Successful And Unsuccessful Spin Doctoring Case In Public Relations; Who Wins Who Loses On Being Transparent?

1195 words - 5 pages

From the above point of view, Dove Spin Teams which is Ogilvy & Mather (International Advertising, Marketing and PR Agency) using great tools to reached their audience. First they’re successful in using Dove Real Beauty terms into social change campaign for women by using videos on YouTube, secondly they strike a meaningful messages become an interesting case to be shared and talked. Lastly, the ability to understand and work with journalist. To execute this tool, Dove Spin Teams using journalistic point of view to make the story is newsworthy. They create fluff for the script, so it will be more interesting, by portraying unusual angle of the story, in this case ‘real beauty’ in Dove point ...view middle of the document...

President Susilo Bambang Yudhoyono has been criticize every time towards his performance as president. While the problems are way more to political, the spin team attempted to fix public’s opinion by picturing the president using social media. The intention in using this tool is simply to make public realize that the distance between people and their president is only a thumb away. Means that everyone feel free to give aspiration to president. While the president of Indonesia is famous enough in twitter, the spin team attempted to grab public’s attention on Mr. President’s wife; Ani Yudhoyono. Since the hobby of Ani Yudhoyono is photography, it’s perfect to use social media Instagram as a platform to share her photos, her daily life as the first lady also her daily life as a simple wife and as a newly grand mother.
The first lady joined Instagram last year under the account name @aniyudhoyono. Since she entered this social media sphere, she has been regularly sharing photos such as place that she visited, national and international events that she joined, her activities, her family; her husband, sons, daughters in law and also her grand child, showing her ability in photography as well such as nature and art photograph. However, Instagram allowed everyone to put comment on the photo, and that’s was when the trouble began. Some of her followers on Instagram were critical of certain photos of her family, and Ani Yudhoyono strike back those critical comments with offensive responses. It’s obviously shown that the first lady was not ready for cyber world or maybe the spin teams failed to predict what kind of crisis that might come. There are several responses from Ani Yudhoyono that recognized as the result of unsuccessful spin doctoring in using this tool:
1. In 17 January 2014 Ani Yudhoyono feel offended when the followers comment on her camera belongs to the state. The first lady responded it seriously that the camera she used was the present from her parents in 1976, and she also add the word, ‘UNDERSTAND?’ with capital.
2. In 16 January 2014, one of Ani’s followers asked a question in her photo, why the first lady keep posting photos on Instagram while flood issues in Jakarta wasn’t solved yet? The first lady response it with blaming other person, ‘why don’t you ask the wife of Jakarta’s governor? It’s her responsibility’, said Ani. Regarding to Ani’s offensive respond, she finally apologized on her instagram account, saying “I would like to extend my gratitude for the encouragement and the...

Find Another Essay On Successful and Unsuccessful Spin Doctoring Case in Public Relations; Who wins who loses on being transparent?

A Successful Career in Public Relations

1467 words - 6 pages required for any reputable, high-paying business (Public Relations). Good programs to go through in college in order to help ones chances to make it field are; communications, speech, rhetoric, political communication, and/or family communication (Career: Public). Internships are also a great idea to help a person get started on their way to a successful career in public relations (Career: Public Relations). The more variety one has education wise

Black vs. White, Who Wins The Fight?

1376 words - 6 pages of our courts and in the jury system—that is no ideal to me, it is a living, working reality. Gentlemen, a court is no better than each man of you sitting before me on this jury. A court is only as sound as its jury, and a jury is only as sound as the men who make it up. I am confident that you gentlemen will review without passion the evidence you have heard, come to a decision, and restore this defendant to his family. In the name of God, do

why being ethical and who bothers?

3354 words - 13 pages most successful executives in the U.S. The duty that is owed is one of good faith and full disclosure. There is no evidence that when Enron's CEO told the employees that the stock would probably rise that he also disclosed that he was selling stock. Moreover, the employees would not have learned of the stock sale within days or weeks, as is ordinarily the case. Only the investigation surrounding Enron's bankruptcy enabled shareholders to learn of

Identify a real-life public relations campaign that attempted to put a positive spin on an otherwise negative situation

916 words - 4 pages The “Quit Now” is a public relations campaign which uses the stories of people who either quit smoking or had a bad experience with smoking. This campaign is run to make a national effort to help people who want to quit smoking. It is run by The National Cancer Institute (NCI) and the Centers for Disease Control and Prevention (CDC). Both agencies want to put a positive spin on quitting smoking by implementing the negative message that

Who is Really Being Saved?

