Marketing

Public Relations PR Campaign of Boston Tea Party

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Assessment Type

Assignment

Word Count

900 words

Subject

Public relations

Deadline

3 Days

Assignment Criteria

What is the earliest PR campaign you can find? What are the signs that this is to do with PR and not simply advertising? Is there anything in the campaign that could not be used today? Why not? Give at least two references to illustrate your post (250-300 words only).

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Assignment Solution

EARLIEST PR CAMPAIGN

Public relation is the process of managing communication and dispersal of information between an organization (government, company, NGO's, etc.) or an individual and the general masses. The sole objective is to let people know the facts and information the information sender aims to disperse, usually with the objective of creating a particular point of view in the mind of the public. One of the earliest cases of PR campaign that I could find is the famous 'Boston Tea Party' of 1773. This was one of the earliest known successful PR campaigns and was symbolic of American colonial defiance (Garraty, 1991). Samuel Adams and the Sons of Liberty took the lead tasks in this PR campaign. The core motive behind the campaign was to refrain from taxation if adequate representation opportunities were not provided. During that time, colonial America did not have any rights to select the British Parliament, because of which there was growing resentment (Harrington, 2015). The PR campaign gathered huge public and also indirectly laid down the foundation for opposing British rule.

This 'Tea-party' provided a unique opportunity and strength to the people to rise up against the British rule (Garraty, 1991). However, legally, it is not possible to use such a campaign today. By and large, the unfavorable elements of violence within the campaign cannot be replicated in today's world. However, from the success perspective, it attained what it was intended for and is a well-known example in the history of PR campaigns.

IMPORTANCE OF RELIABLE, CREDIBLE, SUBSTANTIATED AND ACCURATE RESEARCH IN PR CAMPAIGN

The reliable research process is of extreme importance in designing a Public Relations campaign. Only a credible and substantiated research can ensure correct identification of campaign boundaries, provide accurate data and aim the correct audience. Any mistake in achieving one of these three objectives can bring disastrous results for the campaign. The research process may be of the form of primary or secondary research (Macias, 2011). Whereas primary research can include a questionnaire, surveys, focus group discussions, interview, etc.; Secondary research can include data collection from published books, journals or reliable online sources.

Online sources are a pretty common mode of collecting information for several public relation campaigns nowadays. It is fast, easily available, easily accessible and is present in abundance. In fact, many PR practitioners today rely on online sources for accessing data for their campaigns. The very ease with which data can be accessed through online sources, almost from anywhere and of anywhere, makes it a very lucrative medium of data access.

However, the reliability and credibility of the data gained from online sources are highly questionable (Epega, 2008). Almost anyone can upload information on the internet and the information shared can be very easily wrong and inaccurate. It is the duty of the practitioners to ensure the accuracy and credibility of the data & information collected. Data should be collected only from reliable sources. The reliability of the sources can be ensured by:

  • Researching about the author of the source and his/her track records
  • Researching about the accuracy of the data and the objective of the source i.e., whether it is for monetary or personal gain
  • Is the information up to date and not obsolete
  • A focused and well-verified approach can ensure the credibility of information for PR campaign.

TWITTER AND MODERN PR CAMPAIGN (PR INSTITUTE OF AUSTRALIA)

Twitter is the second most used online social media network, succeeding Facebook. Because of its popularity, Twitter is widely used for Public Relation campaign. Starting from companies to government personnel, everybody uses Twitter to maintain their Public Relation campaign. Twitter is a very active mode of launching and maintaining Public Relation campaign (Wilcox, 2013). Everybody having a twitter account can reply or comment on a tweet by famous personalities or organizations by re-tweeting. In fact a PR campaign through Twitter goes viral in a few hours; in fact it goes viral almost in real time. This justifies the strength of a PR campaign through twitter.

In this particular tweet, the PRIA is publicly celebrating and congratulating the achievement of a landmark in the organization's record.

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