Free Essay

Absolut Pr Campaign

In: Business and Management

Submitted By konnosgeros
Words 1903
Pages 8
Absolut Black Campaign

PR paper by Konstantinos Geros


CONTENTS | | History of Absolut | | History of Absolut Black | | Absolut’s Competitors | | Absolut’s Black Competitors | | Campaign Philosophy | | Goals and objectives | | Target market | | Strategies | | Timetable | | Communication | | Tactics | | Calendar | | News/press release draft | | Expectations | |

This paper accompanies the presentation for the proposed PR campaign of Absolut Vodka Black and gives some more detailed information and insight in that proposal.
History of Absolut
Distilled for the first time as Absolut Rent Branvin (or Absolute Pure Vodka) in 1879 by Swedish entrepreneur Lars Olsson Smith and produced using a revolutionary new distillation method. The method was called rectification, a method we still use today. For years to come Lars Olsson Smith was engaged in a trade war against the state and the city of Stockholm because of the monopoly of distilled spirits. He opened a shop next to his distillery, bought several other distilleries, turn his focus towards other parts of the country, attacked existing distribution channels that were selling what he considered to be inferior products and even used labor unions to boycott retail outlets selling low quality products.
Despite his efforts, in 1917 Vin & Sprit AB (The Swedish Wine and Spirits Company) was established in 1917 as a state-owned monopoly for the import, export and production of all wine and spirits which eventually became synonymous with a long tradition of Swedish aquavit and vodka making know-how and a large portfolio of premium brands that were at the centre of Swedish dinner tables on festive occasions. So Absolut Vodka has now become part of the system which its inventor once fought.
In 1979, 100 years after its founding, the decision was made to export Absolut Vodka. The first consignment of Absolut Vodka was filled at the Εhus distillery on April 17, 1979 and Absolut Vodka went on sale for the first time in the US in Boston two months later. From there it went on to conquer not just the US market but the whole world, as to become a leader in the spirits market. Today, it’s the world’s fourth bestselling spirits brand. Absolut not only single-handedly created the concept of premium vodka, it also stretched the boundaries between advertising and art. Absolut is more than a classic product, it’s a creative force.
Absolut is now owned by French group Pernod Ricard who bought Absolut for €5.63 billion in 2008 from the Swedish state and has since become the largest international spirit brand and is available in more than 126 countries and 150 markets.

History of Absolut Black
Absolut 100 (Black) is the top premium brand of the Absolut Vodka Company. It has been in production since 2007 when it replaced the previous premium brand, the Absolut Vodka Red Label. The characteristics that make the Absolut 100 unique are that it is made from natural ingredients, and unlike other vodkas, it doesn’t contain any added sugar and unlike other vodkas that are distilled the usual three or four times, the vodka was distilled an infinite number of times. Also it is the only brand of the Absolut Vodka that uses a distinct black bottle so as to stand apart from the rest show its uniqueness throughout the competition

History of previous campaigns
The current PR campaign of the Absolut brand with slogan “transform today” follows the same policy of making the consumer the prime actor this time by urging him to control his future, to set his goals and to fullfill his dreams, firstly by transforming the present ( By making the optimum decision now you can realize your future wishes and this is the exact message of the spot.
Absolut’s competitors
Absolut may find itself at the retentive stage but its main competitors continue the efforts of reaching its popularity. Absolut’s main vodka competitors are Smirnoff, Stolichnaya, Finlandia and 42 below. Smirnoff is very famous for its successful brand extensions, Stolichnaya is considered a very popular brand in the export markets rather than the domestic. Finlandia belongs in the same group with Southern Comfort and Jack Daniels and 42 below is owned by Bacardi since 2007.

