Corporate reputation is important for organizations and is formed over time based on stakeholders' perceptions of a company's behaviors and actions. Reputation does not happen by chance and is influenced by leadership, management, operations, products/services, stakeholder relationships, and communications. Maintaining a positive reputation provides benefits like improved competitiveness and recruitment, while negative events like crises can damage reputation if not properly addressed. Managing reputation requires monitoring discussions, understanding stakeholders, being transparent, engaging in dialogue, and responding appropriately to issues as they arise.
There are two types of environmental factors that affect marketing: internal and external. Internal factors are forces within the firm like management changes, employee morale, and financial issues. External factors are forces outside of the firm that are unpredictable, like the microenvironment of suppliers, competitors, and customers, as well as larger macroenvironmental forces in society like demographics, the economy, technology, politics, and culture. Understanding both internal and external environmental factors is important for marketing management to build relationships with customers.
This document discusses global advertising issues and challenges. It begins by providing context on global advertising expenditures and some key challenges international advertisers face, such as standardizing vs customizing campaigns across cultures. It then examines specific challenges like differing tolerance of "puffery", legal issues with comparative advertising, and avoiding culturally inappropriate content. The document also discusses effective global advertising practices and common mistakes that can be avoided, such as disregarding cultural differences or misrepresenting products. Overall, the document aims to analyze important issues in planning and executing global advertising campaigns.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Marketing Environment - Group 3 Chapter 2Aldrin Tadeo
The document discusses the various internal and external forces that comprise a company's marketing environment. There are two main groups of forces - external and internal. The external environment includes macroenvironmental forces like demographics, economic conditions, competition, and technology that generally affect all firms. It also includes microenvironmental forces specific to certain firms, such as suppliers, customers, and marketing intermediaries. The internal environment encompasses a company's resources and capabilities that can be controlled, including its production facilities, financial resources, and location. An organization must understand and account for these various forces when developing and implementing its marketing strategy.
The document discusses the micro-environment that affects firms. It includes customers, suppliers, marketing intermediaries, competitors, and publics. The micro-environment includes factors closest to the firm that it can influence. It discusses the different types of customers and markets firms operate in as well as the importance of suppliers and conducting competitor analysis. It also outlines the various marketing intermediaries that help firms promote, sell, and distribute goods, and defines publics as groups interested in or impacted by an organization.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership, and among other sources, contains references to the 6th edition of Corporate Communication, a book written by Professor Paul A. Argenti from the Tuck Business School of Dartmouth University, New Hampshire (USA) and published by McGraw Hill in 2013.
The document discusses the marketing environment and its importance for business planning and competition. It describes the internal and external environments. The external environment includes the micro and macro environments. The micro environment comprises suppliers, marketing intermediaries, competitors, publics, and customers. The macro environment includes the demographic, economic, socio-cultural, natural, technological, and political-legal environments. Understanding these environments helps businesses identify opportunities and threats and compete more effectively.
The document discusses the marketing environment, which consists of the microenvironment and macroenvironment.
The microenvironment includes the company, suppliers, marketing intermediaries, customers, competitors, and public. The macroenvironment includes the demographic, economic, technological, political, cultural, and natural environments.
It provides details on the factors within each element of the microenvironment and macroenvironment that affect marketing management's ability to serve customers.
There are two types of environmental factors that affect marketing: internal and external. Internal factors are forces within the firm like management changes, employee morale, and financial issues. External factors are forces outside of the firm that are unpredictable, like the microenvironment of suppliers, competitors, and customers, as well as larger macroenvironmental forces in society like demographics, the economy, technology, politics, and culture. Understanding both internal and external environmental factors is important for marketing management to build relationships with customers.
This document discusses global advertising issues and challenges. It begins by providing context on global advertising expenditures and some key challenges international advertisers face, such as standardizing vs customizing campaigns across cultures. It then examines specific challenges like differing tolerance of "puffery", legal issues with comparative advertising, and avoiding culturally inappropriate content. The document also discusses effective global advertising practices and common mistakes that can be avoided, such as disregarding cultural differences or misrepresenting products. Overall, the document aims to analyze important issues in planning and executing global advertising campaigns.
The document discusses the various internal and external factors that make up a company's marketing environment and how they can influence marketing strategies. It describes the microenvironment which includes factors close to the company like customers, suppliers, competitors. It also describes the macroenvironment which includes broader forces like demographic, economic, technological, political and cultural factors. It emphasizes the importance of environmental scanning and analysis to understand opportunities and threats from the changing marketing environment.
Marketing Environment - Group 3 Chapter 2Aldrin Tadeo
The document discusses the various internal and external forces that comprise a company's marketing environment. There are two main groups of forces - external and internal. The external environment includes macroenvironmental forces like demographics, economic conditions, competition, and technology that generally affect all firms. It also includes microenvironmental forces specific to certain firms, such as suppliers, customers, and marketing intermediaries. The internal environment encompasses a company's resources and capabilities that can be controlled, including its production facilities, financial resources, and location. An organization must understand and account for these various forces when developing and implementing its marketing strategy.
