ma in public relations: corporate communication reputation audit (jan to mar, 2014) raymond, anh,...
TRANSCRIPT
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MA in Public Relations: Corporate Communication
REPUTATION AUDIT (Jan to Mar, 2014)
Raymond, Anh, Lynn, Lisha
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TABLE OF CONTENTS
Lenovo
Stakeholder Analysis: • Media• Customers • Employees • Community • Investors
Conclusion & Recommendation
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Lenovo
• 1984 : Established in Beijing
• 2004 : “Legend” → “Lenovo”
• 2005 : Acquired IBM’s PC Division
• 2014 : Acquired Motorola Mobility
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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
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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
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Traditional Media
Multi-perspective Storytelling
News54%
In-ter-
views8%
Analyses16%
Opinion Pieces22%
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Traditional Media
Media Tone
Positive: good influences, opportunities
Neutral: plain information without comments
Negative: possible drawbacks, challenges
Pos-itive31%
Neutral55%
Negativ
e14%
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Traditional Media
Key Press
Positive
Negative
Coverage
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Social Media & Customers
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Employees
• Internal Communications
Employee Communications:meetings, employee engagement survey, office of the ombudsman
• Cultural Integration & Diversity
“cocktail culture forum”, women leadership, GLBT activities
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Employees
Recognitions
• Employee Survey 2012
• Universum Most Attractive Employers 2013
• Optimal Health Employers Slovakia 2013 A
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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.
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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
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Community
Recognitions
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Investors
Stock Price
Financial Calendar
Breaking News
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Investors
Trading Volume
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Investors
Goodwill
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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
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