Sweet Success

The Richards Partners, the prominent and thriving PR branch at The Richards Group located in Dallas, Texas performed a case study on their Cherry Vanilla Dr. Pepper Launch. Because this novel taste signified the first flavor launch in over 100 years and needed proper exposure, Dr. Pepper looked to The Richards Partners for assistance.

The Richards Partners coordinated a soda fountain themed launch, coupled with appearances by “Elvis,” “Marilyn Monroe,” and the University of North Texas marching band. Additionally the press received multimedia news releases and custom Cherry Vanilla Dr. Pepper gift baskets filled with product and promotional items. Finally, to further endorse the new product, for every Cherry Vanilla Dr. Pepper sampled Dr. Pepper consented to contribute $1 to the American Red Cross.

The Cherry Vanilla Dr. Pepper launch orchestrated by The Richards Partners symbolized a successful execution of a PR promotion that reaped tremendous benefits. Due to their dedicated efforts and creativity, post launch, sales tripled the originally anticipated figures. This proves that when an innovative strategy is applied and correctly positioned, positive results ensue. For further details visit The Richards Partners website at http://www.richardspartners.com/Home.aspx

The Power of Word of Mouth

At the WOMBAT 2 conference, or Word of Mouth Basic Training, John Bell of Ogilvy PR, discusses the idea and energy of “word of mouth” in public relations today. He emphasizes the need to strengthen word of mouth as well as determine ways to quantify its results through promoter scores and web metrics. Bell introduces the idea of co-creation, as well as provides insight into his inspiration of the genuine nature behind word of mouth.

Additionally, it seems that word of mouth today encompasses blogging. Posting ideas, observations, and comments on blogs represents a modern day word of mouth in the sense that a great deal of people trust what they read on blogs. Having said that, do blogs indeed signify a contemporary approach to word of mouth?

Blog postings, while mostly credible, should be taken with a grain of salt. They can be great information guides, facilitate networking and relationship building, and introduce new ideas, technology, and news. However, unfortunately you can’t always trust what you see on the Internet, so taking caution is necessary.

Who can You Trust? Social Media in Asia Pacific

Jeremy Goldkorn of Danwei TV, presents “Who can You Trust?” in an interview with Alan VanderMolen , President of Edelman public relations for Asia Pacific. It discusses the recent disclosure of a study performed by Edelman that involves determining the level of trust between “media, the government, NGO’s and other stakeholders in China and the Asia Pacific Region” through 120 in-person interviews. The dialogue poses questions such as, who do Chinese opinion leaders trust, and what does the future hold for China’s media?

Located in the heart of Beijing’s central business district, this interview captures viewer’s attention as it provides insight into the foundations of trust in china, significance and impact of blogging, and emergence of social media.