Learning Outcome #4 Charlie Sheen Campaign PowerPoint Com 208 Introduction to Public Relations

1. 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.

2. Charlie Sheen MALK Public Relations Inc.

3. Background – Childhood • Born Sept. 3rd, 1965 • Parents • Ramon Estevez • Janet Templeton • Three Siblings • Ramon Jr. • Emilio • Renee • First appearance in movie at age 9.

4. Background – Young Adult • Santa Monica High School • Athletics • Acting career affected school performance • Change of Name • Red Dawn • Oliver Stone

5. 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

6. 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

7. Background - Relationships • Paula Profitt • Cassandra Sheen • Kelly Preston • Donna Peele • Denise Richards • Sam & Lola Sheen • Brooke Mueller • Bob & Max Sheen

8. 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

9. Industry • Entertainment • Screen Actors Guild • Motion Picture Association of America • Warner Brother’s Entertainment Inc. • Two and a Half Men

10. Advertising Opportunity • Social Networking • Internships.com

11. Current Situation • Anger Management Problems • Substance Abuse • Constant need for the spotlight

12. Target Publics • Charlie Sheen Fans • Those who dislike Sheen • Those who know of him through the media

13. 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

14. Special Events • Meet and Greet • Movie Premiere • Guest Speaker • Talk Shows • Jay Leno • Conan O’Brien • Good Morning America

15. 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

16. 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

17. 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.

18. 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

19. 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

20. Objectives/Strategies • Objective #5: Better relationship with the legal system. • Strategies to meet objective: • Even #7: California Correction Facility Interaction

21. 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

22. Unifying Theme • Credibility • Publics Perception • Regain Credibility • Recreate Image

23. Press Releases

24. 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.

25. Speeches

26. Newsletters

27. Current Web Site

28. Current Web Site

29. New Web Site Design

30. Media • Television • Radio • Internet • Print

31. Meet and Greet Flyer

32. Movie Premiere Flyer

33. Book Signing Flyer

34. Direct Mail Postcard

35. Hypothetical Budget

36. Effectiveness of Campaign • Number of people at each event • Ratings • Number of tickets sold • Online polls • Surveys

37. Analysis and Interpretation • Numbers • High vs. low • Polls • Positive vs. negative • Survey Results • Positive vs. negative

38. Questions? MALK Public Relations Inc.