...1) Имидж, репутация и паблисити в системе общественных связей. Приведите 1-2 примера имиджевых корпоративных PR-кампаний. Имидж - это образ организации, существующий в сознании людей. Можно даже сказать, что у любой организации существует имидж вне зависимости от того, кто над ним работает и работают ли над ним вообще. В случае отпускания вопроса имиджа на самотек он сложится у потребителей стихийно, и нет никакой гарантии, что он будет адекватным и благоприятным для фирмы. имидж - это искусственная имитация или преподнесение внешней формы какого-либо объекта и, особенно, лица. Он является мысленным представлением о человеке, товаре или институте, целенаправленно формирующимся в массовом сознании с помощью паблисити, рекламы либо пропаганды. Элементы корпоративная философия; *история-легенда компании; * внешний облик корпорации: *Качество продукта *Осязаемый имидж -- 5 чувств *Реклама *Общественная деятельность *Связи со средствами массовой информации *Связи с инвесторами *Отношение персонала к работе и его внешний вид корпоративная культура: Финансовое планирование *Кадровая политика компании *Ориентация и тренинги сотрудников *Программа поощрения сотрудников развитие отношений с обществом. * Покупательское «Я» * Самоимидж покупателя.\ Паблисити – это широкая позитивная известность организации. Мы добиваемся реакции типа: «Да, слышал про фирму "Западно-восточный диван"... Вроде как серьезные люди, работают на итальянском оборудовании, за качество отвечают»...
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...PR PROJECT: Nestle kit-kat Its crisis And management NESTLE: Nestle is the world’s leading nutrition, health and wellness company. Their tagline says, “Good Food, Good Life”. To provide customers with the best tasting, most nutritious choices in a wide range of food and beverage categories. Nestle owns several major consumer brands such as Stouffers, Nescafe, Kit-Kat, Carnation, Nestle Water, and many others. All in all, 30 of Nestle’s products earned 1 billion CHF or more during 2010, making Nestle a major force in the global food and beverage industry. NATURE OF CRISIS: THE CRISIS: Nestle, the world’s largest food conglomerate, has undergone a turbulent period since 2010. On March 14 2010, the Independent, a UK-based newspaper, stated that Nestle’s Kit Kat contained palm oil that results in deforestation and threatens the livelihood of the endangered Orang-utans. Environmental Group Greenpeace immediately requested Nestle to “give the rainforest a break” by ending its business partnership with Sinar Mas, its palm oil supplier in Indonesia, as soon as possible. The report spurred Nestle to cancel its contract with Sinar Mas—months after Sinar Mas was shown to be involved in illegal deforestation—but the corporation continues to purchase oil palm from Cargill, which is supplied in part by Sinar Mas. For its part, Cargill says it is investigating Greenpeace's allegations and if Sinar Mas is found to be committing illegal deforestation they will drop...
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...financial stability of the organization. This crisis involves a recent explosion at one of the plants at the XYZ Corporation and will require the development of an external relations strategy in order to rebuild the corporate image of the organization. The goal of the XYZ Corporation will be to develop a communications and external relations strategy to explain the events that led up to the explosion at the plant and explains the steps that will be taken to fix the problem. The external relations strategy will coordinate the dissemination of information and effectively manage the crisis. An effective communication channel is needed to establish positive feedback throughout the organization. So then, a team is created specifically to implement these channels. This communications team will be responsible for assessing the situation, developing and implementing the communication plan and following up on the success of the plan. The communication team will develop a plan of action that will result in a more positive corporate image. This team will consist of: top executives from the XYZ Corporation, a PR person will be identified and the communication nodes will be determined. The PR will be used to establish the credibility of the corporation and to persuade the public to take a more positive view of the corporation. The team will also come up with the steps that it will take to repair the image of the corporation. Successful crisis management depends largely on developing a planned...
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...1. In a narrative format, summarize the key facts and issues of the case. The key facts of this case include Imus’ performance and history as a 28-year veteran shock-jock, his employment by CBS and MSNBC, his controversial and off-color comments against a girl’s basketball team, and CBS’ response to the matter. The issues include the remarks made by Imus’, was the response by CBS timely and appropriate and what could have been improved upon in preparation and execution of their crisis management approach. Also, was CBS strategic in their execution of their damage control? Should Imus have continually remained in the media empathetically apologizing then saying he had apologized enough? 2. Update the information in the case by researching it on the Internet. Focus your response on the specific issues in the case. The case study provided by the text provides limited information in the summary. Although it includes the incident, a little history of Imus and CBS’ response, it is vague as to how the matter became so public and why CBS would severe a $40 million contract with one of the nation’s most revenue-producing jock (Press, 2007). Further research reveals the history of Imus’ profession as a highly sought after shock jock, the efforts behind his firing, CBS’ reaction, responses and their inadvertent handling of the matter. The employment contract was extended to Imus by CBS in 2006 because he was a shock-jock of the nation and because his controversy and...
