公共關(guān)系教學(xué)案例匯編

PublicRelationsShuihuiMarketing,publicrelationsand PR EdwardBernaysdevelopedthesuccessful"GreenBall"nforLuckyStrikein PuttingFoodonTablesin Example：PublicRelationsnforBritneySpearsCreatedbyKatieHansen(17Sept 練習(xí)：閱讀下列計(jì)劃簡(jiǎn)述，然后按說明回答問 IraqiTVShows2SaidtoBeU.S. 兩名戰(zhàn)俘，被證實(shí)為“富士經(jīng)濟(jì)”揭曉海爾冰箱產(chǎn)量全球居 Rescuingared-faced Product MarineControlMaxDocking 聯(lián)播被曝花20生央視UKDefamationLawsandCorporateSocial SchoolPR:“Just2 Johnson&JohnsonoverTylenolcasein ExxonValdezrunsaground（擱淺）inPrinceWilliamSound,Alaska,causingthelargestoilspillinUShistoryin Asyringe(注射器)isdiscoveredinacanofPepsiin NationalStadiumSponsorship FirmsdonatesSh（shilling）120mto Hurricane 兩起事件兩種信 Marketing,publicrelationsandCoCo&AssociatescanayourMarketingDepartment,helyouformulateandimplementboldstrategiesforpromotingnewservicesorrevamexistingproducts.Ifyoualreadyhaveamarketingstaff,wecanhelpgettheworkdone,whetherit'sdesigningcollateral(間接的),develoauniquetradeshowpresence,writingadirectmailn,orinventingawholenewkindofpromotion.Justluswhatyouneed,andwe'llassembleateamofspecialiststomakeyourcompanylookitsbest.It'smorethanjustsomeslickadguyinasuit.Manyofthesmalltomid-sizeadagenciesyou'llencounterarerunbyex-accountexecs（執(zhí)行官）andaccountmanagersfromotheragencies.Theyhavesalesandmarketingexperience,andtheywearasharpwardrobe(行頭),butoftenhavenoexperienceincopywriting,artdirectionandthewholecreativenutsandbolts（具體細(xì)節(jié)）ofAtCoCo&Associates,youworkwithcopywriters,artdirectors,designers,andcreativedirectorswhohavesolid,provenadagencyexperience，Creativeexperience.WhetheryouneedadvertisingonradioorTV,inanewspaper,trademagazine,oronthesideofabus,CoCo&Associateswillshowyouthemarketingideasandcreativeexecutionthatdeliversresults.PublicWhataretheysayingaboutyou?PRmakesahugedifferenceinpromotingyourservicesandproducts.Whetheryou'repreparingforalaunchoran ingspecialevent,CoCo&AssociateshasthePRspecialiststohelpgeneratemoreawareness.ButPRmeansmorethanpromotingsalesEverythingyoudo,sayorhavesaidaboutyouhasrepercussions（反響）onyourorganization'sreputation.Andthisaffectseverythingfromemployeeproductivitytoshareprice.AtCoCo&Associates,we'reseriousaboutcreatingandmaintainingyourreputation--incorporatecommunications,investorrelations,marketing,andcustomerrelations.Wecarefullycrafteverystrategicmessagetoinfluenceopinionsandbehaviors.Andthisisasubtleart.It'snotwhatyousay,buthowyousayit,andhowgoodyoulooksayingit!WhatdifferencescanyoufindbetweenPrandWhatdifferencescanyoufindbetweenPrandGiveyourowndefinitionsofmarketing,prandPR"Inatrulydemocraticsociety,everythingdependsupontheconsentofthe-ThomasJeffersonPublicrelationsbeganwhenpeoplestartedcommunicatingandneededtomotivateEarlypre-historicdrawings,andlater,hieroglyphics（象形文字）andancientmanuscriptswereallusedtopersuade.Inthe15thCentury,JohannGutenberginventedtheprintingpress,makingitpossibletomass-producewrittenworks.Bythe17thCentury,newspapersbegantoappearandordinarypeoplegainedgreateraccesstoinformationandideas.Inresponse,ernmentsandtheirleadersbecamemoreconcernedwithpublicopinion.Inthe1600'sEuropeanspublishedfascinatingstoriesabouttheNewWorldtoentice（）peopletomovetotheAmericanColonies.ABriefTrueReportoftheNewFoundLandofVirginiawasprintedbySirWalterRaleightogenerateinterestinhisexpeditions.LordBaltimoreluredsettlerstohisMarylandColonywithstoriesoffortunestobemade.Severalyearslater,supportersoftheRevolutionaryWarparticipatedinnumerouspublicrelationsactivities.BenjaminFranklin,ThomasPaine,ThomasJeffersonandSamuelAdamsusedtheirpropagandaskillstogainsupportfortheircause,acausethatmanycitizenscaredlittleabout.Theysaturated（滲透）themediaovera20-yearperiod,throughtheusenewspapers,pamphlets,townmeetings（鎮(zhèn)民大會(huì)）andsermons（）.TobuildpublicsupportforratificationoftheUnitedStatesConstitution,AlexanderHamilton,JamesMadisonandJohnJaywrotethe85Federalistpapersin1787-88.Inthe19thCentury,Americansmovedwestward,foughttheCivilWarandbegantheIndustrialRevolution.Railroadsunitedthecontinentandmadeitpossibletomass-produceanddistributegoods.Astherailroadsexpanded,sodidtheirinfluence.Railroadtycoons（大亨）usedpersuasivetechniquestolurepeopleintonewWesterncities.Alongwiththeboomingpopulationcameindustryandincreasedrailroadprofits.Theterm"publicrelations"cameintouseasthepracticeofpressagentryandpublicityboomedwiththepennypress.DanielBoone,DavyCrockettandBuffaloBillCodywerecreatedbypublicistsandmadepopularbypressagents.TheDanielBoonelegendwassuccessfulinpromotingthefrontier,urgingmanymentotakeofffortheexcitementoftheWildWest.AccordingtoP.T.Barnum,oneofAmerica'smostcelebratedpublicists,"There'snosuchthingasbadpublicity."Hecreatedhiscircusempire,inthelate1800sthroughintensepromotionalactivities.Hewantedhisnameinfrontofhispotentialaudiencesasoftenaspossible.Barnumwouldhype（大肆宣傳）outrageousshowattractions,suchasGeneralTomThumbandJumbotheElephant.（侏儒和巨人）Tokeephiscircusinthenews,Barnumwould econtroversyandwriteletterstonewspapersunderassumednames（假名）bothpraisingandcriticizingtheAtthedawnofthe20thCenturythepracticeofpublicrelationscontinuedtoevolve.Forthetime,individualsandinstitutionsbegantousespecializedwritersand"Wordmanipulationandadvertisementswerecommonmethodsforone-waycommunicationwithconsumers;thegoalsonlybeingtoselltheproductandtoreacttocrises."DuringWorldWarI,theUnitedStatesernmentneededawaytoswaypublicopinioninfavorofthewareffort.The"CreelCommittee"namedforitsforemanGeorgeCreel,wasabletogainsupportforthedraftandtoraisemoneyfortheRedThecouncilwasabletodothesethingsthroughcarefulplanningandtheuseofmottoslike:"maketheworldsafefordemocracy"and"hangtheKaiser."LikeWoodrowWilson,FranklinDelanoRooseveltwasveryconsciousofpublicHis"NewDeal"（新政）emergedcompletewithsymbols,slogansandpromotionalprograms;hisfiresidechats（爐邊談話）weremodelsofintimatemasscommunication;andhisconsolidationforauthorityduringtheSecondWorldWarwaspartiallyattributabletohisuniquepenchant（傾向）formobilizingpublicopinion.Theideaofpublicrelationsasaprofessionisrelativelyyoung.PRisa20thCenturyphenomenonandEdwardBernays,oftencreditedasthe"fatherofpublicrelations,"playedamajorroleindefiningtheindustry'sphilosophyandmethods.Bernayssawpublicrelationsasascienceandbelievedthatsocialsciencesmademasspersuasionpossible.Whileheusedthesocialsciencetheories,heknewthatthe"engineeringofconsent,"isonlypossiblewhenitisinthepublic'sbestinterest.BernaysdevelopedthePRmodelthatisoftenusedtoday:thetwo-waysymmetricToday,thepracticeofPublicRelationsisamulti-milliondollarindustry.Mostmoderndevelopmentsinpublicrelationsarelinkedwithpoliticalreformmovements,asPRisanimportantpartofpolitics,playingamajorpartinwho eselectedandwhatlawsarepassed.Politiciansusepublicrelationstokeepthemselvesingoodstandingwiththepublic,whichisverynecessaryfortheirjob.Whatbeganasmerepublicityhasgrowntoincludemanyotheruses,frominterpretingpublicopinionanditsimpactonanorganizationtoresearchingwaysofhelabusinesstomaintainitsgoals.TrytogiveahelpfulframeworkforthedevelopmentofPRaccordingtotheCompareyourframeworktotheGrunigandHunt’s“fivedistinctEdwardBernaysdevelopedthesuccessful"GreenBall"nforLuckyStrikein1934PublicrelationspioneerEdwardBernaysusedthesocialsciencesasatooltomotivateorshapetheresponseofageneralorparticularaudience.Amasterofstagingeventsandmakingthemseemspontaneous,BernayswouldsometimessellaproductbypretendingtobesellingsomethingInoneparticularcaseheused"women'sliberation"asawaytodoublethecigarettemarket.TheAmericanTobaccoCompany,themakersofLuckyStrikecigaretteshiredBernaystofindoutwaystomakepublicsmokingacceptableforwomen.Atatimewhentheharmfuleffectsofsmokingwereunproven,BernayssetupamarchofyoungdebutantesdownFifthAvenueinNewYorkCity.Carryingthecigarettestheycalledtheir"torchesoffreedom,"theirparadewasheraldedasamarchagainstwomen'sinequality.Thecompleycontrivedeventwascraftedtolookso"real"thatitmadefrontnewsnationwidethenextdayandpromptedadebateoverwhetherwomenshouldbeabletosmokeaspubliclyasmen.Manyhistorianssaythiseventforeverchangedthesocialimageofsmoking.Suddenly,womensmokingcigaretteswerecool.TomakeLuckyStrikesmoreattractivetowomen,BernaysthatAmericanTobaccochangethecolorofitscigarettepacksfromdarkgreentoamoreneutralcolortobettermatchtheclothingtrendsofthetime.Thecompanyrefused,soBernaysencouragedFrenchfashiondesignerstocreatetheirnewlinesindarkgreentopopularizethecolor.ThenhehadAmericanTobaccoanonymouslysponsoracharityballatwhichthecolorthemewasgreen.Thehitoftheevening?DarkgreenpacksofLuckyStrikes,ofcourse.Theevent,coveredinallthesocietycolumns,wasasuccessandhelpedestablishgreenasafashionablecolor.QuestionforWhataretheprinciplesofListthetypesofPRactivitiesemergedin"GreenBall"Howdoyouthinkabout“The