PR Advertising or Social Media Campaign Dissertation

PR Advertising or Social Media Campaign - Dissertation Example Companies have now begun to realize the sheer scope and outreach of social media and the Internet in general as a highly effective communication platform. Thus using the various social media platforms to launch their social media campaigns has become integral for them since it enables the organizations to leverage their marketing practices in the most cost-effective way possible. The effective use of social media to market the products or services could prove to be highly profitable resulting in the delivery of measurable business results. However, if not executed effectively, it may lead to disastrous results. Starbucks is a case in point. This report â€Å"PR Advertising or Social Media Campaign† aims to discuss the recently launched and highly controversial social media campaign – Race Together, launched by Starbucks. The Starbucks’ â€Å"Race Together† Campaign: Critical Analysis Starbucks, the Seattle based multinational coffee giant launched one of its most ambitious social media campaigns, â€Å"Race Together† in association with USA Today, on March 18, 2015. The key aim of this campaign was to get its customers and the world around them, talking about a highly sensitive issue in American history – Race. The company took out full-page newspaper advertisements and encouraged open discussions about race on open forums (USA Today, 2015).