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Future Futcsr

In: Business and Management

Submitted By andreeasilver
Words 1579
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PR-ul filantropic de mâine- un „marketing” al binelui?
(entuziasm şi bună dispoziţie) Esti proaspătul părinte al unui copil. Acest prunc este darul cel mai de preţ pe care viaţa ţi l-a oferit. Fiinţă plăpândă şi firavă, al carui gângurit îţi dezmierdă auzul. Tot ce vrei să faci este să îl ţii strâns la piept, pentru a-l proteja de ce este în jurul vostru(pauză, apoi ton grav) : multă sărăcie, lipsă de apă, de lumină şi-un miros greu de suportat. Pereţii-s jupuiţi, mâncaţi de mucegai şi igrasie, iar tavanul stă să cadă. Acest scenariu se repetă la nesfârşit ca într-un film de groază, peste tot în lume.(pauză)
În calatoriile mele, am văzut multă sărăcie, lucruri greu de imaginat. Mă înfioară să ştiu de câte lucrurile duc lipsă oamenii în anul 2011. Dar ce mă surprinde este un lucru pe care îl au (accentuare): Coca-Cola.
Coca-Cola este omniprezentă, iar ţările în dezvoltare nu fac excepţie. Dacă reflectezi un moment asupra acestui lucru, vei ajunge să te întrebi: cum pot face să aibă Coca-Cola acoperire în locurile acelea îndepărtate? Dar întrebarea justă în aceste circumstanţe e: dacă marketer-ii Coca-Cola pot să facă asta, de ce guvernele şi ONG-urile sunt incapabile să facă la fel? .(pauză) Avem multe lucruri de învâţat la nivel de comunitate. Fenomenul Coca-Cola este uluitor. În fiecare zi se vând 1.5 miliarde de sticle : fiecare bărbat, femeie sau copil din lume bea o Coca-Cola pe săptămână. Ce are asta de a face cu noi? .(pauză scurtă, ton ascendent) Păi dacă vrem să progresăm într-un timp mai scurt şi să ne atingem scopurile de dezvoltare globală, trebuie să urmăm inovatorii, din orice sector ar fi ei. Dacă descoperim secretul ubicuităţii brandului Coca-Cola, putem aplica aceeaşi reţetă a succesului pentru bunăstarea publică.
Succesul Coca-Cola este marcant. Cunoştinţele dobândite analizându-l pot fi aplicate în programe ce vor salva vieţi nenumărate.(privire semnificativă) Am studiat un timp îndelungat tehnicile de marketing ale Coca-Cola. Rezultatul: am identificat trei lucruri ce pot fi preluate de către orice PR-ist ce are drept miză o cauză filantropică însemnată. .(pauză pentru a suscita interesul) Se folosesc de un feedback continuu, bazat pe date colectate în timpi reali. Antrenează spiritul antreprenorial local şi practică un marketing al excelenţei. În ceea ce priveşte datele, Coca-Cola are un scop bine definit: fiind o companie pe acţiuni, trebuie să obţină profit. Aşadar, folosesc datele ca să îşi măsoare progresul.(urmează o enumerare rapidă,ton alert) E un circuit continuu: află ceva, îl pun imediat aplicare, apoi produsul ajunge înapoi pe piaţă. Astfel, dacă ai fi la conducerea Coca-Cola în Zimbabwe, cu 130 sucursale, ştii cu certitudine unde s-a vandut fiecare cutie/sticlă de Cola, Fanta sau Sprite, (accentează clar fiecare cuvânt) fie că e vorba de un supermarket, un magazin de colţ de stradă sau o tonetă ambulantă. Dacă apare o scădere în vânzări, ea este localizată şi soluţionată în cel mai scurt timp.
Vă propun, (accentuare )acum, să facem o paralelă cu programele de dezvoltare. În orice campanie, evaluarea este pasul final. (o enumerare rapidă,ton alert) Cercetare, planificare,execuţie şi abia la sfârşit evaluare, moment mult prea tardiv pentru a întrebuinţa datele colectate pe parcurs. Este ca şi cum ai juca bowling legat la ochi (pauză): arunci bila, auzi cum se rostogoleşte, cateva popice cad. Fiindcă nu vezi, nu vei şti câte popice ai doborât până când nu te vei dezlega la ochi. Dacă te întreb cum a fost lovitura, vei răspunde: nu ştiu, dar se pare că a fost bună. (accentuare) Abia după ce dezlegi la ochi vei afla ce impact ai avut. (hotărât)Feedback-ul continuu din partea publicului ţintă îţi redă văzul.
Dobândirea şi comunicarea pe scară largă de date de risc este unul dintre lucrurile cele mai eficiente pe care le poate face Guvernul. (pauză) Diferenţa de impact între cutremurele din Chile şi Haiti a fost acoperită de media pe larg. Ea se datorează în mare parte manierei sistematice în care Chile a folosit datele de la (accentuare) fiecare cutremur pentru a actualiza codurile sale de construcţie şi reglementările. În urma cutremurului din Haiti, utilizarea tehnologiei şi a datelor au jucat un rol (accentuare) extraordinar în efortul de ameliorarea şi recuperare. Cu ajutorul OpenStreetMap, pe o perioadă de un week-end, Port-au-Prince a trecut de la a fi unul dintre oraşele cele mai puţin cartografiate din lume la a avea o hartă digitală completă de drumuri, spitale, centre de triaj şi tabere de refugiaţi.
