Our meeting with UPS public relations professionals on May 30 was a terrific way to end a week of very informative and valuable meetings with public relations practitioners around
UPS has a specialized way of balancing its goals as a corporation with the needs of the communities they serve. For example, UPS partnered with the Georgia Aquarium to provide free transport for two whale sharks from
Sternad and McMackin said UPS maintains open communication with their publics by being consistent in how they deliver their messages. Through consistency, UPS is able to give the attention to details that go into public relations planning. As a class, we learned UPS divides its communication efforts into several areas. Those areas include media relations, message development, crisis management, sponsorship and product publicity.
The class also learned how important it is to tailor public relations practices to a certain area. McMackin gave an example of how UPS worked closely with Chinese officials to plan for the delivery of Zoo Atlanta’s new pandas from Beijing. UPS had to show the Chinese people that the pandas would receive great care on their trip to Atlanta since they have deep respect for the animals. Also, McMackin told us that within this unique opportunity, UPS could use branding as an advantage to gain international support and recognition.
Personally, I enjoyed visiting UPS because they have very strong ties to the city of
NOTE FROM LISA SISK: While I thoroughly enjoyed hearing the valuable information Ken and Dan shared with my students, I must say one of my personal favorite parts of their presentation was learning about UPS’ sponsorship of Big Brown's jockey. Big Brown is the horse who won both the Kentucky Derby and the Preakness Stakes. Can he win at
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