox’s Inverted Pyramid.
(Wilcox and Reber, 2014:133)
This press release (Figure 2) was written
to promote a viral video which a group of
students (two classmates and I) had
created to promote Swizzels Love
Hearts. The company had given us the
challenge to update the image of the
sweets through a video, and so we
created the ‘Dare To Love’ campaign.
STUDENTS TACKLE LONELINESS WITH VIRAL VIDEO
Three students have created a viral video for multinational confectionary company ‘Swizzels’.
The company tasked students with the challenge to produce a video to promote their Love
Hearts sweets.
Mae Vittini, Megan Crowther, and Jess Grocock are first year PR & Marketing students who
produced the video ‘Dare to Love’ with the intention of confronting the issue of loneliness in
university. In the video, Mae picks out a sweet and has to carry out the ‘dare’ printed on it –
when the sweet says ‘hug me’ she has to go and hug a stranger.
“It really makes a difference when somebody smiles at you or just says hello, it can make your
day,” says Megan. “Manchester is a really friendly city, so it’s the perfect place for this type of
project.”
The girls are encouraging other students to upload a video of themselves taking part in the
campaign, using the hashtag #DareToLove. You can watch their video below.
END
Contact: Jess Grocock PR@swizzels.com
Figure 2. Students Tackle Loneliness with Viral Video.
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Following the Inverted Pyramid Structure (Wilcox and Reber, 2014) above, I will analyse the
press release.
LEAD – this must have the most important information and must not be any longer than a
few sentences. Wilcox and Reber (2014) state that a common problem is that leads are
crammed with information, making it 10 lines. I wrote two sentences that sum up the press
release and includes the most important points.
BODY – this describes the issue (loneliness in university), and the story (video involves
dares that encourages people to speak to each other), and elaborates what the video is
about. Wilcox and Reber (2014) state that the body paragraph must be between 3-6 lines so
I have reduced it to four lines.
BACKGROUND – less important information and quotes fall into this section so I included a
quote from Megan further describing the issue and the project.
LEAST IMPORTANT – the least important information that ties up loose ends fall in this
section so I included the hashtag and the video.
Element Two: Evidence of PR Analysis Skills
In this section I will be discussingthe crisis involving Pewdiepie, and carry out content analysis
on the media reports of the crisis, how his reputation was affected and why that is important,
and how his stakeholders were affected by the crisis.
Pewdiepie, real name Felix Kjellberg, is a 27-year-old Swedish YouTuber with over 60 million
subscribers (Pewdiepie, 2018), the largest subscriber following of any YouTuber. His videos
are aimed at a young adult audience and are generally humourous.His content includes video
game playthroughs, skits, ‘meme reviews’ and ‘you laugh you lose’ challenges. On 11 January
2017, he uploaded a video showing him use the website ‘Fiverr’, where people offer a variety
of services for five dollars. To prove his point that people will do anything on the internet,
particularly for money, he paid five dollars for two men to dance with signs in which he could
write any message. The message he chose was ‘Death to all Jews’ and a week later the men
sent him a video of them dancing, the signs above their heads with his sent message written
on. He immediately came under fire for his actions and was forced to delete the video and
produce a video in response to the media uproar (Pewdiepie, 2017).
Content Analysis
Content analysis is the analysis of different media and sorting it into different categories to
meet certain criteria, to find a pattern across the categories (L’Etang, 2008). Watsonand Noble
(2007) identify ‘tone’ as being a key variable in terms of whether the coverage is positive,
negative or neutral, which is what I will be analysing. Macnamara (2006:42) lists six variables:
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media type; prominence; positioning; size of articles or length of radio/TV segment; share of
voice of quoted sources; and the credibility of the sources. Because news media discusses
ongoing social debates, it has been argued that content analysis is especially efficient in
measuring public attitudes (Bengston and Fan, 1999). To show this sorting clearly, I will
provide a table with each screenshot of a media article regarding the crisis setting out the
categories.
