Analysis of PR Activities:
P&G London 2012
Thanking Mums around the world
Thank you Mum
P&G Capital Clean-up
Pages 9 & 10
It all started when William Procter and James Gamble met by chance through their wives who happened to be sisters, Olivia and Elizabeth Norris. These two gentlemen were convinced by their father-in-law to start a business partnership. Therefore, as a result a new enterprise called Procter & Gamble was born in the year 1837. It began as a small, family operated soap and candle company which grew to be the P&G, we know today.
P&G (Procter & Gamble) is by far the largest consumer goods manufacturer in the world. It ranks among the top multinational corporations and has numerous brands under its umbrella. There are 50 leadership brands which account for 90% of the P&G Sales and more than 90% in Profits. Among these, there are 24 brands which generate a billion dollar sales annually and hence are called billion dollar brands. P&G has been consistently among the world’s top advertisers, investing more than $8 billion in 2011.* (1)
P&G established its business in UK in 1930 by acquiring Thomas Hadley & Co. Limited of Newcastle-Upon-Tyne. Since then, it has been introducing many of its star brands in UK. Its billion dollar brands available in UK and Ireland are Ace, Always, Ariel, Braun, Crest, Daz, Duracell, Fairy, Fusion, Gillette, Head & Shoulders, Iams, Lenor, Mach3, Olay, Oral B, Pampers, Pantene, Pringles and Wella.
For any company with a size as big as P&G, communicating with its publics must be very crucial and delicate at the same time. The bigger a company, the higher a level of responsibility towards maintaining smooth operation of its Public Relations. For the purposes of this assignment, we would be looking at the PR activities of P&G UK & Ireland, especially in connection with the upcoming London 2012 Olympic Games.
*(Source: P&G Company Website)
P&G Public Relations: A Historical Perspective
Since its inception in the early 19th century, P&G maintained its focus on quality and innovation. They not only maintained their success in the core business sense but also in the Public Relations domain augmenting the business by involving the publics at various levels. Their success story in PR started when Edward Bernays joined P&G. He introduced various new ways of engaging the publics and creating the pull for P&G. His work ranged from product publicity to national programs, community relations, crisis communications, public affairs and media campaigns. Bernays believed and emphasized "coincidence of public and private interest, of the supremacy of propaganda of the deed over the propaganda of the work, of the desirability of a large corporation assuming constructive leadership in the community." The main reason to hire Bernays was to provide support for advertising Ivory soap and Crisco. He started his campaign by promoting a survey which showed a preference in the general public for the white un-perfumed soap. Ivory was the only white un-perfumed soap available in the market. His campaign objective as met when the media reported these results. He used events to obtain free media coverage for Ivory. For example, a soap yacht race in Central Park, a resolution by the Ziegfeld Follies Girls to use "nothing but warm water and pure white, unscented, floating soap on their faces," and propagating household hints with recommendation from the National Household Service about using pure white soap. He even positioned citizens and their civic pride with the act of washing their town statues and municipal buildings with Ivory. Bernays was fond of...
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