Absolut’s Black competitors
Absolut Black find itself at the competitive stage and needs to prove its value on a daily basis so as to gain market share and maintain competitive advantage. The competition is rather tough at this stage and the basic competitors are Grey Goose, Ciroc, Belvedere and Skyy. Grey Goose has french origins and was also bought by Bacardi for 2 billions. Ciroc is a french vodka as well and it partnered with rapper Puff Daddy to attract the youth and pop audience. Belvedere is known as “The original luxury vodka” and comes from Poland and Skyy is one of the most popular brands in the US.

Campaign Philosophy
The philosophy of this proposed campaign will follow the overall brand philosophy which has been set and follwoed through the years and has led the brand to be at the top of tis market. It aims to keep the high standards that the brand is known to its consumers and by that to show that it keeps going strong despite it has no need to do so as a result of being number one. It will show that our product has a place in the life of every prospect and merits a place beside him in every trasformation and important aspect of his life.

The main goals of this campaign are the following: * Retain the product at the top of its market and even raise its market-share * Increase awareness in all audiences * Position the product as part of peoples life and remind them that it is not going anywhere

Target Market
As a spirits brand our target audience for start is the whole consuming audience that are of legal age in accordance with each country’s laws and regulations. Absolut Black is a top premium brand of better quality and higher price thus the proposed campaign has a specific target audience according to the philosophy of the product. So the target audience of the prospects that the campaign is aiming has the following characteristiques: * Ages of 28+ * High personal and proffesional aspirations * High and higher level of education * Working experience and goal achievments * Succesfull

The following strategies are planned so by their succesful implementation, the goals set can be achieved. Those strategies are the following: * Advertising and promotion throughout all the media, classic and new, prinetd and electronic. * Organization of promotional events with Absolut Black theme * Run contest across our social media * Sponsor major sport event

The campaign is going to run for three months. It is going to be broke down in two major parts. The first two months are going to be the ones where heavy advertising and promotion is going to take place. This will be done to tease the audiences about our plans for the last month and also enable them to participate and be active in all our actions thus building a buzz about our campaign. The last month is going to be named as “The Absolut Month” and it is when our main events are going to take place.

The message that we want to communicate with our slogan is the following:
“For an absolut life, Absolut Black Vodka”

* Who: Our brand * What: Our message that absolut is part of your life * Whom: All audiences and specifically our target audience * What channel: All classic and new media * Which effect: Achieve our goals

To achieve the strategies that have been set above we are going to have to implement the following tactics. * Strategy 1: Advertising and promotion throughout all the media, classic and new, prinetd and electronic 1. TV and radio spots conveying our message and slogan and showing how that can be made. Teasing of all the events that are going to come and how the audience can attend and take part. 2. Newspaper and magazine ads of our campaign slogan with details of where you need to go for more information about our events. 3. Internet and social media videos to create online buzz about our campaign 4. Outdour ads in the same spirit as the printed ads

* Strategy 2: Organization of promotional events with Absolut Black theme 1. Distribution of promotional flyers by teams dressed in our colors and with our brand name, in central crowded places, with details about our product and details about our events, how they can participate and where they can go for more information 2. Promotion and details in our social event with everything the audiences need to know about our actions 3. Promotional events are going to be organized ans sponsored by Absolut Black in different cities all around the country and even in different countries. They are going to take place simultaneously and they are going to be broadcasted live in our social media to give the feeling of a huge party. Famous musicians and DJs are going to participate in every location.

* Strategy 3: Run contest across our social media 1. A contest is going to run in our sites and social media where everyone can take place. There are going to be prizes such as free product from us for life, trips, electronic equipment and etc and the big winners are going to go to the major sport event and watch it in its entirety with everything paid that we are sponsoring (such as FIFA World Cup 2014 in Brazil or FIBA Basketball World Cup 2014 in Spain).

