Corporate Responsiblity

In today’s world corporations feel a very big obligation to show their constituents that they care about something other than their own personal gain. People want to see corporations giving back to communities, employees, and even shareholders through philanthropic activities. This will in turn create a positive image for the company that will help them in the future. The book states that a 2004 Cone Corporate Citizenship study showed 77 percent of Americans believe companies have the responsibility to support causes. It also states that employees are 40 percent more likely to report pride in their company’s values if they support social causes.

I have experienced this type of corporate responsibility during my time being involved in Penn State’s yearly dance marathon. The marathon helps raise money for kids with pediatric cancer. Every year, companies such as Red Lobster, Nike, Subway, and Dell donate money, food, and equipment which drastically help out with the cause.

Another organization that has shown a good example of what their social responsibility is would be the NBA. The NBA has their NBA Cares program in which basketball stars go around and do things to help out communities. This could include helping to build a house, volunteering at a soup kitchen, or hanging out with kids at school.

Here are links to the NBA Cares website, a youtube video to show some of the activities they are involved in, and a youtube video of the dance marathon that corporations help by donating to every year.

http://www.nba.com/nba_cares/
http://www.youtube.com/watch?v=N4k48Yvkxfc
http://www.youtube.com/watch?v=tszO2fs1fYU&feature=related

Identity, Image and Reputation

This chapter discusses the importance of a companies identity, image, and reputation. A company's identity is defined as the physical presence of the company that is represented by the company's moto, vision, products, and services. Image however, is how constituents actually see the company. The challenge for a company is to create a consistency between how constituents see the company and how the company wants to be seen using its reputation. This can be accomplished through effective communication and understanding the dynamics of your constituency.

This concept becomes especially apparent when a company wants to change there identity, image or reputation. A former employer of mine is currently trying to accomplish this. Blockbuster Video has traditionally been know as a movie rental provider. Due to dynamics of the industry and the tendency of customers to rent at home, online, or purchase home entertainment media the company is trying to change its reputation and provide additional forms and methods of attaining home entertainment. The challenge is to communicate with customers and inform them that Blockbuster is now a one stop shop for renting and purchasing home media, both at home and online. The success or failure of the company is reliant on the successful communication of this new strategy.

The ideas of image,identity, and reputation are changing with the continued growth of internet users. The link below is a presentation that discusses how if a company does not strongly form and represent its brand, constituents will create it for them using internet communications, forums, bloggs, and e-mails. It also notes a major pit fall of current company's is their ignorance of the influence the internet may have on their business.

http://www.youtube.com/watch?v=iZSoiY3sTuk

Communication Theories

From the exert from Chapter 3 of the book, it talked about the theory of how businesses report to itself. In most cases, the Chairman/CEO/President is the top official that the company reports to. The exert also talks about the functions of a communication department. The communication department is a lot more expansive than that I thought and included groups such as Media Relations, Online Communications, Marketing, Special Events, and Crisis Management.

One of the major topics discussed in the Chapter was determining an image of an organization. I can relate to this because I did an internship two summers ago was part of the Washington Wild Things minor league baseball team. During one of the first group meetings, the whole organization discussed what their image was. Not just as a minor league baseball team but as a organization for the community.

What sets the Washington Wild Things minor league baseball team apart from other organizations major and minor league is that they are an independent team. The Wild Things are part of an independent league, meaning that they or the other teams do not associate with any major league teams. They are strictly by themselves and are dependent financially on themselves.

But what sets them apart from the major league teams and even some minor league teams is that they are able to give a more intimate feeling to the fans who come to the games. They bridged the gap that major league teams cannot do. They fans are given greater opportunities to meet the players and socialize with them before after and during the games. In addition, the Wild Things park itself only seats about 4,000 giving any great seats to anyone who attends the games. Lastly there are also promotions to make the already affordable prices for everything more affordable.

Overall, the image of the Washington Wild Things minor league baseball team is simple. To provide a positive atmosphere to all fans coming to watch the games that's also affordable. In the community, the Washington Wild Things helps out with local organizations as well as has different events for fans to meet and get to know the players off the field. In conclusion, the image of this organization is one that is different yet fits the idea that the Washington Wild Things are going for. The organization is a great organization to not only work in but also be a fan of and enjoy the community presence it shows.

http://www.washingtonwildthings.com/

Matthew Beucker

The Changing Environment for Business

After reading the chapter on the Changing Environment for Business I was able to gather how the companies in America have changed over the years. Throughout the years of business in the United States companies have changed and developed to better suit their customers' needs. In addition, the chapter also talked about how much the media as well as citizens of the United States have helped shape and change companies over the years. The media in particular has played an important part of companies changing because of the documentaries and films released by Hollywood companies. These films and documentaries released have often times talked about companies and their practices as well as different conspiracies too.

