Corporate Social Responsibility in Organizational Identity

The analysis focuses on enhancing business communication through strategic public relations, emphasizing excellence in stakeholder engagement. It delves into how corporate social responsibility influences organizational identity, particularly within banking services, affecting customer perceptions and brand trust. Additionally, it examines the effectiveness of crisis management strategies on digital platforms, using the Fukushima Daiichi nuclear disaster as a case study to understand public reactions and communication adjustments.

Running head: BUSINESS CAPSONE PROJECT
Business Capstone Project
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Section 1: Executive Summary........................................................................................................3
Section 2: Background of the Company..........................................................................................4
Section 3: Identified issues:.............................................................................................................5
Section 4: Detailed analysis of the identified issues........................................................................6
Section 5: Recommendations..........................................................................................................9
Section 6: Plan of future study.......................................................................................................11
Reference List:...............................................................................................................................13

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Section 1: Executive Summary
This particular study has focused to make an in-depth understating about the importance
of maintaining corporate communication and public relation for achieving brand image.
Maintaining product and service quality of a specific brand is not the primary mission of a
specific business organization. The experts have to focus on maintaining brand image as well
with the help of which people of various geographical backgrounds would be able to aware of
the brand. Maintaining effective corporate communication and public relation is one of the most
effective communication tools based on which customers from various geographical markets can
be attracted towards the brand. On the other hand, business organizations while facing any kind
of internal crisis at the workplace should utilize the popularity of media for communicating with
the target audience indirectly. However, Ardent Leisure has been chosen in this very specific
study as the selected company. The primary issue that this specific organization has faced in
maintaining their organizational image includes Thunder River Rapids Ride disaster.
After the accident in Thunder River Rapids Ride four people were killed. At that very
specific time the range of target group in Ardent Leisure has faced a radical downfall. In order
to overcome this very specific issue the CEO of Ardent Leisure should take major initiative.
Unfortunately, the organization did not communicate with the victims’ family along with general
public directly or indirectly (ardentleisure.com 2017). In this kind of situation, the business
experts had to face innumerable challenges in maintaining organizational image and reputation.
The business experts had to face loss of $50million almost due to the lack of visitors in
Dreamworld. Ultimately, Ardent Leisure decided to shut down the theme park in order to
overcome immense public sandal. This very specific study has focused to evaluate the various

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issues that Ardent Leisure had to face for the lack of corporate communication and public
relation. Based on these issues the study aims to provide necessary recommendations as well.
These recommendations may help the organization like Ardent Leisure for improving public
relation strategies and policies. As a result, the service providers of Ardent Leisure would be
able to communicate with the public of different geographical areas directly or indirectly.
Section 2: Background of the Company
Ardent Leisure is one of the most prestigious leisure companies operating around 100
assets all over Australia. Simon Kelly is the chief executive officer of Ardent Leisure having
more than 30 years of experience in strategic, financial and generic management. The primary
objective of this very specific brand is to create the platform of entertainment and relaxation so
that people belonging to different geographical boundaries can break the monotony (Dozier,
Grunig and Grunig 2013). Dreamworld was one of the biggest theme parks of Australia owned
by Ardent Leisure. This particular theme part is included more than 50 rides. Among numerous
attractions Dreamworld is the tallest and fastest rides in Australia. Large number of people
belonging to different cultural backgrounds and attitudes likes to assemble for spending their
leisure (Grunig 2013). Dreamworld is always considered as one of the biggest platform for
human recreation. Giant Drop, The Claw, Tower of Terror II, The Wipeout, Pandamonium, The
Hot Wheels SideWinder, Tail Spin and Mick Doohan’s Motocoaster are the nine biggest thrill
rides due to which this specific theme part has achieved immense recognition
(dreamworld.com.au 2017).
In 2016 Dreamworld had faced a disastrous consequence in losing their brand image and
reputation due to the accident happened with Thunder River Rapids Ride. Total four people are

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killed in this accident. After making effective investigation by the police of Queensland four
victims were identified. Kate Goodchild, 32, her brother Luke Dorsett, his partner Roozi Araghi
and a 42-year-old woman are identified as the real victim who had to loss their life due to this
disastrous accident (Utz, Schultz and Glocka 2013). However, after the incident the chief
executive officer of Ardent Leisure had to face innumerable challenges in maintaining
organizational image and reputation. The business experts of this very specific organization have
received innumerable complaints. It is alleged that Ardent CEO at that time, Deborah Thomas
did not take effective initiative in communicating with the victims’ family members due to the
lack of contact. The business executives did not properly communicate with the media as well in
order to expose the actual situation (Ruck and Welch 2012). As a result, CEO of Ardent Leisure
had to face innumerable difficulties in overcoming the ride disaster faced in last year. This very
specific study has focused to make an in-depth overview on how the organizational managers
had to face immense public relation issue that leaves a major impact on in maintaining the image
and reputation of this brand.
Section 3: Identified issues:
In Thunder River Rapids Ride disaster the organization like Ardent Leisure had to face
innumerable public relation issues. The mother of two victims killed in the disaster of Thunder
River Rapids Ride had showed their intense grief in front of various media tools that Ardent
Leisure did not take effective initiative for showing a sympathetic attitude to the victims’ family
(Rice and Atkin 2012). It has also been alleged that the CEO Deborah Thomas at that very
specific time did not try to communicate with the victims’ family due to the lack of contact. This
specific statement has become a major issue for the general public. With the advancement of
technology and emergence of new media business organizations expand their widespread wings

