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August 11, 2010 7:24 AM Subscribe
What do crisis management PR campaigns such as BP and Toyota's actually accomplish and how?
I'm basically just wondering how this affects the company's bottom line, how it is justified in their budgets (as opposed to putting that money elsewhere in the business, say actually resolving the real problem), who the ads are realistically meant to influence, and other considerations along those lines. I imagine most large scale campaigns of this sort are handled by outside PR firms, so how does the firm propose their campaign will add value, and how is it measured? Is the budget for this type of media work pretty insignificant compared to the company's revenues as a whole? Is it just symbolic?
For those who might be unaware, I'm talking about BP's full page ads in newspapers like the Washington Post and Financial Times that seem to be running every day for weeks now and Toyota's ongoing TV commercials about how much they care about safety....