PR Archives - Modern Marketing Partners

A Chiquita PR Campaign was Powerful Enough to Topple the Guatemalan Government image

Chiquita’s brand image comes across as fun and playful, but the company has some dark history. Chiquita’s original name was United Fruits before rebranding and was an extremely powerful business in South America; so powerful that it had great influence over the local government. When the government tried to regain control in the 1950s, UF launched a PR campaign in retaliation, portraying the Guatemalan government as communist. Meanwhile, UF was branded as the crusader against communism in South and Central America (PS: The Guatemalan government was not, in fact, communist). The campaign was successful and led to a CIA coup to overthrow Guatemala’s leaders. So how did all of this unfold? A Little Bit of Background… United Fruits: South America’s Large Monopoly To ...

6th of April, 2012
In: Marketing Best Practices, Public Relations, Social Media
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New Rules of PR: A Guide to Modern Publicity image

The popularity and use of free publicity, PR, public relations or media relations historically increases when the economy tanks. In the midst of this seemingly extended downturn, PR is certainly gaining priority in the business-to-business marketing mix. At the same time, PR is changing significantly. So how can you refine your PR to realize greater results? This blog will examine how PR has changed, and how your PR program can change to leverage new PR opportunities. Next, we‘ll focus on the specifics of PR distribution options and develop overall new rules of PR. PR Has Changed – Have you changed your PR? So, how has PR changed? Not to overstate, but PR has changed more in the last few years than in ...

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