AN ASSIGNMENT ON ANALYSIS OF A PR CAMPAIGN – THE 4-STEP PR PROCESS (Internal Assessment) TOPIC:- EASTMAN KODAK COMPANY 1994 CAMPAIGN CAMPAIGN NAME:- Project WINGS – Imaging Back In Focus SUBMITTED TO:- SUBMITTED BY:- Ms. Bhavneet Bhatti Nikshubha Sharma PGD in Advertising & PR SUBJECT: Paper – III Panjab University, Chandigarh. SUBMITTED ON:- 27th November, 2011 THE COMPANY Eastman Kodak Company (commonly known as Kodak) is a multinational imaging and photographic equipment, materials and services company headquarted in Rochester, New York, United States.
It was founded by George Eastman in 1892. Long known for its wide range of photographic film products, Kodak is re-focusing on two major markets: digital photography and digital printing. As part of its turnaround strategy, Kodak has turned to aggressive patent litigation in order to generate revenue. Eastman Kodak Company provides imaging technology products and services to the photographic and graphic communications markets worldwide. It operates in three segments: Consumer Digital Imaging Group (CDG), Graphic Communications Group (GCG), and Film, Photofinishing, and Entertainment Group (FPEG).
Although the company has its head office in Rochester it is incorporated in New Jersey. THE 4-STEP PR PROCESS In its most advanced form, Public Relations is a scientifically managed part of an organisation’s problem-solving and change processes. Practitioners of this type of public relations use theory and the best available evidence in a four-step PR process: 1. Research & Listening – Defining the problem/opportunity. The first step involves probing and monitoring knowledge, opinions, attitudes, and behaviours of all the people concerned with the organisation.
It provides the foundation for all the other steps in the PR process. 2. Planning & Decision Making – Programming the plan. Information gathered in the first step is used to make decisions about the program publics, objectives, tactics, communication strategies and goals. This involves factoring the findings from the first step into policies and programs of the organisation. 3. Communication & Action – Implementation of plan. The third step involves implementing the program of action and communication designed to achieve the specific objectives for each of the publics to accomplish the program goal. . Evaluation – Assesment of the program or plan. The final step in the process involves assessing the preparation, implementation, and results of the program. Adjustments are made while the program/plan is being implemented, based on evaluation feedback on how it is or is not working. PR CAMPAIGN BY EASTMAN KODAK COMPANY TITLED ‘ Project WINGS- Imaging Back In Focus’ Analysis based on the 4 steps involved in the PR process: Step 1 – Research •Review of analysts’ opinion •Face-to-face meetings with large investors •Employee opinion surveys •Goldman, Sach & Co. Kodak’s investment banker, prepared a portfolio analysis for Kodak “ as imaging goes, so does Kodak” •Studies showed Kodak’s financial health was diminishing Step 2: Planning & Programming Objectives: •To gain understanding among all audences that focusing on imaging is in the best long-term intersects of Kodak, its shareholders, customers, and employees. •To sustain employee morale, retain customer loyalty and avoid disruption in the performance of divisions being divested. Strategy: Group communication activities were divided into 3 stages: 1. Announcement stage to unveil intent to divest. . Interim stage to re-assure investors, customers and employees while buyers were found for the businessess being sold. 3. Final stage in which the divestature transactions were announced. Key Messages: 1. Focusing on imaging will reduce Kodak’s debt and align all the company’s resources on Kodak’s greatest strength. 2. The units being divested are excellent businesses. 3. Kodak will protect the interests if customers and employees of these businesses by selling them to buyers with the resources to help them achieve their fullest potential. Target Audiences: Investment Community •Financial Media •Employees, especially those affected by the sale. •Health customers •Potential buyers •Government and opinion leaders in affected localities. Budget: $500, 000 for internal and external communications, no paid advertising Step 3 : Communication – Implementation/Execution Responsible for: •small “ in-house” team •PR agencies retained to assist with planning and implementation. Implementation: Stage I: •Investor meeting •Press conferences •Employees news cascade within Kodak and affected businesses •Management meetings with emloyees Written and other materials given to sales organisations to re-assure customers •Inform government officials, suppliers, trade associations on first day Stage II: •Annual meeting presentation •Employee Hotlines •Town Meetings •Site focus groups •Special transition newsletters •Management communication with employee teams Stage III: •Announcements about sales of businesses (incorporated the key message of the campaign) •Communications with employees and other target audiences regarding the sale of each business.
