U.S.A. Youth Marketing
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"The U.S. Department of State is taking another stab at putting private-sector marketing smarts to work for America and its image problem," reports PR Week. Mike Holtzman, a partner at the Brown Lloyd James PR firm, was hired "to help plot a new course for U.S. public diplomacy." Holtzman is expected to "move away from government-branded initiatives and toward youth-oriented cultural campaigns." He's suggested "a center ... [to] coordinate sporting events, cultural and educational exchange, technological and medical training, and other activities aimed at engaging ordinary people - particularly the young - in more dialogue and interaction." It's seen as a major move away from Charlotte Beers' "Shared Values" ad campaign.
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PR Week (sub. req'd.), October 11, 2004 - 1193 reads
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