* Strategy 4: Sponsor major sport event 1. Sponsor major sport event such as FIFA World Cup 2014 in Brazil or FIBA Basketball World Cup 2014 in Spain or Wimbledon Tournament 2014 in London. 2. As mentioned above, winners from our contest are going to win trips to said event. 3. We are going to promote and advertise throughout that event, to take advantage of the very high television ratings across the world


| MONTH 1 | MONTH 2 | MONTH 3 | STRATEGY 1 | | | | STRATEGY 2 | | | | STRATEGY 3 | | | | STRATEGY 4 | | | |

News/press release draft example

Konstantinos Geros
Absolut Company
Absolut Building
All media


Absolut Black is going to organize throughout the country simultaneous promotional events/parties in many different places at the ../../….
All the details can be found in our social media and site where it can also be seen the contests that we are running with many and unique prizes for everyone.
Absolut Black is here for an absolut life

P.S. This release is accompanied by a press kit


The campaign’s expectations are to maintain our audiences by showing the power of our brand name as well as to retain market share by reminding the consumers of its existence, by proving once again that Absolut is an essential part of their life. In this way Absolut also manages to retain brand loyalty since there is nothing more important than obtaining and keeping a faithful audience that believes in your everlasting value and will not replace you with anything else in their heart and lifestyle by showing that audience that you are still going strong and keeping those high standards that they used by you. Finally we have to pass our message through to our audience so that they can share our philosophy.…...

Similar Documents

Premium Essay

Absolut Vodka Marketing Strategy

...Absolut ABSOLUT: Promotional Strategy Developing an effective promotional strategy demands more than just being aware of the tools of promotion. Promotion is an ongoing process that requires much planning. A strategy is simply a careful plan. The effectiveness of your strategy depends on more than how much money you put into it. Effectiveness results from the thoroughness of your planning and the consistency with which you carry it out. The following nine steps outline an easy to follow procedure for developing an effective promotional strategy. The nine steps are figuring out who your company is, deciding on the product, deciding on who we want to attract, what are you trying to accomplish with your strategy, getting the message to the target market, how are you going to say it, how will you present it, taking the message to the audience and determining the effectiveness of the strategy. When determining the promotional identity of our company, we need to determine who the company is. When the company wants to be successful in this, the company’s image and identity must match because some consumers may not image how you see your company. ABSOLUT already has a good brand identity which is why the company is so successful. The second part is deciding who we want to attract for our new product. ABSOLUT is a big brand name and there are many different types of customers. The customers range from people who want to just drink casually at home to the bar in the big city that...

Words: 3396 - Pages: 14

Premium Essay

Pr Management

...(Marketing manager) Email: Tel: (08007) 432903 Office: Office 151, Your PR partner Whitendale Building, King Street, FOR IMMEDIATE RELEASE Manchester, UK The launch of MyPRSolutions.Ltd - a PR agency based on the "APPLE" principle A customer-tailored PR company founded by the winner of 2010 PR Awards In Manchester, 30 October 2011, Dana Jackson, the CEO of the MyPRSolutions.Ltd announced the launch of a PR company which offers its services to clients in terms of developing PR strategies, organising special events and launching campaigns. "In today’s crowded marketplace, it is crucial for every single business to have savvy, well-tailored PR." said Dana Jackson, who has 10 years PR experience and won the "PR communication award" at the 2010 EICC convention. "The mission of our company is to provide result-oriented PR services designed to meet our client's objectives by innovative campaign strategies, as well as broad networking across media and publishing industries." The company aims to satisfy its clients' goals using the acronym "A-P-P-L-E". • Approach all clients’ projects with uniqueness and creativity. • Provide favourable and competitive prices for PR products. • Promise that all clients are served by fully experienced and professional experts. • Lead clients to achieve their most ambitious......

