Conceptos básicos y generales sobre la producción de la papaDescripción completa
La para en el PerúDescripción completa
selección y clasificación de la papaDescripción completa
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Descripción: trabajo de markrting
Descrição: Livret Aggravatin Papa, don't you try to two time me. Roy Turk, J.Russel Robinson & Addy Britt. Partitions: Hotsy Totsy Town Aggravatin Papa Partition piano et chant.
Team 6
Case 5: Pizza, Politics, and Papa
25 June 2015
Case Context
In 2012, the third largest pizza chain in the world, Papa John’s, became the subect o! criticisms in the "# due to the $uoted responses made b% its !ounder and &'(, John #chnatter) It is concerning the Patient Protection and *!!ordable &are *ct, popularl% +nown as the ObamaCare 1) #chnatter’s comments on the issue o! cutting down emplo%ee hours to reduce healthcare coerage under (bama&are resulted in a string o! negatie articles and campaigns against Papa John’s) "proar in social media and other plat!orms denouncing Papa John’s had gone out o! control) These were clear s%mptoms that Papa John’s was under a public relations crisis) -espite the published comments being be ing !actuall% incorrect . the% were onl% onl% miscon misconstru strued ed and ta+en ta+en out o! conte/ conte/tt . the compan compan%’ %’ss reputa reputatio tion n was damage damaged) d) 'entuall% 'entuall%,, #chnatter corrected the record through through the release o! a rebuttal rebuttal piece presenting presenting the !ull conte/t o! the incidents) Problem Statement
ow should the hired public relations P3 specialist handle the bad publicit% that Papa John John’’s is curre current ntl% l% !acin !acing g and and how how shou should ld Papa Papa John John’’s corp corpor orat atee lead leaders ers publ public icl% l% communicate to better represent the compan% and protect its brand4
to sensationalize to increase readership) 7ien that the reporter is not +nowledgeable o! Papa John’s actual plans, the reporter might hae interpreted that the actions o! !ranchise owners is a directie !rom corporate Papa John’s) It could also be that the reporter’s perception was selectie to ultimatel% create politicall% insinuated headlines about #chnatter’s position since he is +nown as a supporter o! omne%, (bama’s contender !or presidenc%) 8ote that this communication e/change occurred in the wa+e o! the presidential elections . won b% (bama . when there was a heated and politicall% charged debate on the proposed legislation and the high li+elihood o! it being passed into a law) The communication !ramewor+ !or the e/change between #chnatter and the reporter is illustrated in Exhibit 3) It can be in!erred that the communication e/change was unsuccess!ul because o! the selectie perception applied b% the receier to #chnatter’s answer, which is conersel% potentiall% !iltered because there is a hint o! some concealment o! releant !acts in his statement) #chnatter might hae used the reporter’s phrasing o! the $uestion as an opportunit% to eade directl% answering the issue !rom a corporate stand and placed the burden on the !ranchise owners’ account instead) oweer, this bac+!ired and it might onl% be a!ter the incident that #chnatter tried to set the record straight) 'thical communication is re$uired o! corporate leaders to maintain transparenc% and gain the
the sender) -ue to the e/ponential increase in news articles about #chnatter’s statement, Papa John’s reputation was e/tremel% damaged as seen in Exhibit 5) Alternaties
The pro!essional P specialist was hired to help resole the tainted reputation o! Papa John’s) *n article was posted on u!!ington Post to counter and clari!% the misguided in!ormation written b% ournalists) Ta+ing o!! !rom this action to manage the bad publicit% that Papa John’s is currentl% !acing, the !ollowing short
B3 Engage in social media) *n associate !rom the corporate mar+eting department who handles ad and media will be gien a tas+ o! being the social media champion) #ocial media is a channel where businesses mar+et, sell, and increase brand lo%alt% o! customers) It could also be used to protect reputation and integrit% o! the compan% i! done the right wa%) 'ngagement is critical because one
emplo%ees and his serices can be terminated once his contract e/pires) oweer, once gone, public relations e!!orts might be neglected or not prioritized) 23 Hire a permanent "R specialist ) This is the same as the preious alternatie e/cept that the P specialist will be permanent) e will be directl% in charge o! corporate communication and public relations) Aith this, Papa JohnCs will be more read% in handling an% P
The main criteria used b% the group in deciding to select alternaties that address the short
Exhibit 1( )n*ormation on the Patient Protection and A**ordable Care Act