Figure. 3: The 10 Biggest YouTube Dramas of 2017. (Lockett, 2017)
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Media
Type
Prominence Positioning Size of
article
Share of
voice of
quoted
sources
Credibility
of sources
Tone
Online
article
The
Vulture
12.6m
monthly
unique
visitors and
31.9m
monthly
page views
(The
Vulture,
2018)
Online news
source for the
‘culturally
obsessed’,
covers
entertainment
stories (The
Vulture, 2018)
Pewdiepie’s
section is
one
paragraph
(Lockett,
2017)
Neutral – NY
Mag; The
Vulture
NY Mag –
2m unique
monthly
visitors,
owned by
the same
company
that owns
The Vulture
(NY Mag,
2018)
Negative
Language – ‘lost
his fancy deal
with Disney’;
‘crossed an
already thin line’;
‘lackluster
apologies’
(Lockett, 2017)
sounds
patronising,
describes Felix as
a spoilt child who
doesn’t deserve
his ‘fancy’
luxuries.
Figure. 4. Content Analysis of Fritz et al’s (2017) article in The Vulture above.
Figure. 5. YouTube Has to Start Watching What its Biggest Creators are Doing. (Taylor,
2018)
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Figure. 6. Content Analysis of Taylor’s (2018) article in Mashable UK above.
Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
Mashable
UK
70m unique
content
visitors and
claim 3
Mashable UK
stories are
shared every
second
(Mashable,
2018)
Covers media
and
entertainment
for ‘superfans’
(Mashable UK,
2018)
Pewdiepie’s
section is two
paragraphs
(Taylor, 2018)
Negative –
Mashable
UK
(Hamedy,
2017)
70m unique
content
visitors
(Mashable,
2018)
Negative
Language –
‘similarly air-
headed
YouTuber’;
making
himself
‘centre of
attention’
(Taylor,
2018), depict
Felix as a
child,
immature,
spoilt.
Figure. 7: Pewdiepie thinks ‘Death to all Jews’ is a Joke. Are You Laughing Yet? (Mahdawi,
2017)
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Figure. 8. Content Analysis of Mahdawi’s (2017) article in The Guardian above.
Media
Type
Prominence Positioning Size of
article
Share of
voice of
quoted
sources
Credibility
of sources
Tone
Online
article
The
Guardian
Nationwide
newspaper
set up in 1821
and reaching
152m unique
browsers
worldwide
today (The
Guardian,
2018)
Covers news
stories for
‘open and
inquisitive
minds’ (The
Guardian,
2018)
16
paragraphs;
956 words
(Mahdawi,
2017)
Neutral –
LA Times
(Roy, 2016)
Daily
readership
of 1.4
million (LA
Times,
2018)
Negative
Language – ‘are
you laughing yet?’;
‘moron’; imply his
jokes ‘solidify
social divisions’
(Mahdawi, 2017),
internet is a ‘bro-
nality of evil’ as
anti-Semitism is
wrapped in jokes,
making it
acceptable
Figure. 9. Disney Severs Ties with YouTube Star Pewdiepie after Anti-Semitic Posts. (Fritz
et al, 2017)
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Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
The
Wall
Street
Journal
Cited as the
number one
credible
source for
advertisers
(The Wall
Street
Journal, 2018)
Covers news
stories and
opinion pieces
(The Wall Street
Journal, 2018)
26
paragraphs;
1425 words
(Fritz et al,
2017)
Negative –
The Wall
Street
Journal
(Reinhard,
2016)
Number one
credible
source for
advertisers
(The Wall
Street
Journal,
2018)
Negative
Context –
ties him with
anti-Semitic
website ‘The
Daily
Stormer’ and
references to
the
Holocaust to
solidify the
damage his
actions
caused (Fritz
et al, 2017)
Figure. 10. Content Analysis of Fritz et al’s (2017) article in The Wall Street Journal above.
