COMM5225M Assignment on Public Relations
Added on 2020-05-28
15 Pages4113 Words132 Views
Professional DevelopmentPolitical Science
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Running Heading: Public RelationsPublic RelationsName of the StudentName of the UniversityAuthor NotePage | 1
Running Heading: Public RelationsCase Analysis of Reebok shoes marketing to raise awareness for breast cancerIntroductionCorporates, not for profit organizations along with other organizations make use ofPublic Relations campaign (Johnston, 2009). Public relation campaign involves multipleactivities that are planned in advance relating to certain specific goals for the campaign. Acampaign of this nature progresses realising a specific objective then finds a message thatwill help attain such objective and finally communicating such message to a suitable group ofaudience. Reebok has been established to be a global athletic footwear company. TheEngland based company operating as a subsidiary of Adidas distributing several fitness,running, CrossFit sportswear and clothing. The brand has several fitness wear and hasspecially intiated an Official Footwear and Apparel Sponsor of 2007 Avon Walk for BreastCancer Series. Reebok’s Pink Ribbon branded product as DMX Mega WalkR is based on thetarget to create social awareness for a cause of breast cancer. The scope of this analysis dealswith analysing PR strategies and tactics used, along with its implication on the culture andsociety and its criticism[ CITATION Blö09 \l 1033 ]. Specific communication strategies used forthis campaign was social media by engagement of public. Facebook, Twitter, online blogs,Youtube sharing are increasingly getting accessed by public. Such media has been used tospread the objectives regarding the campaign by networking with millions of people. Page | 2
Running Heading: Public RelationsPR campaign and strategies tacticsPublic Relation campaigns are developed with specific objective as in this case, Reebokmakes use of cause-related marketing efforts. Cause-related marketing is a communicationtechnique for enhancing number of customer's perception towards the specific cause and theCompany’s involvement or help given towards the specific cause (Tench, 2009). Corporatesocial responsibility on the other hand, deals with company’s techniques or capabilities to satisfysocial needs. A good public relation campaign includes a clear objective for raising particularawareness for a brand or towards a product of that brand. Such specific objective definition canhelp enhance Reebok’s brand image and contribute towards its increasing in sales by motivatingchange in public behavior. Earlier there had been various negative publicity regarding severalwell-known brands including Reebok regarding the ways that they manufacture their shoes. Theyhad been accused of paying poor wages to their workers, further workers were said to besuffering from bad working conditions. There had been instances were working conditions ofworkers had been criticized, also irregular payments or their ill-treatment in less developingcountries had surfaced leading to a bad repute for these companies. The Avon Foundation announcement of Reebok being the official sponsor of 2007 AvonWalk for Breast Cancer Series helps a social cause on the rise[ CITATION Han112 \l 1033 ]. Theprogram was said to have weekend-long walking events taking place from May to Octoberacross eight cities in varied countries. Walking events help draw large crowd and attractsawareness, also it gets publicized easily (Grunig, 2009). The walking event had severalthousands of participants, who would generate funds and awareness for fighting the cure forbreast cancer. Reebok wanted to establish itself as a strong heritage brand for women with visionto fulfill individual potential with natural fit for it’s official footwear. Reebok had been makingPage | 3
Running Heading: Public Relationssignificant donation to the foundation and its symbolic Pink Ribbon collection sold acrossretailers worldwide is set to make donation to the foundation. Reebok would contribute to thecharity from the proceeds of the sale of its shoes while retaining certain portions of the profits.Strategies or tactics used for this campaign is walking initiative. As such programs will attracthuge crowd, Reebok will be able to spread its message or objective easily.Role of PR practioner in culture and societyPublic Relation campaigns especially in cause related marketing and corporate socialresponsibility endeavor has a role in culture and society. Breast cancer is on a continuous riseand is responsible for maximum (62%) of total cancer deaths in women followed by ovarian andother types of cancers. With individual fighting for the cause alone has been significantly raisingcosts. With early detection and signs it has been found such cancers can easily be removed andindividual can lead a normal life (Rice, 2012). There are various organizations that arecommitted to the cause to create awareness amongst individuals regarding the disease. Throughefforts from multinational corporations and other not-for-profit organizations there can bechange in attitude hence prevention of deaths amongst women detected with early signs of thedisease. It is a great social cause with cultural implications that has been able to generate apositive impact through creation of awareness. With levels of pollution and Urbanisation on therise, there is need for a constant social awareness such that its causes can easily be avoided. Page | 4
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