A successful and well-known company doesn’t come only from within. The success of a company comes from the publicity it receives from the outside; the media. To receive desired publicity, a company needs to foster good relationships with the media. A company should utilize their media relations whenever they have new news regarding events, announcements, issues, etc.
Johnson & Johnson is a prime example of a company utilizing their relationships with the media to showcase a new campaign called Text4baby. The text4baby campaign is an effort to curb premature births by educating moms-to-be on health issues. Mothers-to-be who text "BABY" to 511411 will receive weekly texts, timed to their due date or their baby's birth date. The messages deal with nutrition, immunization and birth defect prevention, and will continue until the baby's birthday.
Not all mothers can afford health care & 90% of people in the U.S. have cell phones. The next best thing is texting expecting mothers tips about pregnancy and giving birth. Now that is what I call being up on the latest trends…
It is one thing coming up with an awesome campaign, yet the most important part is publicizing it and getting the word out there. Text4baby has not only been publicized on Johnson & Johnson’s website, but it has also appeared on their Facebook and Twitter pages as well. J&J utilized Facebook and Twitter to showcase how officials from the White House Office of Science and Technology Policy were going to announce the details of the campaign. How much more legit can you get? http://networkedblogs.com/p26890490
Government officials have publicized the campaign in speeches and promotional materials. Researchers at the George Washington University have agreed to evaluate the effectiveness of text4baby by measuring health trends for mothers and newborns.
Text4baby has appeared on Youtube and on numerous news outlets. You can also visit text4baby.org and become a member today. J&J has made it very easy to follow the text4baby campaign and even join if wanted.
http://www.youtube.com/watch?v=BtW4axODUsU
Successful or not?...
When searching for Text4baby I did see it appear on a lot of different websites on the internet, and I do understand that we are in a very internet savvy world today. However, I would have liked to see it appear more. I think J&J did a good job by repeatedly speaking about it on Twitter and Facebook. Yet, if I were the PR person for J&J I would have maybe tried to get information, or a spokesperson on a talk show such as the Tyra Show or Orprah. In this case, J&J would be guaranteed to tons of media coverage and awareness about their new campaign. Again, if I were the PR person for J&J, or for any other company, I feel as though having media relations with such people are very important today.
With J&J being a world-wide company, I also feel that if they had their CEO speak on national television about the new campaign that they would receive a lot of credit for it. Myself, being the PR person, would obviously have a pre-written speech for the CEO of which he approved. If he were to be on a talk show or interviewed, we would previously go over major speaking points and or possible questions that could be discussed.
J&J could have also produced commercials regarding the new campaign. Today, if you are not sitting at your computer you are most likely sitting in front of the TV. I think that would have been very helpful in promoting the new campaign.
I do feel that J&J did a good job with the promotion of their campaign. I give them 2 thumbs up for using Twitter and Facebook, and mastering the use of today's social networking sites. Yet, like I stated previously, they could have used their media relations a little more.
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