Ch 11 Questions:

1)    The Internet has completely revolutionized a media system that dates back to Gutenberg’s printing press by dramatically changing the form of mass media dominated by the world’s landscape. The new media system features widespread broadband, chap or free, easy-to-use online publishing tools, new distribution channels, mobile devices, and new advertising paradigms. Internet has compelled the democratization of information around the world for the first time in history!

2)    Some characteristics of the Web that make it possible for PR people to do a better job of distributing information are: that users can update information quickly, without having to reprint brochures etc. this is important when it comes to major news events and dealing with a crisis. It allows for interactivity, viewers can ask questions and download information. Online readers can dig deeper into subjects that interest them by linking to information provided on other sites. A great amount of material can be posted, there is no space limitation.

3)    It is important for an organization to have a website because a website is literally a distribution system in cyberspace. Organizations can use their websites to market products and services as well as to post news releases, corporate backgrounders, product information, position papers, and even photos of key executives or plant locations. Members of public, as well as media personnel, can access this information and download selected material. This can provide professionals with valuable feedback from consumers and the general public.

4)    The difference between “push” and “pull” web interactivity is: “pull” is when users actively search for sites that can answer specific questions. Visitors actively “pull” information from the links that are provided- consumers are constantly “pulling” the information that is relevant to them. The “push” concept is when information is delivered to the consumer without active participation. This includes traditional mass media: TV, radio, newspapers, and magazines.

5)    A website can generate revenue and save money for an organization by contributing to the “bottom line”, calculating its return on investment (ROI). This analysis allows you to compare the cost of the website to the cost of accomplishing similar goals by other means.

6)    The difference between the first generation of the World Wide Web (Web 1.0), and the second generation (Web 2.0) is Web 1.0 was primarily based on a model in which information was transmitted from supplier to receiver. Web 2.0 is more an interactive experience where users now have multiple tools available through which to talk to one another in real time. This is when “social media” entered- one of the most dramatic revolutions in history.

7)    The characteristics that define “social media” are: vibrant, emergent, fun, compelling, and full of chance insights. It is called the world’s largest focus group.

8)    A corporate blog differs from the organization’s website by usually being written by an executive and represents the official voice of the organization. In many cases, someone in the PR department actually writes the blog for the executive. The blog should provide the opportunity for the public to post any comments, it’s also important to provide useful and informative information that the audience can use. A website is usually just an informative page from the source of a company or organization. It provides the public with information all about them, rather than the blog where it is more interactive.

9)    Some typical guidelines imposed on employee blogs are: if you comment on any aspect of the company’s business, you must clearly identify yourself as an employee of the company in your postings and include a disclaimer that the views are your own and not those of the company you work for. Also identify yourself if you do any sort of blogging, social networking, Wikipedia entry etc. on behalf of the company. Dell and Cisco are two companies that allowed their employees to have their own company related blogs.

10) The factors that an organization should consider if it is thinking about producing a YouTube video are: does it have serious applications as well as entertaining ones? These videos can be a part of the marketing and PR outreach to online communities. Clips must be creative, interesting, and somewhat humorous in order to gain attention.

11) Organizations can effectively use Facebook, texting, and wikis by: texting- broadcast text, subscription text, and “oneoff” where the user sends a text to get an answer to a question. Twitter- using messages to refute rumors, keep volunteers up-to-date etc. Wikis are used to keep employees and clients in the loop on schedules and plans for executing campaigns.

12) The characteristics that make for a good podcast are: keep the program to less than 15 minutes, use several stories or segments, don’t read from a script, create an RSS feed, and create new podcasts on a weekly basis.


CH 10 Questions:

1)    The key characteristics of the youth market that have been identified as relevant to public relations practice are: Generation Y (those born between 1981-2003), value relationships and trust. They trust in information that is derived from relationships. The top 5 sources of advice come from parents, doctors, clergy, friends, and teachers- so use these types of people to connect and send out information to Gen Y individuals. As avid and skilled Internet users, Gen Y is savvy about unfiltered and unpoliced content. They recognize the credibility of editorial content compared to ads and even public service announcements- TV is best to use. Publicity for products and issues will influence them, whether those messages are directed at them or at those whom they look for advice. They are independent and tech savvy, voracious consumers of the electronic media- will spend bout 23 years online during his or her lifetime.

