Public Relations (PR)
Categories: Marketing
Playing defense: the CEO was caught on camera doing something illegal in Kansas with her secretary. Now you have to get journalists to write articles about freedom of...expression. Yeah, that's the ticket. And about how well the company is doing. And that this is a personal matter. And then you distract, and release the plans for the next 8 iterations of the new Juicer 2000 (the company processes fruit) and hope that people will not connect the dotted lines.
Playing offense: think about the way a movie releases a picture. They can spend a ton of dough to buy very expensive television ad time and raise awareness that way. Think: $40 million for a serious release, just in the U.S. Or they can spend $1 million and host a junket party for 20 big-time journalists in Hawaii, where the stars show up with the director and have their coffee poured and laundry done for free by the movie's writers. The writers raise excitement in teens to go see the movie, with special focus on The Big Kiss at the end. That's PR used as a weapon. Way cheaper than buying 3,000 gross rating points on the networks.
