Writing Question

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Learning Goal: I’m working on a writing question and need guidance to help me learn.

Instructions

Diversity Research Assignment:

Useful links:

https://time.com/5573935/ancestry-pulls-ad-slavery…

https://sourcecodecommunications.com/from-the-sour…Background

Some observations about the public relations industry suggest the following: 1) While marketing or public relations content can fail for a number of reasons, one of those reasons is because diversity and inclusion weren’t part of the overall equation and it did not connect with the target audience. 2) Diversity and inclusion throughout the entire creative process helps ensure multiple points of view are represented and that content reflects the society it is trying to engage. 3). There should be a focus on demographic diversity (age, race, gender, sexual orientation, religion, ethnicity, or culture) as well as diversity in knowledge (backgrounds and experiences).

While many brands tout diversity and voice their support of diversity and inclusion, essentially talking the talk, few of them actually walk the walk (see the Everlast campaign below for a successful campaign).

Your assignment is to submit a two-page analysis (Word document, APA style) that highlights either a campaign that was rich in diversity and is representative of an effective and diverse PR campaign, or one that failed. Be sure to explain the campaign and why/how it’s a good example. TO help get you started consider these two examples:

Example of a failed campaign

This ad from Ancestry is a strong example of a campaign that lacked research and audience analysis. The advertisement ran as part of a social media campaign and a more traditional television advertising campaign.

The ad, which can be viewed in full here, depicts a white man in clothing from the 1800s holding out a ring to a black woman and asking her to run away with him — escaping to the North to be safe in a place across the border.

https://time.com/5573935/ancestry-pulls-ad-slavery…

Backlash was swift calling out Ancestry for romanticizing slavery.

Example of an effective campaign

It is important to highlight a campaign that is well researched and that properly addresses its target publics. The Everlast, “Be First” campaign provides a great example.

https://sourcecodecommunications.com/from-the-sour… The multiyear campaign debuted in 2018. During the campaign’s first week, it went viral with nearly 500 earned media placements and significant social media engagement.

The campaign launched with a short-film on Patricio Manuel, the world’s first transgender professional boxer and continued building, with content in 2020 for International Women’s Day, telling the stories of women carving their own paths in the world of professional boxing.

This allows for an opportunity to discuss research on different media outlets and outlets that would be receptive to information on this type of campaign. Messaging for this ad campaign was created for national news outlets, business, men’s lifestyle, LGBTQ+ publications, sports, urban etc. As this is a multiyear campaign, content is still evolving.

Additional good campaigns can be found here (but you might have to do some research to the PR aspects not just the ad itself) https://www.linkedin.com/pulse/11-diverse-campaign…
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