This assignment asked myself and a partner to create a report with the plans for a corporate communication campaign designed to enhance corporate reputation. Like previous assignments, we were given the freedom to choose our own firm to examine and were tasked with conducting a situation analysis. However, the analysis was much shorter, just four pages long, meaning it had to be prioritised much more rigidly than the ten-page VW analysis. We chose to study Kellogg’s, which presented unique challenges that had to be overcome.
My partner and I used the analysis to decide on one issue to focus our communication campaign on. We proposed six SMART objectives: three business-orientated and three communications and created a campaign message. Using Mitchel et al. (1997) framework, we conducted in-depth stakeholder analysis, which enabled our target publics to be accurately and justly determined. We focused on consumers, media and shareholders.
For consumers we proposed three initiatives:
- An interactive sporting event at England’s first game of the 6 Nations, themed around the 1990s hit UK TV show Gladiators.
- A social media competition in partnership with FitBit: #BeatTheBadges.
- Local community development in collaboration with the This Girl Can sports-orientated initiative.
Our activities strategically targeted the consumer behaviour trends identified from the situation analysis, while staying inline with Kellogg’s corporate image, enabling the enhancement of its reputation.
We used a variety of media tools to communicate with our target publics:
- A national media press conference
- A host of press releases, including: national, local, specialist and social media.
- A press day at the Manchester Factory
- Bloggers and other online influencers.
The media channel complimented the activity it attached to, such as social media press releases for the Fitbit competition, in order to create a streamlined integrated campaign.
This assignment presented unique challenges and in overcoming, I believe to have learnt more about the process of analysing a company’s situation and weighing up the most important aspects to take action upon. When we discovered Kellogg’s impressive reputation, my partner and I rationalised, the ideal action did not lie with outlandish PR stunts but rather with engaging activities that compliment the brand and help bolster its reputation.
We approached with a considerable amount of respect towards Kellogg’s, being mindful of conserving its reputation over other more extreme tactics. This assignment impressed upon me, that just because the task gives unbridled freedom to choose any communication tactics, there are some instances where erring on the side of caution is the most favourable strategy for sustaining reputation and long-term success.
My partner and I received 85% for this task, a grade I’m very proud of, given the obstacles we overcame.
LinkedIn: Yehudah Cummings
Twitter: Yehudah Cummings
Facebook: Yehudah Cummings