Considering the fact that Lenovo is a successful multinational corporation, this plan is conducted to offer some general principles, which are not geographically focused. Ideally, it would be adapted in different countries or regions to benefit Lenovo’s reputation for innovation.
In the light of our major course, Corporate Communication, my group members and me conducted this LENOVO – Reputation Audit.
According to its key stakeholders, the report was divided into five parts (Traditional Media, Social Media & Customers, Employees, Community, Investors). At last, we offered some recommendations.
And here is the PPT of this project: LENOVO – Reputation Audit, Presentation.
Recently the luxury brand Christian Louboutin released the latest campaign for its Spring-Summer 2014 collection. This time the brand still created its campaign in collaboration with the talented artist, Peter Lippmann (American photographer) and interpreted the theme of Impressionism Painting by arranging the iconic footwear and handbags into some modernism painting naturally.
Flower, fruit, bird and insect, those colourful creatures made the products luxury in a modest way. The blue and purple-based colour tone is so Monet!!! The energetic sunflowers remind us Vincent and his expressionism works. The depiction of still-life and the emphasis on light effect achieved an atmospheric interpretation of Impressionism. Truly impressive!
“Peter Lippmann was born in New York, and now lives and works in Paris. His work has been and continues to be published in magazines such as Vogue, New York Times Magazine, Marie Claire and Le Figaro, while his personal series have been shown in various galleries worldwide (Yatzer, 2014).”
You can find some former campaigns or other works on his website: Peter Lippmann.
The Oscar winner and my favorite actress, Anne Hathaway is now busy with the promotions for her latest animated movie, Rio 2 even though yesterday she spared some time, visited the St. Jude Children’s Research Hospital and surprised the patients there. Without any make-up, Anne showed up and brought an advanced screening of Rio 2, in which she voices for the leading character, Jewel. The heartwarming moments were captured and posted on social media. Many people felt touched and inspired. They say Anne is a good girl!
Yes we may consider it as a celebrity PR strategy or a humanitarian way to advertise Rio 2 but Anne is described by the media (like Mail Online) as a longtime supporter of the hospitals. Just a few days ago, Anne, together with her lovely husband, made a surprise visit to Miami Children’s Hospital. They spent hours on playing with the kids and offering encouragement. So I would rather believe it’s just one random act of kindness, which achieved a win-win situation during the film promotion period.
Tips: Holding a beautiful mind, good image and reputation will follow you.
Persuasion is pervasive. As Simons (1986) observes, “The so-called people professions-politics, law, social work…advertising, sales, public relations, the ministry-might as well be called persuasion professions”. Apparently it functions as a pervasive force in virtually every aspect of human communication because communication competence involves acting in ways that are perceived as effective and appropriate by oneself and others (Kellermann, 1992). However it is hard to define with any certainty what is and is not “persuasion” (Gass & Seiter, 2011). So here I want to recommend a relatively exhaustive model of persuasion and share my understanding on this artistic communication form.
In the book PERSUASION, SOCIAL INFLUENCE, AND COMPLIANCE GAINING (Gass & Seiter, 2011) the authors offered the completed model of persuasion (See FIGURE 3) aimed to establish a relatively comprehensive definition of persuasion, which actually is based on three previous models about persuasion. The authors combined them step by step and arrived at the completed version.
The very first one is the preliminary model (See FIGURE 1), which is basically about pure versus borderline cases of persuasion. Pure one means clear-cut cases of persuasion, like a presidential debate or a TV commercial. Other instances are less clear-cut and they lie closer to the boundary or periphery of what people normally think of as persuasion. The dividing line between them is blurry, rather than distinct. This model made a general classification for persuasion and obviously it is just a start point.
A second consideration involves the limiting criteria that were selected from the various definition offered in the literature.
Bettinghaus and Cody (1994) adopt a source-centered view by focusing on the sender’s intent as a definition feature of persuasion. They stressed that “persuasion involves a conscious effort at influencing the thoughts or actions of a receiver”. As the motivation and beginning of persuasion, it plays an important role in the whole process, but after all, it is just a part and shouldn’t be overemphasized. For Gass and Seiter (2000, 2004), intentionality is the litmus test that distinguished persuasion from social influence, which makes more sense.
