Showing Page:
1/13
YU ZIYANG, B1701734
SECTION A
Question 1
i)
1) In the face of natural disasters, everyone should try their best to learn all kinds of disaster
knowledge and disaster reduction knowledge.
2) Often pay attention to the bad information released by the media and local governments,
do not listen to rumors.
3) Government public relations personnel should prepare all kinds of actions, materials and
technologies for the masses.
4) We will establish and improve the system and control of geological disasters by
improving the emergency system and implement the responsibilities of the departments.
formulate specific emergency action plans for emergency rescue, investigation and
monitoring, medical assistance and disease control, public security and traffic
management, basic living security, facility repair and production self-rescue, emergency
funds guarantee, emergency communication guarantee, and other emergency action plans
to ensure that emergency rescue and disaster relief operations are carried out in an orderly
manner.
Showing Page:
2/13
YU ZIYANG, B1701734
5) Public relations personnel should join forces with major enterprises in a timely manner to
build shelters for refugees and provide the necessary materials.
6) It is necessary for governments to establish disaster relief and emergency rescue teams.
7) In disaster relief operations, first of all, it is necessary to cut off the sources of
electricity, fire, gas and other disasters that can lead to secondary disasters.
8) All medical and rescue know-how must be learned and other drugs available in order to
save yourself and others in time if the medical system can not function properly during
the disaster.
ii)
1) Utusan Melayu: Utusan Melayu, a Malay newspaper, is mainly distributed in rural areas.
for those areas where the network is underdeveloped, people there can keep abreast of the
disaster and the latest situation.
2) RADIO TELEVISYEN MALAYSIA: Malaysia Radio and Television operates six
national stations, two international radio channels, 17 state stations, 11 district stations
and two free terrestrial television channels in Kuala Lumpur.This TV station is aimed at
the people of the whole country, so this TV station can let the people of the whole
country know the situation of natural disasters at the first time, strong propaganda and
promotion so that people all over the country can let people know what to do in the event
Showing Page:
3/13
YU ZIYANG, B1701734
of a disaster.
3) One FM: A radio station in Malaysia can broadcast all over Malaysia, which is very
helpful to families who do not have a TV, as well as taxi drivers and drivers who are
driving. It can provide good information and help.
4) FACEBOOK: MY NEWS, this is a news account, mainly in Chinese, so that some
Chinese who are not very good at English in Malaysia can see important things on
Facebook and convey better messages for us to see.
Discussion: Catastrophic news report has its own characteristics, which is not only the bridge of
communication between the government and the masses, but also the platform for the publication
of disaster information, and the weather vane guided by public opinion. The research shows that
in disaster news reporting, the media should timely and accurately report the disaster news, have
the consciousness of serving the overall situation, correctly guide and be transparent to the
communication role of the media, make good use of the new media, and grasp the initiative of
public opinion.
Question 2
1) One the most common activities can be done within the scope of International Public
Relations is sponsorship of cultural exchange programs between countries. As an
example, the Ministry of Education in Malaysia has exchange programmes for students
from 136 countries and currently have 130,000 foreighn students (After School, 2019).
Showing Page:
4/13
YU ZIYANG, B1701734
This helps countries to exchange and learn about their cultures while they study.
2) Another activity is opening institutions in the host country to educate the language and
culture of the other country. Positive effects could be that the quality of education
increases and students would not go abroad to attend high class universities and prevent a
brain drain. Moreover, private foreign owned universities represent employment
opportunities for the young educated workforce.
3) Another example is meetings with leaders of the host country. For example, G20 summit,
which is the premier forum for international economic cooperation. The G20 brings
together the leaders of both developed and developing countries from every part of the
world. Representatives from G20 gather together to discuss financial and social
economical issues (G20, 2020).
4) Conduction conferences is another good example of International Public Relations where
leaders meet together to debate about certain problems and share their views. In the 2019
World Artificial Intelligence Conference in Shanghai, Elon Musk, CEO of Tesla and Jack
Ma CEO of Alibaba met together to debate about Artificial Intelligence and share their
point of view about it (Tristan, 2019). Which can give more broader knowledge for the
host country about the topic and different points of view that the leader shares during the
conference.
Showing Page:
5/13
YU ZIYANG, B1701734
5) Last but not least, conducting award programs for honoring leaders and other celebrities.
Award Ceremony Oscar can be a good example where celebrities get awarded for the
finest work for the move of the year. In 2019 Korean movie “Parasite” got Oscar Awards
which happened for the first time in Awards Academy history since no other countries
were nominated for movie Oscar except the host country United States (Hannah. 2019).
