Jet Blue Public Relations Campaign: Strategy Paper

Jet Blue PR Campaign: Strategy Paper The objectives of Jet Blues Public Relations campaign will be two fold. This campaign will try to limit the damage to JetBlue's image that was caused by the acts of one of its senior managers, acts that include bigotry, racism, and sexism. Now, what is wrong with being sexy? Nothing but there is no room for racism or sexism of any kind in any organization. And the consequences of such behavior, weather condoned or not, can be damaging and costly. The acts of one individual can swell in to a magnanimous pot of bad PR, heating and stewing, boiling away corporate profits as the public protests and boycotts. JetBlue has established the following three objectives regarding Blues public relations campaign.
First, JetBlue must play damage control: JetBlue must do everything in its power to limit and control the damage caused by the racist acts of their senior manager. The manner in which JetBlue will do this will be later in the paper. Second, JetBlue must institute new organizational policies. These policies will help accomplish the third objective, rebuild the image of Jet Blue. In order for the stated objectives to be successful, JetBlue must first identify the organization's publics. In order to reach the organizational publics and to achieve JetBlues PR objectives, this public relations campaign has outlined the following tactical plan. The first part of the plan will be to have a spokesperson. JetBlue will have a black face that communicates to its publics, both internally and externally. The spokesperson will be used in several ways. First, a press conference will be held. At this press conference, the spokesperson will admit fault and take full responsibility for the actions of the one that committed the acts of racism. Furthermore, the spokesperson will announce the disciplinary action that was taken by JetBlue towards the individual. During the press conference the spokesperson will denounce the actions of racism, denounce racism and elaborate in an eloquent manner that JetBlue will not tolerate racism. The second part of the press conference will discuss the diverse policies that are already in place at JetBlue. And the last part of the conference will detail a plan that initiates further measures to promote and build a house of diversity between the walls of JetBlue. Blue believes these first two tactical steps to be the most important in launching a successful PR campaign that is both preventative and rebuilding. Once these actions have been taken, further steps are needed. With the press conference JetBlue will hopefully gained more recognition in the community to seek out sponsorship.
The sponsorship will help JetBlue decrease the acceptability of issues that arise in their company such as bigotry, racism, and sexism. JetBlue's sponsor will be an organization that promotes good morals and ethics. The sponsorship effort will increase existing relationships and help to expand it's relationship with other organizations In order for JetBlue to gain a sponsor that will be benefical to the corporation JetBlue will conduct research on various organizations. JetBlue will evaluate any existing sponsors and the various resources that are available to them. Once a sponsor is in place together certain parameters will be set to guide the PR team to develop the campaign to promote the JetBlue and the sponsor. . Since sponsorship can only help JetBlue will also have barter sponsorships. "Barter sponsors do not contribute cash but they help to create additional package elements that appeal to target audiences. These relationships will also ensure that the sponsorship program obtains sufficient visibility and publicity to attract participation by target audiences" (Media Campaign, 2007). JetBlue will then determine with the barter sponsor which celebrity or Pro-sports league will better benefit in the campaign
process. JetBlue will next hold a community event that will promote the company in a brighter way to show it does not take part in bigotry, racism, and sexism. The event will be a great place for JetBlue to promote the goods and services they offer. JetBlue will have the spokesperson, sponsor, barter sponsor and celebrity there to answer questions to the public and press. In order for JetBlue to have a successful event certain advertising must be done. JetBlue will send out a corporate newsletter, emails, and direct mail to local newspapers and media. The event will be a great place to promote a promotional sweepstakes that all can enter. JetBlue will give out promotional materials of the company that include what the winnings are and how to enter to win along with many great facts about the company and their mission of moral and ethics.

Media Campaign. (2007). Corporate Sponsorship/Participation Plan and Meeting Attendee List http://www.mediacampaign.org/publications/integr_plan/appen-b3.html