Figure. 11. Pewdiepie Said he Won’t Make any More Nazi Jokes After Charlottesville.
(Ghosh, 2017)
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Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
Business
Insider
83 million
readers online
(Business
Insider, 2018)
News site
dedicated to
trending topics,
lifestyle,
finance, politics
and sports
(Business
Insider, 2018)
13
paragraphs;
484 words
(Ghosh,
2017)
Negative –
The Wall
Street
Journal
(Fritz et al,
2017); The
Independent
(Major,
2017)
Number one
credible
source for
advertisers
(The Wall
Street
Journal,
2018); over
95 million
monthly
unique
visitors (The
Independent,
2018)
Neutral –
objective
view on the
scandal,
including
quotes from
other media
sources and
from Felix,
showing that
he was
generally
unaware of
the offence
he’d caused
(Ghosh,
2017)
Figure. 12. Content Analysis of Ghosh’s (2017) article in Business Insider above
The patterns that arise in the media are mostly negative:
Felix is portrayed as a spoilt, undeserving celebrity that influences young audiences
Jokes made by YouTubers can have a destating impact on certain social groups as
the audience is impressionable and taught that making these jokes is acceptable
YouTube’s loose policies on what is accepatable content in the digital age of free
speech needs reviewing
YouTube needs to monitor its creators more closely to check what kind of content is
being published on their platform
This analysis will be used in Element Three when I create a crisis communications plan on
behalf of YouTube tackling the platform’s ability to monitor its creators and the content they
create, which is repeatedly criticised by the media and has shown up in my content analysis.
Reputation
Corporate reputation is defined as ‘a social construction that reflects emotions held by
stakeholders, representing what they think and feel about an organisation’ (Weigelt and
Camerer, 1988:443). This definition is closely linked to the experience of Pewdiepie’s scandal
in that social constructs and emotions are highly involved in the conversation surrounding the
scandal. Being an internet ‘celebrity’ and not an organisation makes it difficult to precisely
gauge his reputation to begin with, as it is not as solid as an organisation. For example, a
brand such as L’Oreal has a policy on their website and their employees will work within the
guidelines of a policy such as being customer-focused, and their HR will work towards the
policy of hiring ethnic minorities to give them the reputation of putting all customers first and
12. JessicaGrocock
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being inclusive. For an influencer, they must work within the guidelines of YouTube, but are
encouraged to be creative and authentic, which leads to ambiguity and creators with different
morals and beliefs. The argument against YouTube is that the platform has issues with policing
videos and disciplining influencers who upload inappropriate or damaging content (Cross,
2018).
Dowling (2001) states that corporate reputation includes corporate identity – the way a brand
presents itself through behaviour and communication (Van Riel, 1995) – and corporate image
– the result of a person’s beliefs, feelings and impressions about a brand (Dowling, 2001). If
a person’s interpretation of the corporate image matches the brand’s corporate identity, and
the brand behaves as they believe it should (suchas being responsible for safeguarding young
audiences and monitoring harmful content) then this will result in a positive corporate
reputation, as outlined in Figure 13. Dowling (2001) also agrees with Fombrun (1996) that the
values (such as credibility, trustworthiness, reliability and responsibility) outlined in Figure 14
also build a positive corporate reputation.
Fig. 13. Dowling’s
Perspective of Corporate
Reputation (Dowling,
1994, as cited in Fill and
Roper, 2012)
In order to build a positive
reputation, Fombrun
(1996) suggests that an
organisation needs to develop credibility, trustworthiness, reliability and responsibility. Felix
Kjellberg has developed credibility in his honesty through his videos – he has uploaded videos
where he speaks out about his life and his struggles with depression; arguably his
trustworthiness comes through his social media use speaking to his fans, his so-called ‘squad
fam’ – he has used fan art and ran competitions where he shows fan’s work in his videos; his
work ethic shows his reliability – uploading a video on a daily basis which he films and edits;
and, although the scandal has rocked his ability to be responsible, he has shown responsibility
in the past – giving away huge sums of money to chariites and openly supporting his friend’s
accomplishments, other YouTubers that have released their own games etc (Pewdiepie,
2018).
