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Public Relations

Final Presentation
by

Kaitlin Jongebloed

on 29 April 2010

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Transcript of Public Relations

Double click anywhere & add an idea Public Relations Plan
SITUATION
In today’s society retouching and digital manipulation has become universal in fashion photography. But should there be regulations to the extent of which images can be altered? Recently fashion Company Polo Ralph Lauren has been caught in a photo-shop scandal. The company featured a model looking unhealthily skinny, with her waist altered to be smaller than her head.

BUSINESS OBJECTIVE
To maintain Polo Ralph Lauren’s market share nationally
To increase Polo Ralph Lauren’s market share among young adults (18-30)
Gain new customers

PUBLIC RELATIONS OBJECTIVES
To assure the public it was a mistake
Polo Ralph Lauren values a healthy lifestyle and body image
The brand is based on quality and integrity
Ralph Lauren Polo is committed to making sure this doesn’t happen again

STRATEGIES
Remove advertisement
Issue apology statement to the public and to the model
Provide information as to how incident of occurred

PUBLIC RELATIONS PROGRAM ELEMENTS
•Ralph Lauren will issue a new ad campaign implementing healthy average woman.
•The label will promote healthy lifestyles by creating a new active wear line, in which 15% of profits will go to a charity benefiting people affected by eating disorders.
•The company will fund a program with middle schools that will focus on a healthy lifestyle. This program with stress the importance of self respect and inner beauty.
•Run a new marketing campaign that will feature images that have not been photo-shopped.
•Work with the community to organize a fashion show to honor outstanding community members. People will be nominated by community members and 15 will be chosen. Ralph Lauren will design specific garments for each person to model.

PRESS CONFERENCE
Speaker: Mitchell A Kosh
Senior Vice President of Human Resource
Where: Ralph Lauren Corporation, 650 Madison Ave, New York
Conference Room 214
SPEECH
For over 42 years we have built a brand based on quality and integrity. Ralph Lauren is committed to providing its customers with quality products and the American lifestyle they desire. Photo-shop tools have become a part of the fashion industry and Polo Ralph Lauren believes that if used ethically they can enhance an image to its full potential. After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a distorted image of a woman's body. The image was not intended to be altered to this extent and unfortunately steps were missed in executing the final product. We have addressed the problem and going forward will take every precaution to ensure that our work represents our brand appropriately. Polo Ralph Lauren would like to take this time to apologize for the photo-shop incident and the company as a whole takes complete responsibility for the offensive image.
TARGET AUDIENCE
Customers of the brand and fashion consumers all across the country
People within the Fashion Industry including, designers, buyers, models and employees
Industry Media, Magazines Newspapers and Television

QUESTION AND ANSWER
WHO WAS RESPONSIBLE FOR THE RESULTED PICTURE?
Ralph Lauren will not condemn any one person for this mistake. The company as a whole takes full responsibility for the resulted image and we realize that every step needs to be ensured for final images.
DO YOU FEEL THAT IT IS UNETHICAL TO USE PHOTO-SHOP?
Photo-shop can be a positive tool to enhance pictures if they are used in and appropriate and ethical manner. Unfortunately it is not a tool that is always used for positive and can result in offensive images. Our company is 100% positive that we will be able to manage this tool properly in the future.
WHAT DOES RALPH LAUREN THINK OF THE IMAGE?
This image was not meant to be retouched the way that it was and we apologize to the public for the offensive image. The company has been built on quality and integrity and we feel this image is poorly representative of our brand morals.
HOW WILL THE COMPANY MAKE SURE THIS MISTAKE DOESN’T HAPPEN AGAIN?
To ensure that this incident does not occur again, images will be double checked and reviewed by top level employees to make certain that all images represent our brand appropriately.
DOES THE COMPANY FEEL THAT ONE NEEDS TO BE SKINNY IN ORDER TO BE BEAUTIFUL?
There is no specific body weight that can determine beauty. At Ralph Lauren we do not depict beauty based on weight many other factors our considered when choosing models.

PARAMOUNT Public Relations INC.
660 Madison Ave-New York, New York 10022-1029 1(212)3187000

Contact: Kaitlin Jongebloed, Publicity Director
Phone: (630) 935-1111
Email: PublicD@gmail.com

April 28, 2010
For Immediate Release
“Ralph Lauren Eager to Respond”

On Monday April 27, 2010, Fashion Company Ralph Lauren held a press conference offering full responsibility for an offensive advertisement that was featured in a Tokyo mall last month. The ad featured an image of a model that had been altered to look unhealthily skinny. The company strongly believes in a healthy lifestyle and in no way intended for this image to have this outcome.

Ralph Lauren stated, “We have addressed the problem and going forward will take every precaution to ensure that the quality of our artwork represents our brand appropriately."

For over 42 years Ralph Lauren has built a brand based on quality and integrity. The company is committed to providing its customers with quality products and merchandise that redefines American style.



PARAMOUNT Public Relations INC.
660 Madison Ave-New York, New York 10022-1029 1(212)3187000

FOR IMMEDIATE RELEASE
April 29, 2010
Contact: Kaitlin Jongebloed
Phone: 1(212) 935-4704
Email: PublicD@gmail.com


Who: Fashion Company Polo Ralph Lauren
Mitchell A Kosh, Senior Vice President of Human Resources

What: Press Conference discussing recent issue over photo-shop controversy where Ralph Lauren advertisement featured and altered image of a woman’s body. Senior Vice President of Human Resources will issue a statement and answer and questions regarding this issue.

When: 9:00 AM Tuesday, April 29, 2010

Where: Ralph Lauren Corporation, 650 Madison Ave, New York
Conference Room 214

Why: To provide the public with factual information regarding photo-shop image featured in Ralph Lauren Advertisement.


PUBLIC SERVICE ANNOUCEMENTS

10 SECONDS
Starting September 1, 2010 Ralph Lauren will debut their new line of active wear in which 10% of first months profits will help fund Eating Disorder Awareness Weak 2010. Ralph Lauren is committed to a healthy lifestyle and so should you!
30 SECONDS
Ralph Lauren is working with the community to organize a fashion show to honor outstanding community members. Fifteen outstanding community members will be chosen to participate in a community fashion show that will feature unique garments designed especially for their commitment to the community. If you know someone you would like to nominate please visit RalphLauren.com for more information.
60 SECONDS
Do you know someone in your community who is a great role model? Do you find yourself wishing you could reward this outstanding person to show them your appreciation for the work they do for the community? Well here is your chance; Ralph Lauren is working with the community to organize a fashion show to honor outstanding community members. Fifteen inspirational people will be chosen to participate in a community fashion show that will feature unique garments designed especially for their commitment to the community. If you know someone you would like to nominate please visit RalphLauren.com for more information.

PITCH LETTER
In today’s society retouching and digital manipulation has become universal in fashion photography. The question still remains whether there should be regulations to the extent of which images can be altered?
Recently fashion Company Polo Ralph Lauren featured a model looking unhealthily skinny in an advertisement in a Tokyo mall. With much criticism from the public, the company will face a conference room full of reporters and industry representatives to address this incident. Conference will take place on Tuesday, April 29, 2010 at 9:00 at Ralph Lauren Corporate office.
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