Discourse Analysis of the Usage of Public Relations in Social Media: A Case of Proctor and Gamble - Research Paper Example

The business world has been transformed significantly through advances in human and social communication through the establishment of Information and Communications Technology (ICT). As a result, there have been increasing uses of social media technologies that allow new forms of expressions that stimulate customer purchases of various products. Procter and Gamble (P&G) is one such company to have harnessed the benefits of social media through their “Kids” Thank You Mum Campaign series that was launched at the 2012 Olympics. The company faces significant competition from other large global diaper producers including Kimberly Clark and Uni-Charm. Within the baby wipes sector, it faces competition from Johnsons & Johnsons and Kimberly Clark.

From this, it is clear to note that its largest market share comes from the baby care segment and provides justification for the development of its “Kids” advertisement with a dedication to moms all over the world. 1.2 Changes that the industry has undergone in social media P&G launched its most applauded advertisement shortly before the start of the 2012 Olympics in London. Its advertisement labeled “Kids” were produced in series and launched simultaneously around the world as part of its global P&G Thank You Mom campaign series.

It also premiered during the opening ceremony of the Olympics and the company sponsored 150 remarkable athletes through its brand. The advertisement was meant to honor the mothers of the various athletes who had made it to the Olympics. The advertisement featured children from various countries and depicted seven different Olympic Games events. In addition, the company changed the look of its products and branded them with the Olympic theme. Their advertisement received worldwide acclamation and the features of their products in most leading stores in various countries. 1.3 Justification Various studies in the field as well as publications by journalists have emphasized the fundamental role that social media has played in the field of public relations (Hunt, 2010). Considering the historical and socio-cultural context within which these studies originate, it is vital to classify these roles within context.