ma in public relations: corporate communication reputation audit (jan to mar, 2014) raymond, anh,...
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MA in Public Relations: Corporate Communication
REPUTATION AUDIT (Jan to Mar, 2014)
Raymond, Anh, Lynn, Lisha
TABLE OF CONTENTS
Lenovo
Stakeholder Analysis: • Media• Customers • Employees • Community • Investors
Conclusion & Recommendation
Lenovo
• 1984 : Established in Beijing
• 2004 : “Legend” → “Lenovo”
• 2005 : Acquired IBM’s PC Division
• 2014 : Acquired Motorola Mobility
Traditional Media
Overview
Total number of coverage: 140
Key Events: Lenovo has released third quarter 2013/14 financial report (13 Feb)
Lenovo has bought Motorola Mobility from Google (29 Jan)Lenovo has acquired IBM’s x86 Server Business (23 Jan)
Sectors of interest: Computer / Mobile / Technology / Business
Traditional Media
Use of Press Release
IBM Acquisition
Google Acquisition
Q3 Financial Report
30
69
45 • 24 press releases in total
• Varying in the level of coverage
• 3 key press releases
Traditional Media
Multi-perspective Storytelling
News54%
In-ter-
views8%
Analyses16%
Opinion Pieces22%
Traditional Media
Media Tone
Positive: good influences, opportunities
Neutral: plain information without comments
Negative: possible drawbacks, challenges
Pos-itive31%
Neutral55%
Negativ
e14%
Traditional Media
Key Press
Positive
Negative
Coverage
Social Media & Customers
Employees
• Internal Communications
Employee Communications:meetings, employee engagement survey, office of the ombudsman
• Cultural Integration & Diversity
“cocktail culture forum”, women leadership, GLBT activities
Employees
Recognitions
• Employee Survey 2012
• Universum Most Attractive Employers 2013
• Optimal Health Employers Slovakia 2013 A
Community
CSR Definition of Lenovo
Sustainability for Lenovo means taking care of the long-term economic, social and environmental health of the company and the communities in which it operates.
Community
Lenovo CSR Mission
Stakeholders communications
Responsible company• Product quality and safety• Employees
IT Empowerment to the world• Philanthropy & Charity
To create better world• Environmental protection
Community
Recognitions
Investors
Stock Price
Financial Calendar
Breaking News
Investors
Trading Volume
Investors
Goodwill
Conclusion & Recommendation
• The company draws a huge attention and high expectation from various stakeholders
• A generally positive brand image
• Financial performance is fluctuant with mixed attitudes
• Customer Service
• Media Coverage
• Financial Report