Free Essay

Public Relations

In: Business and Management

Submitted By nazarene
Words 1974
Pages 8
In 1989, Exxon Corporation caused one of the worst environmental disasters. The oil tanker Exxon Valdez spilled 250,000 barrels, an amount equal to more than 10 million, into the waters of Alaska’s Prince William Sound after striking Bligh Reef at approximately 12:04 a.m. on March 24. The spill eventually covered 11,000 square miles of ocean and coated 1,300 miles of coastline. Shortly after the incident, different media piled in to begin extensive coverage often pointing out Exxon’s corporate irresponsibility. Company’s efforts to contain the spill were not good enough and slow but Exxon’s response was even slower.
In addressing the problem, it tool company officials 10 hours after the accident to deploy booms that will contain the spill. Company executives refused to comment on the accident for almost a week and refusing to acknowledge the extent of the problem. In addition, statements made to the press by high-ranking executives were often inconsistent and contained contradictory information making the press question the credibility and truthfulness of Exxon.
After the Exxon Valdez ran aground, the company conducted all its communication from the small town of Valdez, Alaska. This area proved inadequate, having only limited communication capabilities. Exxon seemed unwilling to disseminate its information using any other method or location. But the biggest criticism the company received was the fact that CEO Lawrence Rawl waited nearly six days to make a public statement. And that he did not visited the scene of the accident until three weeks after the spill. Combined, these actions left the public with the impression that the Exxon Corporation did not take the problem seriously.
The severity of the oil spill were thousands of birds, fish and animals died right away, including somewhere between 250,000 and 500,000 seabirds, thousands of sea otters, harbor seals and bald eagles, a couple of dozen killer whales and more river otters. Clean up efforts washed away visible damage of the Exxon Valdez oil spill but the environmental effects are continuously being felt. John Devers, the Mayor of Valdez, commented that the community felt betrayed by the company’s inadequate response, contrast to the promises they gave. The fishing industry and marine life collapse affecting greatly the local town of Valdez and other affected neighboring town.
As an end result, Exxon paid the price for its action in different ways. The clean up effort cost 2.5 billion US dollars alone and Exxon was forced to pay out 1.1 billion US dollars in various settlements. A federal jury also fined Exxon an additional five billion US dollars for its “recklessness”. But the damage to the company’s reputation was even more important and more difficult to manage. After the spill, Exxon’s name was permanently tarnished. Angered costumers cut up their Exxon credit cards while others boycotted their products. According to a study by Porter/Novelli, 54% of the people surveyed said that they will not buy Exxon product. Exxon lost market share and slipped from being the largest oil company in the world to the third.
Exxon Corporation failed miserably in handling management crisis. According to different experts and analysis, company failed to follow own procedure. Exxon failed to show that they have effective plans and solutions in dealing with the crisis. Time is of the essence and their ability to move quickly once the problem occurred was not evident. The company also failed to show concern giving the public an impression that they don’t care what had happened and careless to the destruction of environment. They also failed to involve the media which is in fact an important tool for they can help disseminate information to the public.
According to most observers, Exxon’s response was too little, too late. Much as they want to save and control the damage, they cannot undo the lack of action and unpreparedness they exemplified to the public’s eye. By the time media was finished, the Exxon name was synonymous and associated to environmental catastrophe.