SECTION B
Case Study 2
a)
As a result of this issue McDonald's and Yum Brands may lose credibility in the eyes of Chinese
people in addition changing the suppliers in child companies such as KFC, Pizza Hut and Taco
Bell get supply shortages since it's not easy to change suppliers overnight. It may result in
declining profits due to customers losing trust.
b)
1. Customers
2. Suppliers
3. Stakeholders
4. Media
5. Government
c)
Showing Page:
6/13
YU ZIYANG, B1701734
i) Research
Just a minor customer complaint or a product quality report can turn the social media into a
brand nightmare. China has the largest social media market in the world. China has over 500
million users in social media, from forums, social media networking sites to blogs and other
online social groups, on a wide variety of platforms. More than 40 percent of the time China's
internet users spend on social media. This figure can only rise with the increasingly widespread
social penetration of the smartphone. Over 800 million mobile media users were in 2016 and this
number is expected to increase by approximately 30 percent every year. Users of Chinese social
media are very social. In reality, Weibo 's top five re-tweeted users have over 1 million retweets
per person, as opposed to just over 5,000 of the top five Twitter re-tweeted users.
ii) Objectives
1. Identification of opinion leaders and active users who have large social media networks.
2. Identification of “artificial writers” who post negative comments to be able to focus on
legit customers.
3. Positive social media posts about the company from opinion leaders to influence
customers about safety of food.
4. Being transparent to be able to gain the customers trust back.
ii) Programming
Since most Chinese do not have faith in formal institutions, consumers trust customer advice on
social networks overwhelmingly. Despite this suspicion, marketers need to recognise opinion
Showing Page:
7/13
YU ZIYANG, B1701734
leaders that form their feelings about marketers through social media and often play a major role
in targeting or defending a brand when bad news reaches. While there are over 300 million
people using social media, only a relatively small number of opinion leaders have an impact.
Usually, three kinds of influencers are available: 'expert' (corporate experts), 'private' (often
online group members and moderators) or 'peer' (normal people who are brand-leading users to
large-scale audiences). It is particularly relevant during the crisis when misunderstandings of the
product or brand that a trustworthy opinion leader may correct. KFC can create a strong network
by cultivating these influencers from social media by building relationships which will
consistently enhance positive brand feelings and help protect the brand in times of crisis.
Opinion leaders can provide their personal experiences that help to explain the truth and
disfigure myths. Social opinion leaders can help to manage the heated debates that frequently
take place online. Through their personal positive identity and product experience, Peer
influencers will protect the brand and clearly convey their desire to continue to use the product of
the brand. It is important to communicate effectively and provide valuable, reliable and credible
data for these opinion leaders during a crisis.
Negative ads against businesses, such as drug contamination claims, have contributed in many
cases to floods of competitor microblog posts with their “artificial authors”. KFC should be
handling the social media crisis to carefully identify true customers from those “artificial
writers” by tracing their past. Such "artificial authors" appear to be successful and unabated.
Ignoring them is the best case since their views can not be modified. Concentrating instead on
the comments of actual customers, describing honestly the situation and reacting to their negative
comments.
Showing Page:
8/13
YU ZIYANG, B1701734
iii) Evaluate
Campaigns to regain consumer trust and rebuild brand reputation are important. This means that
KFC should continue to grow their opinion leaders group, monitor the actions of social media for
signs of more outbursts and control customers' feedback. For example, a KFC can invite top
influencers from Weibo to visit their restaurant and to interview their managers face to face after
they have lost a product quality crisis due to issues with Husi. The business can have a strong
impact on openness and accountability. These opinion leaders can comment on the product
quality of the KFC on Weibo, which can positively influence many thousands of customers
across their large networks.
d)
For Media
Statement: We have Corporate Social Responsibility and food safety is one of the top priorities
for us.
Supporting message: We will provide the latest update about the situation to keep our customers
and media up-to-date with relevant and transparent information.
Some academics believe that “the primary aim of crisis management is to provide external
publics impacted by the crisis with precise and accurate information as soon as possible”
(Schuetz, 2010). Yet a couple of months after the crisis another paper claimed that customers
appear to be more optimistic about the goods affected and they are more likely to purchase
products from the same business (Vassilikopoulou & Siomkos, 2009).
Showing Page:
9/13
YU ZIYANG, B1701734
For Stakeholders
Statement: We will stop supplying the meat from Husi Shanghai which may create supply
shortages which may lead to supply shortages.
Supporting Message: To solve the supply shortages we are aiming to transfer our materials to
new suppliers and make sure that food supplied will be safe.
