PUBLIC RELATION THEORY AND PRACTISE
1. Identifying the public in BP and Queensland flood case studies
The public of PBP constitutes both external and internal ones. The internal publics of the company include the employees. The investors are yet another public who are will find the operations of the organizations. The consumers of the organizations and the environmental institution of British are the external public. The organization is liable to maintain public relation with them.
The public in relation to the case study of Queensland includes the common people dwelling in the location, the provider of the natural resources, the environmentalist of Queensland. The minister of Queensland that is Julia Gillard is responsible to maintain public relation with them and is liable for the safety and security of the public as well.
2. Segmenting and Prioritising Publics
It is very important for any organization or institutional bodies to identify the stakeholders and then prioritize them in order to build public relation with them and then maintain the public relationship with them. Though the stakeholders and the publics are different, that is determined by the segmentation of the both. The publics may be the shareholders, employees, leaders as per the type of the organization whether profit like BP oil or non-profit (Dicey, 2017). The Stakeholders are typically related to the business organizations only. The segmentation and the prioritization of the public are done differ by different organizational for instance, in the business organization the internal and the external publics are categorized and then the prioritization of both of them is done in different levels. In this context, the linkage model of public relation developed by Grunig and Hunt needs to be referred to by the bodies whether institutional or organizational (Trinh & Nguyen, H. M. 2017).
3. The different approaches that were adopted by the leaders in the two cases
The approach that was adopted by BP includes the utter senseless activity by the then CEO that is Hayward that was interpreted by the media and the public as his "Britishness". Therefore, the organization changed the CEO who belonged to the American origin that is Bob Dudley, in order to further avoid any kind of race-based connotations when there is any crisis within the operations of the organization. This was not at all the only solutions as the public relation needs to be focussed and not the instant solution for making the media diverted.
The approach of the Prime Minister of Australia that is Julia Gillard was hardly noticeable. Since, her approach was not at all sympathetic towards flood victims. However, this was a natural calamity, for which she or the government was not responsible, however, the responsibility of the government towards its public is ignored which was on the other hand fulfilled by the Anna Bligh. The approach of the minister was very disappointing and the media, therefore, presented the approach that impacted the image of the government negatively.
4. Define Corporate Image. How it differs from corporate reputation?
Corporate image is the immediate mental picture that comes to one’s mind that may be publics and the stakeholders of any business (Johnson & Zinkhan, 2015) . This is just related to the image of the brand of the organization, unlike the corporate reputation. The corporate reputation refers to the performances of the corporation in the different segments and functional departments over a certain period. The corporate image is more related to the visual representation and in taking of the perception of any corporation that is dependent more on the marketing tactics of any organization (Johnson & Zinkhan, 2015). The corporate reputation is related to successful performance of the organization in the market or industry. However, there are similarities between the two concepts that includes communication with the public and representing them for the purpose of public relation.
The difference between the Corporate Image and Reputation are presented hereafter in
5. If you had been the CEO of the BP what different strategies and tactics would you have adopted
If I were, the CEO of BP then the first strategy that I would have taken for minimizing the impact of this mishap would have been to go for the compensation for the lives of the employees in order to console and help the family of the dead employees. The next strategy that I should have taken would include changes in the organizational policies in relation to the eco-friendly activities that are required. All changes that would be planned must be initiated and communicate to the public. In this case, the publics would include the investors, the shareholders, the employees, the governmental bodies, the common people report will be prepared for the internal public, and media will be used to communicate with the common public.
The legislation of the country will be taken into consideration in making the changes in the organization. The need to go for the identification of the issues faced by the employees while operating must be taken into consideration through the feedback system. I would have given the effort in evaluating the issues and then provide necessary solutions in order to enhance the operations within the organization in order to avoid such mishaps in future. Furthermore, tactics related to the presentation of the news releases in the media will be carried out with expertise professionals in order to avoid misinterpretation of the image of this corporation that has been impacted the company negatively. The aim is to improve the perception of the corporation that has been marred with this mishap. I would like to take some initiatives in relation to the Corporate Social Responsibility of the company with the consideration of the other internal public of the company (Schwartz, 2017).
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