Michael Vick pr strategy
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Jesse Bauld 3/08/14
Michael Vick PR Strategy I will be examining the Michael Vick case that involved his fall from stardom. When Michael Vick was not playing football for the Atlanta Falcons he was running a dogfighting operation out of his home in Virginia. In 2001, the Falcons selected Vick with the first overall pick in the NFL draft. Vick was an electrifying player on the field, however he had off the field issues that can be traced back to his upbringing in Newport News, Virginia. As a youth he was exposed to the inner city African American culture where dogfighting is popular. Vick was regarded as lazy, unmotivated, and selfish by teammates. In 2007, Vick was sentenced to two years in prison for his involvement in dogfighting. During Vick’s trial he lied about his involvement to the FBI, NFL, and his family. After serving his sentence Vick needed to restore his once prominent image in society. I will examine how Vick worked with PR agencies and the Humane Society to rebuild his reputation. Since his reinstatement into the NFL, Vick has worked with multiple organizations and the Philadelphia Eagles to restore his image. Almost five years after Vicks release from prison he is finally shedding off the negative image he had and is regaining the popularity that he once experienced as the starting quarterback for the Atlanta Falcons. "Animal Fighting Case Study: Michael Vick." Animal Legal Defense Fund Animal Fighting Case Study Michael Vick Comments. Animal Legal Defense Fund, Jan. 2011. Web. 06 Mar. 2014. http://aldf.org/resources/laws-cases/animal-fighting-case-study-michael-vick/ Animal Legal Defense Fund are attorneys who are dedicated to protecting the lives of animals. The organization was created in 1979 and has prosecuted countless amounts of animal cruelty by means of the legal system. After the Michael Vick case, The Animal Legal Defense Fund proposed certain guidelines to help strengthen Virginia and Georgia’s laws on dogfighting. This source outlines the case and all of the events that happened during the Michael Vick trial. This information will help me accurately report on the dates and the events that occurred. Also, the website details how Michael Vick has reestablished himself after his incarceration. Leitch, Will. "The Impossible, Inevitable Redemption of Michael Vick." GQ. GQ, Sept. 2011. Web. 07 Mar. 2014. http://www.gq.com/sports/profiles/201109/michael-vick-gq-september-2011-interview GQ magazine is one of the most popular and recognizable magazines in the world. The magazine was created in 1931 and addresses men’s fashion, style, and culture. Will Leitch is an active contributor in sports media. Leitch helped find Deadspin, which is a popular sports blog website. He also contributes to the NY Times and has published four books. GQ’s featured article on Michael Vick helps illustrate his redemption back into the NFL and the spotlight of the public. Vick opens up about the dog fighting culture that he grew up with. Vick also talked about his fall from grace and how he has worked towards bettering himself in the public’s eye. Lastly, the piece mentions Vicks on the field play that has helped spark his newly found popularity. "Michael Vick and The HSUS's Work to End Dogfighting : The Humane Society of the United States." RSS. Humane Society, 30 Mar. 2012. Web. 07 Mar. 2014. http://www.humanesociety.org/issues/dogfighting/qa/vick_faq.html The Humane Society is the largest animal rights organization in the world. They are globally known to advocate the protection of all animals. The Humane Society works on a multitude of issues related to animal abuse. Raising awareness, education, and hands-on activities help the Society confront major companies or individuals harming animals. This source will be helpful when I compile all of the information about how Michael Vick is working with the Humane Society to help raise awareness on topics such as dogfighting. Also, the Humane Society goes into detail about the relationship that Michael Vick has with the organization and how the organization is using him as a poster child to eliminate dogfighting. "Michael Vick: "I Blame Me"" CBSNews. CBS Interactive, Aug. 2009. Web. 08 Mar. 2014. http://www.cbsnews.com/news/michael-vick-i-blame-me CBS and 60 Minutes is one of the most influential news programs in the United States. The reporter, James Brown, has been a reporter for over two and a half decades. CBS is a leader in reporting news and the interview between Michael Vick and James Brown was conducted shortly after Vicks release from prison. This interview conducted by 60 minutes will be used in my case to illustrate the steps that Vick took after his release to start rebuilding his image. Vick talks about dogfighting and how he is working towards changing who he is as an individual. The