The document discusses the micro-environment that affects firms. It includes customers, suppliers, marketing intermediaries, competitors, and publics. The micro-environment includes factors closest to the firm that it can influence. It discusses the different types of customers and markets firms operate in as well as the importance of suppliers and conducting competitor analysis. It also outlines the various marketing intermediaries that help firms promote, sell, and distribute goods, and defines publics as groups interested in or impacted by an organization.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership, and among other sources, contains references to the 6th edition of Corporate Communication, a book written by Professor Paul A. Argenti from the Tuck Business School of Dartmouth University, New Hampshire (USA) and published by McGraw Hill in 2013.
The document discusses the marketing environment and its importance for business planning and competition. It describes the internal and external environments. The external environment includes the micro and macro environments. The micro environment comprises suppliers, marketing intermediaries, competitors, publics, and customers. The macro environment includes the demographic, economic, socio-cultural, natural, technological, and political-legal environments. Understanding these environments helps businesses identify opportunities and threats and compete more effectively.
The document discusses the marketing environment, which consists of the microenvironment and macroenvironment.
The microenvironment includes the company, suppliers, marketing intermediaries, customers, competitors, and public. The macroenvironment includes the demographic, economic, technological, political, cultural, and natural environments.
It provides details on the factors within each element of the microenvironment and macroenvironment that affect marketing management's ability to serve customers.
1. The microenvironment consists of people and groups that directly interact with and influence a business, including distributors, employees, customers, stakeholders, competitors, suppliers, shareholders, marketing intermediaries, media, and investors.
2. Distributors are intermediaries between manufacturers and consumers that participate in marketing and distribution. Employees drive customer satisfaction and embody the marketing concept. Customers are vital and the focus is shifting to customer orientation and lifetime value.
3. Other microenvironment groups that influence businesses are stakeholders like local communities, competitors who may launch new products, suppliers that provide raw materials and services, shareholders that invest and want returns, and marketing intermediaries, media, and investors that help promote and fund businesses.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
This document discusses the external marketing environment, which includes micro and macro factors. The micro environment includes a company's internal departments as well as suppliers, intermediaries, customers, competitors, and the public. The macro environment includes demographic, economic, socio-cultural, political/legal, competitive forces, consumer demand, ecological, and technological factors. These macro factors are generally more uncontrollable than micro factors but influence a company's marketing activities. Understanding both the micro and macro environments is important for developing effective marketing strategies.
This document summarizes key aspects of a company's marketing environment. It describes the microenvironment as consisting of actors close to the company like the company itself, suppliers, marketing intermediaries, customers, competitors, and publics. It then explains the macroenvironment includes broader demographic, economic, technological, political/social, and cultural forces outside of marketing that influence it. Key points about different generations in the demographic environment are also outlined.
The document provides an overview of the marketing environment and its various components. It begins by defining the marketing environment and distinguishing between internal/controllable and external/uncontrollable factors. It then describes the key elements of the microenvironment including suppliers, intermediaries, customers, competitors, and publics. Finally, it outlines the macroenvironment and its demographic, economic, natural, technological, political, and cultural influences. The document aims to equip students with an understanding of the various forces that impact marketing management decisions.
The document discusses the various factors that make up the marketing environment for businesses. It identifies the internal/organizational environment and external/macro environment as the two main elements. The internal environment includes corporate culture, staff relationships, resource constraints, and organizational structure. The external micro environment includes suppliers, intermediaries, competitors, customers, and publics. The broader macro environment encompasses political/legal, economic, social/cultural, technological, ecological, and ethical factors that influence businesses. Marketers must understand how these internal and external forces shape customer behavior and impact business operations.
micro economic factors of business environmentar9530
A business is affected by various internal and external factors that can be divided into micro and macro environmental factors. Micro factors include customers, suppliers, competitors, public groups, and market intermediaries that are close to the company and can be controlled by management. Macro factors refer to broader sociopolitical and economic conditions in the country that are beyond any single company's control. A business must understand and adapt to changes in both its micro and macro environments to succeed.
This document discusses analyzing a company's marketing environment. The microenvironment consists of factors close to the company that affect its ability to serve customers, including the company itself, suppliers, marketing intermediaries, customer groups, competitors, and publics. The macroenvironment includes broader factors like demographics, economic conditions, natural forces, technology, politics and culture that influence marketing. A marketer must understand how these internal and external factors interact and respond either proactively or reactively to changes in the uncontrollable marketing environment.
The document discusses the marketing environment, which consists of external forces and actors that affect a company's ability to do business. It describes the microenvironment as close actors like suppliers, marketing intermediaries, customers, competitors, and publics. It also covers the macroenvironment, including demographic, economic, natural, technological, political, and cultural forces in the larger societal environment. Understanding these forces allows companies to identify opportunities and threats beyond their direct control.
