Read the case thoroughly with a view to understanding the Public Relations issues illustrated by the case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous..Define clearly and concisely the basic problems (or issues) in the case.

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Use the following framework for your case analysis. Your case analysis assignment is designated above and can be found in your textbook.

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Step 1: Read the case thoroughly with a view to understanding the Public Relations issues illustrated by the case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous.

Step 2: Define clearly and concisely the basic problems (or issues) in the case. Then identify the main issues. Do not be confused with “symptoms.” Identify the key decisions to be made.

Step 3: Use the information and facts provided in the case to analyze the situation. This would include understanding the situation, an analysis of the environment (if applicable)– for example, are there particular strengths and weaknesses, external opportunities and threats (SWOT analysis), etc. that should be mentioned?

Step 4: Based on your analysis from step 3 above, identify possible alternative strategy solutions to cope with the problem(s)/Issue(s) you have identified in step 2 above. State any assumptions you make, and feel free to make assumptions in order for the strategies to work. Evaluate the pros and cons of each alternative considered. This should form the main focus of your attention in the case analysis.

Step 5: Recommend a course of action (if appropriate), selecting the alternative proposed in step 3 above. Which would you consider most appropriate to solve the problems you have identified in step 2 above taking into consideration the analysis made in step 3? Include some specifics regarding how the recommendations may be implemented by the marketing team. Note: You should edit your recommendations based on the latest web-information that you can access by going to the company’s website.

Your response should be approximately 500-750 words and should follow the organizational structure listed above (Steps 1-5). Write well. Write clearly. Clearly structure your final report.

 

Case Study ResurrecTng Brand Vicky July 1, 2011, Michael Vick, starting quarterback for the Philadelphia Eagles, signed an endorsement deal with Nike, the world’s largest sporting-goods company, for a multiyear contract. Star athletes sign endorsement deals all the Time; nothing unusual about that.But Nike’s resigning of Michael Vick, after a four-year absence, was perhaps the most signi±cant story of integrated marketing redemption in the history of sports.²ive years earlier, Michael Vick was a convict, convicted of unspeakable crimes against animals. He was friendless and bankrupt, and few gave him much chance of ever again playing professional football, much less being signed for endorsement contracts by image-conscious corporations.How he did it is a testimony to the power of public relations.top 10 richest athletes in the United States.”Michael Vick was on top of the sports celebrity world—unTl it all came crashing down.In April, Vick se³led a lawsuit by a woman who claimed the player knowingly gave her herpes.In November, after a particularly disappointing game where his receivers dropped a boatload of passes, Vick was booed by the hometown Atlanta fans (²igure 16-9). As he walked o´ the ±eld aFer the 31-13loss to the New Orleans Saints, Vick held up both hands and µashed two well-publicized ±ngers at thefans—a “double-barreled salute,” as one reporter labeled it.Vick issued a statement through the team Sunday night, saying, “²irst and foremost, I would like to apologize for my inappropriate acTons with fans today. I was frustrated and upset at how the game was going for my team and that frustration came out the wrong way. ¶hat’s not what I’m about. ¶hat’s not what the Atlanta ²alcons are about. I simply lost my cool in the heat of the moment. I apologize and look forward to pu·ng this in
Vick paid a $10,000 team fee and donated another $10,000 to charity.The issue was deFused. But it was a sign oF trouble to come.In January 2007, Vick reluctantly surrendered a water bo±le to security at Miami Interna²onal Airport.The bo±le smelled like marijuana and contained a substance in a hidden compartment. The police report characterized the substance as a residue that is “closely associated with marijuana.”Ten days later, Vick was exonerated, as no marijuana was Found in the bo±le.³ederal officials reportedly Found equipment associated with dogfgh²ng, blood stains on the walls oF room, and a bloodstained carpet stashed on the property. They reportedly removed more than 60 dogs.In July, Vick and three associates were indicted on charges oF conduc²ng illegal dogfgh²ng. The indictment alleged that Vick and his associates bought the property in 2001, expressly as the main staging area For housing and training pit bulls involved in dogfgh²ng. They built “a Fence to shield the rear por²on oF the compound From public view and mul²ple sheds used at various ²mes to housetraining equipment, injured dogs, and organized fights.”Vick himselF, according to the indictment, was highly involved in the opera²on, a±ended fights, and paidoµ bets when his dogs lost.Vick was also cited For being involved with “the execu²on oF dogs that didn’t perForm well.” The indictment reported that Vick and his colleagues “executed approximately eight dogs that did not perform well in ‘tes²ng’ sessions by various methods, including hanging, drowning, and/or slamming at least one dog’s body to the ground.”Although Vick was only accused—and not Found guilty—oF these Frightening charges, his sponsors didn’t-hesitate. AirTran dropped him as a spokesperson For its airline. Nike, which at first said it would “standby” the standard bearer oF its planned new Vick shoe, quickly reversed its stand and canceled the shoe and out.
Read the case thoroughly with a view to understanding the Public Relations issues illustrated by the case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous..Define clearly and concisely the basic problems (or issues) in the case.

 

 

Read the case thoroughly with a view to understanding the Public Relations issues illustrated by the case. Make sure you discriminate between information which is relevant and that which is superfluous and/or ambiguous..Define clearly and concisely the basic problems (or issues) in the case.

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