In this situation, it is necessary for the food suppliers and restaurant franchises to have internal
communication channels, using their food which will require close monitoring of unsafe food
items. Administrative teams must also contact the owners and employees of restaurants to inform
them how to address the query. Communication with customers directly affects the perception of
the customers about the company.
For Government
Statement: We are conducting an investigation and we will make sure that food supplied from
our new suppliers will be safe to serve to our customers.
Supporting Message: We are welcoming the supervision from government authorities, food
regulators as well as media to examine the food quality.
Chinese government authorities and staff at this site are vulnerable to harm caused by human
error products and organisation. The company should carry out surprise checks or secretly track
Showing Page:
10/13
YU ZIYANG, B1701734
its factories so that the food can be kept to the norm, so as to prevent such risks turning into a
crisis.
References
McKinsey & Company. (2012). Fighting a PR Fire in China with Social Media. Retrieved from
https://www.forbes.com/sites/mckinsey/2012/04/26/fighting-a-pr-fire-in-china-with-social-
media/#4c1c02023a5f
Showing Page:
11/13
YU ZIYANG, B1701734
Jenny, Ch. (2014). McPR fail: McDonald's HK squanders trust with mishandling of bad-meat
crisis. Retrieved from https://www.campaignasia.com/article/mcpr-fail-mcdonalds-hk-squanders-
trust-with-mishandling-of-bad-meat-crisis/388964
Laurie, B., Jacob. B. & Julie, J. (2014). McDonald's, Yum Suspend Meat Supplier in China.
Retrieved from https://www.wsj.com/articles/yum-brands-mcdonalds-suspend-china-meat-
purchases-from-supplier-1405913128
Phillip. (2014). McDonald’s PR crisis. Marketing to China. Retrieved from
http://marketingtochina.com/prcrisis-solution-online-mcd/
After School. (2019). Can Malaysia achieve 250,000 foreign students by 2025? Retrieved from
https://www.freemalaysiatoday.com/category/leisure/2019/12/10/can-malaysia-achieve-250000-
foreign-students-by-2025/
G20, (2020). Realizing Opportunities of the 21st Century for All. Retrieved from
https://g20.org/en/Pages/home.aspx
Tristan, G. (2019). Elon Musk seemed unhinged ‘debating’ AI with Jack Ma. Retrieved from
https://thenextweb.com/artificial-intelligence/2019/09/03/elon-musk-seemed-unhinged-debating-
ai-with-jack-ma/
Hannah, G. (2019). Parasite Won So Much More Than the Best Picture Oscar. Retrieved from
https://www.theatlantic.com/culture/archive/2020/02/parasite-oscars/606310/
Showing Page:
12/13
YU ZIYANG, B1701734
Showing Page:
13/13
YU ZIYANG, B1701734

Unformatted Attachment Preview

YU ZIYANG, B1701734 SECTION A Question 1 i) 1) In the face of natural disasters, everyone should try their best to learn all kinds of disaster knowledge and disaster reduction knowledge. 2) Often pay attention to the bad information released by the media and local governments, do not listen to rumors. 3) Government public relations personnel should prepare all kinds of actions, materials and technologies for the masses. 4) We will establish and improve the system and control of geological disasters by improving the emergency system and implement the responsibilities of the departments. formulate specific emergency action plans for emergency rescue, investigation and monitoring, medical assistance and disease control, public security and traffic management, basic living security, facility repair and production self-rescue, emergency funds guarantee, emergency communication guarantee, and other emergency action plans to ensure that emergency rescue and disaster relief operations are carried out in an orderly manner. YU ZIYANG, B1701734 5) Public relations personnel should join forces with major enterprises in a timely manner to build shelters for refugees and provide the necessary materials. 6) It is necessary for governments to establish disaster relief and emergency rescue teams. 7) In disaster relief operations, first of all, it is necessary to cut off the sources of electricity, fire, gas and other disasters that can lead to secondary disasters. 8) All medical and rescue know-how must be learned and other drugs available in order to save yourself and others in time if the medical system can not function properly during the disaster. ii) 1) Utusan Melayu: Utusan Melayu, a Malay newspaper, is mainly distributed in rural areas. for those areas where the network is underdeveloped, people there can keep abreast of the disaster and the latest situation. 2) RADIO TELEVISYEN MALAYSIA: Malaysia Radio and Television operates six national stations, two international radio channels, 17 state stations, 11 district stations and two free terrestrial television channels in Kuala Lumpur.This TV station is aimed at the people of the whole country, so this TV station can let the people of the whole country know the situation of natural disasters at the first time, strong propaganda and promotion so that people all over the country can let people know what to do in the event YU ZIYANG, B1701734 of a disaster. 