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The Social Media Of Coca-Cola’s Public Relations:
Corporate Social Responsibility
By Elizabeth Henry
WHAT IS CORPORATE SOCIAL RESPONSIBILTY?
A corporations obligation to contribute to society in some way because it is the right thing to do; in another word philanthropy
COCA-COLA’S ENVIRONMENTAL CSR
Sustainability!
Reduce, Recover, and Renew
-Reduce the percent of plastic in product bottling
-Recover bottles by recycling -Renew by making old bottles into new
bottles and products
Coca-Cola Sustainability Video
REDUCE
RECOVER
REUSE
WHAT ABOUT PUBLIC RELATIONS?
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” -PRSSA
It is a public relations practitioners job to create a meaningful and trusting relationship with the organizations customers.
Keeping consumers ENGAGED in their organizations processes keeps it alive.
HOW TO KEEP CUSTOMERS ENGAGED:Social Media
Coca-Cola has two Twitter accounts: @CocaCola and @CocaColaCo
These accounts are used to engage their customers is two-way communication in order to get valuable feedback and educate the public on events going on in their organization
DOWNSIDE TO PUBLICIZING ENVIRONMENTAL CSR
GREENWASHING:
“…used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service”
HOW TO STICK CLEAR OF GREENWASHING
Stick to your policies, make goals and show results.
COMBINE SOCIAL MEDIA, PUBLIC RELATIONS AND CSR AND WHAT DO YOU GET?
ANALYSIS
The Coca-Cola has come up with a great public relations plan to use social media like Twitter to convey their views on the environment and the actions they are taking.
With campaigns like the Polar Bear campaign with the WWF during the super bowl Coke has started to integrate social media into their public relations CSR plans.
Sources
Coca-Cola. (n.d.). Retrieved February 26, 2012, from The Coca-Cola Company website: https://twitter.com/#!/CocaCola
Corbett, G. (2012, March 1). A Modern Definition of Public Relations . Retrieved March 5, 2012, from PRSA website: http://prdefinition.prsa.org/index.php/2012/03/01/new-definition-of-public-relations/index.php?author=1011
Corporate Responsibility . (n.d.). Retrieved March 2, 2012, from Coca-Cola Enterprise website: http://cokecce.com/pages/_content.asp?page_id=261
Griffin, E. (2009). A first look at communication theory (7th ed.). Boston: McGraw-Hill.
What's it all about? (2012). Retrieved March 6, 20122, from Greenpeace website: http://stopgreenwash.org/
2010/2011 Sustainability Report [Report]. (2011, December 29). Retrieved from The Coca-Cola Company website: http://www.thecoca-colacompany.com/sustainabilityreport/in-our-company/sustainable-packaging.html
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