Business Management Unit 2, Area of Study 3: ‘Managing the public relations function’Company image For each of the following company logos, select ONE word to describe the desired image that each organisation is trying to portray and ONE word to describe the actual image presented (if you think it is different from the desired image).
Celebrity association Organisations often use celebrities to promote their products, services or initiatives in order to create a desired image. View the following five slides (first determine who the celebrity is and the brand or initiative they are endorsing), then: Discuss the the image that the organisation is trying to portray by using a celebrity spokesperson. Has the advertisement been successful?
Shane WarneHair loss treatment‘I’m regrowing my own hair … Yeah Yeah! The decision for me to do something about my hair loss was simple … I didn’t want to go bald. So as soon as I started to lose hair I saw Advanced Hair Studio, and under therapy my own hair started to grow again.’ • http://www.advancedhair.com.au/content/mens-therapies/results-before-after/shane-warne
Jennifer HawkinsThe face of Myer • http://www.myer.com.au/video-spotlight.aspx?view=15 • http://sassisamblog.com/2010/07/12/exclusive-first-look-jennifer-hawkins-jessica-hart-for-myer-ss/
Hugh Jackmanendorses Asahi beer • http://www.japanprobe.com/2010/03/13/hugh-jackman-drinks-asahi-super-dry/ • http://www.examiner.com/article/hugh-jackman-a-japanese-beer-commercial
Cate Blanchettendorses SK-II facial treatment • http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/cate-blanchett/
Changes in image Click on the links in the following five slides. What controversy or scandal is depicted in each photo or article? In each case, explain how the image of the individual or organisation may have been tarnished. AND How has the controversy or scandal reflected on each organisation, individual and/or brand?
Carlton captain Chris Judd suspended over ‘chicken wing’ tackle • http://www.adelaidenow.com.au/sport/afl/carlton-captain-chris-judd-suspended-for-four-matches-by-afl-tribunal-for-chicken-wing-tackle/story-e6freck3-1226426894360
EnergyWatch CEO Ben Polis sacked for racist, sexist remarks on Facebook • http://www.heraldsun.com.au/afl/demons-probe-sponsor-ben-polis-racist-rants/story-fnctrk3q-1226319037998
Tiger Woods scandal • http://www.google.com.au/search?q=tiger+woods+scandal&hl=en&client=safari&rls=en&prmd=imvnsuo&source=lnms&tbm=isch&sa=X&ei=0VQaUKWiHurwmAXqp4HwAw&ved=0CE0Q_AUoAQ&biw=1400&bih=870 • http://www.telegraph.co.uk/sport/golf/tigerwoods/6907788/Tiger-Woods-affairs-may-have-cost-sponsors-shareholders-12bn.html • http://www.guardian.co.uk/sport/2011/oct/05/tiger-woods-new-sponsor-san-jose
Planet Ark Environmentalist group ‘loses its way’ according to former members‘Planet Ark receives $700 000 from the timber industry’‘Working with timber industry to update certification system.’ • http://www.abc.net.au/news/2012-07-31/planet-ark-founders-cut-ties-with-lost-organisation/4167146
News of the World phone hacking scandal (News Corporation) • http://www.google.com.au/search?q=news+of+the+world+scandal&hl=en&prmd=imvns&source=lnms&tbm=isch&sa=X&ei=jlQaUPaNOsGimQWWwoEw&ved=0CEYQ_AUoAQ&biw=1400&bih=870