3) One FM: A radio station in Malaysia can broadcast all over Malaysia, which is very helpful to families who do not have a TV, as well as taxi drivers and drivers who are driving. It can provide good information and help. 4) FACEBOOK: MY NEWS, this is a news account, mainly in Chinese, so that some Chinese who are not very good at English in Malaysia can see important things on Facebook and convey better messages for us to see. Discussion: Catastrophic news report has its own characteristics, which is not only the bridge of communication between the government and the masses, but also the platform for the publication of disaster information, and the weather vane guided by public opinion. The research shows that in disaster news reporting, the media should timely and accurately report the disaster news, have the consciousness of serving the overall situation, correctly guide and be transparent to the communication role of the media, make good use of the new media, and grasp the initiative of public opinion. Question 2 1) One the most common activities can be done within the scope of International Public Relations is sponsorship of cultural exchange programs between countries. As an example, the Ministry of Education in Malaysia has exchange programmes for students from 136 countries and currently have 130,000 foreighn students (After School, 2019). YU ZIYANG, B1701734 This helps countries to exchange and learn about their cultures while they study. 2) Another activity is opening institutions in the host country to educate the language and culture of the other country. Positive effects could be that the quality of education increases and students would not go abroad to attend high class universities and prevent a brain drain. Moreover, private foreign owned universities represent employment opportunities for the young educated workforce. 3) Another example is meetings with leaders of the host country. For example, G20 summit, which is the premier forum for international economic cooperation. The G20 brings together the leaders of both developed and developing countries from every part of the world. Representatives from G20 gather together to discuss financial and social economical issues (G20, 2020). 4) Conduction conferences is another good example of International Public Relations where leaders meet together to debate about certain problems and share their views. In the 2019 World Artificial Intelligence Conference in Shanghai, Elon Musk, CEO of Tesla and Jack Ma CEO of Alibaba met together to debate about Artificial Intelligence and share their point of view about it (Tristan, 2019). Which can give more broader knowledge for the host country about the topic and different points of view that the leader shares during the conference. YU ZIYANG, B1701734 5) Last but not least, conducting award programs for honoring leaders and other celebrities. Award Ceremony Oscar can be a good example where celebrities get awarded for the finest work for the move of the year. In 2019 Korean movie “Parasite” got Oscar Awards which happened for the first time in Awards Academy history since no other countries were nominated for movie Oscar except the host country United States (Hannah. 2019). SECTION B Case Study 2 a) As a result of this issue McDonald's and Yum Brands may lose credibility in the eyes of Chinese people in addition changing the suppliers in child companies such as KFC, Pizza Hut and Taco Bell get supply shortages since it's not easy to change suppliers overnight. It may result in declining profits due to customers losing trust. b) 1. Customers 2. Suppliers 3. Stakeholders 4. Media 5. Government c) YU ZIYANG, B1701734 i) Research Just a minor customer complaint or a product quality report can turn the social media into a brand nightmare. China has the largest social media market in the world. China has over 500 million users in social media, from forums, social media networking sites to blogs and other online social groups, on a wide variety of platforms. More than 40 percent of the time China's internet users spend on social media. This figure can only rise with the increasingly widespread social penetration of the smartphone. Over 800 million mobile media users were in 2016 and this number is expected to increase by approximately 30 percent every year. Users of Chinese social media are very social. In reality, Weibo 's top five re-tweeted users have over 1 million retweets per person, as opposed to just over 5,000 of the top five Twitter re-tweeted users. ii) Objectives 1. Identification of opinion leaders and active users who have large social media networks. 2. Identification of “artificial writers” who post negative comments to be able to focus on legit customers. 3. Positive social media posts about the company from opinion leaders to influence customers about safety of food. 4. Being transparent to be able to gain the customers trust back. ii) Programming Since most Chinese do not have faith in formal institutions, consumers trust customer advice on social networks overwhelmingly. Despite this suspicion, marketers need to recognise opinion YU ZIYANG, B1701734 leaders that form their feelings about marketers through social media and often play a major role in targeting or defending a brand when bad news reaches. While there are over 300 million people using social media, only a relatively small number of opinion leaders have an impact. Usually, three kinds of influencers are available: 'expert' (corporate experts), 'private' (often online group members and moderators) or 'peer' (normal people who are brand-leading users to large-scale audiences). It is particularly relevant during the crisis when misunderstandings of the product or brand that a trustworthy opinion leader may correct. KFC can create a strong network by cultivating these influencers from social media by building relationships which will consistently enhance positive brand feelings and help protect the brand in times