Public Relations & Sales Promotion

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Public Relations & Sales Promotion

Assessment 2 (25%)

Public Relations Critique

MODULE: BMKT 606

Seminar Tutor: Dr. Frances Ekwulugo

Class: 307 - Thursday at 10am

Author: [……..] Due date: 3rd April

Word limit: 1000

Date: 14th March 2014 Word count: 998 * Brief
This assessment was commissioned to critically analyse two examples of Public Relation activities occurred in the chocolate bar industry. In a world where communication runs as the speed of the light, a good reputation plays a decisive role indeed. In fact, the company’s reputation can be considered as one of its biggest assets (Hayman, 2011). For this reason a critical analysis of PR examples, may help to pragmatically understand the effects of a good or bad use of PR activities. A good reputation not only makes a company stand out from the mass, but it also gives a competitive edge too (Samuelson et al., 2000). Furthermore, effective PR creates a positive impact on the company’s reputation by communicating and creating good connections with all the organisation’s stakeholders (Jobber, 2010).

* Mars’s England Sponsorship
Mars chocolate bars has been developing, around its slogan “Work - Rest - Play” created in 2008, a unique marketing strategy (Mars, 2014; Sweney, 2008). From that moment, Mars has been trying to associate itself as the chocolate bars for sport lovers and, since 2009, it is the official snack supplier of England’s football team (Mars, 2014). One of the most interesting campaign is the one called “Work, Rest and Play your Part in England”, ran in 2012. The PR aspect of this campaign, linked with the partnership promotion campaign, mainly targeted football lovers - in specific England’s Football supporters. Without shadow of a doubt, the objectives of this campaign were: to build awareness of Mars’ sponsorship with the England…...

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