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To post your Original Case Study Presentation...

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To post your Original Case Study Presentation...

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- Be sure you are logged in to Padlet so your post won't be anonymous.
- Click on the + sign in your Team's column.
- Put your Names where it says "Title"
- Click the upload arrow on the left to post the pdf of your visual aid.
Where it says "Write something..."
Copy and paste:
- your 3 discussion questions
- the link to your Panopto video in the Original Case Studies [assignments] folder

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Kyra Ching, Gianna Mina, Grace Richardson, Edwin Ryan

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Abigail Audenino, Christina Dolce, Samantha Graham, Sophia Miele

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London Brazal, Madeline Fay, Amy Ozols, Margaret Rotondo

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Maurita Jeffery, Paulina Minasi, Ryan Sullivan, Natalie Tisler

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Madison Ali, Alexis Lee, Sarah Marques, Alyssa Raimondi

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Victoria Katashev, Alexandra Rossi, Morgan Valdes-Botter, Elizabeth Vandal

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Team 2: Abigail Audenino, Christina Dolce, Samantha Graham, and Sophia Miele

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Team 2: Abigail Audenino, Christina Dolce, Samantha Graham, and Sophia Miele

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Original Case Study: Pepsi/Kendall Jenner "Live for Now" Campaign

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1. What do you think Pepsi could have done better in their response?
2. What kind of research should Pepsi have done before creating the campaign?
3. Should Kendall Jenner have taken more responsibility for her role in the campaign?

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Team 5 Rethinking Image Retouch -- Madison Ali, Alexis Lee, Sarah Marques, Raimondi

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Team 5 Rethinking Image Retouch -- Madison Ali, Alexis Lee, Sarah Marques, Raimondi

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https://marist.hosted.panopto.com/Panopto/Pages/Embed.aspx?id=65d9203b-cdbc-455a-aa34-af62016d1bdc

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1.) What communications tactics could Aerie use to continue the body positivity movement?

2.) What are your thoughts on the timing of this campaign when it comes to the topic of body positivity in pop culture and media?

3.) In the past, Aerie had issues with people accusing their company of using models who didn't need to be retouched. If you were the head of communications in this department, what would you do to combat this concern?

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Original Case Study: Kanye and terminated partnerships 

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Team 1: Kyra Ching, Gianna Mina, Grace Richardson, Edwin Ryan

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Team 1: Kyra Ching, Gianna Mina, Grace Richardson, Edwin Ryan

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=a45b3ed2-2d44-4f29-815e-af630107b824

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When vetting a celebrity collaborator, what is the first PR red flag you would look for?

Do you think a PR professional should thoroughly research a company or client's history? Why or why not?

From a PR perspective, do you think Kanye will become a billionaire again?

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Team 3: London Brazal, Maddie Fay, Amy Ozols, and Molly Rotondo

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Team 3: London Brazal, Maddie Fay, Amy Ozols, and Molly Rotondo

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1. Do you think that silence from Victoria's Secret was the most effective? Or should they have made more statements?
2. Do you think Victoria's secret would have benefited more if they took a remorseful stance from the documentary?
3. What can Victoria's secret do to repair relationships with potential models?

https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=efcda2fa-cfe1-47c4-a006-af640010553b

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Team 4: Natalie Tisler, Maurita Jeffery, Paulina Minasi, Ryan Sullivan

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Team 4: Natalie Tisler, Maurita Jeffery, Paulina Minasi, Ryan Sullivan

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1. Instead of strategic inaction, what should 818 Tequila have done to respond to the cultural appropriation accusations?

2. If you were/ are a follower or consumer of Jenner and 818, would this case change your perception of the brand?

3. Do you think 818 Tequila was successful with their rebranding? If not, what should they have done differently in their response?

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Capture, manage, and search all your video content.

