Assignment on Stakeholder Communications

Added on - 21 Apr 2020

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Running Head:Stakeholder communications1Stakeholder communicationsInstitutionLecturerStudentCourseDate
Stakeholder communications 2IntroductionThe Gap Inc Retail shop is popular American global clothing and other accessories retailer. Thecompany has developed since its inception in 1969 by Donald and Doris Fisher, with itsheadquarter located in San Francisco, California. The retail shop further operates under fiveprimary divisions which include the Gap, Old Navy, Banana Republic, Intermix and Athleta. Thecompany has developed with strong emphasis on its communication aspects, both offline and theonline, which includes use of the social media.Effective communication within Gap Inc is built around the management’s departmentalcoordination[ CITATION Hus127 \l 1033 ]. It therefore, means that having a well establishedHuman Resources Management is crucial in enabling strategic success of the communicationoptions employed[ CITATION She092 \l 1033 ].It is also important to underline the relevance ofHRM in coordinating the organizational functions and how it facilitates decision-making aroundcommunication issues[ CITATION Tur10 \l 1033 ].Both offline and online communicationdetermines how the company adopts or achieves its marketing goals. For the Gap Inc, offlinecommunication would mostly revolve around boardroom and internal issues while the onlinecommunication for the public interest.The company ensures a constant online and offline communications to address on the advertisingstrategies and the stakeholder relations. Offline communication within the company involves theinternal departmental communication inform of letters, memos and notes. It also involves offlineconfidential telephone conversations within the corporation[ CITATION Men141 \l 1033 ]. Thisoffline communication is the most crucial communication that is used in the decision makingprocess within the boardroom. However, the marketing aspect is mostly left for the onlinecommunication through the effective use of social media.
Stakeholder communications 2The Offline CommunicationCorporate communication is the pillar of the organizational progress. It can determine its growthor the decline[ CITATION Sla14 \l 1033 ]. The Gap Inchad an initial problem in the brandcoordination. The Company had come under increased criticism and faced some spells of publicprotests when in 2009, a certain investigative story exposed that some locals in Lesothoincluding children had severely suffered from the effects of improper dumping of dangerouschemical wastes from the company. There was a similar case 10 years ago, which led to massivelosses for the company, battered employee morale and even affected the children.However, the second case called for Gap’s shrewd response to the problem. The company movedswiftly to address the problems in Lesotho through a strategic stakeholder engagement, usingeffective offline communication, and sooner, the story vanished. Among the interventionsassociated with the recovery was the Gap establishing a very healthy relationships andinteractions with labour groups, the government, human rights organizations, and otherstakeholders using stable action-oriented meetings; which proved to be a longer process butinevitably transformed the image of the company from the chains of child labour reputation to acompany committed on its corporate social responsibilities.The Gap understood very well the significance of having systematic mutual relationships withthe stakeholders through systematic communication. It was however a tedious process whichrequired patience but the end results were very favourable for the company. Stakeholderengagement has a number of benefits including boosting the company’s brand image, resolvingcomplex issues, reduces the risks of bad headlines and it also boosts the stakeholders’ trust in thecompany. All these are facilitated by an effective offline communication plan.
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