Jillian Weisberg

Building relationships with well-written issue statement

It is imperative to connect with your audience within your organization through a well-written issue statement. A two-way communication system from the customer to the client can help build trust and the reputation of the organization. Agenda setting can help provide information to the audience and help the organization become proactive in any issues that are important to the customers. Other factors in building trust include emotional appeal, values, and activism.

https://www.crocs.com.au/croctober/croctober-2023.html

Defining your target audience

Defining your target audience is extremely important regarding receiver bias. This is how an individual decodes and perceives a message. To have the target audience understand a message segmentation is used. In demographic segmentation, it is imperative to know the gender, ethnicity, age, occupation, etc. of whom you are targeting. Psychographic segmentation encompasses the values, personality, and lifestyle of the target audience. Overall the segmentation helps us choose which platform including social media, magazines, radio stations, newspapers, and events we should be promoting for the target audience.

Barbie’s demographic is girls all ethnicities between the ages of 5 to 14 in elementary school. The kids’ psychographic segmentation includes a playful and imaginative personality, with values of curiosity and confidence. Since children utilizes social media, the Barbie Instagram targets kids and shows that can be anything they desire, hence, using forms of kids segmentation.

“Ethical” Components

Components are presented within a public relations campaign for it to be ethical. Social responsibility is a component when the company takes initiatives, through philanthropy, environmental sustainability efforts, community engagement, and social causes. Self-regulation adheres to ethical standards because it shows accountability in the company’s business.

The audience also has to be aware what the company is doing ethically. This can help encourage the audience to become more positive about the company. Another component is if the company shows gratitude and customer appreciation to thank them for buying their product. Efficient communication, as well as respect, helps the campaign become ethically right in the long term.

https://www.linkedin.com/pulse/crucial-role-ethical-leadership-reflection-honor-past-o-sullivan

Controlled media is when the organization or company puts out the content period. In this form, the company would be accurate, transparent, and respectful. Uncontrolled media is when an individual that is not a part of the organization produces content. With external users, it presents ethical challenges due to manipulating or influencing coverage unethically. This form can also harm a company with criticism and could expose a company.

Uncontrolled Media Controlled Media

We can see this with the controlled media Kylie swimsuit campaign. On Instagram, the swimsuits fit the model and show no issue in regards to the material. However, when looking the uncontrolled media, individuals are disappointed in the see-through material, the lack of coverage, and the poor fit.

https://www.distractify.com/p/kylie-jenner-swim-tiktok-reviews

Writing Styles

Creating compelling content across various platforms requires a tailored approach to suit each medium’s unique characteristics.

A blog focuses on crafting original, informative pieces with attention-grabbing headlines and a journalistic writing style that’s brief yet engaging. It provides timely updates and ensures high-quality writing.

Feature writing thrives on human-interest stories, soft narratives, and insightful interviews. The writing highlights individuals with strong quotes while using an inverted pyramid. The writing ends with calls to action for reader engagement.

https://www.yaagneshwaran.com/blog/inverted-pyramid-content-writing/

Social media demands concise, attention-grabbing captions with a consistent persona, tone, and visual style. This platform fosters two-way communication through tagging and strategic hashtag use.

Press releases serve to garner media coverage, following APA style and the inverted pyramid format for maximum publicity impact. The release is used for publicity, product, or financial information. It features hard news leads, company statements, and boilerplate or company information. Incorporating these strategies ensures effective communication across diverse platforms, engaging audiences with compelling content.

https://www.wpromote.com/blog/seo/the-perfect-press-release-template

These writing styles share common goals of communication and engagement. They feature stories and provide information about in individual or organization.

The highly anticipated reveal of the first-of-its-kind Crocs Classic Cowboy Boot is shared with Croc fans from all over the world. Josh Schafer, a Yahoo Finance Reporter discusses the cowboy boot and the Crocs fan base in this YouTube video. A press release about these Crocs shows its timeliness as it was shared on October 5th, 2023 during Croctober. The lead highlights “Crocstellation” with crafty wordplay with a space theme. The lead becomes a bit confusing as the question arises of what “Crocstellation” means. It also is a bit wordy as the author should have clearly stated that the fan base is called Croc Nation and used the word “Croctober” instead of using “the month-long celebration”. As a non-Croc wearer, I had to reread the lead to fully understand what the press release would be about. The nut graph of the release has an appropriate dateline sentence with a tongue-twister first paragraph. The sentences are a bit time-consuming to reach the main point. However, it embraces a self-acceptance, positivity, and creativity theme as the punchline is “Come As You Are”. 

Croc Classic Cowboy Boot: Credit to nbcdfw.com 

The release’s body content summarizes the vital news connected to the announcements of the Crocs Classic Cowboy Boot. It discusses how the company made its loyal fans’ dreams come true with the Croc Classic Cowboy Boot. The Croc’s social media accounts capitalize on these boots as seen here. However, the boots’ reputation is perceived as unattractive. “Our goal is not to make the haters love the brand,” Crocs CEO Andrew Rees told the Business Insider earlier this month. “It’s to exploit that extrinsic tension because it creates opportunity, it creates PR, it creates media, it creates interest. It creates a whole lot that would cost you a fortune to buy in other ways.” (FWTX Staff). The release does a good job of describing the boot by advertising its uniqueness as well as its first-of-its-kind designs and details for the boot. To learn more click here. However, the information about Crocs-piration and the new constellation could be combined because the paragraphs are a bit redundant about how the Crocs company celebrates their fans. These paragraphs highlight the psychological proximity effect because of the emotional connection the Croc fans may feel knowing that their contributions are being seen and acknowledged. The press release brings a relevant source from the Chief Marketing Officer (CMO) Heidi Cooley. Her quote gives a nod to their creative fans and how her company inspires them. 