2)    The senior audience is so important to PR practice in the US because older citizens form an important opinion group and a consumer market with special interests. They are not a monolithic audience, but rather display variations in personality, interest, financial status, etc. PR professionals should not overlook the general audience. Seniors are less easily convinced, demand value in the things they buy, and pay little attention to gads. They vote in greater numbers, and are readers of newspapers. Retirees also watch TV more frequently than younger people. They have more time on their hands, looking for things to do. They eat out frequently, buy gifts a lot, and travel all the time.

3)    Women’s roles as opinion leaders can be leveraged from a public relations standpoint by accounting for more than half of the world’s population. They are beginning to exercise the kind of political and social power that they attained in the US.  They are more than likely to exercise influence as opinion leaders. Research suggests that women have a larger network of friends and tend to maintain more regular contact with the circle of friends and acquaintances than men.

4)    PR professionals can effectively reach different gender and lifestyle audiences, such as GLBT and religious groups by having brands that reflect and support the GLBT views. They need to be sympathetic towards their issues. Target their audience with advertisements that support gay issues. PR professionals should be careful about the messages they release though. They need to consider the identities of these audience members when undertaking PR efforts. With the religious groups, PR professionals must be aware of society changing & new audiences emerging, paying attention to such audiences. Religious groups are growing in size and bonding together. The products and services structured around religious themes sell. Books are on an increase, as well as Christian music, for they are good ways of reaching out to this type of audience.

5)    The opportunities for PR professionals regarding emerging audiences are to reach out to their audiences through the television and radio, for those are the main sources of communication and relations within these ethnic audiences. PR professionals need to remember that these populations form man target audiences, and they must identify and define an audience with particular care and sensitivity. Take race into account but also considering cultural and ethnic self-identity of target audience segments.

6)    The various changes in the racial and ethnic makeup of the US will affect the practice of public relations in the future by just reaching out to these audiences in ways that will connect to them. In the ways that we are doing so now within TV and radio etc. just to help them understand and communicate an idea or brand. I’m sure it will shape the way we communicate to them and possibly will take over the PR practice, but hopefully it will still be effective and useful for all.

7)    Some challenges that the PR professionals are facing in dealing with global audiences are: to overcome language barriers and consider social differences if they are to practice culturally appropriate and locally acceptable public relations. Differences in lifestyles, customs, values and cultures are not the only challenges. Unique aspects of the local political, economical, and industrial structures also affect the strategic planning and execution of public relations campaigns.

8)    Three ways that PR practitioners can effectively use online media are: participating in online discussions groups, chat rooms, and online interchanges. They reach target audiences directly, without having to pass through any media gatekeepers. Such as facebook, twitter, online magazine etc.

9)    Some attractive features of social media in terms of reaching audiences are: to be able to exchange ideas, make virtual friends, and pursue romantic relationships. Some possibilities for the public relations specialist to take advantage of the growth of sites such as Facebook and Twitter with the emerging venue for communication within PR. 96% of urban youth access the Internet and Hispanics represent the fastest-growing demographic group online today. They need to take advantage of who is using the Internet and shape their ads and forms of publication towards the new and different audiences using online social media.


Ch. 9 Questions:

1)    Ethics is a method of ones morals and values and how they apply them to their own life. Two individuals might disagree about what constitutes an ethical dilemma or concern because there is difficulty in ascertaining whether an act is ethical. It lies in the fact that individuals have different standards and perceptions of what is “right” or “wrong”. Most ethical conflicts are not black-or-white issues, but rather fall into a grey area.

2)    The other reasons for having codes of ethics are because of the core values: 1- advocacy: serving the public interest by acting as responsible advocates for clients or employers. 2- honesty: adhering to the highest standards of accuracy and truth in advancing the interest of clients and employers. 3- expertise: advancing the profession through continued professional development, research, and education. 4- independence: providing objective counsel, and being accountable for individual actions. 5- Loyalty: being faithful to clients and employers, but also honoring an obligation to serve the public interest. 6- Fairness: respecting all opinions and supporting the right of free expression.

3)    A public relations professional can play the role of an “ethical advocate” by standing up and speaking what they think, not letting anyone or anything get in their way. If an employer makes a suggestion that involves questionable ethics, the PR person often can talk them out of the idea by citing the possible consequences of such an action- adverse media publicity. Adherence to professional standards of conduct- being truly independent- is the chief measure of a public relations professional. Ethics in PR begin with the individual and is directly related to his or her own value system. Although it is important to show loyalty to an employer, practitioners must never allow a client or an employer to rob them of their self-esteem.

4)    In my opinion, when PR practitioners often have conflicting loyalties, they owe their firs allegiance to their employer. This is because it is their employer that they work for, and they are the representatives of the company. The practitioners are the ones in which hold a good standard for them.

