Escolar Documentos
Profissional Documentos
Cultura Documentos
Michael J. Palenchar, Ph.D. & Karen Freberg, M.A. University of Tennessee College of Communication and Information School of Advertising and Public Relations Knoxville, TN, USA
Literature Review
Corporate Branding & Personality Brand Attributes & Attitude Theory Brand Equity & Crisis Communication A corporate or brand personality defines how the company is known among its stakeholders, making a powerful contribution to corporate reputation.
Methodology
Case studies are used extensively in social science research, including traditional disciplines as well as practice-oriented fields like Public relations. Exploratory Approach Explanatory Approach
While technologically and financially you are giants, morally you are pygmies.
10
11
12
13
14
Proactive Strategies
Based on what YI were experiencing in dealing with the Chinese government and media, YI realized that this was not just about their company, but all companies that want to operate in a foreign country. YI took a position of leadership in stating that the U.S. government needs to take action and address these concerns about their business and legal practices in other countries.
15
Reactive Strategies
It was only when the news broke that they were involved with the imprisonment of the two Chinese journalists that they acted both with the government and media. YI first denied any involvement with the situation, and then basically had to address the concerns and make the move to provide assistance to the families of the journalists. However, it took a meeting with Congress in 2007 to make this happen.
16
17
18
19
Conclusion
The corporate personality in the case study examined by the authors appears to have survived its crisis.
This case illustrates the complications during a crisis that may occur when a corporate personality is tightly connected with individual personalities.
In order to understand fully the impact of these case studies on similar corporations, future research is needed to explain certain elements. Corporate personalities will always be present in business, but until we understand that all corporations are not the same and need tailored crisis communication plans, these corporations will not have the resources that they need in order to survive.
20
21