of crisis. Opinion leaders can provide their personal experiences that help to explain the truth and disfigure myths. Social opinion leaders can help to manage the heated debates that frequently take place online. Through their personal positive identity and product experience, Peer influencers will protect the brand and clearly convey their desire to continue to use the product of the brand. It is important to communicate effectively and provide valuable, reliable and credible data for these opinion leaders during a crisis. Negative ads against businesses, such as drug contamination claims, have contributed in many cases to floods of competitor microblog posts with their “artificial authors”. KFC should be handling the social media crisis to carefully identify true customers from those “artificial writers” by tracing their past. Such "artificial authors" appear to be successful and unabated. Ignoring them is the best case since their views can not be modified. Concentrating instead on the comments of actual customers, describing honestly the situation and reacting to their negative comments. YU ZIYANG, B1701734 iii) Evaluate Campaigns to regain consumer trust and rebuild brand reputation are important. This means that KFC should continue to grow their opinion leaders group, monitor the actions of social media for signs of more outbursts and control customers' feedback. For example, a KFC can invite top influencers from Weibo to visit their restaurant and to interview their managers face to face after they have lost a product quality crisis due to issues with Husi. The business can have a strong impact on openness and accountability. These opinion leaders can comment on the product quality of the KFC on Weibo, which can positively influence many thousands of customers across their large networks. d) For Media Statement: We have Corporate Social Responsibility and food safety is one of the top priorities for us. Supporting message: We will provide the latest update about the situation to keep our customers and media up-to-date with relevant and transparent information. Some academics believe that “the primary aim of crisis management is to provide external publics impacted by the crisis with precise and accurate information as soon as possible” (Schuetz, 2010). Yet a couple of months after the crisis another paper claimed that customers appear to be more optimistic about the goods affected and they are more likely to purchase products from the same business (Vassilikopoulou & Siomkos, 2009). YU ZIYANG, B1701734 For Stakeholders Statement: We will stop supplying the meat from Husi Shanghai which may create supply shortages which may lead to supply shortages. Supporting Message: To solve the supply shortages we are aiming to transfer our materials to new suppliers and make sure that food supplied will be safe. In this situation, it is necessary for the food suppliers and restaurant franchises to have internal communication channels, using their food which will require close monitoring of unsafe food items. Administrative teams must also contact the owners and employees of restaurants to inform them how to address the query. Communication with customers directly affects the perception of the customers about the company. For Government Statement: We are conducting an investigation and we will make sure that food supplied from our new suppliers will be safe to serve to our customers. Supporting Message: We are welcoming the supervision from government authorities, food regulators as well as media to examine the food quality. Chinese government authorities and staff at this site are vulnerable to harm caused by human error products and organisation. The company should carry out surprise checks or secretly track YU ZIYANG, B1701734 its factories so that the food can be kept to the norm, so as to prevent such risks turning into a crisis. References McKinsey & Company. (2012). Fighting a PR Fire in China with Social Media. Retrieved from https://www.forbes.com/sites/mckinsey/2012/04/26/fighting-a-pr-fire-in-china-with-socialmedia/#4c1c02023a5f YU ZIYANG, B1701734 Jenny, Ch. (2014). McPR fail: McDonald's HK squanders trust with mishandling of bad-meat crisis. Retrieved from https://www.campaignasia.com/article/mcpr-fail-mcdonalds-hk-squanderstrust-with-mishandling-of-bad-meat-crisis/388964 Laurie, B., Jacob. B. & Julie, J. (2014). McDonald's, Yum Suspend Meat Supplier in China. Retrieved from https://www.wsj.com/articles/yum-brands-mcdonalds-suspend-china-meatpurchases-from-supplier-1405913128 Phillip. (2014). McDonald’s PR crisis. Marketing to China. Retrieved from http://marketingtochina.com/prcrisis-solution-online-mcd/ After School. (2019). Can Malaysia achieve 250,000 foreign students by 2025? Retrieved from https://www.freemalaysiatoday.com/category/leisure/2019/12/10/can-malaysia-achieve-250000foreign-students-by-2025/ G20, (2020). Realizing Opportunities of the 21st Century for All. Retrieved from https://g20.org/en/Pages/home.aspx Tristan, G. (2019). Elon Musk seemed unhinged ‘debating’ AI with Jack Ma. Retrieved from https://thenextweb.com/artificial-intelligence/2019/09/03/elon-musk-seemed-unhinged-debatingai-with-jack-ma/ Hannah, G. (2019). Parasite Won So Much More Than the Best Picture Oscar. Retrieved from https://www.theatlantic.com/culture/archive/2020/02/parasite-oscars/606310/ YU ZIYANG, B1701734 YU ZIYANG, B1701734 Name: Description: ...
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.
Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4