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The PR campaign I have chosen is the Barbie (2023) campaign.

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The public relations team behind this campaign caused the film and the Barbie brand to skyrocket. Mattel and Warner Bros. were the two organizations associated with the campaign, which lasted over a year (2022-2023). Almost every kind of media was used in this campaign. Some key details from this campaign were its movie teasers, social media trends and interactive content, staged photos, promotional events, brand partnerships, news releases, etc. One could not simply look at something on their phone or in most stores without seeing something Barbie-related.

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While the different models of public relations can co-exist, the main model used by Mattel and Warner Bros. for the Barbie (2023) campaign was the two-way asymmetric model. This model uses an understanding of the public's wants, attitudes, and needs towards an organization or individual to best deliver and translate the intended message. This model allows feedback from the public as well. Prior to fully launching the PR campaign, the PR practitioners conducted research on the market and the public's views on Barbie. After obtaining this research, they began planning the best way to bring awareness to the brand that was slowly losing traction. Their PR plan was divided into a few stages: pre-launch, launch, and post-launch. By breaking the plan down, they could focus their attention on each stage and what would work best for it, rather than everything all at once. All throughout this campaign, the practitioners were listening to audience feedback. All of this goes hand-in-hand with the definition of a two-way asymmetrical model.

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Public relations is a very broad field with a multitude of concepts. One of those being corporate rebranding with an emphasis on corporate social responsibility. CSR is the actions organizations take to show that they care about social, environmental, and ethical issues and matters. While Mattel has been trying to rebrand Barbie for years, the PR campaign with the movie really helped their efforts. For generations, Barbie has been seen as one thing, but it no longer fit as times and society had changed. They began rolling out new campaigns, such as the "You can do anything" and "You can be anything" movements. This rebrand helped Mattel showcase its efforts to comment on and aid in social and ethical issues related to gender diversity, feminism, and sexism. The practitioners continued this endeavor with the ideals and themes centered in the movie and their actions during the PR campaign. For example, they cast people from all walks of life in the movie, allowed people a space to talk about themselves and their journeys, and made the Barbie brand accessible. Mattel continues to place an emphasis on CSR, even after the movie's PR campaign has ended.

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It was hard to come up with two things I would have done differently with the Barbie (2023) PR campaign because I think they did an excellent job. One thing I would have done would've been starting stage one, pre-launch, earlier than they did. While they started the campaign quite early, I think more awareness could have been brought to both Mattel's Barbie and the movie if they had increased the campaign by a few months. For example, people were going to be hooked on the campaign's tactics anyway, so why not get them excited a bit earlier? The customizable Barbie sign on different social media platforms was a big hit, so they could have made something similar to publish in that extra time. Another thing I would have done would've been creating more local events and watch parties because while they had several for bigger cities and influencers, the little guys were sometimes left out. All in all, they did an amazing job, but those two things could have added onto its success.

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Public Relations Campaign: Taylor Swift’s “Eras Tour”

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Taylor Swift’s Eras Tour (2023–2025) is one of the most successful and talked-about public relations campaigns in recent years. Announced in November 2022, the tour was promoted as a celebration of all ten of Swift’s musical “eras,” each representing a different album and artistic phase. The campaign used multi-platform media, including social media teasers, short-form video, traditional interviews, and press releases, while also relying heavily on fan-generated content. Every detail from costumes to set design was used strategically to create nostalgia, community, and storytelling.

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This campaign best fits the Two-Way Symmetrical Model of public relations. Swift and her team actively engaged with fans through direct communication on social media, including platforms like Instagram, TikTok, and X (Twitter). She responded indirectly through hidden clues and surprises that rewarded fan participation, creating a sense of mutual respect and collaboration. This model emphasizes dialogue and relationship building, both of which were central to the campaign’s massive success.

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A key PR concept demonstrated here is Brand Loyalty and Relationship Management. Swift’s team has carefully maintained a strong, authentic relationship with her fanbase known as “Swifties.” The campaign reinforced her image as approachable, creative, and deeply connected to her fans. Even in moments of crisis, such as the Ticketmaster controversy, Swift addressed the issue directly and empathetically, preserving her credibility and trustworthiness. Her PR strategy proves that maintaining authenticity and emotional connection is crucial for longterm brand sustainability.

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1. The Ticketmaster crisis showed that fans felt excluded due to high demand and pricing. Swift’s PR team could have implemented a verified fan lottery system or partnered with smaller venues to improve fairness.

