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Essay / Research Paper Abstract
An 11 page paper that begins with a brief explanation of public relations, including the essential elements of such a campaign. The last time AT&T had a major public relations issue was in 1982 right after their breakup. What the company did in that campaign is reported and discussed. Since PR is ongoing with this company, one of their most recent PR activities is reported to demonstrate how they reach different audiences. Bibliography lists 12 sources.
Page Count:
11 pages (~225 words per page)
File: MM12_PGattpr9.rtf
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Unformatted sample text from the term paper:
1996, Katz said that AT&T has always conducted an ongoing, continuous public relations campaign that emphasize the companys strengths. This is an old telecommunications company that has been revered by
some and maligned by others. All messages that come from the company, whether it is marketing, reports, interviews or other intend to send the message that the company and its
products and services are of high quality. Levine (2005) suggested three criteria for effective public relations messages. First, the message should be true, second, it should be unusual, and
third, it should be interesting (Levine, 2005). Unusual means innovative and different than the pack. Unusual messages attract the consumers eye as it is inundated with thousands of corporate messages
every day. If the contents of the message are not true, it will soon be discovered and the company will suffer. The message must also be interesting. Again, consumers are
bombarded and they will not give any time to a dull or boring message. Public relations activities will work more effectively when there is brand identity (Levine, 2005). The message
must be aligned with that identity and it should not be contrary to what people expect. Levine (2005) reminds the reader of the disaster Coca-Cola had on its hands when
it changed the formula for the beverage. Brand identity is a promise to the consumer. If the brand does something different, it will most likely lose market share. The telecommunications
industry is one that is fiercely competitive and seems to be becoming more so each year. AT&T Inc. is the countrys #1 providers of wire line communication services offering telephone
services and Internet access in 22 states and it is one of the top providers in IP-voice and digital services (Cella 2009). It is the second largest wireless provider (Cella
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