SITUATIONAL ANALYSIS: (PET#44)
Political
In response to the oil spill accident, several changes, recommendations and reforms was proposed trying to secure that the disaster won’t happen again.
The United States Congress passed the Oil Pollution Act of 1990 (OPA). This act prohibits any vessels from operating in Prince William Sound. As of 2002, OPA had prevented 18 ships from entering Prince William Sound.
Alaska governor Steve Cowper issued an executive order requiring two tugboats to escort every loaded tanker from Valdez out through Prince William Sound. As the plans evolve, two tugboats were replaced by a 210-foot Escort Response Vehicle (ERV).
The Oil, Chemical and Atomic International Union announced its severe opposition to drilling activities in the area of Artic National Wildlife Refuge (ANWR) until congress enacted a comprehensive policy.
Economy
Commercial fishing is the main industry in Alaska. Half of households have at least one person involved in commercial fishing or processing. The fishing vessels mainly fishes at Prince William Sound and Copper Rivers Delta. There are various fisheries in the area; the most economically important is the salmon fishery and herring eggs.
According to several studies founded by the state of Alaska, the oil spill had both short and long economic effects. These included the loss of fisheries, reduced tourism and decrease of the local marine population. The economies of the cities of Alaska were adversely affected after the Exxon Valdez oil spill destroying billions of salmon and herring in the area. Years later, fisheries were still unable to recover.
Technology
In efforts to save and lessen the environmental damage the oil spill caused to the waters of Alaska, some techniques were used in attempts to clean the waters.
Hot water treatment was popular until it was determined that the treatment could be causing more damage than the oil. Small organisms were being cooked by the hot water. Another treatment is known as High-pressure cold water treatment involved dozens of people holding fire hoses and spraying the beaches. The water with floating oil would trickle down to the shore. The oil will be trapped within several layers of boom and either be scooped up, sucked up or absorbed using special oil-absorbent materials. Many beaches were fertilized to promote growth of microscopic bacteria that eat the hydrocarbons. Known as Bioremidation, this method was successful on several beaches where the oil was not to thick. A few solvents and chemical agents were used although none extensively. (Zhu, Xueqing, et al.2004)

On September 30, 1892, Tylenol, the leading pain-killer medicine in the United States at the time, faced a tremendous crisis when seven people in Chicago were reported dead after taking extra-strength Tylenol capsules. It was reported that unknown suspects put 65 milligrams of deadly cyanide into capsules. The tampering occurred once the product reached the shelves. (Mitchell,1989)
Following their company’s credo of protecting the consumer’s safety first, Johnson & Johnson conducted an immediate product recall all over the country. This amounted to about 31 million bottles and loss in profit of more than 10 million US dollars. It temporarily ceased all production of capsules and replaced them with more tamper-resistant caplets. In addition, Johnson & Johnson immediately used media to alert the people of the potential dangers and not to consume any Tylenol products. The company also stopped any advertisements of the product. Tylenol products controlled 37 percent of the market but its share dropped to 7% after the poisoning.
Johnson & Johnson was praised for its quick decisions, efficient actions and sincere concerns for its consumers. The company’s willingness to be open with the public and communicate with the media helped the company to maintain high-level of credibility and consumers trust the tampering throughout the tampering crisis. CEO James Burke stayed visible in the public’s eye, answering every interviews and questions confidently. He also repeatedly assured the public of the company’s commitment to its consumer’s safety.
Several business analysts were quite in assuming that Tylenol would never sell again. A month after the crisis, the company put on an aggressive campaign to rebuild the brand. In November, it promised to have the product back on business in a new triple-tamper resistant package. It became the first company to comply for the national mandatory for tamper resistant packaging. They offered several incentives such as offering special coupons, free replacement of caplets and 2.50 US dollars cut off for every purchase. The company's attempts were successful and by the following spring, Johnson and Johnson had regained its previous market share. It bounced back 70% of its share. When another poisoning involving a New York woman occurred four years later, Johnson and Johnson once again had to take action. Since the company had been through it before its executives knew how to handle it. Despite the fact this case was soon identified as an isolated incident, Johnson and Johnson decided to permanently discontinue capsule products and once again demonstrating its commitment to putting safety first.
Johnson & Johnson received several acknowledgements and won praises for its quick and tough decision actions. The company achieved the status of consumer champion. Johnson saw business as having responsible to society that it went beyond usual sales and profit incentives. Therefore, it was essential to maintain the safety of its publics to keep the company alive. Johnson & Johnson’s responsibility to its public proved to be its most effective Public Relations tool. It was the key to the brand’s survival. Another important decision, that put the company’s Public Relations campaign in the right direction, was fully cooperating with the media and making them allies. Without the help of media, damage control attempts would have been completely ineffective.

SITUATIONAL ANALYSIS: (LIT#38)
Technology
A member of copycat attacks involving Tylenol and other products ensued during the following years. However, the incident inspired the pharmaceutical, food and consumer product industries to develop tamper-resistant packaging such as induction seals and improved the quality control methods.
The tamper resistance of packaging can be evaluated by consultants and experts in the subject. Also, comparisons of various packages can be made by careful field testing of the lay public.