During my time as an undergraduate student I majored in communications while minoring in business administration. During my studies as a communication student, I learned a lot about the media industry as well as why and how films and documentaries are made. One of the most famous and probably most controversial directors is Michael Moore. Some of his most recent documentaries have been, "Bowling for Columbine", "Fahrenheit 9/11", "Sicko", and his most recent, "Capitalism, A Love Story". During these movies Michael Moore has documented various important things dealing with the United States, such as the economy, health care, 9/11, and The Columbine Shooting. Many people do not agree with all of Moore's thoughts and ideas, but what he does have to say makes some companies rethink their strategies.

Another example is the movie called, "An Inconvenient Truth". This movie was directed by Davis Guggenheim but had former Vice President, Al Gore discuss, narrate and talk about the dangers of Global Warming. Al Gore started a movement to get the word out about Global Warming. Since this movie was released, there have been political changes as well as environmental changes in the United States as well as in major companies. For Al Gore’s work with Global Warming, he received the Nobel Peace Prize in 2007.

http://www.youtube.com/watch?v=wnjx6KETmi4

Lastly, there have been movies loosely documenting certain specific historical events in United States history dealing with the changing of company styles. One that comes to mind is the movie, “Office Space”. This movie was directed by Mike Judge and was about an employee Peter Gibbons, played by Ron Livingston who doesn’t care about work. The movie goes on to say that the company, Initech, is going under changes as a consultant group will be brought in from outside to interview employees and help the company. In the end of the movie, the company, Initech goes bankrupt and out of business. Although this movie is funny and pokes fun at the annoying things and people at the work place, this also showed that companies need to have a positive atmosphere for its employees to work at to get the most out of them.

http://www.youtube.com/watch?v=pDTrDqxUQNw

Overall, I was able to get out of the first chapter was the idea that companies are changing from the outside environment. Although many companies change because of actual events in history, companies also change and redevelop because of Hollywood’s films and documentaries that bring out thoughts and ideas that are often times overlooked.

Matthew Beucker

Communicating Strategically

On the weekends I work for "Eat n Park" restaurant. "Eat n Park" has been a Pennsylvania, and especially Pittsburgh, based company for many years. A well known item that the company sells is their trademark smiley face cookie. Last year the company developed a contract with the Pittsburgh Steelers football team to produce smiley face cookies using the Steelers' colors with the Steelers' name and logo on the package label. As the football season progressed, the chances of the Steelers playing in the Super Bowl increased. The company knew that the combination of a well known product combined with the increasing excitement and support of the Steelers would greatly increase cookie sales.
The company invested money in widespread advertising. Advertising included television, radio, and signage in all restaurants. Not only were the Steelers' cookies available in all restaurants, but the opening of a company owned cookie factory allowed for online and telephone orders for home delivery of cookies. The company guaranteed that orders would be delivered within two days.
The company expected high sales. District managers were told to have enough cookies. District managers told the store managers to have enough cookies. Store managers told shift managers to have enough cookies. This was the extent of the communication. But what was enough? While the company saw this huge advertising campaign as a wonderful business strategy, they failed to develop any kind of communication strategy.
While the company has an overall set of goals, individual restaurants tend to follow their own agenda based on the stores sales and goals. Within the individual restaurants, communication between managers who work separate shifts is lacking. When the cookie sales far exceeded expectations, all levels of the communication network were stressed and ill prepared. At no point were actual numbers of cookies discussed. Restaurants had not been made aware of the extra staff and product that would be needed to produce such a large amount of cookies. Bakers, in addition to their other responsibilities, were overworked trying to keep up with the needed production.
Another factor that had not been communicated was the short impact of time. Each time the Steelers won a game, sales increased. However, this only gave each restaurant a few days to order supplies and prepare. Since work schedules for employees had already been posted, there was no chance for additional help in the bakery.
When the district manager came in, he started yelling at everyone that he said he wanted 70 dozen cookies on the shelf at all times. We had all been taken by surprise, we knew nothing about this. He had called some of the managers earlier that day and told him what he expected. The manager left at the end of his shift without ever passing on the message.
The amount of sales from the cookie factory were grossly underestimated. They were unable to follow through with their "guaranteed delivery". The company had received many complaints and had damaged their reputation.

I believe if the company had developed a strategic communication plan, many of the problems could have been avoided. If the company had decided to properly plan for the anticipated sales by informing all members of the restaurants and the cookie factory by sending out a memo and having store managers post it, all members involved would have been informed. A form of message stating the need for more scheduled personnel and more product ordered could have avoided much of the stress, shortage, and ill will by all constituencies.

I found a site that discusses bridging the link between verbal forms of strategic communication and setting an example as part of strategic communication.

http://lynch.foreignpolicy.com/posts/2009/08/31/mullens_strategic_communication