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Essay / Research Paper Abstract
This 15 page paper looks at the way public relations are used by the Virgin brand. The paper considers public relations (PR) theory and former examples, such as the campaigns of Bernays and applies this to the Virgin group and the way they communicate with the public with a mixture of personal image and communicate massages regarding the brands. The bibliography cites 13 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEPRvirgin.rtf
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Unformatted sample text from the term paper:
mobile telephones. It is well know that the set up of these companies is all very effective manner, often targeting sectors where there are very dominant brands or there is
a high level of dissatisfaction with the existing providers. This is undertaken with relatively low capital requirements, decreasing some barriers to entry. For example, when the airline started the aircraft
were all leased, Virgin cola is produced by another company; Princes Soft Drinks, in the UK (PR Week, 2003, Thompson, 1998). The reason
for the success has been an innovative strategy that has resulted in the association with specific values and ideas with the Virgin brand. This has been partly achieved through advertising,
but public relations has also played a very important role in developing this perception and maintaining it. Branson has been likened to David from the story of David and Goliath
and with Barnum in terms of his showmanship. Each of these images have been created and extended through public relations. To understand the importance the public relations has for the
Virgin brand we need to look firstly at the underlying theories of PR; what it is and how it should operate and then consider the manifestation of PR in the
commercial world. With this background we can then apply the lessons to the examination of Virgin and a recent increased in PR. Public
relations is the external, as well as possibly the internal use of communication, which may be in terms of words as well as symbolic acts or symbols, where the aim
is to inform or influence specific segments of the public. The tool may be in writing and may use special events, advertising or marketing as well as any other form
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