Industry
The tragedy also prompted the pharmaceutical industry to move away from capsules which were easy to contaminate. Other foreign substance could be easily placed inside without obvious signs of tampering. Within a year, the Food and Drug Administration introduced more stringent regulations to avoid product tampering. This led to the eventual replacement of the capsule with the solid “caplet”, a drug delivery form and with the addition of tamper-evident safety-seals to bottles of many sorts.

Legal
The Federal Anti-Tampering Act of 1983 (Act) makes it a federal criminal offense to tamper with consumer products or to engage in related conduct. The Act was enacted as a result of the Tylenol poisoning deaths that occurred in Chicago in 1982.
The Act does not prevent state or local authorities from prosecuting persons for conduct that violates the Act. The federal government often refers cases to state and local authorities when there is no significant federal interest in the prosecution.
Under the Act, a person commits a federal criminal offense if he or she tampers with or attempts to tamper with any consumer product that affects interstate or foreign commerce. A consumer product includes food, drugs, devices, cosmetics, and any other household product that is consumed by individuals or that is used for personal care or for household services. Household products include waxes, detergents, air fresheners, or any other product that is intended to be used up or consumed. They do not include durable goods, such as vacuum cleaners, brooms, or brushes, which are not intended to be used up or consumed.…...

Similar Documents

Premium Essay

Public Relation

...PROFESSIONAL TOOLS OF PUBLIC RELATION SUBMITTED SUBMITTED BY TO POULOMI ROY Ms. RITU SHARMA MJMC II ASSISTANT PROFESSOR (A2028811059) ACKNOWLEDGEMENT I, Poulomi Roy, student of Amity School of Communication, Amity University, Uttar Pradesh take this opportunity to express my profound gratitude and deep regards to the Director, Professor Mr. R.K Dargaon to provide me with an opportunity to work on this project. I will be ever grateful to my guide Professor Ms. Ritu Sharma, for her exemplary guidance, monitoring and constant encouragement throughout the course of this project. Without her help I would have never been able to complete this project. The blessing, help and guidance given by her from time to time shall carry me a long way in the journey of life on which I am about to embark. . CONTENTS * Definition * Objective of Public Relation * Types of Public Relation * Elements of Public Relation * Process * Tools * Additional Activities * Departments of Public Relation * Code of Ethics * PR Laws * Skills Required * Role of PR in Government Sector * Advantages of Public......

Words: 7887 - Pages: 32

Free Essay

Public Relations

...Situation analysis 5. 2.1 external forces 6. 2.2 internal forces 7. 3.0 target publics 8. 4.0 objectives 9. 5.0 strategies 10. 6.0 projects and action plan 11. 6.1 specific tasks 12. 6.2 time frame, 7.0 conclusion 1.0 Executive summary: McDonalds is an internationally recognized organization as a leading global foodservice retailer. With 34,000 restaurants worldwide, 1.8 million employees, serving approximately 69 million people in 119 countries each day. Although it is a leading foodservice retailer there are some areas that should be address, that if fulfilled can greatly increase business for the company. The main issue with all fast food services is the way they are viewed in the public eye as they are so heavily monitored by the media. Many individuals and families are reluctant to purchase fast food in general due to the reputation of poor quality nutrition and lack of healthier options; this is an issue McDonalds will have to conquer through marketing, advertising and public relations. Advertising will also be vital to gain the awareness through the main channels of communication. McDonalds already has extensive advertisement via television and billboards. Brand awareness would greatly increase if there was more advertisement via online, via popular websites such as Facebook and Twitter which are constantly used. McDonalds already has a Public Relations team that is concerned with the way they are perceived, it is vital for their......

Words: 2295 - Pages: 10

Premium Essay

Public Relation

... MOUNT KENYAUNIVERSITY NAME : COURS : LECTURER : COURSE UNIT : DATE : 00/06/2013 TASKS : Introduction (Public Relation theory) Public relations are a management function separate from other functions. Many organizations splinter the public relations function by making it a supporting tool for other departments such as marketing, human resources, law, or finance. When the public relations function is sublimated to other functions, it cannot move communication resources from one strategic public to another as an integrated public relations function can. Public relations manager, are obliged to have knowledge of different theories so that they can make the right decisions for their public relations plans and programs. The value to their employer or client will be directly related to how well they use theory in your work. Not any single theory covers all you need to know in public relations or any other discipline; therefore, it is valuable to look at theories by grouping them according to how they are used. We start with theories of relationships, then, we discuss theories of persuasion and social influence. Systems Theory Systems theory is useful in public relations because it gives a way to think about relationships. Generally, systems theory looks at organizations as made up of interrelated parts, adapting and adjusting to changes in the political, economic, and social environments in which they operate. Organizations have to recognizable boundaries,......

