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Learning Outcome #4 Charlie Sheen Campaign PowerPoint Com 208 Introduction to Public Relations Spring 2011 Joint Author

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Learning Outcome #4

Charlie Sheen Campaign PowerPoint

Com 208 Introduction to Public Relations

Spring 2011

Joint Author

Contribution: situation necessitating a PR campaign, target publics, hypothetical budget, public service announcements, special events, evaluation as well as contributions to the rest of the sections.

charlie sheen

Charlie Sheen

MALK Public Relations Inc.

background childhood
Background – Childhood
  • Born Sept. 3rd, 1965
  • Parents
    • Ramon Estevez
    • Janet Templeton
  • Three Siblings
    • Ramon Jr.
    • Emilio
    • Renee
  • First appearance in movie at age 9.
background young adult
Background – Young Adult
  • Santa Monica High School
    • Athletics
    • Acting career affected school performance
  • Change of Name
    • Red Dawn
  • Oliver Stone
background adult
Background – Adult
  • Platoon’s Performance
    • Ignites acting career
    • 39 movie/show appearances 1986 - 2000
  • Spin City
  • Two and a Half Men
    • World record: $1.25 million
      • Increases to $1.8 million
background current situation
Background – Current Situation
  • Dismissed from the show Two and a Half Men
    • Lawsuit pending
  • Touring around the United States
    • Torpedo of Truth
  • Having fun with life
background relationships
Background - Relationships
  • Paula Profitt
    • Cassandra Sheen
  • Kelly Preston
  • Donna Peele
  • Denise Richards
    • Sam & Lola Sheen
  • Brooke Mueller
    • Bob & Max Sheen
tarnishing issues
Tarnishing Issues
  • 1990 – Kelly Preston
    • Accident
  • 1995 – Heidi Fleiss
    • Probation
  • 1997 – Brittany Ashland
    • Probation & Counseling
  • 1998 – Overdose
  • 2009 – Brooke Mueller
    • Court ordered rehab
  • 2010 – Hotel Room
    • No charges
  • 2011 – Dismissal from show Two and a Half Men
    • Law suit
industry
Industry
  • Entertainment
  • Screen Actors Guild
  • Motion Picture Association of America
    • Warner Brother’s Entertainment Inc.
      • Two and a Half Men
advertising opportunity
Advertising Opportunity
  • Social Networking
  • Internships.com
current situation
Current Situation
  • Anger Management Problems
  • Substance Abuse
  • Constant need for the spotlight
target publics
Target Publics
  • Charlie Sheen Fans
  • Those who dislike Sheen
  • Those who know of him through the media
swot analysis
SWOT Analysis
  • Strengths
    • Successful television star
    • Strong fan base
  • Weakness
    • Drug and alcohol abuse
    • Fired from CBS Two and a Half Men
  • Opportunities
    • Restoring his image and reputation
  • Threats
    • Quitting rehab
    • Short term fix
special events
Special Events
  • Meet and Greet
  • Movie Premiere
  • Guest Speaker
  • Talk Shows
    • Jay Leno
    • Conan O’Brien
    • Good Morning America
special events1
Special Events
  • Nationwide Tour
    • Road to Redemption
    • 20 Different cities
    • April 5, 2012- May 3, 2012
  • Book Signing
    • Piece of my Mind
    • New York, Chicago, Atlanta
  • Visit Correction and Rehabilitation
    • Talk with inmates
    • Give inmates and sense of hope
objectives strategies
Objectives/Strategies
  • Objective #1: To reestablish Charlie Sheen as reliable actor that won’t let his personal endeavors affect his professional career.
  • Strategies to meet objective:
    • Event #1: Meet and Greet
    • Event #2: Movie Premiere
    • Event #3: Beverly Hills High School Guest Speakers
    • Event #4: Talk Shows (Jay Leno, Conan O\'Brien, Good Morning America)
    • Event #5: Nationwide Tour: Road to Redemption
    • Event #6: Books Signing
    • Even #7: California Correction Facility Interaction
objectives strategies1
Objectives/Strategies
  • Objective #2: To regain family support lost due to personal issues.
  • Strategies to meet objective:
    • Participating in all events proving that Charlie is a changed individual, support from his family will be reestablished.
objectives strategies2
Objectives/Strategies
  • Objective #3: Regain support from lost audiences due to show cancelations.
  • Strategies to meet objective:
    • Event #1: Meet and Greet
    • Event #2: Movie Premiere
    • Event #3: Beverly Hills High School Guest Speakers
    • Event #4: Talk Shows (Jay Leno, Conan O\'Brien, Good Morning America)
    • Event #5: Nationwide Tour: Road to Redemption
    • Event #6: Books Signing
objectives strategies3
Objectives/Strategies
  • Objective #4: Surround Charlie with a group of supportive individuals who are respected within the community.
  • Strategies to meet objective:
    • Event #3: Beverly Hills High School Guest Speakers
    • Even #7: California Correction Facility Interaction
objectives strategies4
Objectives/Strategies
  • Objective #5: Better relationship with the legal system.
  • Strategies to meet objective:
    • Even #7: California Correction Facility Interaction
research methods
Research Methods
  • Surveys and polls
    • Posted on popular news streams
      • CNN & NBC
      • Perez Hilton
      • Charlie Sheen fan base website
  • Ticket Buyers
    • Mandatory survey before purchasing tickets
  • Intercept Interviews
    • Random people of Los Angeles
    • Short 5 minute interview
unifying theme
Unifying Theme
  • Credibility
  • Publics Perception
  • Regain Credibility
  • Recreate Image
public service announcements
Public Service Announcements
  • 6 Seconds- Cable Television PSA

Tune in to NBC on Thursday, June 28 at 9:00 pm eastern time to see Charlie Sheen make an appearance on The Tonight Show with Jay Leno.

  • 6 Seconds- Cable Television PSA

Tuesday, July 3 at 9:00 pm eastern time, Charlie Sheen will be making an appearance on Conan O\'Brien. Tune in to TBS to watch.

  • 17 Seconds- Network Television PSA

On Sunday, July 29 at 10:00 am eastern time, Charlie Sheen will be in New York making an appearance on Good Morning America. Tune in to ABC to hear Sheen talk about his upcoming book signing events as well as his Road to Redemption.

media
Media
  • Television
  • Radio
  • Internet
  • Print
effectiveness of campaign
Effectiveness of Campaign
  • Number of people at each event
  • Ratings
  • Number of tickets sold
  • Online polls
  • Surveys
analysis and interpretation
Analysis and Interpretation
  • Numbers
    • High vs. low
  • Polls
    • Positive vs. negative
  • Survey Results
    • Positive vs. negative
questions
Questions?

MALK

Public Relations Inc.

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