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Issue Management/Public Relations Plan

Issue Management/Public Relations Plan

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Published by aliciamgriffith
Client: H&M
Client: H&M

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Categories:Types, School Work
Published by: aliciamgriffith on Jun 27, 2013
Copyright:Attribution Non-commercial

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11/17/2013

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!!!1!
PR CAMPAIGN
H&M: It’s not charity if it’s for family 
!!!!!!
GRAU, ClémentGONZÁLEZ, AndreaGRIFFITH, AliciaOGEE, Anne-SolenneWIDMANN, Stephanie
 
!!!2!
 
TABLE OF CONTENTS
!
I.
!
INTRODUCTION
............................................................................................................................3
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II.
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ANALYSIS
......................................................................................................................................4
!
1.
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External factors: PORTER 5 forces
........................................................................................4
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2.
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Internal analysis: H&M SWOT
................................................................................................6
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3.
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Monitoring the issue: Be affordable but ethical
.....................................................................7
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4.
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Analysis of H&M communication
............................................................................................8
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a)
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Stakeholders mapping table
..............................................................................................11
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b)
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Stakeholders’ level of interest and power
........................................................................16
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II.
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STRATEGY
..................................................................................................................................17
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1.
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Core proposition
......................................................................................................................17
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2.
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Overall programme aim
..........................................................................................................17
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3.
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Objectives
................................................................................................................................17
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4.
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Overall programme message
................................................................................................17
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5.
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Specific audiences and communication messages
...........................................................18
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6.
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PR plan
.....................................................................................................................................20
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7.
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Overall evaluation
...................................................................................................................24
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8.
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Timeline
....................................................................................................................................25
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BIBLIOGRAPHY ......................................................................................................................................27
!
 
TABLE OF FIGURESFigure 1: Simplified Model of the Evolutionary Sequence of Public Policy Issues(Tench,2009)…………………………………………………………………………………………6
!
Figure 2: The Corporate Communication Strategy of H&M adapted from “The totalcommunication domain” (Aberg, L., 1990) ……………………...……………………………… 8Figure 3: Stakeholders power/interest matrix (adapted from Mendelow, 1991 and cited inJohnson and Scholes, 1993) ……………………………………………………………………. 18
 
!!!3!
I.
 
INTRODUCTION
In October 2012, a Swedish documentary was released highlighting the poor workingconditions and wages of factory workers in Bangladesh and Cambodia. It focused exclusivelyon H&M’s exploitation of cheap labour portraying the company as unethical, threatening itsreputation globally.What are the issues?
 
The exploitation of workers in third world countries by major Western fashion retailers.
 
Poor payment and working conditions just to keep clothes cheap for Westernconsumers and maximize profits for the companies.This PR plan will cover a timeline of 5 years starting from October 2012.Even though this is a global issue, this report will only focus on the UK media and in storepromotions.

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