...Nike INC.: Developing an Effective Public Relations Strategy Date: Thursday, February 9th/12 Summary Nike Inc. started as a venture between Phil Knight, current CEO, and Bill Bowerman. At the time Knight was a student at the University of Oregon and Bowerman was the University track and field coach. The company, originally named Blue Ribbon Sports, did not officially get started until 1964 when Knight, who pursued a MBA at Stanford, graduated. Blue Ribbon Sports started making athletic footwear after the two men took a trip to Japan to source a manufacturer for the high performance athletic shoes that Bowerman had been designing. The first shoe created by the duo helped University of Oregon runners break track and field records. After those first initial models were produced Knight started selling the shoes out of the trunk of his car, as he would travel to various track and field events. He was also employed as a certified public accountant and professor at Portland State University during the early years of Blue Ribbon Sports. The first shoe under the Nike name was released in 1972, known as the Cortez, and it became extremely popular immediately. As the company, now known as Nike, progressed Knight and Bowerman started to invest largely in research and development and a dynamic organizational culture. One of the things that made them successful was the outsourcing of offshore manufacturing in Japan. In the mid 80’s Nike’s manufacturing focus started to shift to...
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...Sales Forecasting Review sales history of competitors through secondary research. Show recent sales trends in industry. Make any seasonal adjustments. Project sales and income for next four quarters Before you start writing—read all of the material for this week’s assignment. As you read, highlight the areas of the text that align to this week’s paper. Next, take a few minutes to write an outline. This will save you a lot of time if you do this before starting to write. Here is an example of a sample outline for this paper. Your outline will look different—it will have the specifics that you intend to include in your paper. Sample Paper Outline Title: Promotion & Public Relations Introductory Paragraph (Write your thesis first…the rest of the paper will flow from your thesis.) Possible thesis statement: See example Week 1 Paragraph 1: Objectives of Sales Promotions Paragraph 2: Tools for Consumer Sales Promotion Include a discussion on consumerism and environmentalism Paragraph 3: Trade Sales Promotion Paragraph 4: Description of detailed sales promotion (created by you!) Paragraph 5: Sales Forecasting and project sales and income for next four quarters. Conclusion Paragraph: which links back to thesis…do not introduce new ideas here. Provide references to support information in paper. List your references in the text of the paper and at the end of the paper in a separate section. Once you have written your paper, be sure...
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...explosion of social media. This has not only changed how people interact and communicate with each other, it has also had a massive effect on how consumers interact with organisations and businesses. With this in mind, public relations practitioners must now consider how to engage their audience whilst embracing social media as part of an integrated public relations strategy. The term “social media” commonly refers to online social networking sites and blogs and has been proclaimed as leading a universal change that allows instantaneous worldwide, connected communication (Weaver Lariscy et al., 2009, p.314). Where traditional public relations methods such as press releases and statements, can be viewed as being structured and more of a scripted and guarded approach (Anonymous, 2010, p.1), social media has the ability to facilitate a more open engagement method tailored for the target audience, which can be effectively implemented within a multi faceted approach to gain rapid momentum for the organisation as it grows and evolves. Ultimately social media can be the element of a public relations strategy that ‘cuts to the chase’ and delivers the desired messaging to the audience and engages by provided an opportunity for two-way communication and a forum for public opinion, both good and bad (Hudson, 2010, pp.210-1). With this in mind, social media tactics must be aligned with the organisations overall campaign goals and branding and work in conjunction with other tactics. An...
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...“Public Relations are the proactive communication that an organization initiates and maintains with the media, its clients, and key internal and external publics. It provides organizations various tools that can be used to support brand building, research attitudes of consumers, and influence key publics. This simulation illustrates the use of Public Relations to develop a Public Relations plan and to use its various tools to manage a crisis” (University of Phoenix, 2010). A company must be able to communicate well with the outside environment to conduct public relations successfully. This is particularly true concerning crisis management. A real life example is the crisis management strategies undertaken by Johnson and Johnson during the Tylenol crisis in 1982. By managing relations well with the public, the company could diffuse a crisis situation that put the very existence of the company in question (cited in Devlin, 2004). The case study of the Tylenol crisis serves to illustrate the importance of well-managed communications strategies when it comes to concerning managing public relations in a crisis situation. When the catastrophe broke out, Tylenol was the profuse merchandise of Johnson & Johnson. Leading the painkiller market, it was contributing 33% of the year-to-year profit growth of the company (cited in Watson, 2006). During fall 1982, some unknown parties removed a number of Tylenol packages from store-shelves in the Chicago area, opened those packages, removed...
