This document discusses four cases: 1. The Johnson & Johnson Tylenol crisis of 1982 and their effective response that helped recover lost market share. 2. Arguments around protecting Michael Jackson's competitive advantages during allegations against him. 3. Martin Luther King Jr.'s "I Have a Dream" speech and how it translated an idea into a strategic message targeted at specific audiences through appropriate media channels. 4. A case study of marketing a hypothetical Lithuanian product is proposed but not described.

4. clients ranging from Microsoft to MTV and the President of the Republic of Lithuania

5. competence areas – media relations, online communication, strategic communication

7. PhD candidate (from 2003 – still in the process... :)

9. 2 nd case – defend your story, no matter what

10. PR lab – workgroups (public presentation)

11. a brake

12. 3 rd case – theory works, numbers prove it

13. 4 th case – hydron collider? no, our case

14. Case I Johnson & Johnson Tylenol crisis

15. Case I Johnson & Johnson Tylenol crisis

17. US, TOP over-the-counter product

18. = 19% profits of Johnson & Johsnon Q1-Q3 in 1982

19. 37% US market share http://bbcorporateprclass.blogspot.com/2009/11/corporate-crisis.html

22. an accident – we will take measures

23. unfair competition

24. It's not us – something else to blame (nothing related to Tylenol)

25. they lie

26. ...

30. stopping the production and advertising of Tylenol, withdrawing all Tylenol capsules from the store shelves

32. two news clipping services found over 125,000 news clippings on the Tylenol story

33. one of the services claimed that this story had been given the widest US news coverage since the assassination of President John F. Kennedy

35. an accident – we will take measures

36. unfair competition

37. It's not us – something else to blame (nothing related to Tylenol)

38. they lie

39. ...

42. it rebounded in less than a year,

43. a move credited to J&J's prompt and aggressive reaction.

44. Case II Prosecutor General vs. Michael Jackson protecting competetive advantages

47. allegations, that sleeping is not the only action during that time

48. jury verdict – Michael Jackson not guilty on all counts

50. work experience

51. we do our work, we believe in facts

52. we will follow our path

53. ...

55. proven experience

56. divided public opinion (circumstances) – strong support

57. ...

58. Task I public speech different notion / different audience

60. up to 3 min

62. national press conference

63. investors' forum

64. family gathering

65. ... (you can add your situaion, but get approval)

66. Case III from ideas to planning and implementation idea – audience – news – tools

70. (whom – recepient) target audiences

71. (what2 – content) news

72. (how – via) media channels

75. quantified (criteria)

76. ...

78. motivation

79. ...

81. memory – max 2-3 statements

82. vocabulary (education, profession, ...)

89. seasonal activity

93. (whom – recepient) target audiences

94. (what2 – content) news

95. (how – via) media channels

97. Case IV Our case Lithuanian product X