The document discusses various factors in a company's marketing environment, including the microenvironment and macroenvironment. It describes key elements of the microenvironment like suppliers, marketing intermediaries, customers and competitors. It then explains factors in the macroenvironment such as demographic trends, economic conditions, natural environment, technological changes, and political/cultural influences. The document emphasizes how marketers must understand and respond proactively to changes in the various environmental factors.
The document provides definitions of marketing from two experts. It defines marketing as:
1) A social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
2) The analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization’s offering in terms of the target markets’ needs and desires, and on using effective pricing, communication, and distribution to inform, motivate, and service the markets.
The document discusses rebuilding corporate reputations in the current economic environment. It notes that the financial crisis has severely damaged public trust in business. Companies must go beyond traditional PR approaches and take real action to enhance their listening skills, strengthen stakeholder relationships, and coordinate internal reputation efforts. Senior leadership commitment is also key to differentiating companies and bolstering reputations. An integrated, sophisticated approach is needed to effectively track and address diverse reputational threats across organizations.
1. The document provides guidance on stakeholder engagement for businesses. It defines stakeholders as individuals or groups that can affect or be affected by a company's activities.
2. Stakeholder engagement involves exchanging information and building understanding between a company and stakeholders. It has evolved from a reactive approach to proactively understanding stakeholder perspectives to inform decision making.
3. Fifteen principles of effective stakeholder engagement are outlined, such as engaging on important issues, being willing to act on feedback, choosing the right engagement format, and following up on actions from the engagement.
Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered by Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, at the event titled Meeting the Board: The Company Brand, held in Madrid on January 31, 2013.
Businesses combine for many reasons. The rationale for combining som.pdfaromalcom
Businesses combine for many reasons. The rationale for combining sometimes creates tunnel
vision where decision-makers fail to see all stakeholders and their potential impacts.
Suggest a stakeholder that is affected when companies combine. Also add the most important
considerations for this stakeholder during the combination planning process.
Solution
Corporate Social Responsibility (CSR) is the responsibility of an organization towards the
welfare and interests of the society in which it operates while maintaining a healthy bottom-line
of profits. Responsible, sustainable and transparent business models help build brand and
reputation as well as help strengthen the community and therefore the marketplace. Business
ethics examines ethical principles and moral or ethical problems that arise in a business
environment. Business ethics reflects the philosophy of business, one of whose aims is to
determine the fundamental purposes of a company. If a company\'s purpose is to maximize
shareholder returns, then sacrificing profits to other concerns is a violation of its fiduciary
responsibility.
The principles of right and wrong that guide an individual in making decisions are called ethics.
As ethics are about moral values, cultural assessments can be extremely valuable when assessing
the moral values in an organization. The message from businesses today is clear—employees
must be well trained and capable of making ethical decisions to protect the business from legal
liability and to maximize long-term profits.
3 Step checklist to analyze the ethics of common business situations:
The social responsibility movement is just one aspect of the overall discipline of business ethics.
Many companies believe they have a responsibility to \"give back\" to society. This focus
includes contributions of time and money, a duty to provide environmentally friendly products
and services, and a desire to improve the lives of individuals here and around the globe. A few
companies stand out as prime examples of how social responsibility can be productively coupled
with sound strategies to advance goodwill, while building sustainable and impressive businesses.
Burt’s Bees - The focus for Burt\'s Bees has always been on well-being and \"the greater good.\"
As part of the Natural Products Association, the company helped develop The Natural Standard
for Personal Care Products, which created guidelines for what can be deemed natural. Burt\'s
Bees follows the highest possible standards for packaging sustainability, furthering its dedication
to the cause as a member of the Sustainable Packaging Coalition. Since the brand\'s start at a
crafts fair selling $200 worth of honey, the company has since expanded to candles, lip balm and
now more than 150 products. In 2009, revenue topped $250 million.
The Body Shop - The Body Shop is regarded as a pioneer of modern corporate social
responsibility as one of the first companies to publish a full report on its efforts and initiatives..
Chapter 4 social media in public relationsLaura Cognat
The document provides an overview of social media in public relations. It discusses key concepts like the Edelman Cloverleaf model for classifying media, the history of PR, important PR theories including agenda-setting and cultivation theory, and how credibility is developed. It also covers topics like social capital and conflict/collaboration, social media tactics, corporate social responsibility, and examples of successful and failed PR campaigns using social media. Discussion questions at the end explore how PR is changing with social media, integrating different media types, and important CSR issues related to social media that may change in the future.
