Public Relations Strategy - The Naiveté or Genius of GT Dave (A Case Study)

20 years ago, without a high school diploma, a degree, a business plan, or even a comparable product, 17-year old GT Dave created a unique category with his fermented Kombucha tea, invented a profitable new market segment, and did it without ever purchasing an ad (Foster, 2015).  Some seasoned professionals may argue that the now 36-year old GT would do well to alter his public relation strategies, especially considering the rise of competitors in the marketplace. Some may question if GT Dave’s public relations strategy is naïve? Or the work of genius? This paper serves to argue that it is exactly the personal vision and genius of GT Dave that have created a highly envied niche market for Kombucha, and that his continued public relations strategy of letting the GT Dave Kombucha brand speak for itself will serve him well in the future, with both his devoted followers and new Kombucha converts.

          When it comes to defining a public relations campaign, Cameron, Wilcox, Reber, & Shin (2008) state:

Many people fail to understand that public relations is a process involving numerous subtle and far-reaching aspects beyond media coverage. It includes research and analysis, policy formation, programming, communication, and feedback from numerous publics. (p. 4)

Public Relations Proposal - To Accept or Reject Mighty Casey as a Client (Satire)

Casey at Bat

This public relations proposal has been prepared by Allyson M. Allo, junior public relations

officer, for the firm Major Enterprises, Inc. (hereinafter called “the Firm”).

SUMMARY

As requested by the Firm, the following public relations proposal for accepting or rejecting a client has been devised in order to assist the Firm in determining ultimately whether or not proceed with developing and maintaining a public relations strategy to promote professional baseball player Mighty Casey (hereinafter called “Casey”) in a positive light to the media and general public. I am of the opinion that the Firm should not take the account and will lay out the justification for such a position.

SITUATION ANALYSIS

What is presently known about the proposed client, Casey, is that he has been under contract with the Brooklyn Dodgers baseball team as their pitcher for the past three years.  He is currently under suspicion of having used steroids and other performance enhancing drugs, but to date has not been charged.  There is currently also intense media interest in the case.