BUSMK-256 Lecture Notes - Lecture 14: Mortein, The Australian Ballet, Kendall Jenner
8 Dec 2020
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Free most of the times someone is working hard to get publicity. Earned part of media (some is payed for, some is shared) Could be from organisation and controlled, or it may be about the organisation and need. Investigative journalist might be pursuing and organisation and brand and who has and to be controlled hasn"t handled things well. Endorsed by a medium that is neutral (the media), adds value. Coverage is completely up to the media, could be released too late to make an impact. 4 tools available to engage with the media proactively and reactively. Targeted at both internal and external audiences. Extension of pr, promotes the org/brand to achieve image enhancement, assume position on an issue, or seek involvement. Increase in corporate advertising as brands are trying to create positive image or communicate their views on social and environmental concerns. Less than 10% of all advertising spent is for ca. Image reinforce or rebrand image in public mind.
