DOVE HAS CONTINUED ITS SOCIAL MEDIA PUBLIC RELATIONS (PR) CAMPAIGN ON BEAUTY AN

Dove has continued its social media public relations (PR) campaign on beauty and self-esteem. In 2014, Meaghan Ramsey presented “Why Thinking You’re Ugly is Bad for You” at a TED Talks event.
In the TED Talk presentation, Ramsey does not mention Dove. Without focusing on the organization in the speech, why would this be a good PR event for Dove? What does it achieve for the organization? Why do you think Ramsey, who is the Global Director of the Dove Self-Esteem Project, chose this way to communicate with Dove’s customers (and potential customers)? What are the advantages? What are the disadvantages? 

200 wrds apa

Fadaei, M. (2016). Investigating the effect of internet marketing on customers’ decision to purchase (case
study: Amico Industrial Group). International Journal of Information, Business and Management, 8(2),
134-144. Retrieved from
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olumbiasouthern.edu/docview/1778467576?accountid=33337

Introduction
In the first half of the class, the discussion centered on communication. In this unit, the focus will be on using
communication techniques to effectively establish public relations and marketing for an organization.
Marketing departments are concerned with advertising and public relations (PR), and the communication
channels they use have radically changed in the last few years due to new technology platforms.
Both advertising campaigns and public relations are concerned with publicity—sending a message to the
audience (established customers and potential customers) about a product or service that the organization
offers. In Forbes, Robert Wynne (2014) explains in his article, “The Real Difference Between PR and
Advertising,” that advertising is considered to be paid media while PR is considered to be earned media. Each
type of media platform—magazines, newspapers, television stations, websites, and so forth—has specific
sections where paid advertising appears. With PR, the message moves outside of these paid-for sections into
a story or the editorial section, which falls under the category of promotional activities. They often are
concerned with more subtle publicity, involving relationship building and forging a mutual-trust relationship
with the audience. This helps develop credibility.
Communication Channels
Communication channels are constantly changing in modern society. Media and communication models that
have been established over the years have undergone fundamental changes, primarily due to the introduction
of the Internet into our lives. Effective marketing communication in both PR and advertising depends on
developing a compelling message and delivering it to the right audience. Traditional media sources, such as
television, radio, and print, still exist and are viable options but are limited in scope when compared to online
media. The Internet offers an almost borderless way to transmit communication to the world’s population. The
trusted third party discussed by Wynne (2014) may no longer be a network or newspaper reporter, but
instead, it may be a person on social media with thousands of people who follow his or her channel.
Case Study: KitchenAid and Twitter
Social media platforms are simply websites that allow people to communicate informally with others through
UNIT V STUDY GUIDE
Relating Effective Communication Techniques
to Public Relations and Marketing
BBA 2026, Organizational Communication 2
UNIT x STUDY GUIDE
Title

 

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