Chapter 4 social media in public relationsSasaTodorovic8
The document provides an overview of social media in public relations. It discusses key concepts like the Edelman Cloverleaf model for classifying media, the history of PR, important PR theories including agenda-setting and cultivation theory, and how credibility is developed. It also covers topics like social capital and conflict/collaboration, best practices for social media tactics and PR newsrooms, examples of successful and failed PR campaigns, and the role of corporate social responsibility and how it may change in the future. Discussion questions address how PR is changing with social media, integrating different media types, and important CSR issues related to social media.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
Ethical dimension of public affairs and crisis managementSahil Jain
This document discusses the ethical dimensions of public affairs and crisis management. It defines public relations and explains that the goal is to create successful relationships between organizations and their various stakeholders through effective communication. It also discusses ethics, public issues management, and crisis management. Specifically, it outlines the key aspects of public issues life cycles, stakeholder networks, and the processes of issue management and developing an effective crisis management plan.
More companies are adopting sustainable business models that consider environmental and social impacts, not just profits and shareholders. This is driven by consumer expectations, empowerment, and demands for corporate social responsibility. Effective measurement of economic, social and environmental performance allows companies to understand trade-offs and stakeholder perceptions, which influence reputation. Managing reputation among stakeholders is important for competitive advantage and business outcomes like brand equity and social license to operate.
1. The microenvironment consists of people and groups that directly interact with and influence a business, including distributors, employees, customers, stakeholders, competitors, suppliers, shareholders, marketing intermediaries, media, and investors.
2. Distributors are intermediaries between manufacturers and consumers that participate in marketing and distribution. Employees drive customer satisfaction and embody the marketing concept. Customers are vital and the focus is shifting to customer orientation and lifetime value.
3. Other microenvironment groups that influence businesses are stakeholders like local communities, competitors who may launch new products, suppliers that provide raw materials and services, shareholders that invest and want returns, and marketing intermediaries, media, and investors that help promote and fund businesses.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
This document discusses the external marketing environment, which includes micro and macro factors. The micro environment includes a company's internal departments as well as suppliers, intermediaries, customers, competitors, and the public. The macro environment includes demographic, economic, socio-cultural, political/legal, competitive forces, consumer demand, ecological, and technological factors. These macro factors are generally more uncontrollable than micro factors but influence a company's marketing activities. Understanding both the micro and macro environments is important for developing effective marketing strategies.
This document summarizes key aspects of a company's marketing environment. It describes the microenvironment as consisting of actors close to the company like the company itself, suppliers, marketing intermediaries, customers, competitors, and publics. It then explains the macroenvironment includes broader demographic, economic, technological, political/social, and cultural forces outside of marketing that influence it. Key points about different generations in the demographic environment are also outlined.
The document provides an overview of the marketing environment and its various components. It begins by defining the marketing environment and distinguishing between internal/controllable and external/uncontrollable factors. It then describes the key elements of the microenvironment including suppliers, intermediaries, customers, competitors, and publics. Finally, it outlines the macroenvironment and its demographic, economic, natural, technological, political, and cultural influences. The document aims to equip students with an understanding of the various forces that impact marketing management decisions.
The document discusses the various factors that make up the marketing environment for businesses. It identifies the internal/organizational environment and external/macro environment as the two main elements. The internal environment includes corporate culture, staff relationships, resource constraints, and organizational structure. The external micro environment includes suppliers, intermediaries, competitors, customers, and publics. The broader macro environment encompasses political/legal, economic, social/cultural, technological, ecological, and ethical factors that influence businesses. Marketers must understand how these internal and external forces shape customer behavior and impact business operations.
micro economic factors of business environmentar9530
A business is affected by various internal and external factors that can be divided into micro and macro environmental factors. Micro factors include customers, suppliers, competitors, public groups, and market intermediaries that are close to the company and can be controlled by management. Macro factors refer to broader sociopolitical and economic conditions in the country that are beyond any single company's control. A business must understand and adapt to changes in both its micro and macro environments to succeed.
This document discusses analyzing a company's marketing environment. The microenvironment consists of factors close to the company that affect its ability to serve customers, including the company itself, suppliers, marketing intermediaries, customer groups, competitors, and publics. The macroenvironment includes broader factors like demographics, economic conditions, natural forces, technology, politics and culture that influence marketing. A marketer must understand how these internal and external factors interact and respond either proactively or reactively to changes in the uncontrollable marketing environment.
The document discusses the marketing environment, which consists of external forces and actors that affect a company's ability to do business. It describes the microenvironment as close actors like suppliers, marketing intermediaries, customers, competitors, and publics. It also covers the macroenvironment, including demographic, economic, natural, technological, political, and cultural forces in the larger societal environment. Understanding these forces allows companies to identify opportunities and threats beyond their direct control.
The document discusses various factors in a company's marketing environment, including the microenvironment and macroenvironment. It describes key elements of the microenvironment like suppliers, marketing intermediaries, customers and competitors. It then explains factors in the macroenvironment such as demographic trends, economic conditions, natural environment, technological changes, and political/cultural influences. The document emphasizes how marketers must understand and respond proactively to changes in the various environmental factors.