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...Block 5 Crisis Management Week 5 Overview Lesson 1 | Homework | Lesson 2 | Homework | * Doc 5.1 Crisis Management Lesson 1 – Vocabulary/ Listening/Speaking * ML Vocabulary P. 105 | Doc. 5.2 Vocabulary HW Crisis Management Business BriefDoc. 5.3 Listening HW Managing Crises | * Doc 5.4 Crisis Management Lesson 1 – Reading/Speaking * ML Reading P. 107 * ML P. 108 Language Review – Conditionals * Doc 5.5 Cases for Discussion/ Doc 5.6 Crisis Management Scenarios for Discussion | Crisis Management Extra ReadingsICE forum follow up task: Language Review C Discussion | Week 6 Overview Lesson 1 | Homework | Lesson 2 | Homework | * Introduction to Coursework 3 and Portfolio – hand out Student Guidelines for CW3 * Doc.6.1 Evaluation: Introduction to Evaluation – Criteria – Evaluation of SourcesNote: Ss to prepare a seminar for Lesson 2 in Week 8 where they have to introduce their topic, title and sources, and explain why they were chosen (how many, different types, etc.) | 1) Ss do web search on crises, choose topic and write a title for assignment2) Download from ICE & read doc on ‘Research Sources’3) Preview Doc 6.2-A - vocabulary for Titan case study | * Doc 6.2-S Titan Case Study (based on old ML)OR * Doc 6.2-S - Speed Reading Comprehension Questions – ‘Keeping your client relationship afloat’ (based on old ML – see ppt in relevant folder). | Students choose sources and begin note-taking doc for their sourcesSelf –Study:1) Download &...
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...materialized. When being a kid in school it is all about getting the newest phone, wearing the most expensive clothing and every other materialized thing, to show off how much money we have. We measure our happiness in things, clothes, cars and so on. The greed of getting more and new things is decreasing. Before the financial crises in 2008 every family lent money to buy new things all the time. No worries were to be shown in any family, until the crack happened. Nowadays the crisis has slowly turned around again and in school it’s still about collecting the newest items. In the short story from 2010 by Hanif Kureishi, the problem of greed and a materialized world is a central theme in the story. The main character in the short story “The Decline of the West” is man at 45 called Mike who works in the financial department. Mike is married with an unsatisfied woman called Imogen, he has to kids and they are living in a big house outside of London. He is rarely home and sometimes works more than 12 hours pr. day. He has an unsatisfied wife who quickly takes a bath when Mike is coming home from work, so she won’t face him. His youngest son Billy seems happy to see his father until it turns out he just wants to ask his father for a guitar: “I like you sometimes, Daddy. But I want guitar lessons. So first I’ll need the guitar and the amp, like Tom has” (p. 4 l. 74-76). Here the son even compare himself to his brother Tom and it seems like he feels cheated in that way, as if Tom gets...
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...Crisis Communication in theory and practice: Analysis of cultural influence, strategy applicability, and stakeholder relevance in Australia and New Zealand Natascha Pancic A thesis presented in partial fulfilment of the requirements for the degree Master of International Communication Unitec New Zealand, 2010 ABSTRACT This research project explores crisis communication in theory and practice in Australia and New Zealand with specific focus on cultural influence, strategy applicability, and stakeholder relevance. A mixed-method approach was used to evaluate crisis communication in its theoretical and practical constituents. The research project comprises of the two data collection methods of content analysis and in-depth interviews. The content analysis, the selected method to evaluate the theory, was conducted from published research studies in leading Australian and New Zealand Public Relations and Communication journals, the websites of the PRism journal, the Australian and New Zealand Communication Association (ANZCA), the Public Relations Institutes of Australia (PRIA) and New Zealand (PRINZ), and via the database search platform Ebsco. The content analysis provided information about the number of published articles, leading theoretical models, research methods, and research orientation. The in-depth interviews, the chosen method to investigate the crisis communication practices, were conducted with three Australian and three New Zealand practitioners...