Daniel O’Keefe (1990) advocates a receiver-oriented definition of persuasion by restricting its use to situations in which receivers are somehow changed, altered, or affected. This one puts the persuasion outcome in such a high place thus two main problems emerged. Firstly, in reality a person can be engaged in persuasion even if it is an ineffective one as the process matters too. Then, it is too difficult, even impossible to measure persuasive effects.
3. Free Will and Conscious Awareness
Some authors endorse the opinion that there is a distinction between persuasion and coercion. This view is also receiver-oriented, but it emphasizes on whether a person notices that she or he is being persuaded and how much freedom the person has to accept or reject the message. Therefore, they think persuasion is noncoercive (Richard Perloff, 1993). But considerable influence attempts people encounter normally include both persuasive and coercive elements.
4. Symbolic Action.
A number of scholars suggest that persuasion begins and ends with symbolic expression, which includes language as well as other meaning-laden acts, such as civil disobedience and protest marches (Gerald Miller, 1980). This approach highlights the means, or channel, of persuasion as a limiting criterion, which narrowed persuasion down otherwise all human behavior could be construed as persuasion. Still it has the disadvantage that restricting the study of persuasion exclusively to symbolic expression leads to a fragmented understanding of the subject since many crucial aspects of persuasion can be found in nonverbal behavior, which lies on the periphery of symbolic action (Gass & Seiter, 2011).
5. Interpersonal Versus Intrapersonal
Some authors adopt the view that taking part in persuasion is like dancing the tango; it takes two (Bettinghaus & Cody, 1994; Johnston, 1994; Perloff, 1993). The best counterexample is self-persuasion, which is quite common.
By integrating the above five limiting criteria into the preliminary model, an enhanced model of persuasion (See FIGURE 2) was created. This expanded view of persuasion encompasses both pure and borderline cases of persuasion. Meanwhile the five limiting criteria and their opposites are all included.
At last, when put into the context background, the enhanced model finally achieved the completed version. The context in which persuasion occurs is significant because it determines the nature of the communication process. So it is necessary to examine the context when studying persuasion. Each contextual factors mentioned by the authors imposes its own specific set of constraints on persuasion, which is also supported by some other experts. Dillard (2004) endorses goals of participants. Ma and Chuang (2001) agree on sociocultural factors. Based on the completed model, the final definition was drawn and that is persuasion involves one or more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors within the constraints of a given communication context.
Following the above analysis, it will be very easy for you to understand persuasion is just a neutral communication tool and different from propaganda or brain wash. For me, it is more like some kind of chemical reaction happens in our minds, which could be very artistic and romantic.
So persuasion could be:
Now, let me offer my favorite example of persuasion (The best gift I ever survived) from TED, addressed by Stacey Kramer.
Within only three minutes, the persuader touched countless audience and taught them how to look at the bright side. Even today, it is still one of the best TED talks. Language strategy and visual image are the most exquisite techniques adopted by Stacey to achieve a good persuasion. For language, storytelling tongue is prime, which is indeed the most intimate and engaging way to communicate. For the image, its functions can be concluded as three key words and they are argument, reality and proof. Image1 brings the argument, a hidden gift. Image2, 3 and 4 show the awful reality and end all the guessing. What about the proof? When Stacey Kramer was standing on the stage and giving the speech, the stage scene itself became a striking image. It is the best proof of that a frightening experience can turn out to be a priceless gift.
From now on, once you see this image, you will think, think and remember she has told you in TED “the next time you’re faced with something that’s unexpected, unwanted and uncertain, consider that it just may be a gift.”
Bettinghaus, E. P., & Cody, M. J. (1994). Persuasion communication (6th ed.). Forth Worth, TX: Harcourt Brace.
Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and systematic information processing within and beyond the persuasion context. In J. S. Uleman & J. A. Bargh (Eds.), Unintended thought (pp. 212-252). New York: Guilford Press.
Chaiken, S., & Trope, Y. (Eds.). (1999). Dual-process theories in social psychology. New York: Guilford Press.