Words: 276 - Pages: 2

Premium Essay

Absolut Chosen Differentiation and Positioning Strategy and Tactics

...Target market chosen by the company Absolut targets at the global spirits market. Being available in 126 countries, the brand has acquired American, Canadian and Finnish market as its main export targets. In these countries, it has leading positions in liquor industry. Along with such broad operations area, Absolut’s strategy is aimed at acquiring specific industry niche worldwide: niche of luxury brands in the liquor industry. Today, Absolut is a leader in production of corporate chic. That is the major reason their product costs $35 per bottle. The efficiency of such strategy is confirmed by the recent fact that even more expensive spirits gain their ground in American liquor market, exclusively due to their price. Therefore, in the first place, Absolut sells a mental image of instant cool (their site with its novel flash technologies, send this message in the most vivid manner). Absolut sells the image of chic and luxury. And naturally their target market consists of people looking for such image in the things they buy. Absolut chosen differentiation and positioning strategy and tactics Positioning strategy refers to how the organization want its consumers to perceive their product. The positioning strategy includes the message the company wants to convey to consumers about its product (Ries, Trout, 1986). The positioning strategy of Absolut is built on differentiating their product from their competitors, of conveying its message through package, through style,......

Words: 592 - Pages: 3

Premium Essay

Pr Campaign Proposal

...Gracy Wilkins 12/7/09 Introduction to Public Relations: Mini Campaign The OC Gazette is a small business located in Orange County, California. The company publishes a free, monthly direct mail magazine that reaches more than 100,000 affluent owneroccupied homes. They are dedicated to promoting businesses in local communities while providing interesting articles that highlight local heroes, history and culture. Despite being only a few years old, this publication has grown from a small, community newsletter-style magazine, with a distribution of roughly 50,000 to what it is today. I personally have watched its progress and am extremely excited to help them expand even more in the future, especially because my older sister, Sara Wilkins, has been working as part of the creative team for over a year now. After consulting with the Creative Director, Jennifer Hood, along with my sister, Sara, we came to the conclusion that their web content was an area in need of some improvement. My main goal is to help The OC Gazette increase their online presence by introducing them to numerous forms of social media and by refining existing content to generate more appeal among target audiences. We agreed that I would evaluate their current Web site, blog, and other social networking mediums that they are using such as Facebook and Twitter and help them build upon it as well as offer new ideas. According to our textbook, “New communication technologies have always influenced public relations......

Words: 2384 - Pages: 10

Premium Essay

Successful Pr Campaigns

...Aimee Lafleur Successful PR Campaigns MT359: Advertising, Promotion, PR: IMCS 05/30/2014 Marketing a product is critical to its success and using different public relations campaigns is a way of getting the name out there. PR campaigns can be positive or negative but in some cases this does not matter. The objective is to have potential customers talking about the product. As technology and mass marketing advances companies realize this is the best platform to display their PR campaigns. The tricky part is in standing out amongst the crowd of so many. One of the most successful PR campaign was actually done by a battery company by the name of Rayovac. Who would have thought that such hype could come from a battery company? Their campaign increased their followers by 30% in only 2 days (Black, L., 2011). This number is staggering, definitely one any company would want to replicate. Knowing mass media was the best way to their consumers, Rayovac Batteries maximized the opportunity they had of consumers being stuck at home during one of the worst snow storms in February of 2011. The basis of the campaign was to draw awareness of their company. They created a fun virtual snowball fight on twitter where every follower that threw a virtual snowball to someone also changed their twitter profile picture to a Rayovac branded image (Black, L., 2011). This campaign had to be created quickly as the time was limited for this weather situation when it would be most impactful. The......

Words: 904 - Pages: 4

Free Essay


...2011 The “Absolut” Man How convenient would life be if everything you ever wanted could be delivered right to your door? Or all you had to do was assemble a few pieces together and the perfect man would become yours? You can find advertisements all over the place. Each is designed specifically for a target market in which they are trying to reach. And of course the goal is to sell their product. The advertising business is a huge industry where the advertisers study various ways to attract people’s attention. The media hooks our attention through pictures, slogans, and hidden messages, which appeal to a wide variety of different people. In advertising, the name of the product is often the only way to distinguish it from other comparable goods. Most people have preferred vodka they will always drink and have become faithful to over time. The consumer can buy any type of alcohol at a bar but this ad is trying to state that Absolut Vodka is special and will get them a perfect man instead of just a rough morning the next day. Absolut Vodka is a brand of vodka, which is produced in Sweden. It is one of the biggest vodka brands in the world and is sold in 126 countries. Absolut has achieved its renowned reputation through its interesting and bold advertising campaign. The ads are all humorous and clever deviations of the same principle. "In An Absolut World" was a crafty campaign where they created a variety of situations of what the target audience would consider an "Absolut"......