Words: 1785 - Pages: 8

Premium Essay

Public Relations

...------------------------------------------------- Subject- Importance of Public Relations function Greetings Mr After having read DOME’s (Don’t overlook mature expertise) strategic plan objective (Http://Www.Dome.Org.Au Powered Atemo, 2014) and taking into consideration the needs of this organization, I saw how important it is to establish a Public Relations function within the organization. This email is going to include a broad understanding of what public relations is, how it is different from marketing, what tasks will it undertake and what differences and changes it can bring about in DOME. Public relations is defined as the development and management of ethical strategies using communication to build relationships with stakeholders or publics. (ed.Johnston and Sheehan, 2014, p. 6) In simple terms, it develops and maintains mutually beneficial relationships between an organization and its stakeholders. According to James Grunig’s excellence theory, public relations can serve as a management function to the overall effectiveness of an organization with it’s strategic and planned approach (Grunig ed,2013) and in While Elser’s opinion, Public Relations excel at message control and manage a diverse group of stakeholders to deliver messages across various touch points. (Elser 2013) Public relations is often confused with marketing. While the two areas can often be interdependent, they do have substantial differences. Marketing is described as a ‘social and managerial...

Words: 957 - Pages: 4

Premium Essay

Public Relations

...Public Relations Name: Institution:   1. Mix of media used to implement public relations campaign There are three main mixes of media that were used in the implementation of the public relations campaign. One of these is the use of television. Today, almost all homes in the country own a television set. It is therefore a very effective method of implementing a public relations campaign. The public relations campaign on television needed especially to be done during prime time (Zhang, 2013, p. 1323). During this period, there are numerous people who are watching television. It is therefore very easy for the organization to reach numerous people. This also helped to show the seriousness that the foundation was putting on the issue at hand. The second media mix that the foundation considered using is the use of print media. The organization needed to examine the most popular print media in the nation. It then put the respective public relations campaign in a bid to convey the issue at hand. In using the print media, there are several objectives that the organization hoped to achieve. First, bearing in mind that one is in possession of a newspaper for a period of time, he will be able to examine the news release in details and gain an understanding on all the matters at hand. In addition, this media gives the recipient a chance to issue a comprehensive reply (Kahle, 2001, p. 34). The final media mix is the social media. In the recent past, the social media has......

Words: 1689 - Pages: 7

Premium Essay

Public Relations

...Public Relations. It is, as my professor said, the management, art, and science of building relationships between— Whoa! Okay. Stop right there. Before I really get all mushy about PR and its definition, I would first like to tell you something. Usually, I would start my composition with something like the first paragraph. I would talk about PR, its meaning, and then write down what qualities a PR professional must possess. I was originally planning to do just that. When I got home from school last Friday, I immediately sat in front of my desktop computer, meaning to start with this reflection paper. It was 8:08 P.M then. 10…20…50 minutes had passed and I still didn’t have a clue on what to write. I told myself, “It’s okay, this paper isn’t due until Thursday next week anyway. I don’t need to finish it now. I’m off the hook.” Saturday came, and the same thing happened. I just stared on my PC’s screen for 3 hours! Heck, there wasn’t even a single letter on that blank document! It was clean and white! But then again, it’s okay. I told myself that there’s still tomorrow, and the day after that, and then the next, next day after that. Surely by then, I would have come up with something brilliant for this piece. I was totally wrong. I started to panic when Sunday came and I still didn’t know what to do with this paper. “What is wrong with me?! Why couldn’t I write something as simple as this? It’s just a mere reflection paper, for Pete’s sake! IT’S JUST......

Words: 1107 - Pages: 5

Premium Essay

Public Relations

...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......

