Digital media blog

Online PR involves using online-based communication to help communicate with customers and help make a brand more known to potential customers.

Public relations have many different purposes, first of which being it can help with brand reputation management. Meaning it can help the brand create a positive perception of itself in order to entice customers. this is also linked to business value promotion which is all about how a brand is portrayed to customers and communicate the brands core values.

Corporate social responsibilty relates to how committed a business is to sustainable economic development, for example working with its employees, their families and communities. The benefits of this is that it can gain loyal, trusting customers and raise brand awareness.

An example of how Calvin Klein has demonstrated this is that on the celebration of its 25th birthday it launched a global initiative called “EternityProject”. it is in support of the Every Woman Counts organisation which raises awareness for maternal health. any proceeds made from this campaign were sent to the organisation. The campaign asked customers to “take two minutes” to donate and share. This is also important not only for how it makes the brand look but also because it can create social change and have an actual impact on different charities funding, therefore helping those in society.

This is an effective approach by Calvin Klein as it is not only a major fashion brand raising awareness for an important organisation. It does also show the brand in a positive light and creates a positive PR which is always good when running a business making customer more likely to purchase as a big portion of Calvin Klein’s customers are women.

Calvin Klein also launched their “let it out” campaign a campaign celebrating the LGBTQIA+ community. It captured how they feel Pride looks through a series of images and videos to show off the models different personalities and connect their sensuality. This campaign resulted in over $220,000 being raised for various LGBTQIA+ communities. This is a very positive business move for the company as it shows their stance on a topic which has been made controversial over the years and shows support for a community who needs it.

Calvin Klein has also supported other charities throughout the years such as AIDS LIFE, Habitat for Humanity and American Foundation for AIDS Research.

bibliography:

Caitlyn Bohannon, 2017, “Calvin Klein incorporates charity with Eternity’s 25th anniversary” available at: https://www.marketingdive.com/ex/mobilemarketer/cms/news/social-networks/17930.html

Look to the stars, “Calvin Klein charity work, events and causes” Available at: https://www.looktothestars.org/celebrity/calvin-klein

“Calvin Klein celebrates Pride though sensual self-expression in Let It Out campaign”, PVH, May, 2023. Available at: https://www.pvh.com/news/calvin-klein-let-it-out#:~:text=In%20line%20with%20our%20year,be%20better%20advocates%20and%20allies.