Words: 1451 - Pages: 6

Premium Essay

Pr Cases

...2001034970 ISBN 0-203-99680-1 Master e-book ISBN ISBN 0–415–23425–5 (hbk) ISBN 0–415–23426–3 (pbk) To Berni who put up with little attention during long hours of editing and to Angus who missed some of his long walks. To John whose love and support made this book possible, and to Mr Big who kept me company through the writing and editing. Contents List of illustrations Acknowledgements Notes on contributors Introduction DA N N Y M O S S A N D B A R B A R A D E S A N T O x xii xiii 1 Contributions to plenary sessions Case 1 Shell: managing a corporate reputation globally TOM HENDERSON AND JOHN WILLIAMS 10 Case 2 Racism – condemn it or condone it: the Commission for Racial Equality’s ‘personal responsibility’ campaign A DA M RO S C O E 27 Case 3 BBC America: how Britain won the colonies back BARBARA DESANTO AND JO PETHERBRIDGE 39 Case 4 Perkins Foods: the place of public relations in the profile of a European food business DAV I D DAV I E S A N D DA N N Y M O S S 51 Case 5 The journey to demutualization: Clarica’s internal communications challenge C R A I G S . F L E I S H E R A N D PAU L A H E N D S B E E 63 Case 6 Barloworld: communicating strategic direction to increase shareholder value JON WHITE 74 viii Contents The PriceWaterhouseCoopers merger: using internal research to ensure a merger’s success ANDREW GLEW AND ANDREW FLINT Case 7 86 Case 8 Tine Norwegian Dairies: rebranding from the inside...

Words: 107599 - Pages: 431

Free Essay


...Alesia ClevelandMAR3310-12Week7a.docx 02/26/2015 Professor Tenebaum The litigious climate in which PR professionals work means that any case, civil or criminal, can draw media attention. Normal involvement with law for PR professional falls into three general areas: normal legal exposure rthat may business has, work- oriented exposure (or something peculiar to the client's or organization's business) and extraneous legal exposure(such as testifying as an expertiutries ). What would the legal environment of a global PR practice look like? How could a global PR practice protect itself and it's employmer from litilgation aboard? Janurary 10, 2011, almost every major global public relations firm makes available and legal soceconomic, and communication media environments. A closer look to the order and chronologically published headlines, understanding the reporting practices of influential media outlets agencies would reflect the organizations. ( PR varies from country to country all countries have laws that govern what's legal in the businesses and organizations. To work globally you must be familiar with laws in all of the countries in which you are working from, legal council is available. That is it may not fall under the client/attorney privilage that keep rthem from being public. This is simpily having a attorney review any documents specific in advice no protection from having the documents made public. The exposure are normal:civil, criminal......

Words: 414 - Pages: 2

Premium Essay


...Altruism in Society Campaign and Presentation Demetrius Gaskin PSY/400 March 16, 2015 Richard Daigneault Altruism in Society Campaign and Presentation Two Elements of Persuasion communicating information to the public about domestic violence is obtainable in a variety of ways; to provide assistance to those involved in domestic violence; past, present, and future. How the message is interpreted is of the utmost of importance. In most cases, the art of persuasion can influence emotions in domestic violence, but it will also play a vital role in a successful campaign. Altruistic behavior helps maintain an environment of concern and helpfulness. Television and radio commercials will have people who care about a cause which can readily spread a wealth of information to the public actually. Non-profit corporations have individuals who are advocates of domestic violence and can create informative ways of reaching out to children by way of schools asking them if "members of the family" are upset at one another. Non-profit corporations can begin to display pictures, videos, and movies of individuals who have been abused by domestic violence. Case managers and social workers will be provided to ensure confidentiality. Not only is this information aided by children, but adults who care and just want to be a part of something that combats an evil will participate. Communities will be asked to participate also, a sufficient amount of persuasion will be used. There are......

