College - Author 1
Orfalea College of Business
Department - Author 1
Marketing
Degree Name - Author 1
BS in Business Administration
Date
3-2025
Primary Advisor
Cheryl-lyn Ngoh, Orfalea College of Business, Marketing Department
Abstract/Summary
This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that position them for long-term success and resilience.
URL: https://digitalcommons.calpoly.edu/marktsp/3
Included in
Business Analytics Commons, Marketing Commons, Public Relations and Advertising Commons, Social Media Commons