Public Relations & Campaigns

ImageLately there has been a large circulation of public relations campaigns. Dove has based their campaign off of soft sexy skin. The Obamacare campaign has appealed to an audience that doesn’t usually get attention. However, I am going to discuss the public relations elements of a PR campaign that I am fondly impressed with; Papa John’s. Papa John’s Pizza has recently become recognizable by their relatively new slogan; “Better ingredients, better pizza, Papa John’s.” The company has brought the founder and CEO, John Schnatter, into every commercial. This has had an emotional and ethical appeal to the audience by showing how involved the founder still is and that he cares about improving the business. Schnatter bought back his 1971 Chevy Camaro, which he originally sold in order to start the business to also appeal to audiences.

Undoubtedly one of the most impressive elements that Papa John’s used to relate to the public is their texting promotion. Customers can now text in their ordesr to Papa John’s and watch a progress tracker to see when it will be ready. Their PR professionals knew that this would catch the people’s attention because we are a generation highly based on technology. Also, the slogan itself sends a message to the public. It says, “We are using better, more fresh ingredients to improve our pizza.”

When Bloggers started to criticize the founder for discussing Obamacare, Papa John’s reached out to bloggers and asked them to correct or change their comments.  The company has begun to take bloggers more seriously, treating them as part of the media landscape and calling them on their posts, which in return, makes bloggers feel more important and they start to pay attention.

Papa John’s has taken many steps to imrpove their relationship and attraction to the public eye, and in my opinion, they have gone about it in an impressive way.

 

http://www.ualr.edu/cecarter/writing_samples/PR%20Cases-%20Case%20Study.htm

http://www.prnewsonline.com/water-cooler/2013/01/29/papa-johns-pr-firm-empowers-bloggers-by-correcting-them/