2. The campaign’s scale had environmental impacts due to travel and production. Incorporating more visible sustainability initiatives would have strengthened the tour’s image of social responsibility.

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Snickers- "You're Not You When You're Hungry"

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This campaign was launched in 2010 by Mars, Inc. The ad campaign aimed to connect hunger with irritability and personality changes, positioning Snickers as a solution to regaining one's "real self." This campaign used television commercials, print ads, social media, celebrity endorsements, and live events. One of the most memorable ads featured Betty White, immediately making it viral.

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This campaign aligns with the two-way, symmetrical model of public relations, focusing on open dialogue and mutual understanding between the organization and the public. Snickers used social media platforms like Twitter, Facebook, and Instagram to interact directly with consumers. These interactions encourage the audience to share their own "You're Not You When You're Hungry" moments. This type of communication reflected Snicker's understanding of its audience's humor and cultural references, which allowed the brand to refine and tailor messages that aligned with its audience.

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The Snickers campaign highlighted the brand's image consistency. The company continued to maintain a cohesive brand message across all media platforms and reinforced the same core message: hunger can change behaviors, and Snickers can fix that. With the slogan and theme staying consistent while adapting humor and tone to different cultural contexts, Snickers created a stronger global identity.

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I would expand this campaign to include a social responsibility angle, like donating meals to food-insecure families with every Snicker purchase. I would also launch a global contest that encouraged users to submit a short video/memes showing their "hungry alter-ego". The best one would be featured in an official Snickers ad.

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Public Relations campaign: Spotify Wrapped

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Spotify wrapped is a PR campaign that began in 2016 that allows Spotify users to see their listening history of the year. It is now a cultural phenomenon that brings Gen-Z together and talking about Spotify all across social media.

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This campaign used the two-way symmetrical PR model in the way that Spotify understands how impactful their platform is to Gen-Z
and their music listening habits. This campaign even more so emphasized the importance of relationships and dialogue, because this campaign continues to bring so many people together on social media discussing their own Spotify Wrapped each year and finding things in common with others, in turn creating relationships

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Community engagement is the biggest PR concept that is showcased within the campaign of Spotify Wrapped. It is a great campaign that gets people talking about music, which is already one of the most popular media platforms. People post their individual Spotify Wrapped and find common ground with others on their listening history. This is exactly what PR is all about, creating communities and relationships through media.

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What I would have done differently within this campaign would honestly be to do it sooner. Everything about this campaign has been successful and could have created more publicity around Spotify earlier than it did. Another thing that could be evolved regarding this campaign and Spotify in general is turning Spotify into more of a social media, where Spotify Wrapped can be shared with others on the app and discussed on the app. I think having comments on other people's Spotify Wrapped would create the community on the actual app.

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Unilever's Dove campaign, titled Dove Real Beauty Campaign, began in 2004, and it sought to alter women’s views of what is beautiful (Kim & Kim, 2025). The Dove Campaign targeted women of all generations, teaching them confidence in themselves and in their bodies. This incorporates ads broadcast by TV, print, as well as feeds into advertising on social platforms such as Facebook, Instagram, and even teaching young girls in schools to feel more positively about themselves in workshops. As research showed how women perceive themselves in matters of beauty, only a small percentage of them see themselves as beautiful, which is what helped to shape what views to project via advertisements of this campaign, which is to communicate honesty, self-validation, and empowerment via advertising.

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This campaign is using a two-way asymmetric communication model because Dove researched to know how audiences feel, then designed ways to communicate that would be used to shape audiences’ attitudes. Dove used surveys, as well as focus groups, to hear what they had to say in order to craft stories to connect them to real women (Mahmoud et al., 2021). The lines of communication were open, but Dove is basically taking up an initiative to make an influence in shaping attitudes of the people toward beauty as well as establishing brand trust, which is connected to the two-way asymmetric concept as discussed in this module.

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Corporate social responsibility was a significant element of the Dove Real Beauty Campaign. Dove assumed a social responsibility to address unrealistic beauty standards that harm women's self-esteem. This created goodwill between the company and the public. The campaign also adhered to Aristotle's use of pathos by appealing to the emotions through candid visuals and personal tales. It thus stirred feelings of empathy and called for introspection about social values regarding beauty.

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I would have extended the campaign to involve more representation of people with disabilities and nonbinary identities, making the campaign even more inclusive. Secondly, I would have created a long-term mentorship program whereby Dove can be connected with schools in order to support young girls' confidence beyond advertising. These ideas would make this campaign more effective and continue its message into the future.

