Author Question: Family Channel and Bullying.org want to change a public's behavior. What does public relations ... (Read 56 times)

bcretired · **on:** Aug 11, 2018

Family Channel and Bullying.org want to change a public's behavior. What does public relations research say about their chances of success?

What will be an ideal response?

Question 2

Could the controversial A&F catalog actually have been a good public relations tactic? After all, it brought a great deal of media attention to the retailer and its catalog.

What will be an ideal response?

xoxo123 · **Reply #1 on:** Aug 11, 2018

Answer to Question 1

Chapter Eight cites IABC Research Foundation research indicating that,
although public relations programs can indeed change behavior, success is
unlikely in the short term.

Answer to Question 2

This argument is the essence of what is known as press agentry. P.T. Barnum
used to say, I don't care what you write about me as long as you spell my name right. However, we doubt that the officials of Exxon feel that way. The Exxon
Valdez fiasco brought a great deal of media attention to the company and its
products. True, A&F's marketing blunder did put the catalog in the national
spotlight -- but a more successful marketing effort would have done so without the
accompanying negative publicity.