PROJECT - PC CO.
This was for a module "Corporate Reputation Management" which I took during my Public Relations semester. We were required to develop a communications plan to maintain the reputation of PC Co., a technology brand. Our task was to conceptualise a holistic, integrated campaign to help PC Co. recover its reputation. The situation was that Greenpeace issued a statement condemning PC Co’s environmental record and said that material used in PC Co.’s production is not sustainably sourced, causing PC Co. to be under scrutiny.
My role in this campaign: Account Director, which I compiled and put together all the work (creatives and research) into PR proposal which was then pitched to the agency executives of Waggener Edstrom.
We analysed PC Co.’s Reputation based on the four different images and our campaign was to emphasise on PC Co.’s Social Image. We also conducted an online questionnaire where we asked what social causes our target consumer will stand up for and the kind of events they would attend and this helped us in formulating our tactics for the Action Strategy.
We first identified our stakeholders by splitting them into 2 groups - internal and external.
Typically known as a millennial
From all our findings, we have found out that PC Co. is a sustainable leading brand, but they are facing several Key Issues.
Hence, we identified the problem.
And from our Problem Statement we have come up with one SMART goal to solve the problem, and the objectives needed to reach this goal.
After defining the problem, we came up with a strategy that would address the problem of maintaining positive reputation amidst scrutiny.
Objectives: • Have stakeholders believe PC Co. is the industry leader in terms of its green reputation, and thus look at the brand positively • Raise awareness of PC Co.’s current CSR, sustainability and green campaigns amongst stakeholders
Objective of this bulletin board: Prevent issues within the company from becoming full-blown crises, keep the staff well-looped.