Problem:
The management of your company is trying to decide whether or not to use a public relations campaign or an advertising campaign to convey its new image (or to promote a new product or service, your choice). As the public relations director, explain to the chief executive officer why you believe a public relations campaign would be the right choice. Discuss the elements you would use in a public relations campaign and why you believe those elements would be effective. Then switch hats and become the advertising director. As the advertising director, explain to the CEO why you believe an advertising campaign would be the right way to go. What elements would you use in the advertising campaign and why? Now become the CEO and select either the public relations campaign or the advertising campaign--or elements of both. Justify your reasoning. (For the benefit of your instructor and your fellow students, preface your remarks with a description of your company and the image or product or service that is the topic of the campaign.)take in the above scenario.