ycontrivedPuttingFoodonTablesinAsaglobalfoodcompany,itjustmakessenseforustofocusmanyofourcommunityinvolvementeffortsonfeedingthehungry.WecreatedourHelHungryHomesinitiativetodojustthat.HelHungryHomessupportsfamiliesfacedwithfoodinsecurityissuesthroughfourmaincoursesofaction:FoodBanks—OngoingsupporttolocalandnationalfoodbanksthroughproductandmonetarydonationsandawarenessnslikeourrecentHelHungryHomes10-citytourwithcelebritycook,PaulaSchoolNutritionPrograms—Supplyingfoodtothechildrenthatneeditmostthroughschool-basednutritionprogramslikeKidsCafe.DisasterRelief—Hungerreliefeffortswhennaturaldisastersoccur,asintheaftermathofHurricaneKatrinawhenwedonated143,000poundsofready-to-eatluneat,80,000poundsoficeand32,00016-bottlesofCommunityOutreach—Supportingcommunity-basedgroupstoreachouttolocalfamiliesinneedsuchasfamiliesofsoldiersservingSmithfieldFoods'10-CityHelHungryHomes?AcrossAmericaTour—PaulaDeen,the"QueenofSouthernCuisine,"recentlyjoinedSmithfieldFoods'10-citytouracrossAmericatoprovideonemillionservingsofmeattothenation'shungryfamilies.Paula,husbandMichaelGrooverandsonsJamieandBobbypitchedin(努力投入tohelpSmithfieldFoodsdeliverandunload250,000poundsofmuch-neededprotein（蛋白質(zhì)）tofoodbanksaroundthecountry,creatingheartfeltmemoriesforvolunteersandfoodrecipientsalongtheway.The10-citytourwasjustonepartofSmithfieldFoods'HelHungryHomesinitiativewhichworkswithfoodbanks,schoolscommunitygroups,andinthewakef尾隨）naturaldisasterstofamiliesfacedwithfoodinsecurityissues.Morethan35millionpeopleliveinhouseholdsconsideredtobefoodinsecure,including22.9millionadultsand12.6millionchildren.HowdidSmithfieldFoods'formulateapublicplanofn?Whoaretheirpublics?Trytouse“themodelofcommunicationplanning”todescribethefourmaincoursesofaction.Example：PublicRelationsnforBritneySpearsCreatedbyKatieHansen(17Sept2004)ProblemStatement:Duringrecentyears,BritneySpearshasbeenslowlydeveloabadreputationandlosingticketssalesfromcertainmarketsbecauseofit.OurgoalatHansenCommunications，istocontinuepromotingourclientandherwork,butinamorepositivelightandwithamorematureandappropriateaudienceforcertainsubjectmatter.Objective1:ToincreaseawarenessandsalesofBritney’snextalbumand2005touramongstherfansandteralpublicby50%.Strategy1–IncreaseawarenessofBritney’snewTacticA–ForJune2005createanMTVmini-seriesorspecialofthecreationofhernewalbum,makingofhersingle/,productionofherconcertandsneak-previewofchoreography.TacticB–Formapartnershipwithmajorcompanies,SprintandT-Mobile,toallowfreedownloadingofhersingleasaring-tone.Strategy2–PromoteconcertticketsalesintourTacticA–Createandairaradiocommercial( alizedforeachindividualcity)featuringBritneytalkingabouthertourcomingtothatcity.TacticB–Placealargebillboardinhigh-trafficareasfeaturinghernewalbum,concertdatesandticketinformation.Strategy3–PromotealbumsalesbothnationallyandTacticA–OfferaDVDwithmusicCDsfeaturingbehind-the-scenes（幕后）footageandinterviewswithBritney(withvariouslanguageoptions).TacticB–PlanacontestinwhichthewinnerswinalunchdateinDecember2005withBritneyandplacetheentryformssolelyinsideherCDs.TacticC–Takevariousstepstodiscourageinternetdownloadingofnewalbum.Forexample,allow30secondclipsofsongsonthemostpopularfilesharingsitestoenticefanstobuythewholealbum.Objective2:TopromoteBritney’simageasarolemodelandanddecreasenegativemediaattentionaboutherduring