Words: 331 - Pages: 2

Premium Essay

Rantau Pr

...Services Rantau PR is an independent organization and they are usually representing public relations consultants and in-house communications professionals for its client. Rantau PR is a member of the Public Relations Consultants' Association of Malaysia (PRCA). PRCA is a formal grouping of consultancy firms and it is a firm to train and produce better public relations consultant in order to provide professional services to the clients. Providing professional services to the client is important to build relationship between the agencies and the clients. Therefore, as a member of PRCA, the agencies will better understand of the public relations profession. This is because the members of the Public Relations’ Consultant’s Association of Malaysia have to practice certain code of ethic to assure the employees, the public, clients, the media, fellow members, business partners and suppliers the highest level of professionalism. The codes of ethic including provide professional service to clients, be honesty, respect for member firms and employees. Besides, Public Relations Consultants' Association of Malaysia (PRCA) also provides an interactive activity for their member where all their members will gather together and share their work. Thus, they will understand how other agencies provide their public relations consultant’s services to the clients. It is an opportunity to get in touch with other PRCA members and it is useful to their work. Rantau PR offers public relations......

Words: 754 - Pages: 4

Premium Essay

Pr Proposal

...PR Campaign Proposal As requested, the following public relations proposal has been devised in order to successfully promote and maintain a PR strategy for University College of Bahrain. With the cooparation of Muslim Educational Society which is an active organization in Bahrain we have come to initiate a campaign in UCB campus for winter cloth collection and fund raising for those in need in Syria. This step can be taken forward as an annual event in which University College of Bahrain’s employees and students can help to participate in the society both nationally and globally by giving the unneeded to those who are in need. Campaign Name The Giving Winter Goals We aim to improve the opinions of our organization significantly within the next semester. Objectives 1- Cooperation with a known organization in the field in Bahrain. 2- Set three days for the fund raise and collection event. 3- Increase and spread the awareness within the university about the upcoming event. 4- Documentation of the event inside the university and in social media. Target Audience 1- Students from age: 16-25. 2- Parents. 3- Bahrain Educational Organizations. Target Media 1- Social Media: Instagram, Snapchat and Twitter. 2- Magazine: CO-EDS Magazine. Strategies and Tactics 1- Spread brochure and post posters inside the university. 2- Press Releases in local newspaper or magazine. 3- Event in the university. 4- Spread the word through social media by starting a......

Words: 283 - Pages: 2

Free Essay

Pr Campaign

...CEC - PR campaign 1. Problem identification: Following surveys conducted the company decided to put in place the present PR campaign in order to change negative attitude towards CEC, to raise awareness among young adults and to improve the image through involvement in social issues. Today it is ever more important for companies and brands to build a good image. A strong image helps the company build its business and it can help the company in times of crisis as well. According to the surveys conducted 50% of respondents were indifferent to CEC brand, 42.3% had negative attitude, while only 7.7% had a positive attitude towards CEC. The current position on the market for CEC is 6th place with a market share of 7.7%* * 2. Objectives: * increase positive attitude towards CEC from 7.7% to 50% * increase market share from 7.7% to 15% The objectives are to be attained until December 2016. 3. Targets: * internal - employees * external - consumers(young adults), investors, press, public opinion 4. Media channels Channel #1: Social Media * FaceBook and Twitter with instant feedback * SlideShare * Blog sponsored articles * YouTube * PPC Channel #2: Classic Media * Press releases * Sponsored newspaper articles (online/offline) * Radio and TV spots Channel #3: Own environment * Company’s website *......

