Vanessa Hudgens Scandal

Situation: 18-year-old Vanessa Hudgens was accused of having nude photographs taken of herself, and eventually they were posted on the internet. Her ex-boyfriend also made a claim that these photos were taken over three years ago, therefore she would have only been 15 when the photographs were taken.

Objectives: The objectives of this campaign are clear. This young woman needs to be a representative of the Disney Corporation. Many young girls look up to her and view her as a role model, and we need to make sure that she can and will still be viewed in this light.

Audience: The audience of this campaign are young girls of about 8-15 years old. This makes up the majority of the audience for the Disney movie "High School Musical," which Hudgens is most famous for. Another group of people to target for this campaign are the parents of these young girls.

Strategy: 1)To let the general public know that she is apologetic for what she has done. 2) To not be seen out partying, or wearing anything risque. 3) To make Hudgens be viewed as a good citizen, that young girls can once again look at as a role model.

Tactics: First off,Hudgens will need to make a public apology, preferably on the Disney Channel. Unlike some celebrities that get into similar problems, she needs to show some remorese for what shes done and not be proud of it. Miss Hudgens needs to be seen as a good citizen, and not be shown partying. Therefore we will hire a photographer to catch her at her best moments.

Timetable: This process should begin before her next appearance on the Disney Channel. However, to make her seem that she is really dedicated to changing the audience's perception of her the whole campaign should take about 6 months.

Evaluation: The success of this campaign was a long proces. Many reactions to her immediate apology were just that she was doing this "because she had to." However, as the public saw, over the next 6 months, that she stuck to her word. She was viewed as a good citizen, and an appropriate role model for young girls.

http://www.iht.com/articles/ap/2007/09/17/america/NA-GEN-US-Protester-Killed-Lawsuit.php

Lawsuit: Caterpillar

Situation: A Federal Appeals Court panel has refused to reinstate a lawsuit brought against Caterpillar inc., by the family of Rachel Corrie was crushed in 2003 by an Israeli Bulldozer. Her parents sued the Peoria, IL based company, holding the company liable for aiding in in “human rights violations.” However, A U.S district court judge in Tacoma dismissed the lawsuit in 2005, agreeing with the company’s argument that it was not responsible for how the Israeli army used its product. The family’s request to reinstate the trial drew many protesters to the courthouse.

Objectives: The objective of this campaign is to, first and foremost, prove that Caterpillar is not a hostile and uncaring company. We want our customers to know that we are a consumer-concerned company. We want the Corrie family to know that we care deeply for their misfortune, but that it essentially was not the product of Caterpillar that caused this disaster.

Audience: The target for this PR campaign would obviously be the consumer of Caterpillar products, which includes construction and mining equipment. However, the general public is concerned with issues in Israel and human rights, so this campaign should be targeted at most everyone.

Strategy: 1.) Change feelings of apprehension toward Caterpillar into trust. 2.) Make customer feel that they are sill being cared for. 3.) Create a Fund for the Corrie Family that deals with those being injured in Iraq.

Tactics: Have an event that Caterpillar sponsors in honor of the Corrie Family. We plan on having a silent auction to raise money to help others that have been injured in accidents similar to this. At this event, we will have a small section dedicated to making sure that the audience is aware that we are dedicated to the consumer. This will be done through a presentation focusing on our extreme dedication to customer service.

Timetable: This event needs to be very immediate to alleviate any apprehension toward Caterpillar. However, to get this event properly set up it may take up to 4-5 weeks.

Evaluation: According to the news clips from our campaign, the event was a great success. Caterpillar, even though previously claiming this tragedy was not their fault, still proved that they cared about their customer and the public in general. The fund for the Corrie family proved to be a great success, and the family “finally had some closure.” Through the event, the Corrie’s learned that even though Caterpillar is not responsible for what happened to their daughter, that they do care that the situation. The company regrets that their product was involved, but stands strong it was, essentially, not the company’s, or product’s, fault.