Strategy1–PromoteBritneyasarolemodelandsomeonetobelookeduptobyherfans.TacticA–SendimagesandstoriestomajorentertainmentmagazinesthatportraytheimportanceoffamilyvaluesinBritney’slife(suchasherspendingtimewithhermother/fatherorstep-children).TacticB–Promotetheimportanceofreligion/spiritualityinBritney’slifebyaddinginformationaboutherfeelingstowardsthissubjecttoherofficialwebsite.Strategy2–PromoteBritney’simageasaphilanthropist，andsomeonegivesbacktoherTacticA–Formanorganizationcalledthe‘BritneySpearsFoundation’thatraisesmoneyforBritney’sfavoritecharitableorganization.TacticB–Addthisinformationtoherofficialwebsiteand/orcreateawebsitedevotedfullytothisFoundation.TacticC-Planapressconference/eventtocoincidewiththeofficialstartofthisorganizationanditsfundraiserinOctober2005.Strategy3–DecreaseinstancesofnegativemediaaboutTacticA–MonthlysendoutpressreleaseswhichcoverthepositiveactivitiesinwhichBritneyparticipates.TacticB–JoinwithMTVtoallowexclusivemediarightstocertainevents.ThiswillthenprovidethemwithgoodandmeaningfulcoverageofwhateverprojectBritneyisworkingonorinterviewswithBritneyherself,andtheywillbemorelikelytopresentherinapositivelighttothepublicinsteadofcreatinga(negative)storyjusttogainviewers’attention.Objective3:TobeginchangingBritney’saudiencefromteenagerstoamorematureaudience.50%offanswillbeover18byof2005.Strategy1–Increasemarketingeffortstoanolder/morematurefanTacticA–PlaceanAdvertisementinGlamour,Cosmopolitan（世界主義者）andAllure（吸引）springandfalleditions.TacticBPromoteBritney’salbumsandtoursoncollegecampusesaroundthenationbysendingreviews,newsreleasesandfreebies（贈(zèng)券）tocollegenewspapersandradiostations.Strategy2–DecreasemarketingeffortstoadolescentsandTacticA–Putwarninglabelsonalbumsthatmaycontainquestionablecontentforchildren.TacticB–Endallpartnershipswhi aylinkBritneytochildren,suchasBritneydolls,lunchboxes,schoolsormake-up.TacticC–DecreaseinstancesofBritney’simageandstoriesaboutherlifeinteenmagazinessuchasSixteen,TeenBeatorBop.Strategy3–Formpartnershipswithothercompaniesmarketingtothesametypeofaudience.TacticA–Conductresearchonwhichtypesof paniesworkbestwhentryingtomarketamusician/entertainment(forexample,anautomobilecompanymayworkbetterthancoholicbeverage).TacticB–Conductresearchonwhichofthesecompanieswouldreachthespecificaudiencesoughtafterandwhichhasthehighestsales/successrateandformapartnershipwiththatcompany.TacticC–Developapublicrelationsnthatinvolvesthesepartnershipsin2006.Prepareobjectives,strategiesandtacticsforaPRnpromotingthecelebrityyouchoose.UsetheexampleAsaminimumincludetwoobjectives,threestrategiesforeachobjective,andtacticsforeachGuidelinesforwritingobjectives,strategiesandAnobjectiveprovidesadesired e.Anobjectivemustcontain:Theword“to”,Anactiveverb,Acriterion eormeasurabledestination,Therelevantpublic,TheamountofchangeexpectedAdateorStrategiesdescribehowtoreachStrategiesarebasedon:Availabledatafromresearch,Communicationandpublicrelationsprinciples,communicationandpersuasiontheoriesTacticsarejobTacticsdescribehowtoachieveTacticsinclude:Thetask,theresponsiblepartiesforcompletingthetask,Deadlineforcompletionofthetask Introductionof，“戶外郵購(gòu)公司”計(jì)劃開展一項(xiàng)郵寄問卷對(duì)象是在過去6個(gè)月內(nèi)過日用品的150名陸顧客目的是為了了，預(yù)計(jì)時(shí)間不超過10分鐘，問卷全部采用選擇題型，并對(duì)所有的答案。