Continuând pe aceeaşi linie, care este un al doilea punct forte al Coca-Cola? Se descurcă de minune în antrenarea spiritului antreprenorial local. Spre exemplu Africa: multă vreme ea a fost inaccesibilă, deoarece metoda tradiţională de aprovizionare –transportul rutier, nu era aplicabilă. Africa nu are drumuri corespunzătoare. O altă constatare a celor de la Coca-Cola avea să le schimbe norocul. (pauză) Au remarcat că localnicii cumpărau cantităţi mari de produse, pe care le revindeau în zonele greu accesibile. Curând au învăţat această lecţie. Ceea ce a urmat este istorie: au creat centre mici de distribuţie, simultan cu acordarea de împrumuturi reduse şi instruirea antreprenorilor autohtoni. Aceştia din urmă, angajează agenţi de vânzări, care vând produsul consumatorului final. Ca metodă de transport folosesc biciclete și cărucioare. Eficient?! (pauză) (hotărât) Cu siguranţă. Dovada? 90% din vânzările Coca-Cola din Tanzania şi Uganda sunt acoperite astfel.
În antiteză, ce putem spune despre programele de dezvoltare? Ce pot învăţa PR-iştii de la Coca-Cola? Este imperios să accesăm antreprenoriatul local; ei ştiu cel mai bine ce îi motivează şi cum să-şi deservească vecinii. Un exemplu potrivit îl constituiesc schimbările din domeniul sănătăţii din Etiopia. Accesul la asistenţă medicală era dificil din cauza distanţelor mari ce trebuiau parcurse. Aşadar, dacă te aflai într-o situaţie de urgenţă sau o mamă era pe cale să dea naştere, mersul la spital nu era una dintre opţiuni. Un stat al Indiei, Kerala, se confrunta până nu demult cu o situaţie similară. Soluţia aplicată aici şi apoi importată şi în Etiopia, a fost de a instrui asistenţi medicali, care să ofere servicii de sănătate direct către oameni. Raportul de 1 asistent la 30.000 a devenit unul la 2.500 de persoane, în doar cinci ani .
(accentuare) Gândiţi-vă la cât de importantă este această schimbare în viaţa oamenilor! Asistenţii medicali îi pot ajuta cu atât de multe lucruri, de la planificarea familială, prevenirea bolilor, îngrijire prenatală până la imunizarea copiilor şi bătrânilor. Toate acestea au un impact vizibil într-o ţară ca Etiopia. Beneficiile se măsoară prin numărul de vieţi salvate de la moarte: între 2000 și 2008 rata mortalității infantile (accentuare) s-a redus cu 25%. Acesta este un exemplu de reuşită. Care este următorul pas? Începem să vorbim despre „Cum să determinăm asistenţii medicali să vină cu propriile lor idei? ”. Impactul cel îl au asupra zonelor izolate trebuie folosit drept stimul. Aceasta este maniera de a cultiva antreprenoriatul local şi de a elibera potenţialul creativ al oamenilor.
Marketingul încheie triada ingredientelor succesului obţinut de Coca-Cola. (intrigat) Dar care este secretul acestui marketing? (pauză) Ei bine, este vorba de aspiraţie. Produsul este asociat cu modul de viaţă râvnit de oameni. Deci, chiar dacă este vorba de o companie multinaţională, abordarea este personalizată la nivel local. Sloganul : „Open happiness” (fericire accesibilă). Dar fiecare ţară are propria idee despre feciricire: dacă pentru America Latină fericirea este dată de viaţa de familie, în Africa de Sud fericirea este asociată cu respectul comunităţii.Vă recomand să ascultaţi cântecul Coca-Cola pentru Cupa Mondială. Versurile , create de un artist din Somalia, fac apel la sărbătoare și unitate.
Cum procedează campaniile de sănătate şi dezvoltare? (pauză) Propun evitarea în locul aspiraţiilor. Cred că sunteţi familiarizaţi cu mesaje de genul (uşor ironic) „Stai departe de SIDA! Foloseşte prezervativul”, „Spală-te pe mâini să nu faci diaree.” Nu sună niciunul ca imnul Cupei Mondiale. (pauză) (accentuare) Eroarea majoră o facem atunci când credem că dacă oamenii au nevoie de un lucru, nu mai trebuie să-i facem să şi-l dorească. Totuşi, încep să apară semne că situaţia se schimbă. (accentuare) Un milion și jumătate de copii mor anual de diaree. O cauză majoră este defecarea în aer liber. Soluţia: construierea de toalete. Dar aceasta nu e de ajuns ca ele să fie utilizate. Sunt oameni care le folosesc drept anexă, cămară sau chiar coteţ pentru găini. Ce propune marketingul? Să lucrezi cu comunitatea locală. Odată convinşi că defecarea în aer liber este dăunătoare, trebuie să prezinţi oamenilor toaleta (accentuare, uşor ironic) ca un apanaj al modernităţii. Un stat din India a mers atât de departe încât a pus în legătură toaleta şi cucerirea femeilor. Şi chiar funcţioneză. Presa promova titluri precum „No loo, no I do “(Nu ai toaletă, nu primești un "Da"). Femeile refuză căsătoria cu bărbații fără toalete. (pauză-râsete) (accentuare,seriozitate) Şi nu e doar un titlu de presă amuzant. (pauză) (accentuare) Este o campanie inovativă. Dar și mai important este că (accentuare) salvează vieți.