information given in this interview will assist me in charting Vicks progress. Murtha, Tara. "Philadelphia Weekly." Vick's PR Campaign Is the Pits . Philadelphia Weekly, 18 Aug. 2009. Web. 07 Mar. 2014.http://www.philadelphiaweekly.com/news-and- opinion/Vicks-PR-Campaign-is-the-Pits.html Tara Murtha is a writer who works for the Philadelphia Weekly newspaper as a news and opinion writer. While this is an opinion piece written in a satirical way I think that this piece helps give a younger persons perspective on the Michael Vick case. Murtha’s piece focuses on pros and cons of Vicks public relations plan. I will use this article by Murtha to show how people don’t believe Vicks sincerity to make a change. While Mike Vick has had success in restoring his image there is still a group of people who do not support Vick. Murtha’s article was published after Vick’s release from jail and I will use this as evidence that Vicks brand was about as bad as it gets. Also, I will use her work to show that not everyone is buying his public relations campaign. Sabre. "The Redemption of Michael Vick." The Redemption of Michael Vick. Holmes Report, 11 Apr. 2011. Web. 07 Mar. 2014. The Holmes report is a credible and reliable source for information because they are a forum that “provides insight, knowledge and recognition to public relations professionals.” The Holmes group takes current issues relating to PR by evaluating the values upheld by public relations professionals. The Holmes group also is in charge of the SABRE awards, which is the largest public relations award competition in the world. The Holmes report on Michael Vick will be used in my case study because the report outlines the goals, objectives, strategies, and results of Vicks PR plan. The report has insight to how Vick would follow this plan to create a new image in society. I think this is extremely helpful when it comes to my research because I can use the information provided to help prove my points. Wickersham, Seth. "The View From within." ESPN. ESPN Internet Ventures, 26 Aug. 2011. Web. 07 Mar. 2014. http://espn.go.com/nfl/story/_/id/6898043/nfl-michael-vick-548- days-bars-espn-magazine ESPN is the worldwide leader in sports. The author, Seth Wickersham, is a senior writer for ESPN the magazine and has covered the Athens Olympics, the World Series, and the NCAA tournament. Wickersham has written for some of the biggest sporting events and has proven to be a credible and reliable reporter, which has sprung him into a senior writer position for one of the biggest sporting magazines in the world. The article titled “The View from Within” is reported as a day in the life of Michael Vick leading up to his release from jail. I wanted to use this piece in my case study because I found it interesting that 2 years after he was released this article came out. I thought that it was a good example of how Vick became humble and appreciative after he was locked up. In a sense, he realized the magnitude of his crimes and was ready for forgiveness. The article is an interesting take on how Vick used the media to show his progress and I plan to use that as evidence. Wilde T., James and Wayne, Wanta. "Bad Newz Kennels: Michael Vick and Dogfighting." Repairing the Athlete's Image: Studies in Sports Image Restoration. Lanham, MD: Lexington, 2013. 151-67. Print Wayne Wanta is an extremely respected professor at the University of Florida who has written over 150 research articles pertaining to perceiving images of influential people in our society. James T. Wilde is a graduate student researching image restoration. Both of the authors are specialized in the field analyzing image In this case study excerpt from the book “Repairing the Athletes Image: Studies in Sports Image Restoration” the authors give background information of who Michael Vick was before serving his sentence. This excerpt also details the case and provides a report of Michael Vick’s attempts to restore his personal brand. http://www.thefutoncritic.com/ratings/2009/08/18/60-minutes-with-first-michael-vick-interview-is-the-number-2-program-for-the-week-drawing-34-percent-more-viewers-than-its-summer-average-32420/20090818cbs06/ Directory: 2014 2014 -> For want of a nail 2014 -> The Global Warming that Wasn’t 2014 -> Assembly, No. 3901 state of new jersey 216th legislature 2014 -> Stop Militarizing Law Enforcement Act of 2014 2014 -> Ihbb asian Championships 2014 middle school bowl Round 4 First Quarter 2014 -> Unit: Automotive and Auto Body 2014 -> Ihbb european Championships 2014 Bowl Round 4 First Quarter 2014 -> International History Bee and Bowl 2013-14 Asian Division Question Set Bowl Round Six 2014 -> United states patent and trademark office 2014 -> Walnut creek, ca branch executive committee meeting minutes Download 19.17 Kb. Share with your friends:
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