The Big Question - May08

To mitigate corporate reputation risks, MNCs need to review the current communications plans and conduct an impact assessment on potential areas of controversy which the company could be associated, including relationships with corporate vendors, customers and government partners. Corporate messaging needs to be revisited and spokespeople retrained to maintain consistency in response.

According to Edelman's research, China has the most active bloggers in Asia, registering 48% versus the regional average of 30%, while in March a Wall Street Journal report indicated China has likely surpassed the US to have the most internet users in the world.

Companies need to keep tabs on online conversations including those in Chinese. The collective power of 228 million Chinese netizens came alive during the protests surrounding the Olympic torch relay, particularly in Paris. This subsequently spread into an effort to boycott French companies, particularly the more visible ones like LVMH, Carrefour and L'Oreal.

Jocelyn Ng

Account Manager

Edelman Public Relations

 

The Olympics as a brand and an ideal will probably not be much affected by this - the positioning within the hearts and minds of its audiences is such that it is seen as the ultimate pinnacle of athletic achievement.

PR is however essential to reinforce and remind people of the Olympic motto of ‘Citius, Altiu, Fortius' (Higher, Faster, Stronger) and to reiterate the event's ability to bring together people from all walks of life, all over the world to share in the common goal of sportsmanship and respect.

Organisations affiliated with the Olympics - particularly the individual sporting associations, businesses and the Beijing organisers themselves - will have to proactively communicate the values and virtues of being a part of this prestigious global events that has no equal, regardless of political situation. Grassroots outreach is essential - as at the end of the day it is the people who form the crucial support pillars of an event's success.

 

Sheila Rasu

Director

Fulford Public Relations