The document provides definitions of marketing from two experts. It defines marketing as:
1) A social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
2) The analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization’s offering in terms of the target markets’ needs and desires, and on using effective pricing, communication, and distribution to inform, motivate, and service the markets.
The document discusses rebuilding corporate reputations in the current economic environment. It notes that the financial crisis has severely damaged public trust in business. Companies must go beyond traditional PR approaches and take real action to enhance their listening skills, strengthen stakeholder relationships, and coordinate internal reputation efforts. Senior leadership commitment is also key to differentiating companies and bolstering reputations. An integrated, sophisticated approach is needed to effectively track and address diverse reputational threats across organizations.
1. The document provides guidance on stakeholder engagement for businesses. It defines stakeholders as individuals or groups that can affect or be affected by a company's activities.
2. Stakeholder engagement involves exchanging information and building understanding between a company and stakeholders. It has evolved from a reactive approach to proactively understanding stakeholder perspectives to inform decision making.
3. Fifteen principles of effective stakeholder engagement are outlined, such as engaging on important issues, being willing to act on feedback, choosing the right engagement format, and following up on actions from the engagement.
Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered by Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, at the event titled Meeting the Board: The Company Brand, held in Madrid on January 31, 2013.
Businesses combine for many reasons. The rationale for combining som.pdfaromalcom
Businesses combine for many reasons. The rationale for combining sometimes creates tunnel
vision where decision-makers fail to see all stakeholders and their potential impacts.
Suggest a stakeholder that is affected when companies combine. Also add the most important
considerations for this stakeholder during the combination planning process.
Solution
Corporate Social Responsibility (CSR) is the responsibility of an organization towards the
welfare and interests of the society in which it operates while maintaining a healthy bottom-line
of profits. Responsible, sustainable and transparent business models help build brand and
reputation as well as help strengthen the community and therefore the marketplace. Business
ethics examines ethical principles and moral or ethical problems that arise in a business
environment. Business ethics reflects the philosophy of business, one of whose aims is to
determine the fundamental purposes of a company. If a company\'s purpose is to maximize
shareholder returns, then sacrificing profits to other concerns is a violation of its fiduciary
responsibility.
The principles of right and wrong that guide an individual in making decisions are called ethics.
As ethics are about moral values, cultural assessments can be extremely valuable when assessing
the moral values in an organization. The message from businesses today is clear—employees
must be well trained and capable of making ethical decisions to protect the business from legal
liability and to maximize long-term profits.
3 Step checklist to analyze the ethics of common business situations:
The social responsibility movement is just one aspect of the overall discipline of business ethics.
Many companies believe they have a responsibility to \"give back\" to society. This focus
includes contributions of time and money, a duty to provide environmentally friendly products
and services, and a desire to improve the lives of individuals here and around the globe. A few
companies stand out as prime examples of how social responsibility can be productively coupled
with sound strategies to advance goodwill, while building sustainable and impressive businesses.
Burt’s Bees - The focus for Burt\'s Bees has always been on well-being and \"the greater good.\"
As part of the Natural Products Association, the company helped develop The Natural Standard
for Personal Care Products, which created guidelines for what can be deemed natural. Burt\'s
Bees follows the highest possible standards for packaging sustainability, furthering its dedication
to the cause as a member of the Sustainable Packaging Coalition. Since the brand\'s start at a
crafts fair selling $200 worth of honey, the company has since expanded to candles, lip balm and
now more than 150 products. In 2009, revenue topped $250 million.
The Body Shop - The Body Shop is regarded as a pioneer of modern corporate social
responsibility as one of the first companies to publish a full report on its efforts and initiatives..
Chapter 4 social media in public relationsLaura Cognat
The document provides an overview of social media in public relations. It discusses key concepts like the Edelman Cloverleaf model for classifying media, the history of PR, important PR theories including agenda-setting and cultivation theory, and how credibility is developed. It also covers topics like social capital and conflict/collaboration, social media tactics, corporate social responsibility, and examples of successful and failed PR campaigns using social media. Discussion questions at the end explore how PR is changing with social media, integrating different media types, and important CSR issues related to social media that may change in the future.
Chapter 4 social media in public relationsSasaTodorovic8
The document provides an overview of social media in public relations. It discusses key concepts like the Edelman Cloverleaf model for classifying media, the history of PR, important PR theories including agenda-setting and cultivation theory, and how credibility is developed. It also covers topics like social capital and conflict/collaboration, best practices for social media tactics and PR newsrooms, examples of successful and failed PR campaigns, and the role of corporate social responsibility and how it may change in the future. Discussion questions address how PR is changing with social media, integrating different media types, and important CSR issues related to social media.
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
New Media and Social networking present new set of risks, challenges, and opportunities to Corporations in the management of the reputations. This presentation briefly covers the areas of risk, their source, and the steps required to combat them.