Anatomy of the Boot: Credit to investors.crocs.com

The kicker leaves a lasting impression on the reader. It encourages a call to action for The Crocs Classic Cowboy Boots as it provides the website, dates, and details of how fans can engage with or buy the Crocs Boots. The information included tagging @Crocs and using the hashtag #Croctober23 on social media as seen on bree.kish TikTok. Overall, it gives the readers a chance to connect with or even join Croc Nation. The release has information about the Crocs headquarters, company, different products, and ways to learn more about the organization. The final part of the press release provides three photos. One is the anatomy of the boot (as seen above), the “Crocstellation” and a Croctober poster. These photos could have been more effective if they could be used earlier in the release. Overall, this release could improve in many areas but ultimately has many strengths.

Crocs: Credit to www.tiktok.com

After pushing out this release to the media, crocs could strategically craft an Instagram post by using videos, hashtags, links, and photos of the Cowboy Croc and Croctober. The content could include a video of people wearing the Crocs in different scenarios to show that it can be worn in everyday life. A fun caption could be “Come As You Are”. Another video idea is of influencers unboxing the Croc boots and being excited for them. Another idea includes a carousel of photos on Instagram with all the different photos seen in the press release. In both of these posts, I would also use the #Croctober23 and @Crocs from the kicker of the press release. The content from the press release that I would use is the description of the boot, Crocs-pirations (fan-generated content), and the Crocstellation on October 25. Lastly, I would do a call to action by linking to the website, sharing dates for the boots, and using hashtags to draw in new fans while engaging old customers. It is no surprise that the Croc company values its fans, and finds engaging ways to keep them coming back for more. The ultimate question is, are you ready to ride into Croc Nation?

The water brand Owala, has different media operations for their products. One of their shared media entities includes an Instagram account. In the bio, they write “Water bottles designed exclusively for people who drink water. #owala owalalife.com. The content starts by promoting the new FreeSip Twist product. Find out about it in the CNN article and click here for in-store purchases.

Owala uses unique writing styles, tone, visuals, and purpose to create a persona. Some captions, start with a question about the water bottle and answer with information to give to the customers. In a recent post, they are promoting the Free Sip twist. Their tone is positive, exciting, and inviting. I chose these words because they introduced new cups and recipes. They further used fun emojis and words such as obsessed, legendary, brighter, and lucky to describe the way they feel about the water bottle. The Instagram page is presented with a lot of purpose. For example, they have Halloween, Valentine’s Day, and a giveaway post all in the appropriate time frame. They also create a sense of urgency to the post when promoting a new product by telling customers that it sells out fast. The aesthetic is very clean and professional looking. The content includes new promotional items, gift inspiration, and tips for products. The page engages customers by creating story polls, giveaways, asking questions, and using pop culture such as memes.

Their persona tells me that their target audience is most likely passionate, Gen Z, have a love for the outdoors, motivated, and young but it is ultimately for anyone who loves water. The page has an abundance of created content which includes videos, photos of different colors, water bottles, and giveaway boxes. Some room for improvement in the creative content could include more engagement from the audience, information, the history of the company, and references to other media. For the curated content the brand links to somebody’s social media post. They do link to other social media accounts for partnerships, giveaways and to tag creators. They can include more third-party content such as influences using their product, testimonials with customers, and sharing posts from other platforms. Overall, Owala’s Instagram page demonstrates a well-crafted persona that engages its target audience, while still having the potential for furthering audience engagement and the content.

The impacted parties included Elle King, the concert venues and the fans. The timing of the issue was needed to be told to a variety of people for time. That way people could know what is happening. The tone that should be used includes professionalism, sincerity, timeless, acknowledgement and thoughtful. For the first post, I think the timeliness, language and the care works well. I would add something about who we are. I would edit to to say what they will do to ensure it will not happen again. For the second post I think the photo and the positive out look works well. I would change to “Due to unforeseen circumstances” to “We are deeply sorry to inform you”. I think they should omit “no longer” because it sounds like they will never have her back on the show again. I would change that to including the date she is not going to be appearing on anymore. Some things that would be included are the prominent characteristics, the resolution to the conflict and the proximity. I would sympathise with the fans, apologise, commitment to improvement and ending the statement with a positive tone. Some multimedia components includes an article and a video from E! News. Here are the links below. https://www.etonline.com/elle-king-postpones-more-shows-after-drunken-dolly-parton-tribute-performance-218563 and https://www.youtube.com/watch?v=kW_c8-mjPgo. Overall, the controversy around Elle King postponed her concerts and it needs to be handled with professional, understanding timeliness.