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Emails Situation: Emails have come out in which a military recruiter makes very anti-gay comments to a possible job applicant who admits to being gay. Objective: To help the military appear more tolerant and fair to gays, even if the current policy does not change. Audience: Gay people, those involved in gay rights groups or action either straight or gay Strategy: Paint situation as rare rather that commonplace, distance military from the offender, at least appear to be addressing the core issue of the current anti-gay policy that the military holds. Obviously changing the policy would be ideal, but may not be within reason for PR campaign to accomplish. Tactics: publicly reprimand the recruiter, and issue apology to man and gay community. Highlight good work of other recruiters. Publicize that military will begin Diversity training for soldiers and employees that would included issues of sexuality. Hold forums that could be posted on internet where soldiers voice their opinions and concerns about homosexuals in the military. The topic should at least appear to be up for discussion. Timetable: Begin immediately with apology and action against offender. The rest of the campaign will basically have to continue until the policy is changed as this will continue to be discussed and worked against until that time. Extra effort should be made in the area that this occurred as the local coverage was more intense. Evaluation: Polls of general people, not affected directly by issues ie not military or gay...to find what the opinion is about how the military handles gay issues. Also, trace over time the amount of rallies, petitions, etc that are organized to bring awareness to this issue. To the extent that these efforts stop, the campaign (from military perspective) is successful.
Sunday | March 25, 2007
Illinois basketball Situation: Author wrote a bad news story about illinois basketball. He discussed players, coaches, and the AD Objective: Re-create a favorable image of illini bball Audience: all illini basketball fans, residents of champaign, ui students and staff
Strategy: Take the high road. Look into the ADs possible negative behavior. Allow public to know efforts to keep players out of trouble, and the punishments given for those who make poor decisions. Tactics: Press conferences and releases concerning Jamar, public apology from Jamar. Support from the school for its players and coaches. Team could assist in charity events or hold basketball camp for children. Timetable: Begin immediately but continue through the off-season, with additionally emphasis on getting people excited again when the season approaches. Evaluation: Ticket sales, as well as merchandise sales. Informal survey on the internet, on basketball website could ask what Illini fans want to see in a program.