Public relation

Best Essays
Question 1
In particular, Cadbury needed to protect its core chocolate tablets business. The brand had not carried out a major Dairy Milk PR campaign for years. It asked GolinHarris to run a campaign to drive sales. It wanted to use the Joyville concept - an imaginary place where Cadbury 's chocolate is made - which had previously featured in the brand 's advertising.
Campaign Taste – Search for Joyville Taster
Client Cadbury
PR team GolinHarris
Timescale January-March 2013
Budget $200,000

Objectives
• To get consumers to reappraise the taste of Cadbury Dairy Milk
• To reach 45- to 64-year-olds
• To drive sales of Cadbury Dairy Milk, particularly medium-sized tablets

Strategy and plan
GolinHarris conducted research with more than 900 people, including key media targets and chocolate-loving mums.
The strategy was to get the public to define the taste of Dairy Milk. The target was all broadcast channels and national media, particularly SunOnline.
GolinHarris launched a campaign to get the public to create a word to describe the taste of Dairy Milk. The winner would be crowned Joyville Taster.
The campaign was launched by TV presenter Claudia Winkleman at the British Library. More than 50 journalists saw the unveiling of The Great Chocolate Mixionary, a giant chocolate waterfall machine that turned words into chocolate.
Guests were invited to tweet descriptions of the taste of Dairy Milk, which were announced to the packed room by Brian Blessed’s booming voice, before the machine turned them into chocolate.
Bloggers offered their readers literary- themed competitions giving away bes­poke books containing a hiding place for a Dairy Milk bar. Some bloggers received more than 1,000 entries in just three days.
Trade outreach amplified the launch of the Taste campaign, alongside digital and social channels with Facebook activity, YouTube takeovers, mobile, SEO and Twitter.
The Joyville recruitment team travelled the country,



Bibliography: 1.  Grunig, James E; Hunt, Todd (1984), Managing Public Relations (6th ed.), Orlando, FL: Harcourt Brace Jovanovich 2 3.  Rubel, Gina F. (2007), Everyday Public Relations for Lawyers (1st ed.), Doylestown, PA, ISBN 978-0-9801719-0-7 4 9.  Grunig, James E. and Hunt, Todd. Managing Public Relations. (Orlando, FL: Harcourt Brace Jovanovich, 1984), 6e. Public relations is what you do with what you know and what other think about what you say.

You May Also Find These Documents Helpful

  • Good Essays

    Public Relations

    • 3730 Words
    • 15 Pages

    Public Relations Publics This tells us that we cannot talk about public relations without reference to publics. A public is any group whose members have a common interest or common values in a particular situation. According to Wragg (1993), public relations publics or audiences can be divided into four categories which include: 1. Functional Publics: They are those publics which enable the organization to perform its chosen tasks. 2. Enabling Publics: These are publics which permit the…

    • 3730 Words
    • 15 Pages
    Good Essays
  • Powerful Essays

    Public Relation

    • 2385 Words
    • 10 Pages

    Public Relation Assignment Course:Public Relation PRO458 Group:BA3D Lecturer’s Name:Pn. RohaniMazlan Student’s Name:NurulShahsofeaBinti Muhammad Shah Dhina Student’s ID:2011173329 TABLE OF CONTENTS No. Topic Page 1.Introduction(Public Relation Theory) 1 1.1Theories of Relationship(System Theory) 2 1.2Theories of Relationship(Situational theory) 7 2. Summary…

    • 2385 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    Public Relation

    • 1441 Words
    • 6 Pages

    Public Relation Definition Public Relation is a management function that involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organization and its public. Public could include shareholders, government, consumers, employees and the media. It is the act of getting along with people we constantly come in touch with. The defeated definitions were "Public relations is the management function of researching, engaging, communicating…

    • 1441 Words
    • 6 Pages
    Good Essays
  • Better Essays

    Public Relations

    • 1424 Words
    • 5 Pages

    Professor: Blake Escudier Assignment 6: Public Relations Magida Taracena Andonie 02/016/2015 Public relations is “the profession or practice of creating and maintaining goodwill of an organization's various publics (customers, employees, investors, suppliers, etc.), usually through publicity and other nonpaid forms of communication” (Business Dictionary). Now a day almost every business counts with a public relations department. Public relations not only keep the business image but…

    • 1424 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Public Relations

    • 3033 Words
    • 13 Pages

    ZIMBABWE INSTITUTE OF MANAGEMENT PRESENTS DIPLOMA IN GENERAL MANAGEMENT Public Relations “PROMOTING THE ART, SCIENCE AND PRACTICE OF GOOD, SOUND MANAGEMENT” COPYRIGHT RESERVED ZIMBABWE INSTITUTE OF MANAGEMENT A hearty welcome to the Zimbabwe Institute of Management Public Relations Module. Introduction Why Study PR Public relations practices interwoven in all business and economic activities of any organisation. In the way we interact with colleagues, customers, suppliers…

    • 3033 Words
    • 13 Pages
    Good Essays
  • Best Essays

    Public Relation

    • 1692 Words
    • 7 Pages

    Public Relation Individual Assignment Title : Apple’s Labor Issues and PR Miseries Overall Introduction: Public relation can be defined as a practice of managing the flow of information between an individual or an organization and the public. Nowadays, public relation is becoming more and more important between people and company. This essay will identify the article “ Apple’s Labor Issues and PR Miseries” with 3 main questions: Question 1: What has caused public opinion to turn…

    • 1692 Words
    • 7 Pages
    Best Essays
  • Satisfactory Essays

    Public Relation

    • 907 Words
    • 4 Pages

    Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron This multimedia product and its contents are protected under copyright law. The following are prohibited by law: •any public performance or display, including transmission of any image over a network; •preparation of any derivative work, including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program. Copyright © 2012, 2009, 2007 Pearson Education, Inc…

    • 907 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Public Relations

    • 794 Words
    • 4 Pages

    1. what are public relations ?discuss its importance in a hospital and methods to promote good public relations. Ans:- Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.Their aim is often to persuade the public, investors, partners, employees and…

    • 794 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Public Relations

    • 21309 Words
    • 86 Pages

    Gold Paper 10 April 1994 Quality Customer Satisfaction Public Relations New Directions for Organisational Communication This publication has been funded by a grant from Deutsche Bundespost Postdienst © 1994 International Public Relations Association and the authors. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopied, recorded or otherwise, without written permission of…

    • 21309 Words
    • 86 Pages
    Powerful Essays
  • Good Essays

    public relation

    • 491 Words
    • 2 Pages

    and by means of approach of communication. Public Relation execution is about administration function regarding public understanding and acceptance. It deals on the subject of influencing people using public opinion by modifying and harmonizing attitude and acceptance. It deals with public trust and reputation. The Public relation is real: Real people, real events, real relationships, word of mouth and about interaction to people. Its priority is the public that have two different interests. Achieving…

    • 491 Words
    • 2 Pages
    Good Essays