Dillard, J. P. (2004). The goals-plans-action model of interpersonal influence. In J. S. Seiter & R. H. Gass (Eds.), Perspectives on persuasion, social influence, and compliance gaining (pp. 185-206). Boston: Allyn & Bacon.
Gass, R. H., & Seiter, J. S. (2000, November). Embracing divergence: A reexamination of traditional and nontraditional conceptualizations of persuasion. Paper presented at the annual convention of National Communication Association, Seattle, WA.
Gass, R. H., & Seiter, J. S. (2004). Embracing divergence: A definitional analysis of pure and borderline cases of persuasion. In J. S. Seiter & R. H. Gass (Eds.), Perspectives on persuasion, social influence, and compliance gaining (pp. 13-29). Boston: Allyn & Bacon.
Gass, R. H., & Seiter, J. S. (2011). Persuasion, social influence and compliance gaining (4th, Ed.). Pearson Education.
Johnston, D. D. (1994). The art and science of persuasion. Madison, WI: William C. Brown.
Kellermann, K. (1992). Communication: Inherently strategic and primarily automatic. Communication Monographs, 59, 288-300.
Ma, R., & Chuang, R. (2001). Persuasion strategies of Chinese college students in interpersonal contexts. Southern Communication Journal, 66(4), 267-278.
Miller, G. R. (1980). On being persuaded: Some basic distinctions. In M. E. Roloff & G. R. Miller (Eds.), Persuasion: New directions in theory and research (pp. 11-28). Beverly Hills, CA: Sage.
O’Keefe, D. (1990). Persuasion: Theory and research. Newbury Park, CA: Sage
Perloff, R. M. (1993). The dynamics of persuasion. Hillsdale, NJ: Erlbaum.
Petty, R. E., Kasmer, J. E., Haugtvedt, C. P., & Cacioppo, J. T. (2004). Source and message factors in persuasion: A reply to Stiff’s critique of the Elaboration Likelihood Model. Communication Monographs, 54, 233-249.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer-Verlag.
Simons, H. W. (1986). Persuasion: Understanding, practice, analysis (2nd ed.). New York: McGraw-Hill.
- Online Resource
Last month, Honey Maid (the graham cracker brand owned by Mondelez) has launched a new campaign, “This Is Wholesome” that celebrates all families. They produced three commercials that depict different families’ daily life and one of those was featured a gay family, two dads and two sons. The company is telling people different fathers give the same love to their children and they all choose Honey Maid’s wholesome biscuits. The trilogy promotes equalityand love, and reflects the reality that society and culture become more and more diverse.
Predictably, some people didn’t agree with the message and made many negative comments on social media, such as one viewer who described the video as “Disgusting”. Faced with a certain amount of homophobic backlash, Honey Maid didn’t keep silent. Instead, they created a surprising response and once again sent out the message of love in an artistic and unique way. Yes, LOVE is the best answer.
Audience’s reaction to this reply has been overwhelmingly positive. One wrote, “Honey Maid’s Response to Anti-Gay Haters is Absolutely Beautiful.” During the last three days, there are already 2.7 million views on YouTube. Now Honey Maid is enjoying all the praises from media and individuals. By releasing this video, the company has successfully engaged considerable new customers who are also believed in the same things. A man said, “I don’t even eat graham crackers, but I think I might buy a box this weekend.”
However after the appreciation, I start to wonder whether it is just a spontaneous reply or a well-planned campaign. As CBSNews.com stated, “Increasingly, marketers are finding that diversity pays by delivering an almost predictable response: a vocal critical minority that gets drowned out by a wave of support from diversity-friendly viewers. At the risk of alienating a small group of consumers, brands are finding this formula can provide a sure-fire way to create engagement with their product.” Firstly the content is very controversial and advertisers can easily foresee the results. Then the response is just too quick and too good. But no matter what, the campaign is truly awesome.
Last sunday (March 30), Disney’s latest animated feature film, Frozen achieved a worldwide gross of $1.07 billion (with $398 million domestically and $674 million internationally) and officially became the highest-grossing animated feature of all time. As the winner of Oscar, Golden Globe and Annie awards, Frozen is the most brilliant animation movie of recent years. Except the quality movie and music, the strong and ambitious PR team definitely made a huge contribution to its global flourishing. So today let’s explore the magic of Disney’s film promotion.