--
Ethical dimension of public affairs and crisis managementSahil Jain
This document discusses the ethical dimensions of public affairs and crisis management. It defines public relations and explains that the goal is to create successful relationships between organizations and their various stakeholders through effective communication. It also discusses ethics, public issues management, and crisis management. Specifically, it outlines the key aspects of public issues life cycles, stakeholder networks, and the processes of issue management and developing an effective crisis management plan.
More companies are adopting sustainable business models that consider environmental and social impacts, not just profits and shareholders. This is driven by consumer expectations, empowerment, and demands for corporate social responsibility. Effective measurement of economic, social and environmental performance allows companies to understand trade-offs and stakeholder perceptions, which influence reputation. Managing reputation among stakeholders is important for competitive advantage and business outcomes like brand equity and social license to operate.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
The document summarizes Philip Kotler's presentation on marketing trends and the evolution of marketing from Marketing 1.0 to Marketing 3.0. It discusses the loss of effectiveness of traditional marketing approaches and the need for companies to shift to a more strategic, values-driven approach that focuses on all stakeholders, involves customers in product development, and addresses societal challenges like sustainability. The presentation highlights how marketing must adapt to new technologies, empowered customers, distrust in business, and other trends in order to build strong brands and company reputation.
Philip kotler marketing_3.0_seminar_april_4_2011snehalpurohit
The document summarizes key points from a presentation on marketing 3.0 and values-driven marketing. It discusses challenges facing businesses like distrust of business and economic issues. It also covers opportunities like globalization and technological advances. The presentation emphasizes engaging customers, stakeholders, and sustainability to build strong brands and reputations.
The document discusses strategies for handling negative reviews and comments on social media. It provides lists of things representatives should and should not say when responding. Specifically, it recommends acknowledging complaints, apologizing, working with the customer to find solutions, validating their experience, and thanking them. Representatives are advised to avoid phrases like "that's our policy" or implying nothing can be done. The goal is to de-escalate tensions and resolve issues cooperatively rather than be defensive.
The Good, the Generous and the Galvanic: Marketing's Role in Social Responsib...Sustainable Brands
This paper explores an area that is returning to the consciousness of organisations and marketers as they simultaneously grapple with shareholders’ growing demands for bottom line performance with the community expectation for them to be more socially, environmentally and ethically responsible.
The paper is designed to stimulate thinking and debate within organisations and the broader marketing community by highlighting key issues around social responsibility and their connection with marketing at multiple levels. In particular, it explores how marketers could play a more proactive role in enabling organisations to become increasingly responsible socially, environmentally and ethically while ensuring the sustainability of bottom line performance.
The document discusses the marketing environment, including the microenvironment and macroenvironment. The microenvironment consists of internal forces like the company, marketing channels, customers, and competitors. The macroenvironment includes external forces like demographic, economic, technological, political, and cultural changes. It provides examples of factors in each area and how they can influence marketing strategies. The macroenvironment in particular is always changing, so companies must monitor trends and respond proactively when possible.
Effective communications must either amplify your competitive strengths or inoculate against your competitive weaknesses. When helping our clients build communications strategies that persuade by reason and motivate through emotion, one of the tools we employ is the “Six Rs of Strategic Communications” to help break through the clutter and ensure messages are guided by a proactive strategic approach.
IMAGE IS INDEED EVERYTHING: AN ANALYSIS OF HOW AMERICANS VIEW LEADING COMPANI...ijmpict
The document analyzes a survey that assessed Americans' views of leading companies' reputations across 7 dimensions. It found:
- Patagonia, Honda, and Moderna were rated highest overall, while Trump Organization, Fox, and Facebook rated lowest.
- Reputation did not perfectly correlate with visibility/familiarity - less visible companies like Patagonia and Moderna had stronger reputations than more visible ones like Amazon.
- The document explores the survey results for each reputational dimension to identify the companies viewed most positively and negatively. It aims to provide insights for corporate reputation management.
‘ICHAPTER TWOChapter Objectives• To define stakeholdLesleyWhitesidefv
This document discusses stakeholders and their importance for businesses. It defines stakeholders as groups that a business is responsible to, such as customers, employees, suppliers, communities and governments. Primary stakeholders like employees and customers are essential to a business's survival, while secondary stakeholders like special interest groups are not directly involved in transactions. The document examines how businesses should consider both primary and secondary stakeholder needs to build effective relationships and ensure social responsibility. It also provides examples of common stakeholder issues and how businesses can measure their impacts in these areas.
Internal and External publics of Public Relations by Shaining Star LyngdohStar Lyngdoh
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2. INTRODUCTION
Corporate reputation is the cornerstone in corporate branding. It is of significant importance to all
organizations, regardless of being commercial, governmental, or not-for-profit organizations (Watson,
2007).
