ADV 318J Chapter Notes - Chapter 18: Malcolm Gladwell, Community Building, Greenwashing
Document Summary
Pr can be used to activate social media, engage mainstream media, highlight celebrity spokespersons, bond with a community, or stage a branded experience via event marketing/event sponsorships. Pr is also a vital tool for implementing prosocial public service announcements (psas) corporate advertising, which typically uses major media to communicate a broad-based message that is distinct from the product-specific brand building. Corporate advertising contributes to the development of an overall image and reputation. public relations is to foster goodwill between a firm and its many constituent groups ( public ). China alone spends billion annually to portray the country in the best possible light. In general, firms with billion in revenues typically invest between ,000 and . 6 million in public relations activities each year. Malcolm gladwell in his bestseller the tipping point, wherein he makes the case that people he labels as mavens and connectors are critically important in fostering social epidemics.