5)    Gifts to the media are considered unprofessional and, at times, unethical because gifts of any kind (invitations to extravagant parties, expensive gifts, or personal favors) according to PRSA, can contaminate the free flow of accurate and truthful information to the public. Achieving trust is the aim of all practitioners, and it can be earned only through highly professional and ethical behavior. Anything less than total honesty will destroy credibility and, with it, the practitioners usefulness to an employer.

6)    Public relations staff and firms need to know the legal aspects of creating and distributing messages because the courts have ruled that PR firms cannot hide behind the client anymore by saying “that’s what they wanted me to do”. PR firms have a legal responsibility to practice “due diligence” in the type of information and documentation supplied a client.

7)    The steps that a public relations person can take to avoid libel suits are: Make news releases that are written to identify clear statements of opinion versus statements of fact. 1- Opinion statements should be accompanied by the facts on which the opinions are based, 2- statements of opinion be clearly labeled as such, 3- the context of the language surrounding the expression of opinion be reviewed for possible legal implications. DO NOT make unflattering comments about the competition’s products. Statements should be truthful, with factual evidence and scientific data available to substantiate them.

8)    The concept of fair comment and criticism is also known as the system of fair use versus infringement. Fair use means that part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work. The concept of fair use has distinct limitations if part of the copyrighted material is to be used in advertisements and promotional brochures.

9)    The precautions that a PR person can take to avoid invasion of privacy lawsuits are to also be cautious with the amount of use you borrow or state in a press release.

10)  If an organization wants to use the photo or comments of an employee or a customer in an advertisement, the precautions that should be taken are having a signed release on file if they want to use the photo or comments in a brochure. Give financial compensation to make a more binding contract.

11) The basic guidelines or copyright law that a PR professional should know about are: 1- which organizational materials should be copyrighted and 2- how the copyrighted materials of others may be used correctly.

12) Public relations people help an organization protect its trademarks by protecting the brand name, the symbol or slogan that identifies a products origin. Is it unique? That it simply describe a common product that might be in trouble.


Ch. 8 Questions:

1)    Public opinion is highly influenced by self-interest and events. According to Irving Crespi, a prolific public opinion researcher, public opinion can be almost tangible force that affects all kinds of people, altering their beliefs or attitudes about controversial issues. The public is often noncommittal about an issue, but once motivated to address it, they form attitudes and beliefs and take action to achieve their interests throughout the life cycle of the issue. Public opinion plays a role in moving a group of people to action relation to an issue. Awareness and discussion leads to crystallization of opinions and consensus building among the public.

2)    The role of public opinion leaders in the formation of public opinion is to be a knowledgeable expert who articulates opinions about specific issues in public discussion. They become experts of a specific type of knowledge and inform the public about what it is they know about, and why it is so important to be informed of the issue. These leaders help frame and define issues that often have their roots in individuals’ self-interests. It is through the influence of these leaders that public opinion often crystallizes into measurable entity. PR professionals attempt to influence these leaders just as they seek to influence the public at large.

3)    The role of media in formation of public opinion is to inform the public at large about a specific issue/ topic through radio, television, newspapers, blogs, and magazines. The information I coming form a source and rapidly disseminated to masses of people. The mass media inform and influence people daily. The publics then take that information and perceive it the way that it was informed to them, creating public opinion.

4)    The theories about mass media effect that are relevant to the formation of public opinion are: framing for media content is influenced by a broad array of forces. “Mass media scholars have argued that it is important to understand the ways in which journalistic framing of issues occurs because such framing impacts public understanding and, consequently, policy information” (p. 165). Issues, as framed by the public relations professionals, are then reflected in press coverage and, in turn, influenced the public’s opinion about the crises.

5)    Three objectives of persuasion in public relations work are: 1- to change or neutralize hostile opinions, 2- crystallize latent opinions and positive attitudes, and 3- maintain favorable opinions. The one that is most difficult to accomplish is to turn hostile opinions into favorable ones. This is because once people have decided their opinion, their mind is made and it can be extremely difficult to change someone’s thoughts and opinions.

