Ex. 2: "French Brandy Public Relations" is a great success in using topics to play. One day in the 1950s, a huge color sign was erected on the main road in Washington, D.C. "Welcome, distinguished French!" "American-French friendship is fascinating!" The neat newsstand is hung with a row of American and French flags. They are exquisite, fluttering gently in the breeze, conveying warm affection. On the "Today's Newsstand" billboard specially designed and drawn by the newsstand owner, the most dazzling pictures are the toast of the American eagle and the French chicken, as well as the "President's birthday VIP visit to X" and "Americans are drunk!" Waiting for the headlines, attracting an endless stream of passers-by.
On the way, many cars, motorcycles and bicycles flocked to the White House.
Around the White House, there is already a sea of people. People are all smiles and waving French flags, expecting the appearance of distinguished guests. Who is the distinguished guest? Not government officials, not celebrities. On the birthday of American President Eisenhower, the French special envoy to Washington was two barrels of French brandy! What's going on here? It turns out that this is a public relations masterpiece carefully planned by French public relations experts.
Brandy had enjoyed a high reputation in France at that time and sold well. The eyes of manufacturers began to aim at the American market. To this end, they invited several public relations experts to discuss the public relations plan carefully. The hired experts collected a lot of information about the United States through investigation, and after careful consideration, they put forward an innovative design, the main points of which are as follows:
The basic point of public relations propaganda is the friendship between the French and American peoples, and the theme of the whole planning is "courtesy is lighter than affection, wine is less than affection". The timing of publicity is the 67th birthday of American President Eisenhower. It is required to use French and American news media as widely as possible, and the communication procedure is to use France first and then the United States, radiating from the inside out. Give away two barrels of' 67 brandy. Gifts should be sent to the United States by special plane, and the brandy company should go through the formalities with the insurance company and pay huge insurance premiums. Barrels should be specially designed and made by famous French artists. On the President's birthday, a grand ceremony will be held in the White House Garden. Four handsome young French people dressed in traditional French court costumes will March forward and enter the White House.
This costly public relations plan was immediately approved by the company's top decision makers, appreciated and supported by the French government, and the green light of diplomatic channels also lit up. As a result, the American public obtained the above information from different media one month before the president's birthday. For a time, French brandy immediately became a hot topic in news reports and street talks. Millions of people are eagerly looking forward to the arrival of these two barrels of expensive brandy.
As a result, there was the grand occasion of empty lanes mentioned above. When these two unusual barrels of wine appeared on the scene, the crowd boiled and cheered, and some even sang the French national anthem "La Marseillaise". At this moment, the American public seemed to smell mellow wine, and thus tasted the wine of friendship. Since then, French brandy has strutted into the American market, and its beautiful image is almost indispensable at state banquets and family tables.
For public relations planners, festivals, anniversaries and so on are excellent opportunities for public relations activities, and we should be good at using this opportunity to launch public relations tactics.