Public Relations Assignment

Scenario: One week before the 2017 MTV Video Music Awards, a private Snapchat video featuring Justin Bieber speaking to a member of his entourage in a hotel room is leaked on multiple social media sites. In the video, Mr. Bieber makes several sexist, transphobic and ableist remarks about fans he met backstage in his last VIP meet-and-greet sessions during his PURPOSE World Tour. Within hours of the video leak, several Justin Bieber fans on Twitter and Facebook reveal the identity of the entourage member by matching his visible hand and finger tattoos on the Snapchat video with paparazzi pictures featuring him next to Mr. Bieber in public. Within days, fans, celebrities and disability and LGBTQ advocacy groups speak critically online about the incident and Mr. Bieber’s public and private image. The Internet backlash against Mr. Bieber is quickly reported by the press as rumors emerge about a surprise opening VMA performance by him.

Assignment: You represent an internationally renowned public relations firm hired by Scooter Braun (Justin Bieber’s manager) that specializes in crisis management for celebrity clients.

Your task is to create a HIGHLY PERSUASIVE public relations campaign pitch that will draw attention to Mr. Bieber’s renewed love, respect, and commitment to his fans in response to the backlash he received after the Snapchat video was leaked online.

Be sure to explain not only WHAT you created and WHY/HOW it will repair Bieber’s image.

Your response should be at least 250 words and will be a pitch of your PR campaign. Visual aids are highly recommended to enhance your pitch, and originality is actively encouraged!