6)    The nine factors involved in persuasive communication are: 1- audience analysis: characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. Helps communicators tailor messages, and through demographic and psychographic, appeal to their audiences. 2- appeals to self-interest: people become involved in issues or pay attention to messages that appeal to their psychological, economic, or situational needs. 3- audience participation: attitudes or beliefs are changed or enhanced by audience involvement and participation. This allows people to have a sense of belonging and reinforces their beliefs, as well as self- actualization and commitment. 4- Suggestions for action: people endorse ideas that take actions only if they are accompanied by a proposed action from the sponsor. PR practitioners must ask people to do something, but also have a furnished detailed data and ideas about how to do the act. 5- Source credibility: having messages that are more believable to an audience if the source has credibility with that audience. 6- Clarity of the message: the most persuasive messages are ones that are direct, simply expressed, and contain only one primary idea. 7- Channels: Different media with different features can be used for diverse public relations purposes. TV, newspaper etc; however, FTF is often more effective than mass media broadcasts. 8- Timing and Context: a message is more persuasive if environmental factors support the message or if the message is received within the context of the other messages. 9- Reinforcement: People ignore or act negatively toward messages that are against their values or beliefs. It is important for PR professionals to have a firm understanding of the public views- therefore, the professional needs to reinforce the publics views and beliefs through their campaign so they will have supporters and positive public opinions.

7)    The three factors that are involved in source credibility are: 1- expertise, 2- sincerity, and 3- charisma.

8)    The five levels of Maslow’s hierarchy of needs are: 1- (lowest) basic needs such as food, water, shelter, and transportation to and from work. 2- “security” needs, people need to feel secure in their jobs, safe in home etc. 3- “belonging needs”, seeking association with others. 4- “love needs”, humans have a need to be wanted and loved. 5- (highest level), “self-actualization” needs. It is important for PR people to understand people’s basic needs because they are tailoring messages to fit their understandings and values/ beliefs.

9)    The techniques that can be used to write persuasive messages are: audience analysis, audience participation, suggestions for action, source credibility, appeal to self-interest, message clarity, etc. The most persuasive messages are direct, simply expressed and contain only one primary idea. They should always ask: will the audience understand the message? And, What do I want the audience to do with the message?

10) Propaganda techniques: Plain folks– to show humble beginnings and empathy with average citizens. Testimonial– to achieve source credibility, about the value of a product or wisdom of a decision. Bandwagon– implication or direct statement that everyone wants the product or idea has overwhelming support encourages people to agree with the idea. Card Stacking– selection of facts and data to build an overwhelming case. Transfer– associating the person, product, or organization with something that has high status, visibility, or credibility. Glittering Generalities– linking a cause, product, or idea with favorable abstractions such as freedom, justice, democracy, and the American Way. PR professionals should be aware of these techniques and make certain they don’t intentionally use them to deceive and mislead the public. Ethical responsibilities exist in every form of persuasive communication.


Ch. 7 Questions:

1)    The five categories of media and communication tools listed by Kirk Hallahan are: Public Media (building awareness), controlled media (promotion), interactive media (respond to queries), events (motivate participants), and one-on-one (obtain commitments).

2)    Two-way communication (feedback) is an important aspect of effective communication because it establishes a dialogue between the sender and the receiver. Grunig postulates that the ideal public relations model consists of two-way communication. In other words, communication should be balanced between the sender and receiver. The most effective type of two-way communication is interpersonal, or face-to-face communication between people. In both ways, the people are able to see expressions, feelings, gestures etc.

3)    The messages and communication channels that a passive audience would need are: stylish and creative. Like photos, illustrations, and catchy slogans lure this type of audience into processing information. Dramatic images, celebrity pitches, and radio/ television announcements (featuring entertainment) will make them aware of the message. In contrast, information-seeking audiences are already interested in the message and are typically seeking more sophisticated supplemental information. Effective tools for delivering this content may include links to more detailed information on an organization’s website, brochures etc.

4)    It is necessary to to use a variety of messages and communication channels in a public relations program because complete communication is used with the sender and receiver having a common understanding. Successful communication involves interaction, or shared experience, because the message must be not only be sent but also received. They need to use a variety of channels to reach all members of the target audience, help them remember the message, and enhance their meaning.

5)    The five steps of the adoption process are: 1- Awareness, 2-interest, 3-evaluation, 4-trial, and 5-adoption. The adoption process is affected by relative advantage, compatibility, complexity, trialability, and observability.

6)    The role of stated objectives in evaluating public relations are: if an objective is informal, measurement techniques must show how successfully information was communicated to target audiences. Motivational objectives are more difficult to accomplish. If the objective is to increase sales or market share, it is important to show that the public relations efforts caused the increase, rather than advertising or marketing strategies.

7)    The four ways that publicity activity evaluated are: 1-If the activity or program was adequately planned, 2- Did the reciepients of the message understand it?, 3- How could the program strategy have been more effective?, 4- Was the desired organizational objective achieved?

