Coursework Writing-Controlled and uncontrolled media.
All public relations efforts should have a specific objective. That objective, together with the audience, the message, the element of timeliness, and the budget, should determine your choice of media.
A mix of media should be used, and one important consideration is the choice between controlled and uncontrolled media.
Groupon ran advertisements during the 2011 Super Bowl that received much criticism from viewers.
The ads were seen as ridiculing and trivializing humanitarian environmental organizations such as Greenpeace and the Rainforest Action Network, as well as humanitarian concerns about Tibet. They resulted in a flurry of Twitter tweets criticizing the company.:
- How did Groupon misread their audience when creating this campaign?
- How could they have avoided this mistake?