Assignment Task
Task
Brief description:
Public relations (PR) is a planned and sustained effort to establish an effective communication and maintain mutual understanding between a company and the public. With the development of social media, and increased engagement of the public, any PR mistakes made by the company receive far more attention.
Case studies:
1. McDonald’s
In 2013, the people of Tecoma in the Dandenong Ranges opposed a proposal to set up a restaurant. They had signed a 99,000-strong petition banning the company but McDonald’s remains unmoved. Residents even took
their petition to the company’s US headquarters – to little effect. During one protest, a 50-year-old woman was allegedly attacked. Isn’t this a company promoting its strong civic credentials? Some PR experts say it has handled – and still is handling – the “crisis” imperfectly.“Refusing to meet your critics shows that what it practises and what it preaches about connecting with communities are at complete odds,” says Stackhouse at Clarity.
“The only message they’ve sent is that McDonald’s corporate DNA and their spin are completely out of whack.”
2. Vodafone’s social media fracas
It started in June 2012 when Vodafone store employee Arthur Kotsopoulos portrayed himself as the company’s “social media expert” and “ambassador” and set about labelling customers on Twitter and Facebook as “mentally retarded” for their lack of knowledge of smartphones. Some deserved a “slap backhand”. Kotsopoulos worked in the Sydney CBD. He wrote articles and reviews for Vodafone’s blog. Somehow this selfstyled social media expert got control. As McCusker notes: “It’s yet another reason why social media engagement should probably best be conducted by staff with acute PR savvy. Social media is all about reputation far more than it is about mobile phone smarts
3. Qantas’ social media strategy backfires
In late 2011, after months of negative publicity stemming from industrial disputes that resulted in the grounding of the Qantas fleet, its PR team sent out a call for luxury flying experiences. The #QantasLuxury hashtag was promoted as a chance to win first-class cabin pyjamas for those using the hashtag. These are some of the responses: “#QantasLuxury – when the passengers arrive before the couriers delivering the lockout notices do” and “#QantasLuxury was “giving yourself a pay rise whilst grounding your le airline and taking local jobs offshore”. It’s worth noting that last April Qantas announced it would be closing its Twitter media page. Journalists and
customers would be “channelled” through @QantasAirways, rather than @QantasMedia. The airline said it was to avoid duplication but others disagree. This is a partial retreat from social media after several mishaps.
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