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...Crisis Management Simulations Preparing for the unexpected is what most businesses and governments strive to do. They hope to curb the next disaster in their favor. Or in worst-case scenario, businesses and governments hope to at least curb the crisis to be the least damaging to their image. The question people struggle with is how can these organizations prepare for every possible crisis they could encounter? It is simple: they cannot. However, with today’s technology many organizations have implemented crisis management simulations to better prepare for these worst-case scenarios as well as test the organizations’ tactics used in managing crises. Crisis simulations are relatively new and unheard of in some companies. Crisis management’s purpose is to engage “the whole organization in efforts to avert crises that may affect the firm, and to effectively manage those that do occur” (Pearson, n.d.). Organized crises are used in firms to simulate a crisis, such as a PR scandal or terrorist attack, and test the organization’s reaction to the event, how the crisis is handled, and if it is done effectively. These simulations are recently becoming popular to use in organizations because of new technology that gives them a real-time, fast-paced feel. Companies are now realizing that “as the development of new technology outpaces our ability to fully understand its impact, and as global reach relentlessly stretches organizational capabilities, ‘firefighting’ becomes a way of life” (Pearson...
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...TECNOLÓGICO DE MONTERREY | THUNDERBIRD Production Operation Management TOYOTA: THE ACCELERATOR CRISIS Study Case Report | | 1. What were the drivers of Toyota´s accelerators crisis? Why was Toyota facing a recall crisis? The drivers of Toyota crisis were Strategic, structural and cultural issues. At the strategic level, the cost reduction strategy added with the increasing of the output volume strategy caused a decrease in quality. Furthermore, the structure of Toyota (HQs in Japan and not in the U.S) impacted Toyota’s response to customer’s claims, taking a long time to address Toyota consumer’s concerns, and in fact was one of the most criticized issues during the crisis. In other words, the company took a considerable time before recalling units that meant life losses and significant economic impacts. At the cultural managerial level, there were difficulties driven by how Japanese address the situation vs. how Americans deal with the problems. The company lost its original philosophy due to different cultural orientations between Japanese headquarters and North American subsidiaries. The fact that Toyota was recovering from its last unit’s recall (due to motors leaking oil) plus the beginning of the global financial crisis, ended up yielding a deviation of the original long term plan to look after the U.S subsidiary´s financial performance, triggering a swap in the three main pillars of Toyota (Safety, Quality and Volume). 2. Michael...
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...Discussion questions 1. Pick a recent news article that focuses on some international or global problem, and give examples of how and where states, markets, and societies interact and at times conflict with one another. How hard is it to determine the analytical boundaries between the state, market, and society in this case? ONU se reúne tras supuesto uso de armas químicas Los estados interactúan ya que son los encargados de mantener la seguridad de cada país, por eso acuden a las organizaciones que se ocupan de este tipo de asuntos. Los mercados pueden verse afectados por las consecuencias de este tipo de ataques y estos dos se implica la sociedad ya que es la afectada de lo que resulte esta situación. Es fácil distinguir los límites de cada parte en este tema ya que el que tiene la mayor responsabilidad es el estado. 2. Review the basic elements and features of the IPE approach: the three main theoretical perspectives, the four structures, the levels of analysis, and the types of power. Which ones do you feel you understand well and which ones need more work? Los niveles Individual y el de los estados son los más fáciles de comprender ya que se pueden estudiar sin tanto conflicto, pero el sistema internacional: el conflicto internacional a veces es causado por la naturaleza conflictiva del hombre. 3. Define and outline the major features of globalization. Explain the connection between economic liberal ideas and globalization. Which of the three IPE...
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...| CW1 Section 2 | Source Evaluating | | Write by: Matthew Yao | Tutor: Sandy Sommer | 2 November, 2012 | * Authorship / Authority At the end of paper, the detailed information about the author is given. Referring to it, N. V. Varghese is a professor whose publication covered from scheme of education, financing and quality. He was also in charge of the Educational Planning Unit at NUEPA (New Delhi) and now is Head of Governance and Management in Education at IIEP. Recently, he focuses on the fields of institutional reorganizing of higher education and private higher education. These main areas are closely related to the topic of text. Based on these information, it can be stated that the paper is authoritative. * Reliability / Validity The paper contains five tables to illustrate comparison clearly. These data comes from three different sources: a. UIS (UNESCO Institute for Statistics) which is an office collecting cross-national statistics on education, culture, science and technology of UNESCO (an educational department of UN). b. USDC (United States Department of Commerce) which is the Cabinet department mainly focusing on promoting economic growth of the United States government. c. The Earth Times is a website providing latest environmental news, journals and blogs written by voluntary expert writers on the internet. UIS and USDC are reliable international and national data sources, however it is claimed that visitors also could contribute their own...