(ton crescător)Aşadar, dacă înțelegem ce vor oamenii de fapt, putem schimba comunități și națiuni întregi. Dacă marketer-ii de la Coca-Cola m-ar întreba cum definesc eu fericirea, le-aş înfăţişa o mamă care își ține copilul sănătos în brațe. Pentru mine aceasta este fericirea deplină. Să urmăm inovatorii, din orice domeniu , pentru a face fericirea să ajungă mai departe decât Coca-Cola!
Mulţumesc.

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...Apple’s Make-vs. - Buy Decision Stacy Rowe Dr. Twelve HRM 500 April 28, 2010 Explain what approaches to recruiting might be best suited for Apple’s talent acquisition. An approach Apple may use to recruit the best suited talent just may well be retired technical talent from their competition. Because Apple has launched its very first computer, others have struggled to remain in the competition. For those that have fallen short of redeeming themselves and forced to close up shop, the brains behind the logos are not long gone. Home grown technology has lost its ground, however, when Apple suggests something that may be another great idea, everyone will follow suit. Forecasting the pros and cons while weighing the right options in regards to what type of talent they are searching for will require immediate attention. If Apple wants to remain at the top of the food chain they need to introduce something new and what better way to lead the competition than to rebirth the microchip. The human resources department would conduct job fairs and hire head hunters just for the sole purpose of locating quality designers. There is no question as to who would work for Apple, the question is would agree to combine their expertise in order to be a part of the Apple phenomenon. Hiring experienced people to build their staff should consist of seasoned microchip designers who have successfully passed the employment testing. This will ensure that honest, skilled people...

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