DURING MY PUBLIC RELATIONS WORKSHOP COURSE, WE WERE TASKED WITH CREATING A FULL PR STRATEGY FOR A BRAND OF OUR CHOICE TO REACH A STRATEGIC OBJECTIVE BASED ON A CURRENT ISSUE EFFECTING THAT BRAND.

AS A BEAUTY LOVER, I CHOSE GOOP AS MY BRAND, FOCUSING ON THE UNDESIRABLE IMAGE THEY HAVE RECENTLY ACQUIRED DUE TO LEGAL ACTION BEING TAKEN AGAINST THEM FOR FALSE ADVERTISING AND FALSE CLAIMS OF MEDICINAL BENEFITS FROM PRODUCTS. I FOCUSED THIS CAMPAIGN AROUND HOW TO SHOW GOOP’S AUDIENCE THAT THEY ARE SERIOUS ABOUT THE SCIENTIFIC EVIDENCE AND RESEARCH BEHIND EACH AND EVERY PRODUCT THEY SELL AND TO MORPH GOOP INTO A TRUSTWORTHY BRAND THAT IS THE GO-TO BEAUTY SPACE FOR CLEAN BEAUTY AND WELLNESS.