Learning Outcome #4Charlie Sheen Campaign

PowerPointCom 208 Introduction to Public

RelationsSpring 2011Joint 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.

MALK Public Relations Inc.

Charlie Sheen

Background – ChildhoodBorn Sept. 3rd, 1965

ParentsRamon EstevezJanet Templeton

Three SiblingsRamon Jr.EmilioRenee

First appearance in movie at age 9.

Background – Young AdultSanta Monica High School

AthleticsActing career affected school performance

Change of NameRed Dawn

Oliver Stone

Background – AdultPlatoon’s Performance

Ignites acting career39 movie/show appearances 1986 - 2000

Spin City

Two and a Half MenWorld record: $1.25 million

Increases to $1.8 million

Background – Current SituationDismissed from the show Two and a Half

MenLawsuit pending

Touring around the United StatesTorpedo of Truth

Having fun with life

Background - RelationshipsPaula Profitt

Cassandra Sheen

Kelly Preston

Donna Peele

Denise RichardsSam & Lola Sheen

Brooke MuellerBob & Max Sheen

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

Industry- Entertainment - Screen Actors Guild- Motion Picture Association of America

- Warner Brother’s Entertainment Inc.- Two and a Half Men

Advertising Opportunity

Social Networking

Internships.com

Current SituationAnger Management Problems

Substance Abuse

Constant need for the spotlight

Target PublicsCharlie Sheen Fans

Those who dislike Sheen

Those who know of him through the media

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

Special Events Meet and GreetMovie Premiere Guest SpeakerTalk Shows

Jay Leno Conan O’Brien Good Morning America

Special Events Nationwide Tour

Road to Redemption20 Different cities April 5, 2012- May 3, 2012

Book SigningPiece of my MindNew York, Chicago, Atlanta

Visit Correction and Rehabilitation Talk with inmatesGive inmates and sense of hope

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

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.

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

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

Objectives/Strategies Objective #5: Better relationship with the legal system.

Strategies to meet objective: Even #7: California Correction Facility Interaction

Research MethodsSurveys 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

Unifying ThemeCredibility

Publics Perception

Regain Credibility

Recreate Image

Press Releases

Public Service Announcements6 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 PSATuesday, 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 PSAOn 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.

Speeches

Newsletters

Current Web Site

Current Web Site

New Web Site Design

MediaTelevisionRadioInternetPrint

Meet and Greet Flyer

Movie Premiere Flyer

Book Signing Flyer

Direct Mail Postcard

Hypothetical Budget

Effectiveness of CampaignNumber of people at each event

Ratings

Number of tickets sold

Online polls

Surveys

Analysis and InterpretationNumbers

High vs. low

PollsPositive vs. negative

Survey ResultsPositive vs. negative

Questions?

MALKPublic Relations Inc.