8)    Measurement of message exposure differs from measurement of audience comprehension of the message because audience exposure, also audience awareness- is measuring message dissemination and audience exposure is one thing. Its understanding whether the audience actually understood the message. PR practitioners measure whether target audience groups actually received the message. Audience comprehension is closely related to audience awareness as well and understanding the message, but changes in their attitudes.

9)    The methods that can be used to evaluate the effectiveness of a company newsletter or magazine are: determining the degree to which correct, incorrect, and only partially correct information is included in news and other stories. Also, by determining the extent to which key information is omitted or misreported from coverage.


Ch. 6 Questions

1)    The questions that a public relations professional should ask before formulating a research design are: what is the problem?, which kind of information is needed?, how will the research results be used?, which specific public should be researched?, should the organization do the research in-house or hire an outside consultant?, how will research data be analyzed, reported, or applied?, how soon are the results needed?, and how much will the research cost?

2)    Five ways that research is used in public relations are by: achieving credibility with management, def5ining audiences and segmenting publics, formulating strategy, testing messages, preventing crises, monitoring the competition, and generating publicity.

3)    Survey research can be used as a publicity tool by helping public relations practitioners target audiences they wish to reach and to shape their messages.

4)    The procedure for organizing and conducting a focus group is: to formulate or pretest message themes and communication strategies before launching a full campaign. Then they must gather 8-12 people who possess the characteristics of the larger target audience, such as employees, consumers, or community residents. During the focus group, a trained facilitator uses nondirective interviewing techniques that encourage group members to talk freely about a topic or give candid reactions to suggested message themes. The setting is in a conference room, and the discussion is informal. A focus group may last one to two hours, depending on the subject matter.

5)    The pros of using a focus group are: being useful in identifying the range of attitudes and opinions among participants. These insights can help an organization structure its messages or, on another level formulate hypotheses and questions to be covered by a quantitative research survey. Cons are: results obtained through this research technique cannot be summarized by percentages or even projected to an entire population.

6)    The guidelines that should be followed when releasing the results of a survey to the media and the public are: stating the findings in the answers of which were received by the target audience. By stating the most important facts, it will help the public to better understand what you are trying to get across about your company, organization, or about yourself as a brand.

7)    The eight elements of a program plan are: situation, objectives, audience, strategy, tactics, calendar/ timetable, budget, and measurement.

8)    Informational objective– plans that are designed primarily to expose audiences to information and to increase awareness of an issue, an event, or a product. Measurable objective– Are easier to measure. They are bottom-line oriented and are based on clearly measurable results that can be quantified.

9)    A strategy is: a statement that describes how, in concept, a campaign will achieve objectives; it provides guidelines and themes for the overall program. They provide a rationale for planned actions and program components. An objective is: a proposal that should answer three questions- Does it really address the situation? Is it realistic and achievable? Can success be measured in meaningful



Public Relations : Ch. 5 Questions

1)    The role and function of public relations departments has changed in the recent years by expanding now from its traditional functions to exercise influence in the highest levels of management. In a changing environment, and faced with the variety of pressures, executives increasingly see public relations not as simply publicity and one-way communication, but rather as a complex and dynamic process of negotiation and compromise with a number of key publics. As James Grunig explained it, “building good relationships with strategic publics” (p. 88).

2)    The structure and culture of an organization affects the role and influence of the public relations department by helping build the organizations relationships. It helps save the organization money by reducing the costs of litigation, regulation, legislation, pressure campaign boycotts etc. or lost revenue that result from bad relationships with publics. It also helps the organization make money by cultivating relationships with donors, customers, shareholders, and legislators.

3)    The kind of knowledge that a manager of a public relations department needs today is: to assist in developing policy and communicating with various groups. CEO’s want top management that knows how to create communication that is strategic, based on research, and involves two-way communication with key publics. They must have a journalistic ability and technical function- that is, as media relations and publicity. And also a knowledge based on research, environmental scanning, problem solving, and management total communication strategies.

4)    The departments that now include the term “corporate communications” instead of “public relations”  are: Proctor & Gamble and Hershey Candies. I feel as though the first name is easier for the public to immediately understand right off the bat, for it is pretty self explanatory- the group or part of the company deals with/ works with the public and its relations connected to the company/ organization. However the second term, when explained in detail, as I read in the book, does make sense- for the job in itself is becoming more broad and connects to multiple parts of the company and the relations within the organization itself. The new name does make sense, for “The relabeling occurred because the department had expanded beyond ‘public relations’  to include such activities as employee communications, shareholder communications, annual reports, consumer relations, and corporate philanthropy” (p. 90).