References

Kim, J., & Kim, M. (2025). From Comparison to Confidence: The Dove Self-Esteem Project and the Transformation of Beauty Perceptions on Social Media. Behavioural Sciences, 15(4), 414–414. https://doi.org/10.3390/bs15040414

‌Mahmoud, A. B., Dieu Hack-Polay, G., N., Mohr, I., & Fuxman, L. (2021). A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa. Journal of Brand Management, 28(5), 526–544. https://doi.org/10.1057/s41262-021-00244-8

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Marlee Riddle - Share a coke PR Campaign

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Marlee Riddle - Share a coke PR Campaign

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Marlee Riddle - Coca-Cola "Share a Coke" PR Campaign 

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Marlee Riddle - Coca-Cola "Share a Coke" PR Campaign 

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The “Share a Coke” campaign replaced the Coca-Cola logo on bottles with the top 250 most common first names in the country. The message made people want to buy a coke that had there name on the bottle or gift to someone else even if they didn't necessarily want a Coke. This was a viral PR moment for Coca-Cola. It was first launched in Australia in 2011, then in 2014 it moved to the U.S. and continued each summer for several years.

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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This campaign uses the Two-Way Symmetrical Model and the Two-Way Asymmetrical Model. The main focus of the Two-Way Symmetrical Model is to have meaningful interaction and understanding.  This campaign encouraged consumers to generate content and create community among sharing a Coke. The Two-Way Asymmetrical Model uses research about the audience to persuade them. Coca-Cola used demographic data to pick the most common names and having your name on a Coke bottle persuades you to want to buy one which creates an emotional motivation to persuade you to buy a Coke. 

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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Coca Cola used audfience segmentation during this campaign. Coca-Cola analyzed name popularity among different age groups and regions. The campaign specifically targeted teens and young adults, who value personalization and social media presence. Audience segmentation helped Coca-Cola reach consumers in a more personal and customized way.

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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Marlee Riddle - Coca Cola "Share a Coke" PR Campaign 

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Two things I would of done differently in this campaign are increase name diversity and inclusivity and create a community component. I would have expanded the name list earlier and included a broader range of ethnic and international names. This would have made the campaign more inclusive and increased engagement. A wider range of names could also have strengthened the campaign’s global impact. I would of also created a community component that encouraged people to “Share a Coke” with teachers, healthcare workers, charity organizations, shelters, volunteers, etc and implement a small donation for each shared post.

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Brayden Shorter - Nike “Just Do It” Campaign

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Brayden Shorter - Nike “Just Do It” Campaign

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The PR campaign I have decided to go with is the Nike “Just Do It” Campaign.

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Brayden Shorter - Nike “Just Do It” Campaign

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Brayden Shorter - Nike “Just Do It” Campaign

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Nike’s “Just Do It” campaign is a powerful marketing effort that promotes athleticism, perseverance, and motivation. It features inspiring ads with famous athletes and everyday people pushing their limits, along with social media content and new product launches to encourage people to stay active and believe in themselves.

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Brayden Shorter - Nike “Just Do It” Campaign

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Brayden Shorter - Nike “Just Do It” Campaign

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This campaign aligns with the Two-Way Asymmetrical Model because Nike uses advertising to influence how people think about sports and fitness, encouraging them to buy their products. While they aim to shape attitudes, they also collect some feedback from fans through social media and other channels to see how their message resonates.

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Brayden Shorter - Nike “Just Do It” Campaign

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Brayden Shorter - Nike “Just Do It” Campaign

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Nike effectively uses brand storytelling by sharing real stories of athletes overcoming obstacles, which creates an emotional connection with their audience. This approach helps Nike build a strong, positive brand image centered around determination and achievement.

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Brayden Shorter - Nike “Just Do It” Campaign

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Brayden Shorter - Nike “Just Do It” Campaign

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If I could suggest improvements, I would recommend Nike create more local community events or programs that involve everyday athletes, making the brand feel more accessible. Additionally, highlighting more diverse athletes in their campaigns could help Nike reach a broader, more inclusive audience.