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in multinational boundaries. Therefore, Ardent CEO by using different platform of media could
have communicated with the victims’ family effectively (Purce 2014). However, this very
specific study has focused to make an effective analysis about the issues that the brand has faced
after Thunder River Rapids Ride disaster. The major public relation and corporate
communication issues that Ardent Leisure has faced after Drewmworld incident has been
highlighted below.
 Lack of customers’ reliability for hiding the truthful information
 Lack of proper communication with media about the crisis
 Financial constraints
 Poor Appreciation of the Profession Among Public and Private Organizations’ Leaders
 Lack of publicity stunt due to poor usage of social media
Section 4: Detailed analysis of the identified issues
Hahn and Kühnen (2013) stated that initially Ardent CEO has not exposed truthful
information about Thunder River Rapids Ride disaster in front of public. Deborah has denied
the negligence of their service providers. An effective investigation has been conducted by the
inspector of Queensland. It has been exposed that service providers of Dreamworld did not give
effective support and co-operation for this Thunder River Rapids Ride disaster. As a chief
executive officer Deborah should spread the hands for supporting the victims’ family. Instead of
co-operating the victims Ardent Leisure intended to hide the drawback of service providers along
with the technological devices. After investing the entire situation it has been observed that the
target customers have showed their intense level of dissatisfaction due to the ambiguity created
amidst the general public. This particular issue leaves a major negative impact on the overall

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performance level of the organization as well as revenue growth. As per the point of view of
Grunig and Hung-Baesecke (2015), Ardent CEO should communicate with the public either
through media channels or though arranging events in order to give a clear justification about the
current situation.
It is undeniable that Ardent Leisure has lack of proper communication with media about
the crisis. After the incident of Thunder River Rapids Ride disaster, the CEO of Ardent has
stated that organization failed to communicate with the victims’ family due to the lack of
communication. This specific issue has been widely highlighted in the numerous media
challenges. With the advancement of technology and social media practices it is very much
easier to keep a track of the victims. Social media already expands its wings in the international
market (Eccles, Ioannou and Serafeim 2012). Therefore, the lack of communication can occur
within the service providers and service users only when the business experts are not very much
accustomed with the advancement of technology. Due to the lack of digital media
communication the business managers of Ardent Leisure fail to communicate with the service
providers effectively. On the other hand, the target audience as well did not get an effective
feedback from the organization. The reason of crisis and their valid reasons should be exposed in
the social media so that the victims’ family can get a sympathetic approach. On the other hand, it
is also undeniable that people belonging to different geographical markets can get an in-depth
overview about the brands as well as their products with the help of social media (Berens et al.
2013). Therefore, Ardent Leisure should play an active role in social media networks for being
popular among the international customers. Especially, after the incident of Thunder River
Rapids Ride disaster this very specific organization has achieved negative impression on the

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mind of people. Therefore, lack of communication due to inefficiency in social media practices is
highly criticized at that specific time.
After the incident of Thunder River Rapids Ride disaster Ardent Leisure has to face
immense economic crisis due to the decrease in the revenue process. The size of the loss about
the cost of its aggressive expansion strategy in the US have slashed more than 20 percent of the
company’s market capital in the very past two days, its share price falling from $2.16 before the
announcement to $1.65. However, the company has faced around $50 million loss in the last
year. The range of target market volume at the same time has also been decreased. In this kind of
situation, Ardent Leisure had to take the decision of shutting down Dreamworld. It is undeniable
that Dreamworld is one of the biggest theme parks existing in the soil of Australia. In addition
large number of people even from multinational countries intends to visit this park due to its
thrill rides (Schmeltz 2012). After facing thunder river rapids ride disaster the customers
showed their reluctant attitude in using the services of Dreamworld. Lack of communication with
the public is one of the most effective reasons due to which the customers decided to show their
indifferent outlook. The service providers could have invited the media personalities for
spreading the message of crisis indirectly.
Poor Appreciation of the Profession among Public and Private Organizations’ Leaders
has also become a significant issue due to which Ardent Leisure failed to maintain their
business glory. Customers are from different geographical backgrounds and attitudes having
various psychological backgrounds (Macnamara and Zerfass 2012). After facing thunder river
rapids ride disaster the organization could have stood beside the victims (Thorson and Moore
2013). At the same time, the personnel could have maintained a proper communication with
public through media vehicle. It is alleged that the organization like Ardent Leisure did not take

