Burger King - Pr analysis of a crisis event. PDF

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Pr analysis of a crisis event....

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Bloomberg Businessweek magazine Rubrics COMM 4370 – Issues Management Issue Assignment _______ name _Brendan Satran_______ magazine cover date

oct 5- oct12

Case: Which Businessweek story & page #? In Social Media Marketing, the Burger King has it His Way

What is (are) the issue(s)? Burger King is using revolutionary marketing tactics to reach a wider audience for less money

What is stage of issue? Curent

For whom? Address ALL 6 publics! Media: Social media plays a big role in Burger King’s style of guerilla marketing by creating buzz around “The King”’s public appearances as well as other marketing tactics.. Internal: Burger King is saving a fortune on advertising budget with cheap and effective ads. Consumer: Consumers are more inclined to buy burger king food because of the social media buzz surrounding their company. Investors: As sales go up, investors will make more money. As burger King becomes more popular, more investors could jump on board. Community: Burger king community is positively effected because of the increased brand awareness, more restaurants could open. Gov’t: The King could make an appearance at a presidential speech or a candidates speech to create more buzz. IF current, what is likely to happen next? IF over, what resolved the issue? Burger King will continue to use its quick witted guerilla marketing tactic to convey it’s brand.

IF current, what should happen next? IF over, what should have happened? They should continue “The King”’s public appearances on big TV events as well as try their hardest to stay away from conventional means of marketing to further distinguish their brand from the rest.

Cites: New Money...