Words: 3134 - Pages: 13

Premium Essay

Public Relations

...Compare some of the ways public relations practices vary in different parts of the world. The purpose of PR takes on several forms in the global field/market. In addition to being a media relations expert and proficient marketer, a typical “global PR” specialist can perform as your company's personal representative, acclimatizing local buyers and customers as well as growing connections with the government officials. “Strategic management of communications between a business and its foreign audiences, however, can be quite intimidating for many companies, because, although PR is PR, the challenges of launching a successful campaign are magnified on the international scene.” All companies and countries have public relation departments and in different parts of the world things have to be or are handled differently. There are “generic” principles that are basically “standardized world-wide principles.” Then there are “specific applications” which pretty mean that those “generic” principles are applied differently under different settings. “From cultural and language differences to scattered time zones and logistical obstacles, examining the overriding issues involved in conducting PR in different foreign markets, including the common pitfalls and successful strategies of companies in the international trenches” (LeClaire, J, 2010, np). I am going to use two cultures as my examples in public relations practices in different areas; Arab and American cultures. 1)......

Words: 456 - Pages: 2

Free Essay

Public Relation

...HOASEN International University Vietnam TV121 Bachelor of Business Administrator PR - CAMPAGIN Subject: Public Relation (PR) Professor: Nguyen Tran Kieu Van Reported by: Group FTA Member of group : 1. Nguyen Hoai Thanh 2004494 2. Phạm Yến Linh 2004087 3. Trần Đức Huy 2005581 4. Quan Phụng Chi 2006979 June, 2015 1 INTRODUCTION THE LEADER : NGUYEN VAN PHUOC Nguyen Van Phuoc, who built brand of First News in 1994. He has a passion for books, and want to bring wonderful, creativity story from the world to Vietnam. Then, he decide to establishing the First News Media in 2010, it's also one of the most famous brand and perceived satisfaction from clients such as : Viettel, HSBC, Vinaphone. THE COMPANY : TRI VIET CORPORATION First News - Tri Viet Publishing co., Ltd was founded by Mr.Phuoc in 1994 with the aim of continuous news of update to Vietnamese reader. First News's Books always bring being careful of design among with good translation has perceived well preference from clients. We strongly believe with the name of "First News - Tri Viet ( Vietnamese's intellectural and knowledge ) will remind us to spreading innovative ideas and messenger of new information to Vietnamese reader. That's is the reason why First News - Tri Viet has receive pleased welcome from publishing industry in Vietnam. Vision : Tri Viet would like to create the best supplier in publishing industry in Vietnam, and want to bring knowledge from all......

Words: 2682 - Pages: 11

Premium Essay

Public Relations

...Public relation specialist is a topic I chose because It’s something I see myself doing in the future. Today, Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Essentially it is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics. From my understanding a pro public relations expert excels in speaking at conferences, employee communications, and working in human related organizations. Smartness and an outgoing personality are the tools not just to impress the opposite sex, but it can also help one in his/her career. One of the professions that relies a lot on these two attributes to make an impact is media relations or public relations. A happy customer will most likely make repeat purchases, so an effective PR makes good business sense too. The Government also undertakes PR activities to create a favorable impression in the public mind. Such as it said in the book: So, if you can’t have the job you love (yet!) ... love the one you got.” I apply this role in my daily life and use it to strengthen my excellent communication and presentation skills, along with organized skills, eagerness to think out the box, and deep......

Words: 380 - Pages: 2

Premium Essay

Public Relations

...PR Public Relations Review 38 (2012) 5–13 Contents lists available at SciVerse ScienceDirect Public Relations Review Revisiting the concept “dialogue” in public relations Petra Theunissen ∗ , Wan Norbani Wan Noordin 1 School of Communication Studies, Faculty of Design & Creative Technologies, AUT University, Private Bag 92006, Auckland 1142, New Zealand a r t i c l e i n f o Article history: Received 2 October 2010 Received in revised form 14 September 2011 Accepted 14 September 2011 Keywords: Public relations Dialogue Two-way symmetric communication Risk a b s t r a c t This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion...