FIRST LOOK TRAILER
Nine months ago, Disney has released the very first teaser of this musical fantasy to kick offall the following promotions in earnest. The short video depicts funny interactions between twoadorable supporting characters. Without any word, it is charming enough to impress the audience and let them set up expectation.
AN EARLY CAMPAIGN IN UK
November 2013, Disney embarked on the collaboration with frozen food retailer Iceland to promote Frozen. Any customer who spends £15 in frozen food retailer will receive voucher for free child’s ticket, which built excitement around the movie before the release date. Barnaby Rothwell, director of Disneymedia+, described: “This promotion demonstrates how a Disneymedia+ promotion can communicate with our clients’ customers in a fun and engaging way.”
APPEALING ONLINE PRESENCE
Basically, Disney showcased every aspect of Frozen through its incredible online platforms. Many interesting videos were uploaded to YouTube Channel. The Frozen Facebook page was created. When the movie made the new record, a #CongratulationsFrozen hashtag was inspired on Twitter. The appealing multi-media storytelling has involved considerable audience.
AMAZING INTERPRETATION OF MUSIC
The themed song Let it go, was arranged into two very different versions: one is the original version showed in the movie and another is the pop music version. This smart strategy enabled the song to enjoy a great popularity and well promoted the movie.
Let it go was adapted in a lot of countries by local talented songwriters and singers. And finally the music video, “Let It Go” Multi-Language Full Sequence, uncontrollably went viral worldwide, which heavily drew people’s attention, furthered box office performance and enhanced the fame of Frozen. The idea of releasing that video was originated by John Lasseter, the director of Toy Story and founder of Pixar Animation Studios.
When the movie is taking over the world, Disney seized the chance and launched Frozen Sing-Along in US, which was turned out to be another success.
In order to make Frozen a hit in DVD stores, Mike Stagg, general manager, retail at The Walt Disney Company UK & Ireland indicated that they already got a comprehensive promotion plan and they will be supporting Frozen throughout 2014.
With the continuous devotion and tactical campaigns, Disney’s communication team helped produce this glorious legend that will be remembered.
First of all, I am sorry about the tragedy but bad things do happen. Hope all of us find the courage to accept things we cannot change.
The plane crash (flight MH370) has been under the spotlight for month and there are many observations of the event and criticisms on Malaysia Airlines’ poor crisis communication. The Telegraph newspaper (UK) even described the actions of the airline and the Malaysian government as a “master class in how not to deal with the aftermath of an incident”. Started from a very tardy announcement (five hours later) that the airline lost connection with the flight, the company and government already seemed losers. However, when really faced with this kind of unprecedented situation, how many people can still remain resourceful? After all to talk is easier than to do. So there is no need to discuss how weak the PR team was but take a look at some other groups’ related PR strategies.
Considerable experts highlighted the golden principle, Triple R (Regret, Reason and Remedy), of crisis communications. It is supposed to be effective during that horrible accident and for some organizations it was. They offered sincere regret, quick reason and useful remedy to the public and the families who suffered so much. In return, they obtained positive images.
A very touched tweet caught the attention from the world. A young girl whose father were on the plane, made a wish on Twitter. Her father was a big fan of Liverpool Football Club (LFC) and she was hoping him to come home and watch the game. Later on LFC retweeted it and expressed theirregret and sorry, which won a lot of support from the fans and media. Chinapr.com ranked LFC as the No.2 communicator in terms ofreacting to the incident, right after Chinese government.
Several social media platforms (like Baidu search engine and Sina weibo) in China, they actualized their social responsibilities during this emergencyby turning the websites dark, organizing online memorial services, and updating the latest information in the featured pages. Even today, they are trying to use online reporting to give people the reasons.
Countless Chinese people intensively concerned about the crash because their friends or family members were there, which made the government implemented series of searching, rescuing and appeasing projects at the first time. No matter it is in vain or just another government propaganda, at least those actions do let the people who have lost their dearest ones feel the whole nation’s care.
I think all of them did something right. The purpose of this post is to remind me that acting with good will and humanity develops me a good person and then a good PR.