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Fig. 14. Fombrun’s Model of Good Reputation (Fombrun, 1996, as cited in Fill and Roper,
2012)
Bromley (1993) points out that an important feature of reputation is that it is worthless if it is
not authentic and based on truth, and Pewdiepie’s personal response, delivered in a video like
his other content, was simple and addressed the issues that were brought up in the content
analysis above; he aplogises for his actions and discusses how traditional media
‘misrepresents’ influencers because they feel threatened by the power that influencers have
(Pewdiepie, 2017). At the end of the video Felix gets emotional as he thanks those who
supported him throughout the scandal and this way of responding to the media and public are
transparent; even body language experts dissectedthe video to prove his honesty (Bombard’s
Body Language, 2017).
To give a comparison of another YouTuber who was forced to respond when he found himself
under fire for publishing inappropriate content, I will look at Logan Paul’s ‘suicide forest’
scandal. In January 2018 Logan Paul uploaded a video and filmed the body of a deceased
man thought to have hung himself at Japan’s ‘suicide forest’. Logan Paul and his friends were
laughing on the video and the uncensored footage of the deceased man was uploaded to his
audience of teens (Koerber, 2018).
The video was deleted, and Logan Paul responded with a video apologising for his actions,
and then another video was uploaded, a slick edited documentary, in which he interviewed
experts and sufferers of depression. However, the media (and ironically Pewdiepie) was quick
to point out that the video focuses more on his own ‘revelation’ about suicide than actually
sensitively addressing the misunderstood subject of depression and suicide (Karowitz, 2018;
General 2018; Morabito, 2018). Logan Paul also claimed he would give away $1m to mental
health charities, but, even though he produced much more to clean his image than Felix did,
it was unbelievable because of the context of his channel. He uploads videos where he annoys
regular people, he has been forced out of two houses for aggravating his neighbours, and
many people who were once part of his video production team have spoken out against his
misogyny and controlling behaviour (Morabito, 2018). His response is dishonest and clearly a
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PR stunt, not a sincere response to what he has done – and since the response, he has made
a joke about swallowing tide pods, has tasered a dead rat, and boasted about the subscribers
he raked up through the suicide forest controversy (Farokhmanesh, 2018).
Stakeholders
An organisation’s reputation has a great effect on their stakeholders. A stakeholder is an
individual or organisation who have a stake in the corporation and so they have something to
gain or lose due to the corporate activity (Harrison, 2003). In the aftermath of Pewdiepie’s
scandal, his stakeholders, notable Disney’s Maker Studios and YouTube’s collaborative
project ‘Scare Pewdiepie’, pulled away from him to sustain their image of being a non-
discriminatory organisation (Fritz et al, 2017). Johnson and Scholes (2002) suggest that
stakeholders should be mapped by their organisational aims and ability to influence
developments so below I have created a stakeholder map to further illustrate why each of
Pewdiepie’s stakeholder’s image would be tarnished by his actions.
YouTube Advertisers Other YouTubers Subscribers
-Biggest creator – -Ad revenue -Partnerships -Young
biggest subscriber -Reputation -Reputation demographic
following management -An influencer
-Reputation to the
platform
-Sponsorships
PEWDIEPIE
Media Disney Scare Pewdiepie Show
-Tech news -Reputation -Employees/Team
-Authority that rivals media -Young audience -Production costs
Fig. 15. Stakeholder Map of Pewdiepie.
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Element Three
Crisis Communications Plan
In this section I will be creating a crisis communications plan of the crisis involving Logan Paul,
as touched on earlier in this portfolio. In the content analysis I carried out on Pewdiepie’s crisis
in Element Two, a recurring pattern was that YouTube did not have control over its creators
and couldn’t monitor inappropriate content on their platform, so I will include this issue in my
plan.
