Ethical Public Relations Theory and Practice.
Brief
As a group, pick one of the 4 major Australian Banks- CBA, ANZ, NAB, WBC and do the research as per brief below.
Groups serve as consultancies participating in a tender to win a bid for a lucrative contract with the Bank.
Shattered by a number of current ethical scandals the Board of Directors of the Bank has conducted a series of meetings and identified that the Bank needs to learn to be ethical. The Board announced a Tender for the best analysis of the problems and proposals for change. The Bank's
Board of Directors represented by its Chairperson will accept all the proposals provided that they:
(a) Explain repeated ethical scandals through the lens of Public Relations Theory and Practice theories;
(b) Identify the existing barriers to the organisational learning at the Bank.
(c) Stakeholder Analysis
(d) Impact on the image/brand.
(e) Deliver a set of research-substantiated analytical recommendations assisting the Bank to learn to be ethical standards& enhance its CSR.
In a fierce competition only one consultancy will be granted a contract (equals - The winning student group will receive a prize).
Group Report requirements
This report reflects several main points of the brief that are incorporated into its structure. Groups are expected to follow:
1. Introduction
2. Analysis of the cause of repeated ethical scandals through the lens of PR theories & practices
3. Stakeholder Analysis
4. Impact on image/branding
5. Analysis of existing barriers at the chosenBank
6. Role of PR in managing these crises.
7. Prepare a press release to the shareholders
8. Recommendations to become an Ethical& in enhancing CSR of Organisation
9. Conclusion
10. Reference Lists.
Attachment:- Assignment.rar