DescribethebackgroundandthecontentoftheDesignafull-formquestionnaireforthisIraqiTVShows2SaidtoBeU.S.IraqiTVShows2SaidtoBeU.S.IraqistateevisiononMondayshowedtwomensaidtohavebeentheU.S.crewofanApachehelicopterforceddownduringheavyfightingincentralIraqGen.TommyFranks,theU.S.warcommander,confirmedthatonehelicopterdidnotreturnfromitsmissionSundayandthatitstwo-mancrewwasmissing.ThemenwereidentifiedasChiefWarrantOfficerRonaldD.YoungJr.,26,ofLithiaSprings,Ga.,andChiefWarrantOfficerDavidS.Williams,30,ofOrlando,Fla.Ifconfirmed,theairmenwouldbethesecondsetofPOWsdisplayedbytheIraqisinasmanydays.Unlikethosesoldiers,themenshownMondaydidnotappeartobeThetwoworecream-coloredpilots'overallsanddidnotspeaktothecamerabutappearedconfused.Theyturnedtheirheadsandlookedindifferentdirectionswhilebeingfilmed.Oneofthemensippedfromaglassofwater,lookingwarybutnotThecontentsofoneman'swalletweredisplayedacrossatable,includingaTexasdriver'slicense,acardfromtheFortHoodNationalBank,phonecardsandcreditAspokesmanattheU.S.ArmyPostinFortHood,Texas,saidthatahelicopterfromits1stBattalionofthe227thAviationRegimentwasmissinginactioninIraq."TheunitwasdeployedinFebruary,"spokesmanDanHassettsaid."That'sallIcanreallysayrightnow."MilitaryofficialssaidWilliamshasbeenintheservicefor12years,andhasawifeandtwochildrenwholiveonFortHood.Young,anArmymanforthreeyears,isThefootagewasshownafterIraqclaimeditshotdowntwoApachehelicoptersandwasholdingthepilots."AsmallnumberofpeasantsshotdowntwoApaches,"InformationMinistermmedSaeedal-Sahhafsaid."Perhapswewillshowpicturesofthepilots."Whatkindofstyleisthisnewwrittenin?WhataretheadvantagesofthisWhatisaFeature?RewritethisnewsinaFeature’sTrytorewordtheLeadaccordingtotheinterestsofdifferentaudience,suchasIraqi,American,andChinese.”“富士經(jīng)濟(jì)揭曉海爾冰箱產(chǎn)量全球居”青島2006-03-10（中國(guó)商業(yè)電訊）——日前，世界市場(chǎng)研究公司“富士經(jīng)濟(jì)”為全球主要白色家電截至2008年的2005牌的擴(kuò)張。經(jīng)過21年發(fā)展，海爾冰箱奠定了在世界范圍內(nèi)的領(lǐng)先地位。2005年9月1日，人民，海爾冰箱被國(guó)家授予001號(hào)“中國(guó)世界名牌產(chǎn)品”的獎(jiǎng)牌這是迄今為止中國(guó)企業(yè)的最海爾冰箱把國(guó)際大品牌百年的發(fā)展道路“壓縮”到20年，其發(fā)展歷程被海內(nèi)外稱之為。界知名品牌的同臺(tái)中逐漸占據(jù)上峰“富士經(jīng)濟(jì)”的結(jié)果就是最好的明證。目前，中國(guó)企業(yè)的已經(jīng)開啟，但是術(shù)和品牌?，F(xiàn)在，海爾冰箱的脫穎而出更讓國(guó)人為之自豪。134Rescuingared-facedFewgreatorganizationshavegonethroughasmuchstressinrecentyearsastheheraldedWaisneyCompany.WhilemostentertainmentcompanieswerethedarlingsofWallStreetasthecenturyturned,Disneywasbatteredinaseriesofcorporatemisstepsandillfortunes,including:Hiringandthenfiring