Situation:
The crisis revolves around the squeaky-clean High School Musical star, Vanessa Hudgens, whose own naked photographs taken a couple years ago in private have recently leaked onto the internet for all to see.
Objectives:
The objectives of my PR campaign would be to refresh and repair Vanessa’s image, which is currently strained and possibly destroyed, and to reassure her fans, mostly younger children, that she is still innocent and is sorry for her mistakes. Her fan base needs to be built up to what it was before the scandal and allow her to still appear in Disney films, more specifically High School Musical 3.
Audience: The audience would be children and younger teens ranging from age 6-15 that are fans of the Disney Channel, and their parents who may be concerned with having their children use Vanessa as a role model.
Strategy:
-Have media appearances in order to present Vanessa in a positive manner, displaying her innocence.
-Create a different image showing her as a women, serious actress, and role model for younger children through interview, press releases, and appearances.
-Create another fan base not only consisting of younger teens and children, but a generation a bit older.
-Communicate to the public through endorsements, appearances, and dedication to her work, that she is a responsible adult and allow Disney to believe that she can still play an innocent and girl-next-door role in the upcoming High School Musical film.
Tactics:
-Make appearances on talk shows and interviews, such as Jay Leno, in order to present her side of the story and admit what she did wrong and how it will be fixed.
-Become a spokesperson for a brand, possibly Neutrogena, to demonstrate her girl-next-door persona.
-Continue to help promote High School Musical 2 to show her dedication to the film and to Disney and reassure fans that she is also dedicated to her character, Gabriella.
Appear on the Emmy awards in September, either to present an award, or to promote and show dedication to the success of High School Musical 2 with her costars.
-Appear on the cover of a magazine, particularly Teen Vogue or Cosmo Girl, displaying her sincerity and girl-next-door persona, and also displaying an interview admitting to her mistakes, apologizing, and moving on.
Timetable:
-About 4 months for the entire campaign
-About 1 month for preparation and research and planning, including scheduling media events and interviews.
-Hopefully only a couple days to prepare for an appearance on the Emmy’s.
-About 3 months to continue the promotion of High School Musical 2 with her costars.
-About 2 months to prepare for coverage in a magazine and an interview with either Cosmo Girl or Teen Vogue.
Evaluation:
-See if viewers to the High School Musical films have risen after the PR campaign is run for Vanessa.
-If the campaign is successful, Disney will regain trust and respect Vanessa and cast her in the 3rd installment of the High School Musical series.
-The hype over her nude photographs will no longer be a huge scandal if the campaign is a success.
-The sales of the magazine and number of viewers watching her appearance on talk shows would indicate if people are still interested in Vanessa or if she has lost much of her fan base
The crisis revolves around the squeaky-clean High School Musical star, Vanessa Hudgens, whose own naked photographs taken a couple years ago in private have recently leaked onto the internet for all to see.
Objectives:
The objectives of my PR campaign would be to refresh and repair Vanessa’s image, which is currently strained and possibly destroyed, and to reassure her fans, mostly younger children, that she is still innocent and is sorry for her mistakes. Her fan base needs to be built up to what it was before the scandal and allow her to still appear in Disney films, more specifically High School Musical 3.
Audience: The audience would be children and younger teens ranging from age 6-15 that are fans of the Disney Channel, and their parents who may be concerned with having their children use Vanessa as a role model.
Strategy:
-Have media appearances in order to present Vanessa in a positive manner, displaying her innocence.
-Create a different image showing her as a women, serious actress, and role model for younger children through interview, press releases, and appearances.
-Create another fan base not only consisting of younger teens and children, but a generation a bit older.
-Communicate to the public through endorsements, appearances, and dedication to her work, that she is a responsible adult and allow Disney to believe that she can still play an innocent and girl-next-door role in the upcoming High School Musical film.
Tactics:
-Make appearances on talk shows and interviews, such as Jay Leno, in order to present her side of the story and admit what she did wrong and how it will be fixed.
-Become a spokesperson for a brand, possibly Neutrogena, to demonstrate her girl-next-door persona.
-Continue to help promote High School Musical 2 to show her dedication to the film and to Disney and reassure fans that she is also dedicated to her character, Gabriella.
Appear on the Emmy awards in September, either to present an award, or to promote and show dedication to the success of High School Musical 2 with her costars.
-Appear on the cover of a magazine, particularly Teen Vogue or Cosmo Girl, displaying her sincerity and girl-next-door persona, and also displaying an interview admitting to her mistakes, apologizing, and moving on.
Timetable:
-About 4 months for the entire campaign
-About 1 month for preparation and research and planning, including scheduling media events and interviews.
-Hopefully only a couple days to prepare for an appearance on the Emmy’s.
-About 3 months to continue the promotion of High School Musical 2 with her costars.
-About 2 months to prepare for coverage in a magazine and an interview with either Cosmo Girl or Teen Vogue.
Evaluation:
-See if viewers to the High School Musical films have risen after the PR campaign is run for Vanessa.
-If the campaign is successful, Disney will regain trust and respect Vanessa and cast her in the 3rd installment of the High School Musical series.
-The hype over her nude photographs will no longer be a huge scandal if the campaign is a success.
-The sales of the magazine and number of viewers watching her appearance on talk shows would indicate if people are still interested in Vanessa or if she has lost much of her fan base
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