Jet Blue Public Relations Campaign: Strategy Paper

Jet Blue PR Campaign: Strategy Paper The objectives of Jet Blues Public Relations campaign will be two fold. This campaign will try to limit the damage to JetBlue's image that was caused by the acts of one of its senior managers, acts that include bigotry, racism, and sexism. Now, what is wrong with being sexy? Nothing but there is no room for racism or sexism of any kind in any organization. And the consequences of such behavior, weather condoned or not, can be damaging and costly. The acts of one individual can swell in to a magnanimous pot of bad PR, heating and stewing, boiling away corporate profits as the public protests and boycotts. JetBlue has established the following three objectives regarding Blues public relations campaign.
The sponsorship will help JetBlue decrease the acceptability of issues that arise in their company such as bigotry, racism, and sexism. JetBlue's sponsor will be an organization that promotes good morals and ethics. The sponsorship effort will increase existing relationships and help to expand it's relationship with other organizations In order for JetBlue to gain a sponsor that will be benefical to the corporation JetBlue will conduct research on various organizations. JetBlue will evaluate any existing sponsors and the various resources that are available to them. Once a sponsor is in place together certain parameters will be set to guide the PR team to develop the campaign to promote the JetBlue and the sponsor. . Since sponsorship can only help JetBlue will also have barter sponsorships. "Barter sponsors do not contribute cash but they help to create additional package elements that appeal to target audiences. These relationships will also ensure that the sponsorship program obtains sufficient visibility and publicity to attract participation by target audiences" (Media Campaign, 2007). JetBlue will then determine with the barter sponsor which celebrity or Pro-sports league will better benefit in the campaign