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Brand Communication and Reputation Management Assignment

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Added on  2020-10-05

Brand Communication and Reputation Management Assignment

   Added on 2020-10-05

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Brand Communicationand Reputation Management
Brand Communication and Reputation Management Assignment_1
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1FACEBOOK...............................................................................................................................1TESCO........................................................................................................................................6CONCLUSION................................................................................................................................8REFERENCES..............................................................................................................................10
Brand Communication and Reputation Management Assignment_2
INTRODUCTIONEach and every organisations, no matter how large or small, conclusively depends on itsreputations for survival as well as success. Public Relation (PR)is the best way to manage thereputation. Effective Public relation is very important for the company as it aids to manage thereputation by communicating as well as building a good relationship with all the stakeholders ofthe company (Doorley and Garcia, 2015). It aids in building mutual understanding betweencompany and audiences that is a crucial part every enterprise success. In developing awarenessin the company and its customers, PR plays a key role. Apart from this, in the reputation of thecompany, crisis are considered as a major threat and it affects the stakeholders of the company.Thus, in order to handle the crisis, company's uses to analyse the needs of public so that stockprice of company can be maintained. Thus, In this report, I will discuss two leading business (Facebook and Tesco) that facedcrisis related to PR by handling bad and good. It will assist to figure out how efficaciouslycompanies handle the crisis as well as how PR techniques aids to maintain the image of thecompany. MAIN BODYFACEBOOKOverviewFacebook is an American online social media as well as social networking serviceorganisation. It is on of the well-known company across the world, Company was founded in2004 by Mark Zuckerberg. Its headquarters is located in California. About 2 billion peopleacross the world are using the Facebook application. By using Facebook Application, one caneasily connect to any other person living across the world and now it is very easy for anyone tomake connection with any other person living across the world. With the help of Facebook, theconnectivity becomes very easy and convenient (Dijkmans, Kerkhof and Beukeboom, 2015). Ascompare to other application like Twitter, Instagram and other apps, Facebook is highly usedapplication. In 2017, the revenue of the company was $40.653 billion. 30,275 people arecurrently employed in the company. The ethical responsibilities of Facebook is to keep theinformation of users private and secret and are not allowed to share with any other priorpermission. Facebook Crisis1
Brand Communication and Reputation Management Assignment_3
In 14 years of Facebook history, the serious challenges faced by the company in recent isvery serious and challenging. In recent 12 months, a British newspaper (The Observer) reportedthat Cambridge Analytica company had been provided access to the personal data of about 50million Americans by Facebook. This report has very badly affect the management of Facebookalong with its reputations, image and goodwill. In heart and mind of the users, such situationdecreases the threat as well as risk of insecurity. These crisis have resulted to fall approximately14 percent of share prize in the stock market and the shocking factor is that within in two daysonly, the entire image of Facebook has fallen (Heding, Knudtzen and Bjerre, 2015). Theadministration and management of Facebook have to handle this issue as soon as possible as wellas more effectively. It is not enough on the ground of Federal Investigation Office as they stated an inquiryagainst Facebook. The main purpose of the inquiry is to identify the ethical violation ofFacebook. At the end, The owner of Facebook (Mark Zuckerberg) has Apologetic response andsay sorry to all the users for their bad experience and make a new privacy policy.The Contribution of MediaIn the area of communication, media plays a critical role. Media is only the one who hadgiven the full attention towards the scandal of Facebook. Aleksandr Kogan was the man who is ascientist has supplied the data to Cambridge Analytica Company. An application is made by himto accumulate the data from millions of users of Facebook. The consequence of Media As per the report releases by the media stated that the main intention of CambridgeAnalytica's involvement is support Donald Trump (Urde, 2016). At the same time, $15 millionswas invested by the supporters of Donald Trump in Cambridge Analytica company in order tomake deviations on elections. Actions taken by FacebookFacebook is facing very serious and challenging situation as it is very important for themto take the steps ahead to gain the confidence and support from its users. Facebookadministration is very much concern about maintaining public relations (PR). The first step takenby Facebook is to apologise their mistake in the media and commit sorry for all the misconduct.Further, they had added up the new feature called as privacy policy. They administration alsostated that their will be no hack or any other system is identified as well as examined by the2
Brand Communication and Reputation Management Assignment_4

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