week 9

Question 1

Explain the Little Caesar’s episode of The Pitch

Answer 1

• CommonGround vs beeline Communications
• Little Caesar’s wants a campaign that highlights the quality of their ingredients
• 30 second web spot/multi-media digital campaign

Commonground

• Chuck Perry spams social media about quality of pizza
• Customer relations apologizes for not apologizing about his behaviour

beeline
- #pquality pizza equality through quality ingredients

Question 2

What are 6 tips for a successful PR pitch?

Answer 2

1. Do your homework
2. Lose the jargon
3. Give relevant case studies
4. Show your personality
5. Stand your ground
6. Follow up

Question 3

Why was Molson Canadian the most successful beer campaign ever?

Answer 3

• Showed people who were proud of being Canadian

- People make the connection between being proud of being Canadian and drinking Canadian beer

Question 4

What is investor relations?

Question 5

What are the main areas that investor relations officers deliver value to an organization?

Answer 5

• Developing relationships with investors
• Securing analyst coverage
• Helping ensure stocks are liquid
• Helping maintain a high share price for a company’s securities

Question 6

What are the two audiences that investor relations practitioners need to be conscious of?

Answer 6

1. Shareholders - own shares or a financial stake in a public company
2. Stakeholders - can include shareholders but involve a larger group of publics that have an interest in the company

Question 7

What is a hostile takeover?

Answer 7

The acquisition of one company by another that is accomplished by going directly to the company’s shareholders

Question 8

What are two similarities between a hostile takeover and crisis communications?

Answer 8

1. The need for speed

2. The need for transparency

Question 9

Explain the Barrick Gold case study

Answer 9

• Barrick Gold acquired a mine in Tanzania
• Had a $2 million community relations budget and team of 50
• Barrick reinforced the barriers between it and the local community
• An acidic water spill in 2009
• Security guards and police have shot and killed artisanal miners
• Accusations of sexual assault

Question 10

What were eBay’s two initiatives?

Answer 10

1. Supporting and Engaging Sellers
   - eBay gives small businesses a platform
   - enables ecommerce
   - uses thought leadership
2. eBay x Canadian Designer Collaborations
   - showcase eBay as a cool place
   - works with indigenous artists
   - establishes community