Issues
Logan Paul is a popular YouTuber, with 16m subscribers, who vlogged his trip to Japan with
friends. While there, they visited the Aokigahara Forest, commonly known as the ‘suicide
forest’ because of the amount of people who have committed suicide there, and they filmed
footage of a deceased man who had killed himself in the forest, with them laughing into the
camera. The public uproar that followed condemned him as irresponsible and there was a
conversation around the stigma of mental illness and how social media has become a platform
for entertainment, regardless of the sensitivity of the subject (Reynolds, 2018). YouTube was
criticised for its lack of response and then removed ad revenue from Paul’s videos after
increasing pressure from the public (Newton, 2018). I am going to outline a crisis
communications plan that I believe YouTube should have followed.
Regester and Larkin (2002) describe the issue lifecycle (below), from its origin of being a
potential issue to a crisis. Gregory (2015) describes a crisis as normally short term and arising
from unforeseen events but could have a long-term effect on reputation.
Step Factors Logan Paul Scenario
1 A potential issue arises when
an organisation or group
identifies significance to a
perceived problem (Crable and
Vibbert, 1985)
Paul’s video may have been
accepted as entertainment by
some of his subscribers, but
many of them, and online
media, shared the video and
was offended by it (Reynolds,
2018)
2 The issue is amplified and a
pattern of reactions happen,
building momentum in the
media to become a public
issue (Regester and Larkin,
2002)
Social media engagement
shows that publics were
condemning Logan for his
approach to suicide and started
to turn on YouTube for its lack
of policing on harmful content
(BBC,2018)
3 The public outcry demands
attention and unite to seek a
resolution to the issue which is
Now YouTube is under fire for
similar inappropriate videos
that shows a trend of turning a
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now becoming a crisis
(Hainsworth, 1990)
blind eye to its creator’s activity
(Cross, 2018)
4 The conversation will put
pressure on the organisation in
question so that they seek a
resolution to the crisis
(Regester and Larkin, 2002)
The shared view amongst the
PR community is that an issue
must be dealt with early to
avoid reputation damages and
misleading news coverage
(Gregory, 2015); Regester and
Larkin (2002) supports this by
warning that ignoring the media
will always have catastrophic
consequences. YouTube
responded after the public
outcry when they should have
acted much earlier (BBC, 2018)
Figure. 16. The Issue Lifecycle of YouTube and Logan Paul’s crisis (Regester and Larkin,
2002)
Publics
The spread of conversation across social media showed a pattern: that people were offended
by Paul’s treatment of the issue of suicide and its use as entertainment (Morabito, 2018); the
young demographic of Paul’s audience exposed to the video (Koerber, 2018); and the number
of videos showing inappropriate content being ignored by YouTube (Cross, 2018).
Through doing a content analysis like I did on Pewdiepie’s crisis in Element Two, the above
patterns can be seen. In terms of the value this content analysis provides, the concept of
Social Return on Investment (SROI) gives PR practitioners a metric of social attitudes and
opinions of their organisation or brand (Theaker, 2016). After analysing the social opinion of a
brand, PR practitioners can create change. Onyx (2014) explains that this change can happen
through specifying achievements from inputs, outputs, and outcomes, which are shown in
Macnamara’s Pyramid Model (1992) below.
Figure. 17.
Macnamara’s
Pyramid Model.
(Macnamara,
1992, as cited by
Watson and
Noble, 2007:85)
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I will apply this model to my crisis communications plan to explain what and how YouTube
can respond to the Logan Paul crisis.