Corporate reputation is an aggregate evaluation made by stakeholders of how well a company is
meeting stakeholder’s expectations based on its past behaviors (Wartick, 1992). The value of a brand is
determined by both its tangible and intangible assets, and brand image and reputation forms a critical
part of the intangible assets (Wang, 2005).
Fill (2006) suggests that reputations are developed over time from the image, and it is more embedded
and stable; while image is more transient and can be instantaneous and reality superficial.
Watson (2007) argues that reputation does not occur by chance, it relates to leadership, management,
and organizational operations, the quality of products and services, relationships with stakeholders, and
communication activities and feedback mechanisms.
3. • First of all, reputation is a perceptual construct - customer evaluations of brands like Coca-Cola, and that
the associated market value (e.g. when customers Stakeholders actually purchase Coca-Cola) therefore
can be treated as a company’s intangible asset (brand equity or reputation) and be put on the balance
sheet.
• A second important element is that a reputation is formed by multiple stakeholder
• The third and final element of reputation that needs to be clarified is that it involves not just a general
impression but also an evaluation of the firm. Reputation can be defined as a subject’s collective
representation of past images of an organization (induced through either communication or past
experiences) that is established over time.
Nature of Reputation
4. Starting point of managing Reputation
Monitoring of press to see what they are saying about the organization.
First, they need to assemble enough facts—most important, perhaps, a rich understanding of key
stakeholders, including consumers—and not only the product preferences but also the political attitudes
of consumer groups.
Second, companies should focus on the actions that matter most to stakeholders, something that may
call for an exaggerated degree of transparency about corporate priorities or operations.
Third, they must try to influence stakeholders through techniques that go beyond traditional PR
approaches, with an emphasis on two-way dialogue.
Underlying these priorities is a willingness to participate in the public debate more actively than many
companies have in the past. Instead of allowing single-issue interest groups to control the conversation,
companies should insist on a more complete dialogue that raises awareness of the difficult trade-offs they
face.
5. Starting point of managing Reputation
If consumer research is required, companies must understand that an analysis of how different consumers
feel about them differs from typical segmentations. There might, for example, be a group of consumers
who care deeply about social issues and will weigh in aggressively on regulatory ones affecting a
company’s operations.
Others, such as swing voters, might be undecided about whether, or how, to become involved. Some
could be uninterested and unlikely to take action. Still others may be so anti- or pro-business that their
positions are set in stone
6. Financial performance
Managing shareholder value
Improved competitiveness
Relative ease of recruitment
Enhanced productivity/creativity
Importance of managing your Reputation
Influences of an organization’s reputation
External forces: environmental, financial, political, social,
industry-wide, legal, technological, community-based.
Relational: competitive and collaborative strategies,
resources, mergers/acquisitions, repositioning.
Internal forces: resources, political, strategy, structure,
behavior, communication climate.
7. First and foremost how the organization acts and responds in the first 24 hours of a crisis situation sets the
tone for the narrative.
Managing reputation
The First
24
An outmoded
approach to
reputation
management
Communicate widely and consistently
Show leadership
Actions speaks louder than words
Crisis story and company response.
Monitor the new media
An involved company must collect information about reputational
threats across the organization
Analyze that information in sophisticated ways
Address problems by taking action to mitigate them
8. First and foremost how the organization acts and responds in the first 24 hours of a crisis situation sets the
tone for the narrative.
Managing reputation
After all is said
and done
Evaluate how well you handled the situation – what can you
learn?
Be clear on the situation as it now stands – is it likely to reoccur
or evolve? Update your plans accordingly.
Get back to business as usual as quickly as possible and talk
about all the positive things that are happening
10. Five main communication strategies that can be used to restore reputation in
face of crises:
1. Denial strategy – the organization attempts to remove any connection between the organization
and the crisis by claiming that there is no crisis and offers a simple denial that it did not perform the
act in question.
2. Evasion of responsibility – the organization attempts to reduce responsibility for the crisis by claiming
that it was either forced into the crisis by another culprit and its inability to prevent the crisis that
causes a mistake, or there were good intentions in its act.
3. Reducing the offensiveness of the crisis – the organization attempts to minimize perceived damage
caused by the crisis and reinforce the good traits of the organization by creating a more complete
context with which the organization should be evaluated.
4. Corrective strategy – the organization implements steps to solve the problem and prevent a repeat
of the crisis by taking corrective actions;
5. Mortification -
11.
12. Tell it truthfully
Forgetfulness can be forgives, lies will not
Demonstrate empathy
Tell it fully
Have the facts
Anticipate questions
Never no comment
Tell it accurately, quickly
Rush to gather accurate information
Do not let issues linger
Communicate regularly
The first 24
Tell it yourself
Acknowledge responsibility
Control the agendas
Enforce message discipline
Proportionate response
Response Principles
13.