2150 words - 9 pages characters is excellent and really leaves no question as to why this became a winning short film in the Jameson First Shot competition. Within the ten minute duration of this film many causes lead to various effects, and this paper will discuss how although the film may be titled Saving Norman, Norman is not the only one who is saved by the end. In this film there are three main characters, these characters being Lionel Pembrooke, Belinda, and

Who is against fluoride being added to water and Why

1103 words - 5 pages Who is against fluoride being added to water and Why This report investigates about water fluoridation, and its effects and why it is added to water. Water fluoridation is a process where fluoride is added to public drinking water. The main purpose of this is to reduce tooth decay. The dosage that is added to the water is paramount to stopping tooth decay. This process can only be achieved by physically adding the fluoride to the drinking water

Outsiders creative writing - A depressed teenager who is being picked on by a group of people

1061 words - 4 pages The day resumed with platitudinous sentences being repeatedly mumbled to himself. "What am I doing here? What am I living for? Who cares for me...?" "Is that freak staring at me again? What is his problem?" Russell whispered to his pals. Even though David was off in his own little world on the other side of the room, he had overheard that rude comment. He wasn't looking at Russell; he was merely staring at a blank space that was in

The old image of elderly person on being one, who is in firm, stays at home, and leads a thoroughly depressing life is rapidly changing as an image of the 21st century

842 words - 3 pages Gray MarketThe old image of elderly person on being one, who is in firm, stays at home, and leads a thoroughly depressing life is rapidly changing as an image of the 21st century. As our population ages and people are living longer and healthier lives, the game is rapidly changing. The newer and more accurate image of an older person who is active, interested in what life has to offer, and is enthusiastic consumer with the means and willingness

Being a Hero, an essay on the Aeneid and how the gods make a hero who he is Sometimes a little wordy,

1439 words - 6 pages ?Jupiter then assures Venus that he will keep his promise to allow Aeneas to live on to set the stage for the coming of the Romans. In this case, without Venus' watchful eye and concern, Aeneas would have no kind of protection or security as he made his way to Italy.Another instance in which Venus uses her influence to assist Aeneas is during the fifth book. When Aeneas and the Trojans leave Sicily, Venus fears that Juno will attempt to kill Aeneas

Who is, and who should be, the principle beneficiary of English copyright law: authors and performers, those involved in the commercial exploitation of copyright works, or the general public?

2557 words - 10 pages . Moreover, it is a moral principle that one should be awarded for what he has done. Therefore, authors, performers and others who contribute to the creativity of bringing about the work should be awarded for the creativity, skill and effort that they have put into their work.General public, on the one hand, and on the other hand, authors, performers and those involved in commercial exploitation seems to be in an opposite position. The rights of the two

This essay describes the events leading up to the International Style of architecture being used in America, the architects who led this movement and what their accomplishments were

1281 words - 5 pages International Style came from, who was involved and what accomplishments were made will allow us to appreciate the architecture we see around us everyday.The International Style began as a movement in architecture known as 'Bauhaus'. This was a German expression used for 'house for building'. 'Bauhaus' became an institution from which a new social order would arise. Walter Gropius was the head of this institution, but once the Nazis shut down the

Similar Essays

Successful And Unsuccessful Spin Doctoring Case In Public Relations

1451 words - 6 pages This essay focuses on how spin doctoring became a phenomenon among public relations, journalists, politician and even a massive campaign. This essay considers the tool used by the spin doctoring team to engage and steer public opinion. Spin team must have a strategy in using each tool and we will discuss how this strategy affected how well the result will be. Overall, this essay has been written to show two spin teams use different spin tools in

Comparing Successful And Unsuccessful Spin In The Xx Century

2447 words - 10 pages According to Eric Louw (2010), twentieth century politics has been intruded by public relations, spin-doctoring and hype (media-ization). He (Louw, 2010) defines spin doctors as demagogues who work to steer journalists toward the direction they wanted mass media and public to see. This essay will look at two spins as examples of successful and unsuccessful spin. The successful spin will be of Joko Widodo’s blusukan campaign during Jakarta

Who Gains, Who Loses, From Rfid's Growing Presence In The Marketplace?

2289 words - 9 pages In April 2004, Wal-Mart announced a pilot program that would require its top 100 suppliers to be RFID compliant -- attaching Radio Frequency Identification tags on cases and pallets destined for Wal-Mart stores and Sam's Club locations in the Dallas/Fort Worth area -- by January 2005. Showing just how much clout Wal-Mart has, the retailer is boasting 100% compliance, although it won't know until next month whether the system has led to increased

Who Benefits And Who Loses When A Common Market For Labour Is Extended To More Countries

1948 words - 8 pages Who benefits and who loses when a common market for labour is extended to more countries? Explain your answer with reference to economic theory and to EU experience. Comment also on the future implications of the 2004 enlargement. Many people talk about the 'common market', by which they meant the European Economic Community in its early decades. Ths is a group of geographically close European nations among