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Case Studies Corporate Responsibility

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Corporate Responsibility Case Studies
DOW CHEMICAL BECOMES A LEADER IN CORPORATE RESPONSIBILITY
In the more than 25 years that Ketchum has provided corporate communications counsel
to Dow, the worlds second largest chemical company has turned its reputation around to
become a respected leader in corporate responsibility and public reporting. A testament
to Dows desire to attain and maintain credibility in the corporate responsibility arena was
its decision in 1999 to expand its Public Report to convey the interrelationships between
economic viability, environmental integrity and social responsibility the three key
elements of sustainable development as first articulated by the United Nations in 1987.
Outreach and Results
Ketchum used the revised Public Report as a way to further enhance the visibility of Dows
corporate responsibility efforts. The outreach efforts resulted in feature articles in 30
global print publications, including The Wall Street Journal, The Nation (Thailand), The
Standard (Hong Kong), Tomorrow (Stockholm), European Chemical News, The South
China Morning Post, The Shanghai Star and Harvard Management Update, as well as Dow
plant community newspapers across the world. U.S. media monitoring estimated 39 total
radio hits reaching more than 14.6 million listeners. CNNfn, CNBC Asia and Bloomberg
Review ran live interviews with Dow executives.
Additionally, Dows annual opinion research study showed that it made the greatest gains
with the media. Its overall favorability rating with journalists rose 15 points in the first two
years of the program. In a survey of business editors, Dow ranked first among chemical
companies for public relations efforts.
DOW SCIENCE EDUCATION TAKES CENTER STAGE
In the mid-1980s, Ketchum created a comprehensive corporate communications program
to enhance Dows corporate reputation through outreach to young people and the future
chemical scientists. As part of this public relations, public affairs and advertising
campaign, Dow enlisted Ketchum to create a program that would generate positive visibility
for the organization, provide an opportunity for sustainable outreach in local communities
and build Dows credibility in the education community. Ketchum created a MTV-style,
national touring production about science education to spark student interest in science

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and demonstrate that Dow was a leader in innovative education. The first program
Recycle This!delivered information about recycling and the importance of
environmental awareness. In 1994, “ChemTVpremiered to urge students to study
chemistry and to understand that chemistry and chemicals were an integral part of
everyday life. This program was updated and renamed ChemiPalooza.The focus was
still on chemistry, but the production delivered even more dramatic messages about the
power students have to change the world. The most recent reconfiguration of the program
is called Cranium Palladium,with more than 100 teaching points about inventors and
inventions celebrating science and discovery and challenging students to use their
brainpower to change the world.
Outreach and Results
On average, these programs generated nearly 7 million impressions per year in major media
markets important to Dow. In one year in particular, 72 percent of Dows positive media
coverage was related to ChemiPalooza.
Additionally, Dow is now known among a variety of audiences for its ability to entertain
and educate students about the power of science education. Both Recycle This! and
ChemTV were honored with the public relations industrys highest award the Silver
Anvil. These programs have reached about 1.3 million students in more than 200 cities in
North America.
KETCHUM HELPS STARBUCKS MANAGE CORPORATE CITIZENSHIP ISSUES
Since January 2001, Ketchum London has worked for Starbucks UK and EMEA to protect
and enhance its brand through an integrated strategy that positions the company as
sensitive and relevant to different cultures and communities; builds trust-based relations
with key non-governmental organizations and opinion leaders; and tackles controversial
issues such as globalization, the North-South divide and genetic modification. Ketchum
helped Starbucks launch its first Corporate Social Responsibility Report in the United
Kingdom. When in early 2001 Starbucks became an icon for anti-globalization protestors,
Ketchum developed and implemented a crisis management and communications plan for
the U.K. When leading NGO Oxfam led a high-profile campaign against the coffee
industry claiming the industry was profiting from over-supply and leaving coffee growing
communities in poverty, Ketchum provided issues management support to senior
Starbucks spokespersons. Starbucks also teamed with the Fairtrade Foundation in the

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Corporate Responsibility Case Studies DOW CHEMICAL BECOMES A LEADER IN CORPORATE RESPONSIBILITY In the more than 25 years that Ketchum has provided corporate communications counsel to Dow, the world’s second largest chemical company has turned its reputation around to become a respected leader in corporate responsibility and public reporting. A testament to Dow’s desire to attain and maintain credibility in the corporate responsibility arena was its decision in 1999 to expand its Public Report to convey the interrelationships between economic viability, environmental integrity and social responsibility – the three key elements of sustainable development as first articulated by the United Nations in 1987. Outreach and Results Ketchum used the revised Public Report as a way to further enhance the visibility of Dow’s corporate responsibility efforts. The outreach efforts resulted in feature articles in 30 global print publications, including The Wall Street Journal, The Nation (Thailand), The Standard (Hong Kong), Tomorrow (Stockholm), European Chemical News, The South China Morning Post, The Shanghai Star and Harvard Management Update, as well as Dow plant community newspapers across the world. U.S. media monitoring estimated 39 total radio hits reaching more than 14.6 million listeners. CNNfn, CNBC Asia and Bloomberg Review ran live interviews with Dow executives. Additionally, Dow’s annual opinion research study showed that it made the greatest gains wi ...
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