Words: 1204 - Pages: 5

Premium Essay

Pr Overview

...An overview of PR What is PR? PR - the management, art & science of building & maintaining relationships between organizations & their stakeholder publics. PR •Public in PR is called "publics" •It has an "S" at the end •Segmentation •It is cyclical In PR, The word audience is not encouraged. Why? because it refers to a "passive" group of people not "reactive". PR is guided by these steps: Step 1: There is researching and analyzing. Step 2: There is policy & formation. Step 3: There is programming. Step 4: Communication Step 5: Feedback PR people: •Boundary spanners •Must be connected to both •Organization •Publics •Problem Solvers *Problems are opportunities for you to make a difference A conceptual schema for studying PR The duties of the PR Profession 1. Responsible for assimilating & communicating information 2. Span the boundaries 3. Relate the needs & interests of publics 4. Maintain effective relationships w/ the media 5. Arrange company representative and have direct contact w/ various publics 6. Write speeches and edit publications 7. Produce & distribute films, videos & other print collaterals 8. Manage fund raising campaign & community activities 9. Develop & maintain new media Elements of PR 1. Counseling – Giving advice to management 2. Research – Determing attitudes & behavior 3. Media Relations – Working w/ mass media to seek publicity 4.......

Words: 1362 - Pages: 6

Free Essay

Crisis Pr

...Direct beneficiaries – primary audience • 120 representatives of local/regional authorities, tourism stakeholders and civic sector from 6 districts of Banat cross-border region - approximately 15-25 people per district (Timiş, Caraş-Severin, Mehedinţi, Northern Banat, Central Banat and South Banat districts) • 12 people staff of partner organizations, associates or other recommended parties; Decision makers (stakeholders) - secondary audience • 6 tourist organizations from the target regions and national tourism agencies; • Government, Regional / Province authorities (AP Vojvodina) and local communities; Media – special audience • about 20 local, regional and national media: TV, radio, web, newspapers and relevant magazines ; • PR campaigns and other project activities will be visible on the territory of 6 districts (with population of approximately 2.5 million) whose lives will be affected by the work and results of the project |Audience Objectives | Direct beneficiaries – primary audience Decision makers (stakeholders) - secondary audience Local / regional authorities are one of the key direct beneficiaries of Banat 22 project. Since the public sector is identified as “bottle-neck” of tourism development (Serbian tourism strategy), this project will encourage support, create cross-border networks and build capacities of local /......

Words: 1454 - Pages: 6

Premium Essay

Campaign Management

...According to most people, he was an excellent spin doctor who gave brilliant advice on dealing with journalists and the media. Campbell has also been accused of briefing against ministers. Ironically, before taking up the post of Tony Blair’s spokesman, he was already a professional as a journalist. Upholding professionalism while practicing public relations can be challenging. Public relations is often seen as persuasive. One of the many roles of public relations is to cater to the needs of the public. But the public might not share the same interest as the organisation all the time. It can be chore to cater to the interests of the public and maintaining the interest of the organisation, while upholding professionalism. In 1989, a new PR organisation was formed by some of the UK’s leading alcohol companies. The main motive of this launch was to boost alcohol consumption over ecstasy. The organisation was called the Portman Group. The organisation publicly claimed that their aim is ‘to promote sensible drinking.’ However, according to Professor Nick Heather, Director of the Newcastle Centre for Alcohol and Drug Studies, the organisation's actual aim is ‘to distance alcohol as a drug from other kinds of drug and to give it a good face’. In 1994, the Portman Group offered medical scientists a sum of money to criticise a pejorative book on alcohol which was later published in conjunction with the World Health Organisation. The book, titled ‘Alcohol and the Public Good’......

Words: 1852 - Pages: 8

Zipi y Zape y la Isla del Capitán (2016) | Hunter X Hunter 252 | Sahajak Boonthanakit