Your team is the PR and Publicity team for a well-known Hollywood celebrity. This particular celebrity has been gaining negative publicity for his image as a playboy, uttering disrespectful remarks about women and destroying public property. The press dubbed him “the enfant terrible of Hollywood”. How would your team manage and improve his image?

• Bieber’s philandering ways.
• Bieber’s sexist words and views towards women.
• Bieber vandalising public property.
• Bieber breaking the law.
• The negative perception perceived by the public towards Bieber.

•  Increase in supporters in the category of teenagers and women to buy Justin’s new album.
• Bieber will participate in community service/philanthropy
•  Album released in a year’s time
• The return of focus towards Bieber’s music instead of his public/personal life.
• Bieber will attend a counselling session for a year.

•  Bieber will be given a speech to be recited to the public. It will entail his apology to the public/fans for his obscene behaviour and promise to repent.
• Bieber will be scheduled soon to release his latest album to remove fixation of his public/personal life to his music career.
• Bieber will engage with more social interaction with fans on social media to bond with them. He will use proper language and not act unfittingly.
• Bieber will respond to criticism in a civil and gracious manner.
•  Bieber will engage in interviews to apologise for his indecent behaviour, his promise to repent and discuss his music and change of image.
•  Bieber will participate in paid advertisements/billboards that do not contain inappropriate elements.
• A hashtag - #supportjustinbieber and #nevertoolate be announced on social media for fans to voice their support for Bieber. Family members, friends and peers of Bieber will be encouraged to participate in this.
• Bieber will donate/repay for the damage he has done on public property.

•  To continue to build Justin Bieber’s popularity
•  To create a positive image for Justin Bieber
•  To gain more followers or fans
• To change his personality and behavior
• To make Justin Bieber likable
• For the public to be more accepting of Justin Bieber

•  It is never too late to change/repent, no matter the actions made
• Create a role model for society
• Contribution towards society 

• Twitter: The fans/public is urged to publish positive comments about Bieber with the hashtag #supportjustinbieber and #nevertoolate.
•   Facebook: The latest news, images, audio and videos about Justin Bieber will be published on his fan pages.
• Instagram: Images of Bieber will be posted with the hashtag #supportjustinbieber and #nevertoolate to show support for him.
•   Vine: Fans/public is urged to share their opinions (positive ones are mostly encouraged) about Justin Bieber through a short 7-seconds video.
• Justin Bieber’s Official Website: The website will promote/portray Justin Bieber in a positive light.

•   Interviews
•   Press release
• Paid advertise
• Billboard
• Speeches
• Social media
• Album releases
• Charity: “Pencil of Promise”, “Make a Wish Foundation”

• The increase in revenue through advertisements and television programmes centring around Justin Bieber.
• The decrease in the number of anti-fans of Bieber.
• The increase in Bieber’s popularity.

• The positive comments, number of likes, shares and views on a post about Justin Bieber.
• The number of his albums sold, most prominently, of Bieber’s latest release.
• How successful the hashtags are (whether they are trending/positive comments that are paired with the hashtags).

• The public resumes supporting Bieber again.
• Bieber is able to have more concerts for fans without having to deal with negativity.
• Lesser negative feedback and comments on social media.
• The increase in requests to perform in big and prominent events such as MTV awards, the Grammy awards and the Billboard awards.

Writers: Jasmine, Yin Wei, Sara, Daphne
Researchers: Yin Wei, Sara, Daphne
Editor: Jasmine