Who needs PR? - Companies such as McDonalds and Apple, which are world wide massive companies, need great PR in order to maintain the relationship and reputation they already built with the audience. However, its not only huge companies who need it. celebrities, especially A-Lister's, will sometimes have a PA who will work alongside them and help them to maintain their image to the public.
What ways do companies/organisations promote their image?
- Using Celebrities
- Placing stories in media, eg press releases, video news releases to TV news
- Advertising
- Sponsorships of events, eg arts and sports
- Sponsorship of education - Computers, books, teaching materials
- Donations to charities or support popular issues, eg Shell Better Britain campaign.
Example of Good press
Celebrities will look to increase their reputation, and some do this by setting up their own charities. Ex footballer David Beckham has been retired from football for two years, and has been helping out volunteering throughout his career. However, after setting up his own Miami based football team, he has looked into building his reputation by setting up a charity with his own children. This is very good press for Beckham and will maintain his reputation.
Example of Bad press
This incident has created a bad reputation for Clarkson, as it has epitomised the build up of controversial air around the Top Gear presenter, and now has lowered his reputation. The BBC decided that this was a step too far and finally thought that it would be a right move to get him off air.
How can PR save Clarkson?
A few newspapers were claiming that Clarkson had a good old fashioned style to him and represented the old Britain in the way that would appeal it the older generation and that he was only voicing what were his own personal views. What he decided to do was accept the consequences, not make a big deal about about, and look to find new job with the years of experience he's already had.
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