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...Natural Disasters & the Decisions That Follow Case Study: Natural Disasters & the Decisions that follow Step 01: Problem Definition Natural disaster is a major adverse event resulting from natural processes. An example includes hurricanes, floods, severe weather, volcanic eruptions, earthquakes, and other geologic processes. Step 02: Justification of the problem: A natural disaster can cause loss of life or property damage, and typically leaves some economic damage. And when we face a disaster during business running, we have to find a way to solve the dilemma between the organizations and the customers. Step 03: List of Alternatives: A- Aware people about the risk reducing measures. B- Planning and prevention. C- Organizations business ethics. Step 04: Evaluating Alternatives: A- With good data, the public understands the need for preparation and risk reducing measures. Governments, the private sector and the media build awareness of risks and risk-mitigation principles at national, regional, and community levels. Education in the community is required to ensure that awareness building continues in adult life. B- The coordination between the government and the private sector can presents accurate data to predict the risk before disaster strikes, which require to study all the information and the details provided to analyze the cost and benefits of natural disaster response. It is important to consider the relative cost effectiveness of...
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...and off during their job. Why to Read the Book This book evolved from thousand of questions asked to Welch when speaking to audiences around the world. This book does not contain the same old stuff of what management should do. It is based on the true practical view which is faced by the company a nd every people related thereto. It offers original thinking, and nuts-and-bolt advice that can change the way the people think about work. Chapters This book basically deals with four parts which are: 1. Underneath it all-which includes Mission and values Candor Differentiation Voice and Dignity 2. Your company-which includes Leadership Hiring Managing people Parting ways Change Crisis management 3. Your competition-which includes Strategy Budgeting Organic growth Six sigma 4. Your career-which includes The right job Getting promotions Hard spots Balancing between work and life Summary and general perspective Welch starts out by explaining what a mission statement is. Welch believes an effective mission statement should answer one question, "How do we intend to win in this business?" Once the mission is formed , a company should define its values. The corporate values are behaviors, how the mission is to be carried out to win. Jack has talked about candor. Candor is the state or quality of...
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...Question 3: What can global firms do to reduce vulnerability to financial crisis? By definition, financial crisis is applied broadly to a variety of situations in which some financial assets suddenly lose a large part of their nominal value. (Wikipedia) It would become extremely harmful to global organizations. Some international firms suffer a great amount of loss or even go bankrupt during financial recession. Therefore, whenever there is a financial crisis, global companies have to execute certain initiatives in order to reduce vulnerability to financial crisis. During financial recession, there are mainly two kinds of crisis management: short-term and long-term orientations. The main purpose of short-term initiatives is to maximize year-to-year profit (or minimize loss), whereas long-term initiatives focus on the benefits of future gains and ignore short-term loss. (Kotabe, 2010) Therefore, short-term oriented solutions tend to satisfy stockholders’ immediate needs, while long-term orientation is more beneficial toward customers. (Vinay Couto, 2009) Among short-term initiatives, pull-out of the market, across-the-board cuts, layoffs, aggressive working capital management, and discretionary spend reductions are very common responses for financial crisis. In general, global companies could create significant outcomes within very short period with those short-term orientations. Therefore, most of global companies choose short-term responses to reduce vulnerability to...
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...keep up with environmental changes. You need to know your companies strengths and weaknesses. Corporate strategy is widely used and brings a lot of benefits that also involve several risks. When you take over another company you eliminate potential threats. With an environmental jolt it makes it easy to take over another company. The article was very interesting. They discussed several interesting topics and terms that I haven’t heard before. I feel like this is something that we can relate to now because of all the economic crisis’s that we are going though now. We have witnessed many corporate mergers and acquisitions of other corporations because they can’t survive these hard times. Works Cited Wan, William, Yiu, Daphne. "FROM CRISIS TO OPPORTUNITY: ENVIRONMENTAL." Strategic Management Journal 3006 Nov 2008 791-801. Web.20 May...
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