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1) What do you think could have prevented this situation from occurring?
2) Are there any other communication tactics that Zendaya could have used to diffuse the situation better?
3) In what ways could Zendaya use this situation as an opportunity to benefit her reputation or to benefit her surrounding community?

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Hi Team One, great job! The controversy surrounding Kanye West and his endorsements and collaboration with various brands like Gap and Adidas is very current and popular in main stream media. To answer your second discussion question I think it is important and necessary for a PR professional to thoroughly research a company or clients history. This is because a company or clients beliefs might not align with yourself or your brands or they could be in hot warm with certain demographics or groups of people. For example, the chicken fast food restaurant Chick-Fil-A has been known to donate large sums of money to various politicians that do not support same sex marriage and endorse old, traditional southern standards. If you were to partner with his company you should be aware that they are not progressive of inclusive in this way because they are not supported those of the LGBTQ+ community.

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Hi grou two, great presentation and research! I agree with other classmates that supermodel Kendall Jenner did not have adequate timing in her response. The global giant Pepsi was quick in their response, they released a statement and took responsibility. On the other hand, Jenner waited until almost a year later to make any public statement on the advertisement. This was not helpful because instead of seeming progressive, she only brought new life to crisis and brought the issues back on the table.

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Hi team three, great work! To answer your first question, I think that the silence from Victoria Secret was more destructive that it was effective. Their silence only allowed for the media to control the narrative. This created an environment of distrust between the global giant and its publics. There was no transparency between the two and it did not seem like Victoria Secret cared about their models or their consumers.

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Hi team four, great presentation and slide show! If I were a follower or consumer of Kendall Jenner and 818 Tequila I think the issues raised in this case would change my perception of the brand. The company and the model choose strategic inaction in their crisis management tactics which was not effective. If I was a consumer and heard about the culture appropriation claims with no word from 818 Tequila or Jenner, it would definitely put doubt in my head or lead me to believe that they had done something wrong. It is important for a brand to communication with its publics throughout a crisis or in general.

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Hi team six, great work on your final presentation and slide show! I think there is great opportunity in this case for Zendaya. She could use this crisis as an opportunity to promote cultural awareness and education of various backgrounds. The more information that is circulating about inclusivity and culture, the more knowledge individuals will have. This will promote engagement and help to combat stereotyping and making rash assumptions about a group of people. Zendaya is a popular figure in our society with a large platform. She could use this as leverage to speak up and promote change.

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Hello Team 1! Since racism, issues like hate speech or women’s rights are particularly very controversial at the moment, I would first make sure that the celebrity was not previously involved in anything like this in a negative light. I think it is important to thoroughly research a company or client’s history so you know what they value and you can see if they also value things that you personally value. It will make your job easier. I think that Kanye will have a lot of trouble becoming a billionaire again, but it could happen. He still has fans that are loyal to him no matter what, and it is hard for a celebrity to be completely canceled forever.

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Hello Team 2! I think that Pepsi could have been more personal in their apology, rather than having a short statement. They should have been more proactive in researching how certain things can be taken in different ways. While I do think Kendall Jenner could have spoken out more  and taken some responsibility, sometimes its better to stay out of something that people aren’t entirely blaming you for.

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Hello Team 3! I think silence is always the route that companies tend to take but they should not. It makes people speculate more and alter the story to be something possibly worse than what happened. Yes, a remorseful stance is always more personable and makes the brand seem more apologetic. Victoria Secret can show them that they care about their models in some way.

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Hello Team 4! They should have been more apologetic and done something to show that they are working on researching cultures better. I think whenever a brand is involved in a situation or scandal, I am never able to forget about the scandal associated with the brand or celebrity. I think 818 Tequila was successful in their rebranding.

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Hello Team 5! They could post more advertisements with models with all body types as well as have a body positivity event, or something to do with people posting on social media. I think this is something that is really big right now and has been for a couple of years, so the timing is ideal. I would communicate that no one is perfect and that everyone has beautiful flaws.