Words: 8548 - Pages: 35

Premium Essay

Public Relations

...Public Relations Priscilla A. Gillespie MKT/438 September 5, 2011 Ricco Rizzo Public Relations Throughout history public relations many definitions are changing. Historian Daniel J. Boorstin is quoted as saying, "Some are born great, some achieve greatness, and some hire public relations officers," Public relations is an art and involves careful consideration and creativity on the part of the public relations representative. The job of any good PR rep is to communication a message to the public the organization represented wants to convey. This paper will (a) introduce and examine three definitions of public relations, (b) introduce a newly constructed definition of public relations, and (c) compare and contrast definitions of public relations. Three definitions of Public Relations Two-Way Communication The first definition comes from The Practice of Public Relation, Tenth Edition. According to Seital (2007), “Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication” (p. 4). The first aspect of this definition says, “Planned.” The act of public relations is a deliberate process planned by an organization. The next aspect of this definition is, “Process to influence.” The process to influence means to have an effect. The framework of public relations is to have an influence or an effect on the public. The next aspect of this definition is “two-way......

Words: 1200 - Pages: 5

Premium Essay

Public Relations

...Contents INTRODUCTION 2 DEFINITION OF PUBLIC RELATIONS 3 WHY IS PUBLIC RELATIONS IMPORTANT 5 HOW DOES PUBLIC RELATIONS WORKS 7 IMPORTANCE OF PUBLIC RELATIONS IN AN ORGANISATION 8 CONCLUSION 10 BIBLIOGRAPHY 11 INTRODUCTION Public relations is the way organisations, companies and individuals communicate with the public and media. A public relations specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances and other public relations tools. An organisation is a social unit of people that is structured and managed to meet a need or to pursue collective goals. All organisations have a management structure that determines relationships between the different activities and the members, and subdivides and assigns roles, responsibilities, and authority to carry out different tasks. Organisations are open systems that is they affect and are affected by their environment and public relations is important for the functioning of an organisation. The world of business is characterised by severe competition and in order to win new customers and retain the existing ones, the organisations have to distinguish themselves from the competition. But they also need to create and maintain a positive public image. A public relations specialist or firm helps them both......

Words: 1609 - Pages: 7

Premium Essay

Public Relations

...Name: Diane Sneddon-Fry Student Number:00061383T Unit Module: PRN 101 Teacher: Tiffany Junee Essay: How is the changing technology environment impacting Public Relations? How is the changing technology environment impacting on Public Relations? Public Relations more than ever before is feeling a direct impact on this fast moving and ever evolving technology based world we live. Traditional forms of media are becoming obsolete, people are participating in more on-line discussions and organisations are much more accountable as more and more people have access to computers, phones and applications 24 hours, seven days a week. ‘In a world where e-mails are returned faster than phone calls and decisions may be made based on corporate websites, it is becoming increasingly important for businesses and business professionals to create and maintain and effective online presence.’ (Gale Cenage Learning, Madiha Bilal Kapadia, 30 November 2011) Recently Qantas was involved in a potential on-line disaster or was it a stroke of Public Relations genius that shifted the focus from the trade union discussions to a pair of first class pyjama’s? Qantas is Australia's largest airline and one of the oldest airlines in the world. Qantas was founded in Winton, on 16 November 1920 as Queensland and Northern Territory Aerial Services Limited by Paul McGuiness, Hudson Fysh, Fergus McMaster and Arthur Baird. Initially the airline operated air mail services subsidised by the......

Words: 1906 - Pages: 8

Premium Essay

Public Relation

...Public realation Black believed that to overcome the anti-biotechnology activates the company need an advertising campaign but the low financial position does not support the decision. Black started working with Phil Croswell to initiate a public relationship for company. With the help of Croswell Black decided to initiate a modest national public relations campaign only days ahead of the product launch. Product launch The Black decided to advance the date of the launch to public relation campaign. Maintaining the planned campaign launch date would allow anti-biotechnology activities to alter by using the information of the company for scare diplomacies. Croswell using strategy to drafted a press release of the information of Yorktown technologies. The day before launched, the front page of reputed newspapers and the channels carried multiples new stories regarding company. All activities influence the market of company. After the launch the California department allowed the company to market it on the California based on the world leading scientific community to be safe but few days later they again reject because the commissioners thought that marketing them was ethically wrong. FDA was asked to consider in on the issue. The FDA’s judgment was critical that allow the fish to launch in the market. Product enhancement After the public accept the product the company realize that the output of the product is not as satisfied as it to be. The florescent zebra fish as......

Words: 251 - Pages: 2