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Trish Lofton - 2010 Old Spice PR Campaign

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Trish Lofton - 2010 Old Spice PR Campaign

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Old Spice is an icon brand of men's grooming products that launched in 1937. The brand had become stale with younger generations and underwent a couple of unsuccessful rebrands. To try once more in shedding an "old man" image, Old Spice conducted another rebrand PR campaign in 2010. Their advertising campaign was named "Smell Like a Man, Man" and primarily focused on television commercials and social media but did include some print. The first commercial was aired during the 2010 Superbowl. It was an instant hit with audiences. Instead of pitching the product to men, the ads "talked" to the wives and girlfriends of men 20-40 years old. Prior to developing their campaign strategy, the ad agency conducted extensive market research. The results showed that 60% of bodywash was purchased by women. Their research was the determining factor in creating a data-driven campaign that was highly successful. The campaign ran for nearly six months. Old Spice saw a 300% increase in website traffic, their sales doubled by July of that year, and Sesame Street even produced a full parody of the commercials.

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While all four PR models could be applied in some form, the two-way asymmetric model was used. The ad agency conducted market research prior to gather information about the intended audience. The ad agency's goal was to use research to persuade the audience to purchase their products. Communication was also asymmetrical because they wanted to change the audience's purchasing habits. There was not a need to get audience input about their products. The message needed to come across in a way that would eventually change the way people viewed Old Spice as an old man's grooming products. By developing persuasive messaging, it changed the brand's image to a product that 20-40 year old men would buy.

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The primary concept used for this campaign was corporate rebranding. Rebranding is done to enhance the brand image, increase brand awareness, and attract new customers. Even though Old Spice has been a trusted brand since 1937, it had lost its appeal to young men. For years it had been seen as a product for old men. Old Spice wanted to have an updated image that was appealing to a younger audience, specifically men ages 20-40. By rebranding, Old Spice achieved their goals of a revitalized image, increased product sales, and attracted a new audience.

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While this campaign was highly successful, I think there should have been more engagement on social media. Facebook, Twitter, and Instagram was popular during this time. This campaign would have been highly engaging with audiences. The second thing I would have done differently is follow-up with additional commercials on television as well as social media. Once the campaign was over, you didn't see many of the commercials and the excitement around the brand faded.

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Sam Guest-Apple “Shot on iPhone” PR Campaign.

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Sam Guest-Apple “Shot on iPhone” PR Campaign.

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The PR campaign I chose is the (2015) campaign

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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The “Shot on iPhone” campaign, which Apple launched in 2015, showcased photos taken by regular iPhone users. Apple gathered real images people had already shared online and turned them into billboards, ads, and short videos with the simple tag, “Shot on iPhone.”

Instead of using staged or professional shoots, the campaign focused on everyday moments. Apple wanted to show that anyone—not just photographers—could capture sharp, impressive photos using only their phone. The campaign quickly spread worldwide, with Apple featuring user photos from more than 80 countries. It became one of Apple’s most recognizable marketing efforts and helped solidify the iPhone’s reputation for top-tier photography. By putting everyday users in the spotlight, Apple built a stronger sense of trust, creativity, and loyalty around the brand.

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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The “Shot on iPhone” campaign lines up well with the Two-Way Symmetrical Model, since Apple based the entire campaign on real photos from everyday users. Instead of creating everything themselves, they paid attention to what people were already doing with their phones and built the campaign around that. It showed that Apple was listening and valuing its audience’s creativity.

The campaign also reflects the Public Information Model because the message was simple and straightforward. Apple didn’t rely on heavy explanations or tech jargon—just real images that demonstrated what the iPhone camera was capable of in normal situations.

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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Sam Guest- Apple "Shot on iPhone" PR Campaign

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Another PR idea that applies to the “Shot on iPhone” campaign is community engagement. Apple didn’t just promote the iPhone’s camera—they encouraged people to take part in the campaign by posting their own photos. This helped create a community built around creativity and sharing.

The campaign also relied heavily on user-generated content, which is when everyday people help shape a brand’s message. In this case, the photos came straight from iPhone users, giving the ads a more genuine and relatable feel.

Along with that, Apple benefited from earned media. People talked about the campaign online, shared their photos, and spread the message on their own, which added even more attention without Apple having to push it directly.

Together, these concepts made the campaign feel real and community-driven, which played a big role in its success.

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Sam Guest-Apple "Shot on iPhone" PR Campaign

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Sam Guest-Apple "Shot on iPhone" PR Campaign

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One thing I would have done differently is include more behind-the-scenes stories from the people who took the photos. The campaign featured amazing user photos, but sharing a little about how or why they captured the shot would make it feel more personal and relatable.

Another change would be to show even more variety in the types of photos and locations. While Apple included images from over 80 countries, the campaign often focused on landscapes or portraits. Highlighting everyday moments—like sports, city life, or family activities—would better showcase the iPhone camera in real-life situations.