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...importance of public relations as a business function to an organisation | | | | | | | | | Table of contents 1. Introduction.......................................................................................3 2. Executive Summery………………………………………………..4 3. Crisis Management………………………………………………...5 4. Effective Management of information………….…………..…6&7 4. Communication Strategy………………………………..…...…8&9 5. Effective Crisis Management…………………………….………10 6. Public Relations steps…………………………………….………11 7. Product Recall…………………………………………………….12 8. Ikea Questionnaire………………………………………………...13 9. Conclusion…………………………………………………….…..14 10. Bibliography……………………………………………………...15 11. Appendices………………………………………………………...16 Introduction This report aims to investigate that public relations is an important business function to an organization. The research will examine public relations as an essential function of crisis management. The purpose of this report is to investigate that major organizations such as Johnson and Johnson, Ford and Firestone and IKEA, would use the corrective public relations...
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...MCC204 Public Relations Contemporary Approaches: Assignment 1 Introduction – Public relations theories and impact on strategies Strategy helps us to identify the approaches to take in researching, planning and carrying out activities in order to obtain the best results. It also determines the most effective manner to communicate with an organization’s stakeholders. Strategies are guidelines consisting of planned actions and program components. Public relations practitioners have to analyze situations and conceptualize appropriate strategies to better the organization’s public relations position in the eyes of its stakeholders. In order to identify the appropriate strategy to use, public relations practitioners fall back on the four key theories of public relations – discourse, rhetorical, ethical and critical. These theories help in defining the public relations plan and strategy by assisting in evaluating, examining, planning and performing public relations activities such as gaining publicity, providing entertainment, disseminating information and developing national public information campaigns. Depending on the outcome the organization hopes to achieve and its current circumstances, professionals would seek to apply the most appropriate theory applicable to their situation. Rhetorical theory Rhetoric is defined as the art of effective or persuasive speaking or writing. (Online Oxford Dictionaries, 2012) Rhetorical theory, examines the various methods in which language...
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...Public Relations William Saul Introduction Defining the Public Relation becomes broad and argumentative because of how it is being used. The extent of using the concept has touched many activities that makes the real meaning of it so complicated to refer to. The concept is being interpreted in many ways as to how an individual or an organization uses it in its own benefit. Businesses uses Public Relations to communicate with their market, it is used as part of their marketing strategy where good image is created from the perspective and point of view of their market or consumers. In other sector such as Government or Politicians, public relation is used as to build image and gives impression and definition of their jobs, position and responsibilities. While to any individuals, it is used as a form to communicate, interact and build relationship with others. Technology plays an important role of the changes of the perspective of how Public Relation should be actually used. Technology changes the ways as to how public relations is supposed to be put into application and practice where the old and formal ways in doing it is being innovated due to what internet can offer. It becomes more less engaged, less interacting yet becomes more easy and fast as to what social media can offer. With Internet and Technology the activities associated to be doing as a form of public relations evolved along with how technology has bring changes to every individual perspective. It evolve...
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...POJECT PROPORSAL Name: Course: Professor: Institution: City and state: Date: Executive summary ChildFund Australia is an organization that provides help to families in the developing nations. The main work of the organization is to eradicate poverty from the community. This research entails public relation strategy geared toward enhancing organization penetration to Mali in order to achieve its mission and vision. There are many opportunity ChildFund can utilize in Mali to ensure it live to its goals. Therefore, this essay provides a comprehensive public relation ideas and tactics that can enhance ChildFund achieve its vision. By using the ideas presented in this research, ChildFund can enhance its image and enhance their future as a non-profit organization working in Mali. Theme: Piloting new possibilities Using this plan, and using the theme (piloting new possibilities), this research views ChildFund from a different point of view. With strong brand image, ChildFund can employ a different way of alleviation instead of using the old methods. ChildFund can remarket itself as simple and offer personalized services. Additionally, with strong brand and involving the community, ChildFund the organization will move forward to the road of success. Situational analysis Organization history ChildFund Australia is a non-religious and independent international organization which works to eradicate poverty, especially in developing world. The organization provides help mostly to...
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...GLOBAL PUBLIC RELATIONS-ONLY LOCAL PUBLIC RELATIONS.DISCUSS “It is widely accepted amongst economists that since World War II, the world has been integrated into a single market by lowering trade and investment” (Hill, 2001, p.17). Under this lowering integrated and interdependent world economy, often described as “global economy,” individuals’ nation’s economic gains are much greater than the losses through free flow of goods, services, and capital. The multilateral negotiations among nations, the international organizations to monitor and develop international trade and monetary system, World Trade organization, International Monetary Fund, and World Bank are good illustrations to represent this trend of world economy. Further, Phatak (1997, p.3) claimed that globalization of world economy leads to globalization of other societal entities such as politics, education, and culture etc. Conversely, in the field of public relations, this environmental change led by globalization means opportunities and challenges to practitioners as well as scholars. According to Cutlip, and Broom (2000, p.6), public relations is the management of function that establishes and maintains mutually beneficial relationships between an organization and the public’s on whom its success and failures depends. In other words, public relations is all about the liaison between an organization and the public. Without a clear definition of publics, the discourse of public relations...