The Patient Protection and *!!ordable &are *ct, commonl% re!erred to as (bamacare, was signed into law on Farch 2@, 2010) It aims to introduce re!orms in the *merican health care s%stem in order to proide a higher $ualit%, more a!!ordable, and accessible health care serices !or !amilies, seniors, businesses, and ta/pa%ers) =elow is a summar% o! the signi!icant re!orms being implemented through (bamacare)
Exhibit 2( Excerpt *rom Schnatter+s %ebttal Article in -**in.ton Post
ere is the part o! the interchange that was the genesis o! the news Reporter# 'o you thin) your ** you )no$ ** franchise o$ners%%% are going to cut people hours bac) to ma)e them part time instead of full time+' Me# ',ell- in Ha$aii there is a form of the same )ind of health insurance and that.s $hat you do- you find loopholes to get around it% /hat.s $hat they.re going to do%' Reporter# 'My understanding is that if you.re a full time employee- $hich is 0 hours or o&er you.d be co&ered% Or if you.re part time then you $ouldn.t be% So $ouldn.t some business o$ners 2ust cut people do$n li)e 03 hours a $ee) so they $ouldn.t ha&e to pay for health insurance+' Me# 'It.s common sense% It.s $hat I call lose*lose%' The reporter as+ed what I belieed Papa JohnCs !ranchisees would do in response to (bamacare, not what Papa JohnCs would do) In !act, her $uestion was GwouldnCt some business owners ust cut people down li+e @B hours a wee+ so the% wouldnCt hae to pa% !or health insurance4G F% answer GItCs common sense)G &ompanies li+e Papa JohnCs are largel% a collection o! small independent businesses) The
Exhibit 5( /zz scores o* poplar *ast0*ood chains plmmetin. pizza0eatin. pblic disapproe corporate plans in response to bamaCare
Exhibit !( Pros and Cons o* Short0erm Alternatie Corses o* Actions Alternaties 1) Faintain status $uo
Aill be perceied as not de!ensie
Cons -oes not ensure re!reezing o! change in attitude toward Papa John’s because it appealed mainl% to logic and did nothing to appease the anger b% the mass audience
2) Press con!erence
Aide media coerage
Fa% not seem sincere in addressing the issue (pen to >?* and public scrutin%
@) "ni!orm communication across all emplo%ees and !ranchises B) #ocial media engagement
Hess prone to miscommunication
Possible that emplo%ees and !ranchises might not abide b% the uni!orm communication
9Personal: conersation with real
Time consuming in responding to each person
Aide reach to mass audience
"se o! hashtags !or bad publicit% campaigns
Increased awareness ebuilds positie reputation
&ostl% &ostl%
5) &orporate #ocial esponsibilit% 3
Pros e$uires no e!!ort
Inoles resources Aea+ens bad press and replace it with good news
Exhibit "( Pros and Cons o* on.0erm Alternatie Corses o* Actions 6ocsin. on 7ni8e Pros and Cons o* each9 Alternaties 1 '/tend the term o! P specialist contractual basis3
2
ire a permanent P specialist
Pros 8ot as costl% as hiring a permanent P sta!!
Cons P might not be prioritized once the contract is terminated
*ble to restore the positie image o! the compan% when needed
&ostl% compared to e/tending the contract o! P specialist because it re$uires proiding bene!its to !ull time emplo%ees
Exhibit &( Ealation and Selection o* Alternaties Alternaties
#ecision Criteria
Aill it improe and sustain reputation4 25;3
Faintain status $uo
Aill it incur the least cost !or ac$uisitionEuse o! resources4 25;3
Aill it !acilitate e!!ectie commu< nication4 25;3
1
10
2
&onduct o! press con!erence
L
Issuance o! uni!orm communication e)g), scripts3 across all emplo%ees and !ranchises #ocial media engagement
Implementation o! actiities
6
5
#ocial media engagement
Implementation o! actiities
6
5
iring o! P sta!! on a contingent basis iring o! permanent P sta!!
10
10
@
Short0erm
on.0erm
Aill it m occurren issue in t 25;3
Exhibit '( )mplementation Plan Action Plan
ner
;ethod o* )mplementation
#elierables
13 old a press con!erence to be attended b% media reporters and sta+eholders 23 &reate and distribute a sta ndardized communication brie! !or emplo%ees and !ranchises that contains answers to $uestions regarding the (bama&are issue @3 Proide updates on town hall meetings and !ranchise cascades
P speci ali st
Press con!e renc e
Press brie !i ng, o!!icial press statement Policies and process in management
P specialist
'mail and intranet upload, team cascades, town hall meeting
P specialist
Feeting
"pdates hard E so!t copies3
B3 *ssign a social media champion who will be tas+ed to be proactie in social sites li+e aceboo+, Twitter, and Moutube 53 Fonitor and address signi!icant customer complaints, !eedbac+, and issue, and post good news and positie corporate e!!orts being underta+en b% the compan% 63 '/tend the contract o! the P specialist and tas+ him to do the !ollowing a) &onduct con!rontation training with Fr) #chnatter and other corporate leaders b) &reate #(Ps on communicating or commenting about public issues