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Erica Smith - Charmin's "Bears" Campaign

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Erica Smith - Charmin's "Bears" Campaign

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The "Call of Nature" theme as been ongoing for the past 24 years using bears and their family for a storyline. The message was designed to bring awareness, understanding, and goodwill by expressing the softness and comfort of the product. They used the bears to create a connection with consumers through the family bear storylines. Charmin chose to update their PR campaign from "Mr. Whipple" to the "Bears to connect with the new generation.

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This campaign used the press agent model - one way communication approach using exaggerated and sensational tactics to gain the attention of the pubic. They created memorable and entertaining moments  with funny characters and phrases like "the quicker picker-upper to create an exciting moment. 

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Charmin has a PR crisis in 2009 when a few environmental organizations claimed they were sourcing toilet paper from the Canada's boreal forest causing deforestation. Charmin did damage control until they could find a solution to their sourcing issue, but maintained their campaign without abandoning their message.

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Erica Smith - Charmin's "Bears" Campaign

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One thing I would have done differently was switch you using real people for the campaign. This gets us away from the one-way model and into the two-way model. Using actual people from different demographic groups creates realistic views on the use of the tissue. 

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Erica Smith - Charmin's "Bears" Campaign

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Jacob Roettgen: Coca-Cola Share a Coke Campaign

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Jacob Roettgen: Coca-Cola Share a Coke Campaign

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Coca-Cola created a global marketing campaign where they replaced their normal logo on bottles and cans with first names and nicknames. The idea behind it was to share a coke with someone who's name was on the bottle or can to make the product more personal and socially connected. It is on all coke flavors, not just the original coke. This campaign was made to make people feel a more personal link to the brand. 

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Coca-Cola uses the two-way asymmetric model in their campaign. They collected research on popular names in each country, social habits, and sharing behaviors in order to come up with what names to put on bottles and where to distribute the bottles the most. The entire campaign was to get customers to feel personally connected to the product.

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Another PR concept used in the Share a Coke campaign is the press agent/publicity model. Coca-Cola used many publicity stunts and tactics to create some momentum for the campaign. They has store displays, billboards, commercials and also many social media posts. Having first names pop up on bottles on the shelves of stores was already a huge creation of momentum and "buzz" on its own.

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Brock Vice – Dove “Real Beauty” Campaign

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One of the most well-known PR campaigns conducted within the past two decades is the Dove Real Beauty campaign. Unilever launched it in two thousand four, and it utilized television, print, billboards, and social media to oppose unrealistic beauty ideals and encourage women and young girls to be confident. The campaign used real people rather than models and focused on the theme of self worth and authenticity.

One of the PR models that are represented in this campaign is the two way asymmetric model. Dove has been using research as the source of knowledge on how women perceive beauty to tailor its message, which is similar to the approach of the lecture of seeking to measure audience attitudes before designing the message. Another idea that is exhibited in the campaign is identifying sub publics because the Dove personalized various messages on a range of media to the target readers: women, teens, mothers, and educators.

Two things I would have done differently are extend the representation further to have more voices of the marginalized groups and develop a considerably robust evaluation plan in the long term to monitor how the audience awareness and attitudes will change with time.

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Coca-Cola is still advertising and doing a great job with this campaign so I am not sure what I would do differently. I am sitting here watching football and saw a commercial about it. The only thing that I can think of to maybe do different is put more names and nicknames on bottles. The only thing with this is that they have an option to where you can customize and create your own logo and name on a bottle. They did such a great job with the Share a Coke campaign.

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ALS Foundation - 2014 Ice Bucket Challenge

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The 2014 ALS Ice Bucket challenge is known to be one of the most successful PR campaigns of all time. The campaign started with patients that had ALS raising awareness by dumping a bucket filled with water and ice on their heads. This challenge became extremely popular among social media in the summer of 2014, and eventually the ALS foundation created an official challenge to raise money for the condition. The campaign was a huge success and raised millions in just a few weeks.

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IBM’s Watson in Healthcare PR Campaign

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IBM’s “Watson in Healthcare” PR Campaign

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The PR model that best describes the ALS Ice Bucket challenge is the two-way symmetric model. This model best describe it because the campaign relied on mutual communication and participation between the public and the organization. The foundation encouraged users to create the challenge video and nominate their friends to also complete the challenge. The ALS foundation encouraged the spread of awareness and patients of ALS to spread their own stories online.

