Allie Kuopus
Public Relations | Marketing | Social Media Specialist
Arthur W. Page Society
Case Study
Crisis Communications Corporate Analysis
Public Relations Campaign
Research
Every quality campaign begins with quality research. My Research Methods professor told us that "research, measurement and evaluation are fundamental components of contemporary public relations and advertising campaigns and programs." Who are you trying to reach, what are you trying to tell them, WHY should they care?
Keeping your target audience in mind, your goals and suggestions have no merit if they aren't based on some form of existing truth. I learned how to use both quantitative and qualitative research methods, and primary and secondary research sources, to analyze the data and create the best actionable insights. We worked with real clients to confront organizational challenges and provide evidence-based recommendations.
As an exercise in Crisis Communications, I looked into how Under Armour dealt with the backlash of the US Men's Speedskating team's disappointing performance in their Under Armour suits in the 2014 Winter Games.
Fruttare was our client for my Public Relations class. Our audience was Millenials, and our task was to create a campaign continuing the success of the former year's campaign connecting music to the frozen fruit bars.
For my Corporate Communications Class, my final consisted of a group case study on a communications issue of a major corporation. We chose General Motors and its cultural shift after the introduction of the CEO, Mary Barra, following a devestating recall.