PUBLIC RELATIONS

Public Relations



Public Relations

PR Campaign

Companies are increasingly discovering social campaigns (Kellogg's at school; Telekom with Schools on the Net) to improve their image. Non-profit organizations such as Unions, political parties, environmental organizations, etc. are also on campaigns instructed to make their concerns clear(Ireland 2008).

Campaigns in Politics

The aim of the policy is working to make their own topics on the subject, they too occupy. This is only effective if they known to the public. They need to get on the radar screen of public and published opinion. The Function of the media is the presumed agenda setting. The concept goes back to the Thesis of Bernard C. Cohen (1963): Although media had no significant influence on that what the audience thinks about various topics, but a significant influence on what makes it any thought. The example of HSV-Fan Cemetery shows the beginning a campaign: The issue placed by the SPD parliamentary group in the media, even without to seek a short-term partisan political gain. However, it should by this case be clear that the district anti-saving policies and wrong priorities of the CDU Hamburg Senate, such solutions produce a financial crisis (Hopwood 2010). The example shows that more and more areas of public life privatized and commercialized be. As readers and voters ultimately respond to, you cannot even estimate the political complexity reduced to a convenient measure and the essential message rules (see above) have been complied.

The Prime Example of Campaign Brent Spar

The classic example of a successful campaign is the dispute between Greenpeace and Shell around the oil platform Brent Spar. He is a prime example of Communications campaign. The oil platform Brent Spar Greenpeace offered the possibility that highly complex issue pollution to visualize and symbolize. The PR disaster for Shell faced the PR success of Greenpeace they related to each other. Scientific analysis of the campaigns also generated criticism of the role of Media. It would not be their criticism and control function fulfilled enough, would to exploit Greenpeace leave (Hall 2007). The underlying conflict was played out in 1995 and was one of the outstanding social events in the 90s. Greenpeace itself evaluated the campaign was the biggest boycott movement against a group of citizens in the history of Federal Republic of Germany what was it. In March 1995, they launched a major image campaign titled The change we want. Shell was committed to its special responsibility for society and the environment. DM 30 million was spent on it.

The aim was to Fix image loss that was incurred when the Niger Delta has been polluted by oil. Greenpeace drew the opposing campaign and professionally: End of April 1995 activists occupied the Brent Spar discarded. The media reported initially reluctant, although the media outlets such as Focus, Mirror and the agencies were on the topic. Thrust was the conflict by 100,000 protest postcards Shell UK already received in May. Also, this month we got the first boycott call against Shell by the Junge Union in ...