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Watson, IBM's artificial intelligence system created to assist physicians in analyzing medical data and enhancing patient care, was the main focus of the company's "Watson in Healthcare" public relations campaign. IBM attempted to persuade the general public and the medical community that AI could accurately and securely support healthcare decisions using TV advertisements, press releases, hospital collaborations, conference presentations, and internet videos. The campaign, which lasted for a number of years, sought to establish IBM as a pioneer in medical AI technology, raise awareness, and establish credibility.

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Because IBM largely relied on audience research to design its communication on Watson's capabilities, the IBM Watson in Healthcare campaign aligns with the Two-Way Asymmetric Model of public relations. The company collected data on concerns raised by physicians, hospital managers, and the general public, primarily on accuracy, safety, and the reliability of AI in medical decision making. IBM used this information to create convincing messaging, including films of Watson helping doctors, conference presentations, and hospital success stories.Although IBM paid attention to user concerns, the communication was unbalanced; the objective was to convince people that Watson was dependable and helpful rather than to alter the product itself. The Two Way Asymmetric Model, which uses feedback to create more effective communications rather than equal interaction, is directly aligned with that strategy.

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Another PR concept that applies to the ALS ice bucket challenge is community engagement. The encouragement to participate in this challenge was not only meant to ask for donations to the foundation, but simply to participate. By encouraging the engagement of social media users, this allowed for the message to be spread quickly across media creating global shared engagement. This spread from user to user is what allowed for the success and many donations brought in.

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Identifying subpublics is another public relations idea from the lesson that relates to the IBM Watson in Healthcare campaign. The module emphasizes that this is crucial for successful messaging. Organizations must segment their publics into smaller groups with distinct demands because PR campaigns can fail if the audience is too large. IBM achieved this by classifying physicians, hospital staff, patients, and legislators as distinct subpopulations. Each group had a different perspective on AI in healthcare physicians were concerned with precision, administrators were concerned with cost and efficiency, patients were concerned with safety and trust, and legislators sought innovation and regulation.

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The ALS ice bucket challenge was already extremely successful, but there are a few things I would have done differently. These ways include making the challenge an annual challenge to continue the donations yearly rather than a one time challenge. There have been several ice bucket challenges from different foundations and I believe the ALS foundation could be extremely successful again. The other way could have been to have famous people are ambassadors for the challenge. Several famous people and athletes participated, but if they had a specific famous person as their ambassador this could have possibly brought in even more donations and participation.

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Giving more precise explanations of Watson's limits is one thing I would have done differently. The campaign's theme felt unduly positive because it concentrated almost completely on success stories. Watson's credibility with physicians and hospital administrators would have increased if he had been more open about his areas of difficulty. Additionally, rather of depending on polished promotional content, I would have developed additional real time communication channels, such Q&A livestreams or interactive demos, so medical professionals could ask questions directly. This would have improved trust and strengthened the company's relationship with its target viewers by giving the campaign a more genuine feel and enabling IBM to promptly address issues.

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Dylan Anderson - Dove Real beauty campaign 

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Dylan Anderson - Dove Real beauty campaign 

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The goal of the campaign was to challenge unrealistic beauty standards and help women feel more confident. Dove used TV commercials, print ads, social media, and videos like Real Beauty Sketches. They also created the Dove Self-Esteem Project to work with schools and families. The campaign became well known for showing “real women” instead of traditional models.
The campaign fits the Two-Way Symmetrical Model of public relations because Dove encouraged open communication with its audience. They started by researching how women felt about beauty, and they continued to listen to feedback as the campaign grew. This helped Dove build trust and create messages that felt more authentic and supportive.
Another important concept for this campaign is Corporate Social Responsibility (CSR). Dove didn’t just promote a product—they tried to make a positive social impact by helping young people build confidence and by challenging harmful beauty stereotypes. This added credibility to the campaign.
If I were improving the campaign, I would include even more diversity in body types and identities. I would also encourage Unilever to make sure all of its brands support similar positive messages.


Dove. (2013). Dove real beauty sketches [Video]. YouTube. https://www.youtube.com/watch?v=XpaOjMXyJGk

Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.

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Alc Ice bucket challenge

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For this assignment, I chose the ALS Ice Bucket Challenge, which became popular in 2014. The challenge encouraged people to pour a bucket of ice water over their heads, post the video online, and donate to the ALS Association. It spread quickly on social media because people tagged their friends, making it fun and easy to join. The goal was to raise awareness for ALS, a serious disease, and the campaign raised a large amount of money for research.

This campaign fits the Two-Way Symmetrical Model because the public played a major role in it. People didn’t just receive information—they helped create and share it. The ALS Association also communicated with participants by posting updates, sharing stories, and thanking people for taking part.

