The Heart of Coca-Cola - Case Study Example

Public Relations Name Institution Public Relations: Coca Cola Company Press release 13th June, 2012 Coca-Cola Enterprises, Inc. Board Elects Andrea Saia as Director Coca Cola company, probably the largest supplier of soft drinks in the world. On June 13th, 2012, the board of directors announced that Andrea Saia has been appointed as the new director. The appointee was expected to take over the responsibilities of her job immediately. The move was undertaken as a strategy to boost corporate operations of the company. The new appointee was working as the president of Ciba Vision Corporation prior to her appointment. Her ability to turn around business operations in her career was instrumental in her appointment. The chairman and CEO, John Brock said that Andrea was a leader that had played a critical role in the growth of many multinational enterprises. The responsibilities she had undertaken prior to her appointment were very essential in her new job design. This move was undertaken after Donna James departed in order to take up other responsibilities. The board of directors appreciated the contributions that were made by Donna in the success of the company and specifically in global consumer products. The board also reiterated its commitment to continue offering world class products and services. Through this, the company was prepared to improve in most of its significant sectors in terms of service delivery. One of these significant areas includes the social responsibilities. PR Contacts World of Coca-Cola Jacquie Wansley (404) 676-3886 jwansley@na.ko.com Reason for choosing this press release Coca Cola is a renowned company that deals in soft drinks. The company has succeeded to maintain its brand over decades. This particular press release was suitable to this assignment in a number of ways. It is one of the major events that have taken place in Coca Cola Company in the recent. Transition is very significant to any given company in these competitive markets. Proper transition will enable the company to retain quality required for growth and expansion. After an employee has left the organization, the public relations in charge must notify the public on the progress made in relation to replacement. This is meant to provide assurance to the public that none of the operations will be halted because of the departure of one director. Therefore, this press release was chosen since it addresses the issues at the heart of Coca Cola. Only good leadership guarantees better products and services by an organization. Advantages Through the press release, Coca Cola was in a position to achieve its objectives. Basing on the scale for leadership and transparency, the company was in a position to achieve its main objectives. It serves as the easiest medium through which an organization can relay such important information. In using press release, the company is able to address specific issues of interest to stakeholders. The company can take advantage of such a platform to clarify issues that sound of contradiction to shareholders. At the same time, it may also clarify rumours being peddled against the company. Press release is a perfect avenue through which the public relations can use to set a straight record in relation to such issues (Seitel & Doorley, 2012). This is because other avenues may not be effective at doing this. At the same time, press release is of the events that most of the investors are keen about. It does not only attract the attention and interest of current investors, but also potential investors. The investors are keen to find out upcoming and emerging issues related to the companies they want to invest in. At least, they would wish to know assess how each emerging issues affect the value of their investment. Due to this, it is important to update the investors on key events taking place in the company. Therefore, the best way to meet this objective is the use of press release to communicate events of such weight. Press Alert 20th June, 2012. Coca-Cola Happiness Machine Strikes Again this summer On January 12th, 2013, Coca Cola Company has organized a Coca Cola Happiness Machine day. The scheduled venue for this event will be World of Coca Cola at Pemberton Place. It is going to be an extraordinary event coupled with fun and celebrations. The climax of the whole event was planned to be on 12th January. There will be prizes and gifts to be won by guests who will be in attendance. The Retail Manager, Russell Jacobs has confirmed that the event will be a moment of sharing unexpected happiness. Since the establishment of the World of Coca-Cola, this is targeted to be the biggest event of all. The many invited guests from various countries are meant to grace the occasion with magnificence and glamour. When: 12th January 2013 Where: World of Coca Cola at Pemberton Place 121 Baker Street Northwest, Atlanta, GA 30313, United States Time: 11.00 am For more information contact the PR World of Coca Cola Jacquie Wansley (404) 676-3886 Why it was the most preferred From the numerous press alerts retrieved from the Coca Cola website, this specific one sounded more attractive than others. The focus of this alert is on an event that is planned to attract millions of people from over five continents in the world. The event was packed with activities that were meant to be fun to all those in attendance. The press alert was definitely important to make sure that people all over the world were appropriately informed. Therefore, it was simply the nature of the event that made it more attractive. Similarly, the event came at a time when Coca Cola had lined up several programs to be undertaken during the current financial year. The event was projected to influence other objectives that the company was aiming to achieve. Advantages Even from the example highlighted above, it is evident that press alerts play a pivotal role in the field of public relations. This is the tool that public relations use to communicate segments of information to its target audience. The operational efficiency witnessed in the execution of press alerts indicates why it is one of the most preferred tools used by public relations all over the world. This is the quickest way through which this kind of information can be relayed to a classified category of audience (Ries & Ries, 2004). Considering the fact that this kind of information was being communicated to millions of consumers worldwide, it is the most efficient channel to achieve this goal. References Ries, A. & Ries, L. (2004). The Fall of Advertising and the Rise of PR. New York: HarperBusiness. Seitel, F. & Doorley, J. (2012). Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World. New York: Palgrave Macmillan. Read More