3. PR practices we explored within the company…
Corporate Social Responsibility (CSR)
Social Media
Media Relations
4. Corporate Social Responsibility (CSR)
● “A reflection of your company`s role in a larger community, outside of itself, as
a contributing corporate citizen concerned with social and environmental
issues” (P. Bourland-Davis, notes, October 31, 2016).
● Types of CSR
○ Environmental
○ Philanthropic
○ Ethical Labor Practices
● Coca-Cola Company demonstrates all three of these practices at the
company through a variety of programs and policies.
7. Human & Workplace Rights
“Working to ensure all people are treated with dignity and respect”
“Our commitment to respect human rights is fundamental to our 2020 Vision and
our ability to operate a successful global enterprise”
(Coca-Cola, 2016)
● Human Rights Policy contains ten components
○ Respect for Human Rights
○ Community and Stakeholder Engagement
○ Valuing Diversity
○ Freedom of Association and Collective Bargaining
○ Safe and Healthy Workplace
8. Other efforts…
Sustainable Packaging
Innovative Ideas that increase the sustainability of packaging at the company
Climate Protection
Growing our business without increasing greenhouse gas emissions
Sustainable Agriculture
Helping to ensure a sustainable supply of ingredients, while supporting farmers and agricultural
communities
10. Media Relations
“Media relations consists of all the ways an organization interacts with the news
media” (Doorley & Garcia, 2015).
Coca-Cola Company is one of the leading companies in the utilization of media
relations efforts
Type of Media Relations
Owned
Paid
Earned
Coca-Cola Company utilizes all three of these types of media through a variety
of different ways
11. “Press Center”
The “Press Center” offers a quick and easy
way for followers to inquire about current
and recent news regarding the company
Comprised of seven sections
‘Press Center Main’
‘Press Releases’
‘Company Statements’
‘Company Articles’
‘A/V Library’
12. “Taste the Feeling” Global Advertising Campaign
https://youtu.be/C3B1t9MbDJs
15. Social Media
● “Social media is “often used to describe the collection of software that
enables individuals and communities to gather, communicate, share, and in
some cases collaborate or play” (Doorley & Garcia, 2015).
16. Coca-Cola Journey
In 2012, Coca-Cola transformed its corporate website into Coca-Cola Journey, a digital
magazine and owned media channel.
Branded and unbranded media.
“Inspiring by leading online publishers and powered by social media, the pioneering
story brings the compelling stories behind our company and brands - who we are,
what we do and why we do it - to the forefront through a digital publishing
experience designed to inspire, educate and provoke action.”
Publishing umbrella: Articles and other digital media content published on Journey are
created with certain media platforms in mind and shared on those platforms
19. Strategies
Crowd-Sourced Content: Campaigns engaged audience and provide
consumers with content they can share
Direct Engagement
Influencer Involvement
Expressions of Interest (EOI): analyses how content
is read, shared, and commented on