Another public relations concept that applies is community engagement. The campaign worked because it brought people together and made them feel involved in a good cause. It turned awareness into a group activity that spread through families, friends, and celebrities.

If I were improving the campaign, I would add more short educational facts in each video and create a yearly version of the challenge so awareness stays strong.

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Dylan Anderson

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ALS Association. (2014). Ice Bucket Challenge overview. https://www.als.org/

Peterson, E. (2014). The Ice Bucket Challenge and viral fundraising. Public Relations Review, 40(5), 823–825.

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For this assignment, I chose the ALS Ice Bucket Challenge, which became popular in 2014. The challenge encouraged people to pour a bucket of ice water over their heads, post the video online, and donate to the ALS Association. It spread quickly on social media because people tagged their friends, making it fun and easy to join. The goal was to raise awareness for ALS, a serious disease, and the campaign raised a large amount of money for research.

This campaign fits the Two-Way Symmetrical Model because the public played a major role in it. People didn’t just receive information—they helped create and share it. The ALS Association also communicated with participants by posting updates, sharing stories, and thanking people for taking part.

Another public relations concept that applies is community engagement. The campaign worked because it brought people together and made them feel involved in a good cause. It turned awareness into a group activity that spread through families, friends, and celebrities.

If I were improving the campaign, I would add more short educational facts in each video and create a yearly version of the challenge so awareness stays strong.

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Ella Harrell-  Always "Like a Girl" Campaign

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Ella Harrell-  Always "Like a Girl" Campaign

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I chose to discuss the Always "Like a Girl" Campaign

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In 2014, the public relations team behind the brand "Always" did a campaign that promoted female empowerment to promote self confidence for young adolescent teen girls. The campaign involved young teenage girls being asked to complete a task "like a girl", as the term is normally used as an insult for females being weak. However, the campaign wanted to showcase the idea that the term should not have a negative meaning and that to do something "like a girl" means to be strong and brave.

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The model that could be applied here is the Hypodermic Needle Theory, as the campaign aims to help growing teenage girls become confident with themselves in their own bodies by showcasing females completing active and physically challenging tasks "Like a Girl" to counteract the sexist ideas of females being "weaker" than males.

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I'd say that the most prevalent concept within the campaign was the corporate social responsibility idea. The brand felt the need to address the social ideas of women being "weak", to prevent young girls from becoming self conscious with themselves and their gender.

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I will admit coming uo with two things I would change about this campaign was difficult as I think it was a well executed public relations campaign. However, in the advertisements I would probably have shown women of a diverse age spectrum, and not just teenage girls, as sexism has been an ongoing issue and social problem for decades, so having older generations complete tasks would inspire even more generations of women. Another thing I would have done was shown women doing other activities besides athletic or action-packed sports, like reading or showing academic excellence to appeal to a demographic of girls that may not be athletic.

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Nike’s “Dream Crazy” campaign, launched in 2018 and led by former NFL quarterback Colin Kaepernick. The campaign lasted several months and used television commercials, social media platforms, billboards, and digital storytelling. “Dream Crazy” encouraged people to pursue ambitious goals while highlighting athletes who overcame adversity.

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The Public Information Model applies well to this campaign because Nike used strategic messaging to inform the public about its stance on social justice without expecting two-way dialogue. Nike shared clear, value-driven messages through mass media, aiming to shape public perception and strengthen loyalty among younger and socially conscious consumers. The campaign focused on presenting information that aligned Nike with courage, activism, and empowerment.

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Another public relations concept that relates to this campaign is brand identity management. Nike deliberately aligned its brand with cultural values such as equality, resilience, and social advocacy. By using a prominent activist-athlete, Nike strengthened its identity as a bold, purpose-driven company willing to take risks in support of its values.

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If I were involved in the campaign, I would have recommended two additional strategies. First, I would include community-based events or partnerships with social justice organizations to demonstrate real-world action behind the messaging. Second, I would create follow-up campaigns highlighting measurable contributions Nike made to racial equity, reinforcing authenticity and long-term commitment.

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Brenna Brosmer- Got Milk?

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The Got Milk? campaign was created in 1993 by the California Milk Processor Board to get people to drink more milk. The ads were everywhere, on TV, in magazines, on billboards, and eventually on social media. The most famous part was the “milk mustache” pictures where celebrities showed off a white milk mustache. The campaign ran for many years and became extremely popular

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Brenna Brosmer- Got Milk?

