Let's reflect on theory a little longer...

This week we will be reflecting on the theories and processes underlying successful campaigns, especially public opinion and persuasion. I look forward to seeing how you use your readings and other information available on the Internet to address these current issues. You can respond to one or all of the following prompts. However, if another part of the readings caught your attention, go in your own direction and add a link for your classmates.

This week Wal-Mart announced the success of its new positioning that it launched in August. In the article “Wal-Mart rolling out new company slogan," Reuters explain the change in the slogan after 19 years. A slogan is a classic case of framing and positioning an organization based on the characteristics of the organization and publics. “The new slogan comes as Wal-Mart is incorporating more of an emotional tone into its advertising as it tries to boost sales at its U.S. stores.” Wal-Mart is a consumer-based organization, but you can reflect on the role of emotional and factual appeals in communications messages for any type of organization.

The Wal-Mart campaign also reflects the first part of the PR Process: Research. “The new ad campaign also highlights the results of new research it commissioned from Global Insight. The report said that as of 2006, the retailer saves American families $2,500 each year, up 7.3 percent from $2,329 in 2004.” What role does research have in the ideal setting and in real-world public relations campaigns?

For those who want to continue talking about ethics and how that relates to public opinion and corporate functions, check out “Pepsi CEO defines good work” in which Goodman reports on a speech by Indra Nooyi positing “performance with a purpose.” Indeed, “Being a good company in today's global world means more than having a strong financial performance, she said. Her definition includes cherishing employees and making contributions to improving public health and the environment.” How does corporate citizenship and social responsibility relate to public opinion? Is social responsibility just a trend or is it the future of corporate philosophy?