petentexecutives(MichaelOvitz)Losingandthensuing()competentones(JeffreyKatzenberg)BeingattackedbyfeministsforthetheLittleMermaid”（美人魚）BeingattackedbyCivilWarbuffsobjectingtothecompany’s(lateraborted（擱淺的）tobuildathemeparkonthehistoricManassas,Virginia,battlegroundBeingattackedbyanimalactivistsforthemysteriousdeathsofseveralexoticcritters（動(dòng)物）atits$800millionAnimalKingdominThebatteredDisneypublicrelationsdepartmentthoughtitcouldbreatheasighofreliefwheninearly1999thefirmreleasedtheversionofthetop-sellinganimalmovieinhistoryTheRescuers.Thefilmtakesgradeschoolers(學(xué)生們)throughthemagicaladventuresofcostarringmiceBiancaandBernieastheytourthewondersoftheworld.Regrettably,asfreezeframesofthesubsequentlythat’snotalltheyUnbeknowntoDisneywhenitshippedtheblockbustermovie,embeddedwithintwoframesofthe110,000framefilmwereimagesofatoplesswoman,theremnant（殘跡）ofanapparentprank（惡作劇）perpetratedwhenthefilmwasreleasedin1977.WhenDisneyofficialsfrozethefilmtorevealBiancaandBerniewingingbythetoplesswoman’swindow,theyimmediayrecalled3.4millioncopies.Therecall,a forDisney,wasseizeduponbyreligiousfundamentalists,whohaveclaimedforyearsthatthecompanyproducesographic(的)images.IndeedaspokesmanfortheSouthernBaptistConvention’sEthicsandReligiousLibertyCommission（浸會(huì)南方下屬的道德及）praisedDisneyforngtherightthingandthenadded,“Suchimmoralhighjinks（玩鬧）fromDisneyarenotsurprising.”PoorDisneycouldn’twinforWhatweretheelementsofDisney’spublicopinionHowcanDisneysolvetheProductLaunch: MarineControlMaxDockingSystemAfteryearsoftestingandmillionsofdollarsininvestment,MaxumMarinewasreadytointroduceanewtechnologythatpromisedtorevolutionizerecreationalboating.Thesuper-cooltechnologyfeaturesthreehull-mountedthrusters（船式推進(jìn)器）controlledbyajoystick（桿）thatenablestheboattomoveforward,laterally,diagonally（對(duì)角地）andevenpivot360Therewasalotonthelinefor ,whichsoughttousethetechnologytorepositionitselfasamakerofinnovative,sophisticatedObjectivesweretoincreasesalesof boatsbymakingabigsplashattheworld’sbiggestboatshowandtogenerateawarenessandinterestinthenewtechnologyandmobilize（動(dòng)員）theboatingpublictotryit.ThestrategiesfocusedoncreatingTrytoconductanaggressivemediarelationsntoencouragecoveragebyregionalmedwellastrademediaaroundtheworld.HireretiredApollo15astronautAlWordenasourspokesmantoillustratetheconnectionbetweenControlMaxandthetechnologybyNASA(國(guó)家航空和宇宙航行局)todockEngageanattention-grabbingstreetteamdressedinspacesuitswhocirculatedthroughtheshow.Developaneducational andaninteractivetoolfortheWebsitetoillustratewhatControlMaxcoulddo.ResultsoftheprogramillustratedthepowerofpublicSeventy-fivepercentoftheboatssoldattheshowcontainedthenewControlMaxDockingSystem.Salesincreasedthreefoldfor theinaugural（就職）show.LargelinesofpeoplewaitedtotestdriveboatsequippedwithMax,causingtrafficcontrolproblemsalongtheDespiteoneofthecoldestwintersever,thousandsofWebsitevisitorsgotafeelforthetechnologythroughtheuseofavirtualrealitydeviceWhydowehaveaHowto Trytomakeadetailedprogramofanewproduct聯(lián)播被曝花20生央央視《聯(lián)播》的被曝“一頓生日宴花銷20萬元生日宴會(huì)熱《東方》，一位網(wǎng)名為“yizhou”的網(wǎng)友3月22日在網(wǎng)上貼出了部分他用的，他稱這些的內(nèi)容是今年3月14日在北21萬元，“此次生日宴請(qǐng)總共花銷至少能達(dá)到20萬RMB!!!”