Key Stage Definition Activities (Tactics and
Channels)
Logan Paul crisis
Inputs Research undertaken
(Onyx, 2014)
Content analysis of the
media and social
media conversation
(Macnamara, 1992)
Content analysis of the
media and social
media conversation to
identify the issues –
Paul’s treatment of
suicide (Morabito,
2018); young
demographic of Paul’s
audience (Koerber,
2018); number of
videos with similar
inappropriate content
ignored by YouTube
(Cross, 2018)
Outputs Effectiveness of the
distribution of the
tactics, either directly
to the public or
through third parties
such as news outlets
(Onyx, 2014)
Content analysis
(Macnamara, 1992)
Is the media and
publics response
positive to the tactics
carried out by
YouTube? e.g. a press
statement and
disciplinary measures
on Logan Paul;
Media criticised
YouTube for not
monitoring
inappropriate content
(Cross, 2018) and not
punishing Logan Paul
(Newton, 2018)
Outcomes Change on opinion or
attitudes in the end
result (Onyx, 2014)
Survey; content
analysis (Macnamara,
1992) of social media
YouTube experienced
a boycott from its
major advertisers
because their adverts
were being played
before a video that
showed inappropriate
content (Johnson,
2017), so a survey
with advertisers would
determine whether
they had trust in the
platform and felt they
were monitoring
content effectively.
Content analysis of
social media would
show whether publics
respond positively to
their actions in
disciplining Logan
Paul and monitoring
inappropriate content.
Figure. 18. Manamara’s (1992) Pyramid Model applied to YouTube and Logan Paul’s crisis.
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Actions
I have outlined the issues of the crisis and how YouTube would be able to measure whether
the current view their publics have on them, I will now list the actions I believe YouTube should
have taken to control the crisis and address the issues.
Firstly, the video should have been deleted immediately and a public message should have
been released to the public from YouTube, in the form of a press statement. This press
statement is an example of one-way communication from Grunig’s Four Models of Public
Relations (Grunig, 1984), as shown below, because it is sending out one message to inform
(Tench and Yeomans, 2009), the purpose being the dissemination of information (Grunig and
Hunt, 1984).
Figure. 19. Grunig’s Four Models of Public Relations (Grunig, 1984, as cited by Waddington,
2012: online)
The importance of providing the public with information was first founded by Ivy Lee,
considered the first PR practitioner (IPR, 2012). This one-way communication is based on
honesty and has the intention to inform (Tench and Yeomans, 2009) which is YouTube’s
intention in the below press statement.
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YOUTUBE PRESS STATEMENT
Our policy rules against the publishing of violent or graphic content that could disturb viewers.
Logan Paul broke this policy so we have given him one strike and taken necessary sanctions
on the video. We encourage creativity and free speech but when content is potentially harmful
to people, it is our responsibility to address that content. We are updating our policies and
appointing 10, 000 moderators to safeguard young audiences against mature and possibly
harmful content. We send our apologies to the family of the vicitm involved in the video and
pledge to give a donation to mental health charities to support this important topic.
Figure. 20. Press statement on behalf of YouTube addressing Logan Paul video.
Conclusion
On developing my portfolio I have learnt how to carry out a content analysis, which is vitally
important in knowing what the public think about your brand or organisation, especially during
a crisis.I have learnt how reputation can affect the stakeholders linked to an organisation, and
developed my understanding of how corporation is built (Dowling, 2001; Fombrun, 1996),
Stakeholder Mapping, Macnamara’s (1992) Pyramid Model, and Grunig’s (1984) Four Models
of Public Relations. I completed a crisis communications model on a crisis which I was
interested in, because I am fascinated with how YouTube handles the balance in creative,
authentic YouTubers and monitoring their content to sustain the corporate reputation of the
platform as a brand. Especially because these influencers are growing in popularity by brands
for sponsorship and promotion, being able to tackle this in the shoes of YouTube was a special
interest to me and it is important to think about how the platform will continue to monitor its
creators. This portfolio will help me in my job interviews for roles in digital marketing because
I have been able to carry out content analysis and showed an understanding in handling a
crisis in a digital media context.
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