dpms. - The Price of Earned Media
(3 pages of text)
In April 2014, the co-founder of lifestyle brand dpms., situated in London, Ontario, has a dilemma. Started as an opportunity to showcase her partner’s graphic designs, dpms. first produced silk-screened t-shirts, then branched into jewelry and other locally produced products as the company succeeded. They maintain a booth at a weekly farmers’ and artisans’ market and travel to other festivals around the province but rely mainly on word-of-mouth promotion and their social media presence to advertise their wares. She was excited about an article that was to appear in a local newspaper, but when the article was published, it contained several inaccuracies. She is deciding how she should handle the situation and how the options to confront or not confront the reporter will reflect on her fledgling company.
- To provide students with an opportunity to consider how best to communicate with media outlets in order to ensure positive and accurate media coverage.
- To place students in the decision-making role of an entrepreneur who must decide if the threat of reputational damage due to an inaccurate article justifies taking action against a media outlet.
- To give students the opportunity to consider a company’s various stakeholders and how best to interact with them following an inaccurate newspaper report.
Canada, Small, 2014
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