Effective Communication Case Study Analysis

Paper Summary:

This paper presents a summary of a publication relations strategy initiated by PepsiCo at a time of crisis. It presents an evaluation of the effectiveness of communications between PepsiCo and its publics. The paper includes details about the different publics involved in the case and differentiates between the internal and external publics. The paper examines PepsiCo's public relations communication tools, techniques and technologies that were used in the crisis.

Table of Contents:
Abstract
Effective Communication Case Study Analysis
Case Information
Effectiveness of Communication with Publics
Tools and Technology
Conclusion

From the Paper:

"Positive public opinion is vital to the success of an organization. Organizations use public relations (PR) practices to manage public opinion. PR involves shaping the perception of consumers, clients and associates in an effort to initiate, build or strengthen relationships. This paper focuses on an analysis of PR used in a case study for PepsiCo, Inc. and centers on the importance of effective communications in PR. Presented is information detailing the effectiveness of communication between PepsiCo and its intended publics. An examination of PepsiCo's PR communication tools, techniques and technologies that helped inform and influence the publics is included."

Sample of Sources Used:

• PepsiCo, Inc. (2007). Retrieved January 26, 2007 from PepsiCo Web site: http://www.pepsico.com.
• Seitel, F.P. (2004). The practice of public relations (9th ed). New York: Prentice-Hall Publishers.

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