這位網(wǎng)友在文中還透露，“當(dāng)天喝得大醉，和其他人該網(wǎng)友的曝料在網(wǎng)上也了熱烈，有人認(rèn)為央視播音員屬于公眾人網(wǎng)友稱“20萬”不屬件在網(wǎng)上熱議的現(xiàn)象感到詫異：“請(qǐng)朋友吃飯和是不是黨員、是不是播有什了，“的生日是前一天，13日，他說是幾個(gè)朋友要給他過生日，他也想和一個(gè)價(jià)，我曾經(jīng)在那里請(qǐng)過客戶,一桌八人花了兩千塊多點(diǎn)，況且飯店是宏央視否認(rèn)進(jìn)有稱，央視中心負(fù)責(zé)宣傳的曾對(duì)表示：“臺(tái)里也已經(jīng)聽說這個(gè)事情了，目前還在?！钡?5日卻否認(rèn)了上述說法：“我沒央視要展開這樣的話，是那位斷章取義，誤解了意思。”她表示，目前央視的態(tài)度她也不是很清楚，但她，“我覺得這是他個(gè)人的事情，與工作無關(guān)。不希望這件事被過分地，過分化。”至于應(yīng)此事，謝絕了采訪。IsthecelebthesubjectofPR?Somebodysaid,“Thebirthdaypartyistheceleb’sprivacy.”Whatisyouropinion?HowdoyouthinkabouttheCCTV’sattitude?IftheCCTVwantstodosomething,pleasegiveyourownsuggestion. CaseStudy:theMcLibel歐盟培訓(xùn) TristanStrobl（澳大利亞In1997thelongestlegalcaseinBritishhistorywasconcluded.ItwasamajorpublicrelationsdisasterfortheMcDonaldsfastfoodrestaurant.Themostremarkablethingaboutthiscaseisthattwounemployedpeoplewithnomoneytopayforexpensivelawyersconductedtheirowndefenseandweresosuccessful.TheyhadbeensuedforlibelbyMcDonalds,acompanywithvastamountsofmoney,andyethadlargelywon.ItwasalsoextraordinaryforhowdamagingitwastoMcDonalds’WhatislibelunderUKlaw?Libelordefamation(ismainlyacommonlawtort.Itinvolvesastatementwhichhashatred,ridiculeorcontemptorwhichlowersanotherintheeyesofthecommunity.Inordertoavoidbeingsuedthepublisherofthestatementmustdecide:1)whetherthestoryistrue,2)whetherthestorycanbeprovedtobetrue,and3)whetherthesubjectofastoryislikelytosue.Toproveacaseofdefamationyouhavetoshowthefollowing:Defamation:ThatthewordsorothermatterareIdentification:Thattheyareunderstoodbyreaderstorefertotheplaintiff（）;andPublication:Thattheywerepublishedbythedefendant(Liabilityanddamagesinlibelactionsarenearlyalwaysdecidedbyjuriesratherthanbyjudges.Englishdefamationlawstendtomakeitverydifficultforthedefendanttowin.ThisisbecausetheUKhasnoconstitutionthatguaranteesfreedomofspeechliketheUS.InthislibelcaseMcDonaldedthattwopeoplehadwrittenfalseThecourthowever,foundthatmanyoftheclaimsweretrueandnotdefamatory.Inparticular,thecourtfoundthatMcDonalds:“Exploitchildren”withtheirFalselyadvertisetheirfoodasRiskthehealthoftheirregular,long-termAreresponsibleforcrueltytoAreanti-unionandworker’sPaytheirworkerslowItallbeganinthe1980swhenagroupofpeoplewantingtoraisecommunityawarenessofsocialissuesgottogethertocriticizeMcDonalds.Thesepeoplearecalled“activists”becausetheyactivelyraisetheimportanceofanissueinthecommunity.In1986theypublishedashortleafletorpapercalled“What’sWrongWithMcDonalds?–Everythingtheydon’twantyoutoknow”.TheygavethistopeopleonthestreetoutsideMcDonalds’restaurants.ItattackedMcDonaldsforexploitingchildrenwithadvertising,promotinganunhealthydiet,exploitingtheirstaffandbeingresponsibleforenvironmentaldamageandilltreatmentofanimals.By1989morepeoplehadstartedtocriticizeMcDonaldsandsothecompanydecidedtoact.Theyhiredprivateinvestigatorstofindoutwhowasinvolvedinthe“activist”groupandwheretheylived.In1990McDonald'sservedalibelwrit(onsomeofthepeople.McDonaldsdemandedthattheyretracttheallegationsmadeintheleafletandapologize,orgotocourt.Theyrefusedtoapologiseandtheycouldthemselvesincourt.forwitnessairfares,courtcostsandexpenses.D