Stategic Management Assessment

Strategic Management Assessment
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Strategic Management Assessment
Public relations had proven to be a vital part of maintaining the image of an organization as well as passing the right message to investors, consumers and the public. When a company gives the right perception, they can improve sales which then improve the bottom line of the company (Savitz 2013). The public relation experts team up with the top officials of the organization and decide how they want to be projected to the public. This is done by focusing on the right message to portray to the public then deciding the best ways to broadcast that message. The public relations professionals are responsible for talking to the media, arranging interviews and informing reporters on the events and achievements of a company (Smith 2013). Consequently, the public relations team is in charge of ensuring that an organizations social media is run effectively by managing the account and monitoring comments from subscribers as a way of curbing ant issues beforehand. Sometimes, organizations will find themselves in negative situations that leave their public image damaged and it is usually up to the public relations to communicate and formulate the best strategies to help recover the image. Notably, an organization will have a public relations department or outsource their needs since the public relations services are significant for retaining the image of a business.
One of the organizations with the best public relations is Coca-Cola Company.

Over the years the company has been able to relate to their consumers as well as include them in their promotions. One of the successful public relations in the Coca-Cola Company was “the summer of sharing: share a coke” campaign (Moye 2014). In this campaign, Coca-Cola used the personalized brand experienced which went viral all over the world. There were millions of picture and mentions of the campaign on social media and other platforms. This increased the sales of the company as people enjoyed having their names on the bottles.
Another company that has pulled off great public relations is the Airbnb who have always given individuals a chance to be part of their company. The company’s latest public relations activity is the launch of their new logo to “the Belo. Changing of a logo can be risky in any business but Airbnb explained to their customers why they needed the change (Stabrowski 2017). This was done through a video and they also made a “custom experience” to allow customers customize the logo to any backgrounds and colors they found satisfactory. There was a lot of criticism for the launch by it was overcome when through sarcasm.
Coca-Cola Company and Airbnb both include their customers in their campaign since they understand that customers are the most important people in any business. Airbnb incorporates the hosts, therefore, offering genuine value to their customers. The company also markets itself as traditional and serene travel. They target the individuals who are looking for relaxation. Accordingly, Coca-Cola Company also includes customers in campaigns like the personalized drinks. Another involvement would be the happiness machine where the Coke machine offers its customers treats like sandwiches and pizza.
One way that Coca-Cola would improve their public relations is to find new ways to take care of the health levels of their drinks through reducing calories and sugar levels in their drinks. In the current world, most people want to stay in shape and a healthy drink would boost the company’s sales. Airbnb would improve on been available in more countries as individuals do not find staying in hotels cost-effective or relaxing. More people would then seek their services which on their part mean more profit.
References
Moye, Jay. (2014). Share a Coke: How the Groundbreaking Campaign Got Its Start ‘Down Under’. CocaCola Journey. Retrieved Feb 13, 2018, from http://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under
Savitz, A. (2013). The triple bottom line: how today’s best-run companies are achieving economic, social and environmental success-and how you can too. John Wiley & Sons.
Smith, R. D. (2013). Strategic planning for public relations. Routledge.
Stabrowski, F. (2017). ‘People as businesses’: Airbnb and urban micro-entrepreneurialism in New York City. Cambridge Journal of Regions, Economy, and Society, 10(2), 327-347.