Our team, Second Chance PR, presented a three-step plan to
revamp Grammy-winning recording artist Chris Brown’s tarnished image. Our pitch’s
strengths included the simplicity, yet power of our plan. From having a basic,
fundamental crafted apology at the ready for Chris to use as a basis for his
responses in the media, to the presence of an interview assistant so he can
vent and adequately prepare, to the idea of rebuilding Brown’s social media
presence by implementing temporary “damage control,” our plan encompasses the
important aspects of reshaping public perception in times of crisis. We focused
on Chris’ undying success through his craft – music – and tried to play off the
passion he has for it by creating a launch party for him to interact with
fellow celebrities and fans in celebration and anticipation of his upcoming
album, X. By tying this fun and exciting event with a worthwhile charity that
is near and dear to Chris’ heart, Boys & Girls Clubs of America, we were
able to both promote his music and allow him to give back in a meaningful way.
After
observing the other teams, I would create a similar media element to add to our
plan – similar to Pro PR’s idea for a Christopher
documentary. I thought that was a great idea that would really resonate
with fans and get the new and improved Chris Brown’s message across in a
direct, yet entertaining way. I would also consider naming specific, measurable
objectives like Pro PR and Elite PR did, in order to put a number on the qualitative
goals we presented in our plan. However, I would stick to our charitable
donation plan through the launch party – I felt that that was a major strength,
and something that would be much more effective for Chris himself than trying
to force him to do community service in a park or in a school, something he has
notoriously had trouble with in the past. I also believe our idea of social
media control is not too overwhelming. While the other teams insisted they
would allow Chris to maintain control while implementing their plan, I feel
that our proposal of temporary control for the time being would be an easy,
direct way to show Chris directly how to revamp his social media image. It’s
not that we would be dictating everything forever; we would simply craft some examples
of acceptable and exciting tweets, in the voice of Chris himself, in order to
get him back on the right track.
I
believe our plan has the emotional appeal to fans that is necessary to get
Chris to an even higher level of success and ultimately respect in the public
eye – our video showcased that emotion. I feel that our Second Chance PR team
should be the winner due to the all-encompassing simplicity and potential of
our proposal – we get straight to the heart of the matter in getting Chris’
limelight back to where it really belongs – back
to the music.
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