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This campaign fits the public information model. This model is about sending a message to the public to try to change what they do. It wants to get the point across that drinking milk is good for you, so you should drink more of it. The campaign didn’t focus on getting feedback from the public, it focused on convincing people through ads.

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One important PR concept used in the Got Milk? campaign is targeting the audience. They used famous people, like athletes, actors, and musicians to get attention. The idea was that if people saw someone, they liked drinking milk, they might want to drink milk too

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I would include things like social media challenges or a “post your milk mustache” trend and make it a two-way campaign. This would help people feel more involved instead of just watching the ads. I would also quick facts about why milk is healthy, so people understand the actual benefits, not just the fun ads.

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Spotify Wrapped is a yearly digital campaign that started in 2016 and launches every December. It is a visual and sharable graphic that is a recap of listeners' music history that year. It uses personalized data over the course of the year to create the recap. The campaign only lasts a few weeks and is released worldwide. Many people like to post their recap on Snapchat, Instagram, and Facebook. 

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The two-way symmetric model goes with the campaign, as it is connected with mutual communication and relationship building. It is not only just a message, it creates conversations with others. Spotify creates the personalized data for listeners to share on social platforms. Because of the connection, Spotify's relationship with its listeners is strengthened, making the campaign extremely engaging and community-based.

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Personalization with Spotify's audience is an important PR concept in their campaign. They create different and customized messages for each listener's music preference. This makes people feel heard, and since it is personalized, people are willing to share their recap. This boosts natural exposure and increases the identity of the brand.

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Some ideas I would have done and think would be cool, is create a "Wrapped Memories". A summary video, like TikTok or Instagram recap trends, combines a user's favorite songs with pictures or moments from their year. As a result, Wrapped would feel less data-driven and more sentimental and personalized. Another one I think they could do is send early wrap notifications. Sending them exciting clues throughout the year, like monthly mini stats. It could keep users interested and expecting the full Wrapped reveal, creating suspense and keeping the campaign's attention throughout the year.

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Launched by Unilever in 2004, the campaign sought to make Dove a voice for body positivity. They wanted to reconstruct the conversation about women’s body image and did so by focusing on women of diverse race, age, shape instead of using regular models. Dove wanted to promote itself as a brand that supported authenticity, confidence, and inclusivity. Various parts of the campaign went viral, exhibiting emotional appeal. Do use YouTube videos, television ads, print ads and billboards, and even through a website and educational tool kits.

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Mya Bolton- Netflix’s “Stranger Things” Immersive PR Stunts

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Mya Bolton- Netflix’s “Stranger Things” Immersive PR Stunts

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I have chosen Stranger Things PR Campaign.

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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To promote Stranger Things and make it seem like a major event, Netflix used innovative marketing techniques. They created 1980s-themed experiences that went well with the program in actual locations, such as a mall. They also collaborated with companies like Eggo and Coca-Cola to revive vintage goods and nostalgic advertisements. These thing made fans excited and intrigued, they then shared them widely on social media, further expanding the campaign. By making the actual world with the universe created, Netflix produced a really cool, interesting, and effective public relations campaign.

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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To promote Stranger Things and make it seem like a major event, Netflix used innovative marketing techniques. They created 1980s-themed experiences that went well with the program in actual locations, such as a mall. They also collaborated with companies like Eggo and Coca-Cola to revive vintage goods and nostalgic advertisements. These thing made fans excited and intrigued, they then shared them widely on social media, further expanding the campaign. By making the actual world with the universe created, Netflix produced a really cool, interesting, and effective public relations campaign.

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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Mya Bolton - Netflix’s “Stranger Things” Immersive PR Stunts

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PR concept where a brand creates an experience that people can interact with in reality, instead of just watching a commercial or reading the ad for it. The goal is to make the audience feel emotionally connected to the brand.

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The model that best represents this campaign is the two-way symmetrical model. This campaign relied on the input of the public, specifically the women that the campaign focused on. The long term continuation of this campaign shows how Dove has constantly changed and adapted to public concerns.

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Another concept is corporate social responsibility or CSR. CSR is long-time commitment over one time messaging. Dove has ran with this campaign for years. Dove with its campaign put itself as both a business and as a company committed to social change. Dove put in a lot with programs like the Dove Self-esteem project along with workshops and online resources. 

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What I would have done to strengthen the campaign was to increase the diversity of the women. Becoming more diverse with identities and body images. I would also have targeted the younger community in the message as they are the most susceptible to body image propaganda.

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The campaign was essentially designed to suit its wanderers and create a sense of "home" no matter they choose to be in the world.