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...Equalities Impact Assessment Corporate Communication Strategy and Action Plan Date: March 2009 EQUALITY IMPACT ASSESSMENT Equality Impact Assessment - Policies | | | |Title of policy being assessed: |Corporate Communication Strategy/Action Plan | |Department and Section: |Chief Executive’s | | |Public Relations | |Names and roles of officers completing this assessment: |Head of Public Relations | |Contact Telephone Numbers: |0116 305 6272 | |Date assessment completed: |5th March 2009 | |Defining the policy | | ...
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...Give a detailed narration unpacking how the Public Relations function has evolved over the years and the challenges that the practice faces in the developing countries. Public Relations function is as old as human civilisation. Published narrations or histories have usually telescoped and oversimplified a fascinating history by emphasising novelty and a few decorated personalities. There have been contributions in the professional literature that impart a meaningful picture of public relations function’s past and present (Cutlip, 1994). It has existed in one form or the other. There are a lot of examples of its varied form, content and end use. An ancient clay tablet, found in Iraq, told the Sumerian farmers how to grow better crops. That was over 4000 years ago. The Arabian tales relate how the celebrated Sultan Haroon-Al-Rashid used to wander about every night in disguise to see for him as to what the people really felt about his administration. However, the available literature makes us inclined to think of public relations as a 20th century phenomenon, but the desire to communicate with others and to deal with the impact of opinion dates back to ancient cultures (Wilcox and Cameron, 2003).Therefore, this paper seeks to give a detailed narration unpacking the public relations function evolution over the years and the challenges that the practice faces in the developing countries. In the Ramayana there is a character called Bhadro who used to report to Rama about...
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...SAM 551 Public Relations in Sports Professor: Dr. Tim Newman Timothy J Hawkins Daphne, Alabama March 19, 2013 PR professionals don't anticipate crises, rather they, take the opportunity just as athletes, to "train and prepare" for a crisis and the ensuing need for a communication strategy. Well at least some do. The scandal at Penn State University shows not all are prepared for a crisis when it arises. When something of this magnitude hits a college campus the fate of the school lies in the hands of the public relations professional at the school. All sport teams and colleges should have a crisis communication plan and plan of action in place. Hopefully one they never have to use but the exercise of getting your event team together or your staff and going through a "what if" scenario for several key or major milestones in the event, is essential. The time to prepare for a crisis might seem like time that is not well spent. With lots of little details to manage, taking time out to put into place a plan, just in case, seems almost trivial to some event planners and marketers. The Penn State University officials handled the situation poorly. The mistakes that they made were many. The public relation reps should not have delayed a response to allegations. What the reps and the athletic department should have done was to face the public promptly clarifying misconceptions. Also Joe Paterno should not have canceled his coach’s show and other public appearances...
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...Public relations officer:Job description Public relations (PR) is about managing reputation. This career field aims to gain understanding and support for clients as well as to influence opinion and behaviour. PR officers use all forms of media and communication to build, maintain and manage the reputation of their clients. These range from public bodies or services to businesses and voluntary organisations. They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public. PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management. Typical work activities A PR officer often works in-house and can be found in both the private and public sectors, from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies. The role is very varied and will depend on the organisation and sector. Tasks often involve: * planning, developing and implementing PR strategies; * liaising with colleagues and key spokespeople; * liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email; * researching, writing and distributing press releases to targeted media; * collating and analysing media coverage; * writing...
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...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 and addressed the issues of cultural influence, strategy applicability...
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...development of social media becomes more frequent in various parts of the world. It makes the field of public relations experience changes both in the field of theory and practice. The changes are not directly caused by the presence of social media, but social media offers many opportunities for public relations practitioners to interact with the public through the adaptation of technology and integrate it into their daily activities (Curtis, 2010) Social media is defined as the democratization of content and a shift in the role that made humans in the process of reading and disseminating information. Social media covers a variety of things that use internet to facilitate conversation (Solis, 2009). Social media is considered as the creation of the foundation that connects people, provide opportunities to produce and share content with others, extract and process the knowledge to the society and share it again. Some popular social media are Faceboook, Myspace, Twitter, LinkedIn, Flickr, and Foursquare, YouTube and Others (Lewis, 2010). Social media has a significant difference compared to the traditional media such as television, radio, and newspapers. If the media rely on drama for the festive audience, organizations tend to adopt strategies to reduce potential public relations became the focus of drama and more using persuasive communication as a way to better control the public debate on the issue of sustainability. Further, Allan (BBB)also stated that social media requires...
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