5)    The difference between line and staff function is that- line function such as a vice president of manufacturing, can delegate authority, set product goals, hire employees, and directly influence the work of others. Staff function (staff people) on the other hand have little to no direct authority. Insead they indirectly influence the work of others through suggestions, recommendations, and advice. And according to accepted management theory, public relations is a staff function. PR professionals are experts in communication; line managers, including the CEO, rely on them to use their skills in preparing and processing data, making recommendations, and executing communication programs to meet organizational objectives.

6)    A compulsory-advisory role within an organization is a good one for a public relations department to have because under this set-up, organizational policy requires that line managers (top management) at least listen to the appropriate staff experts before deciding on a strategy. Because of their role in top management, CEO’s and line managers do not have the specific knowledge in understanding/ creating an immediate response as to how to act and what to do when any type of crisis occurs. Therefore, by listening to the appropriate employees, the right action can be taken into play, and the company will not be destroyed.

7)    The four areas of an organization that are the most likely to develop friction with public relations are: Legal because legal staff members are always concerned about the possible effect of any public statement on current or potential litigation. Consequently, lawyers often frustrate PR personnel by taking the attitude that any public statement can potentially be used against the organization in a lawsuit. Human Resources because here is often conflict over who is responsible for employee communications. HR believes that they should control the flow of info, whereas PR believe satisfactory communications cannot be achieved unless effective employee relations are conducted simultaneously. Advertising because they compete for funds to communicate with external audiences. Advertising will ask: “Will the communication increase sales?” and PR will ask” Will it make friends?” – this causes breakdowns in coordination of overall strategy. And finally, Marketing because their personnel think exclusively of customers or potential buyers as key publics. In contrast, PR define publics as any group that can affect the operations of the organization- (governmental agencies, environmental, neighborhood groups etc.)

8)    Seven services that a public relations firm will offer to clients include: Marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, and financial relations.

9)    International business to the U.S. public relations firms is very important, for operations are reflected in the fact that most of the major public relations firms generate substantial revenues from international operations. It is not reserved for only larger firms, but smaller and medium sized firms around the world as well. They provide clients with a need for reach beyond their own markets with a viable alternative to the large multinational agencies.

10) The standard methods used by a public relations firms to charge for its services are: 1- basic hourly fee, plus out-of-pocket expenses, 2- retainer fee, and 3- fixed project fee. These most common methods are used to estimate the number of hours that a particular project will take to plan, execute, and evaluate. The basic hourly fee is most preferred by PR firms because they are paid for the exact number of hrs spend on the project.


Today’s society has become revolved around social media and pop-culture. As this seems to be an interesting topic, and is enjoyable to listen to, it seriously has affected the lives of celebrities all throughout Holloywood; One person for example is actor Charlie Sheen. He was born with the name  Carlos Irwin Estevez into an actors high-society family, and in contrast changed his name as well as his image through the public to who we know today, as Charlie Sheen. His image in the public has definitely not been the best within the past years, and especially recently. Charlie is in dire need of PR assistance, for he is leading an extremely troubled life through drugs, alcohol, sex, and partying.

His life is certainly not private, for he has lost three marriages in the past, and is now a father of 5 children with three different mothers. Charlies most recent role on television has been severely compromised due to his drug and alcohol addiction. He alone has placed the top-ranked show of CBS on hiatus because of the awful life threatening stunts he is pulling, affecting not only his own life but the jobs of many other individuals on the show.

Charlie Sheen seriously needs a life change, sobriety and to stand back on his own two feet once again. A good PR representative can be a simple part of this solution in helping him change his life around. He certainly needs to go into rehab, but also a good speaking to a judge who could so to speak, “frighten him” about the kind of life he is living and how teach him how irresponsible of a father he is being. Also, another idea would to possible place him in a kind of Celebrity Rehab, the show on  Vh1 directed and led by Dr. Drew. This will help Charlie specifically relate to other actors who are in very similar positions as he is in. By placing him in a group with others, it might help him actually wake up, realize his wrongdoings, and help him feel like he is not alone in the tough journey of sobriety. Dr. Drew really helps individuals such as Charlie Sheen change not only their drug or drinking addiction, but their life in its entirety. They see themselves through a new perspective and learn how special and amazing life can be with the people we love and care for, simply through making a few modifications to your own actions- exactly what Charlie Sheen needs.


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