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an effective initiative for convincing the customers’ about their crisis. The business experts did
not even utilize the popularity of media so that public can be convinced. Automatically, the
organization has received poor appreciation from target customers. After conducting the entire
investigation it has been alleged that due to the lack of proper maintenance Ardent Leisure had to
face thunder river rapids ride disaster. In addition, the service providers after the occurrence
of this incident did not show their intense co-operation to the victims’ family (Hahn and Lülfs
2014). In addition, the personnel intended to maintain a casual approach with the media
personalities. After the publication of this particular news “Dreamworld tragedy lives on for
mother of Kate Good child and Luke Dorsett”, the organization has focused immense
challenges in maintaining their image, reputation as well as sustainability (Austin, Fisher Liu and
Jin 2012). Due to the lack of social media usage Ardent Leisure failed to make a publicity stunt
regarding thunder river rapids ride disaster. As a result, public in general has got the
opportunity to interpret the news as their own way. Consequently, the organization has faced
innumerable negative feedback from the customers. Automatically, Simon the current CEO of
Ardent Leisure has faced difficulties in maintaining business sustainability after shutting down
Dreamworld. This very specific study has focused to make an in-depth overview about various
issues happened after thunder river rapids ride disaster.
Section 5: Recommendations
Based on the identified issues faced by the business experts of Ardent Leisure some of
the major recommendations can be provided for overcoming the public relation issues:
 Increasing the rate of social media usage

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Ardent Leisure should increase the range of using social media platforms for
communicating with the people of different geographical boundaries. After this thunder river
rapids ride disaster the business experts should have given detailed explanation to the target
group so that they can maintain business sustainability. In addition, social media is very much
helpful in receiving direct feedback from the customers as well. In this kind of situation, the
business experts can get the scope in evaluating the point of view of customers as well. The
incident of thunder river rapids ride disaster was not restricted within a particular
geographical boundary (Golob et al. 2013). This incident has left major negative impact
throughout the world. As a result, social media is the only platform with the help of which Simon
can regain the image of their organization as well as social recognition.
 Communicating with the public through various media vehicles
Confrontation of public is one of the most significant steps that the business experts
should have taken after the incident of thunder river rapids ride disaster (Pérez and Del Bosque
2012). It has been observed that Ardent CEO denied confronting with the public in general for
avoiding unnecessary chaotic situation. On the other hand, public in general has shown their
major negative feedback in using the brands as well as their services due to the lack of proper
communication (Christensen and Cornelissen 2013). Therefore, it can be suggested to
communicate with the public through various media vehicles in order to reduce the
communication gap. An effective interaction with people in general can reduce the rate of
misinterpreting news.
 Enhancing the technological enhancement

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Ardent Leisure should enhance their use of technological advancement at the time of
communicating people. It has already been stated that social media is one of the most effective
communication tool based on which both the service providers and the service users can make
direct interaction (Van Noort and Willemsen 2012). On the other hand, advanced technology is
effective in resolving any kind of crisis within proper time. However, this very specific study has
focused to evaluate the impact of effective corporate communication and public relation for
drawing the attention of customers belonging to different geographical and psychological
backgrounds.
Section 6: Plan of future study
The entire study has focused to make in-depth evaluation about the importance of
business communication and public relation for making an effective rapport with the target
customers. Different issues based on the research area have already been highlighted in this
specific study. The next part has focused to make detailed analysis about the highlighted issues.
In addition, the study provides in-depth recommendation on how to overcome the public relation
issues faced by the business of Ardent Leisure due to thunder river rapids ride disaster. This
very specific part would like to make an effective action plan based on which future studies can
be improved.
Activities Implementation of plan Duration
Identifying the problem
statement
After making an overview on
the executive summary the study
has focused to evaluate the
background of the company
along with public relation issues.
45 minutes

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However, in future after
identifying the research issue the
study would like to discuss in
detail about the research
problem or significance.
Increasing the number of
scholars while dealing with
research issue
Throughout the entire study the
researcher has used limited
number of research scholars for
making an in-depth critical
evaluation. The study could
have focused on analyzing the
issue by involving large number
of research scholars.
45 minutes
Using proper methodological
tools for collecting appropriate
data
In order to gather appropriate
data and information the
researcher intends to use
methodological tools such as
appropriate research philosophy,
design, approach data collection
technique and so many. These
tools would help the researcher
to accomplish the entire study
more systematically.
45 minutes
Using appropriate data
collection technique
The study in order to make an
authentic interpretation could
45 minutes