Contents

• This report is based on the following requirement -
• You are a Public Relations practitioner at one of the largest mobile phone operators in South Africa. Recently your Chief Executive Officer (CEO) made sexist comments about women in a radio interview. Comments by your CEO has generated a huge outcry from different sectors of the country and consequently created a negative image about your organization.
• As a public relations practitioner, you have been tasked with planning and implementing a Public Relations Campaign. The campaign seeks to restore a favorable image of your organization among its customers and the country in general. Explain how you will use both traditional and online public relations tools to plan and implement this campaign.

Description

Corporate image refers to the manner in which an organization, its processes, products and services are perceived by the external customers. In today’s competitive and complex business environment it is essential to create and communicate a positive image of the organization to its customers, shareholders and general public to achieve sustained growth and advantage (Hayes et al., 2012). Problems in building and sustaining the image can slowly impact the performance of the business and it can exponentially increase direct and indirect costs to the organization. This report discusses the link between corporate image and public relations campaign. The report proposes public relation campaign for an organization whose corporate image has been negatively impacted due to inappropriate comment made by the CEO of the organization.