Week 1: Introduction to Public Relations Case Activity

Promoting Beef Jerky as a Healthy Snack

Tom Jones Beef Jerky is naturally high in protein and low in fat, calories, and carbs that make it an ideal snack for active, health-conscious individuals. The only problem is that consumer research shows that many have the perception that jerky is unhealthy.

The company wants to change this perception and to increase sales to men and women, aged 18 to 34, who actively exercise and lead healthy lifestyles.

Your PR firm is hired to:

  1. increase awareness of the products through sponsoring an event that would appeal to a “work hard and play hard” audience
  2. provide samples at such an event to showcase the brand’s health snack message
  3. generate local print, online and broadcast coverage.

There is no budget for advertising.

What would you recommend?