14. How do we build credibility
o By maintaining credibility – develop expertise
o Control dialogue, establish sound relationships with the media
in advance –Employees and customers are important
advocates
o Reputation recovery Is strategic and ongoing – develop
expertise
o Accept responsibility for your role
o Help those immediately impacted
o Take long term corrective action
o Address systematic problems
o Re build bridges with stakeholders
o Communicate clearly, openly and transparently
o Create a PR campaign
o Develop an advertising campaign
o Media outreach
o Community relations
o Implement government affairs program
o Restore confidence
o Conduct research to measure company perception
15. CASE STUDY
Process in Action: Coca-Cola – Reputation damaged by delay
[Case study based on Wakefield, R. I. (2000). ‘World Class Public Relations: A Model for Effective Public relations in the
Multinational,’ Journal of Communication Management 5(1), 59–71.]
In 1999, around 200 people in Belgium and France complained of illness after drinking Coca-Cola products. Soon
after, it was claimed that this had had two causes – defective carbon dioxide in a Belgian bottle plant and cans
tainted by a fungicide at a French unit. As a result of these allegations, governments of seven northern and western
European countries issued bans or partial bans on Coca-Cola products.
Coca-Cola responded at local, national and European level with response teams to counter allegations and restore
customer and staff confidence. Its chief executive, Douglas Ivester, came from the US to meet Belgian government
officials and to express apologies. Other actions were put in place with company-wide communications to staff and
by corporate advertisements in key European markets.
16. Although Coca-Cola was not slow to attend the situation and – unlike Perrier when faced with claims of benzene taint
in its bottled waters – did not mount a long period of denial, it was criticized. Sales suffered with a drop of 6 per cent in
Europe and there was a stock price fall of 28 per cent. As one newspaper in Coca-Cola’s hometown, Atlanta,
commented, ‘As the hours fly by, the precious Coca- Cola brand in threatened, with one country and then another
registering levels of concern about the beverages’ (Roughton and Unger, 1999).
As Wakefield asks, ‘What went wrong with Coke?’ (2000, p. 61). Essentially, ‘its efforts were too late and insufficient’. The
CEO’s first comments came four days after the first allegations were made, and he did not travel to Europe until a
week after the crisis started. As PR commentator Paul Holmes noted at the time, ‘waiting several days to issue a
response from corporate headquarters . . . raised serious questions about the company’s sensitivity to customer safety
concerns’.
17. Wakefield also comments that Coca-Cola failed to anticipate the issues and show significant understanding of the
European public health environment in which public concerns over food safety had been heightened by dioxin
scares, the BSE scandal and other agricultural threats. ‘Aside from ignoring the immediate context, Coca-Cola also
failed to properly gauge some long-term issues related to differences between conducting business globally versus
the US domestic market’, he concludes (2000, p. 62).
The accumulated reputation of more than a century stood for little because Coca-Cola did not recognize the gravity
of the issue as it broke and then tried to manage it from thousands of miles away. The cost was very high, both
financially and in lost trust with customers and staff.
18. Aug.28th, 2009 A fatal crash of a Lexus car in USA due to the gas pedal was stuck was highly
publicized that brought “unintended acceleration” problems of Toyota cars to the light with increasing
investigations by NHTSA in USA
Toyota attributed the problem in the Lexus to the incompatible floor mat, but their explanation couldn’t convince
NHTSA and public in USA
Late of Sep. 2009 Toyota issued a public safety advisory suggesting owners of specific model about the ill-fitting floor mat issues
in North America.
Sep. 29th, 2009 1st large Recall for potential accelerator pedal entrapment problems (ill-fitting floor mat), U.S. market, 4.2
million vehicles
Nov.25th, 2009 2nd large Recall for sticking accelerator pedal problems, U.S. market, 2.3 million
Vehicles covering 8 models.
Jan. 21st, 2010 Toyota Temporarily suspends production and sales of selected vehicles in the U.S. market
Summary of Toyota Crisis and How they managed their reputation
19. Jan,29th, 2010 Toyota began issuing apologies and breaking silence with response to the crisis under the tense pressures from
public media and governments in America.
Late Jan. 2010 Toyota’s CEO Akio Toyoda made public apology for the recalls and announced global quality task force for focus
on quality issues.
Feb.5th, 2010 4th Recall for antilock brake system (ABS) software problems on 2010 model-year
Toyota Prius and Lexus HS 250, Japan and U.S. markets
Feb. 09th, 2010 5th Recall for inspecting the front drive shaft on 2010 model year Tacoma 4WD
trucks, U.S. market
Feb. 12th, 2010 Three times testimonies to the Congressional Hearing in USA.
Late Feb. to Mar.2010 Toyota agree to pay $16.4 million civil penalty imposed by NHTSA in USA related to Toyota’s recall for slow-to-
return and sticky accelerator pedals, but Toyota denies NHTSA's allegation that it violated the Safety Act or its
implementing regulations.
20. If you lose money for the firm, I will be very understanding...
If you lose reputation for the firm, I will be ruthless.“
Warren Buffet, renowned businessman and philanthropist