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wants and attitudes, something that is highly valued by a specific type of audience. Event sponsors can develop positive effects in building favourable associations and links to the brand. For example, Carlsberg had cooperation with MTV in which they sponsored special programmes. In addition, Carlsberg organized special music event parties in Shanghai. The sponsor benefits not only from the impact generated from the events themselves, but from wider coverage in the local media. One of the most important benefits is that events offer opportunities to establish direct contact with opinion leaders and innovators. Chinese culture value systems place emphasis on uncertainty avoidance and conformity (Fan, 2000). To a Chinese person, any uncertainty, ambiguity and risky or undefined situation is viewed as threatening and must be avoided. The innovator takes over the social and financial risk in trying for instance, new products/fashion or lifestyles. Other members in the group make use of the reference of the opinion leader/innovator. As a result perceived risk for other group members diminishes. They may also feel discomfort at being left behind in the new fashion and are easily seduced into following what the innovator has tried. Innovators in this case become opinion leaders who develop important links between members in the diffusion cycle of new products because they introduce the new product and lifestyle to early adopters, who go on to influence a larger minority. Group conformity is another important cultural variable among Chinese people and has a strong impact on consumer behaviour. The product/fashion or lifestyle must reflect the values and norms deemed as acceptable by the group. In this regard, event sponsorship plays a key role in forging links with opinion leaders and in reaching target audiences. This becomes particularly important to many foreign companies who find themselves facing difficulties in identifying and reaching target segments. How are international companies practising event sponsorship in China What benefits and problems are they encountering during the process These are some of the questions investigated by Fan and Pfitzenmaier (2002) in an internet-based survey with an online questionnaire. Forty-five companies were selected from wide business sectors including automobile, beverage, sport apparel, airline, bank, hotel and entertainment. The names and email addresses of contact persons were obtained mainly through personal contacts and from a German agency’s website. All the companies have their headquarters in Europe or the United States and are currently operating in the Chinese market. A total of thirteen completed, usable questionnaires were received, a net response rate of 29 per cent. Among those responding were two sports marketing firms, three companies in brewing or wine trading businesses, one advertising agency, one estate agency and one TV channel. Geographically, twelve were from Shanghai (China’s largest industrial city) and one from Chengdu (capital of Sichuan Province). Due to the exploratory nature of the study and small sample, generalizations should be made with caution. However, the main findings from the survey are summarized in the following tables. From Table 12.6 it can be seen that traditional forms of media such as TV, print and (to a less degree) billboards are still most used. However, a majority of respondents acknowledge the importance of the internet as a new media. The highest concentration of promotion budget is on direct marketing, followed by sales promotion and point of sales. Longterm brand-building tools seem to have a low © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
Table 12.6 Which is your most used marketing medium Rating 1 2 3 4 5 Replies Most Least used used TV 5 1 1 0 3 10 Radio 0 2 2 3 4 11 Internet 0 3 3 5 1 12 Print 5 3 2 1 2 13 Billboards 2 1 4 0 3 10 Source: Fan and Pfitzenmaier, 2002 Table 12.7 What kind of event(s) would you consider sponsoring or hosting T = 13 Per cent Replies Music 46.2 6 Sports 64.5 8 Arts (theatre, galleries, dance) 46.2 6 Company events, celebrations 46.2 6 New product or collection introduction 15.4 2 Local culture/lifestyle events 46.2 6 Education (schools, university, grants) 30.8 4 Others (specify) 7.7 1 Source: Fan and Pfitzenmaier, 2002 Table 12.9 How did you build an association or link between the sponsored event and your brand/company Per cent Event signage 61.5 8 Event title 30.8 4 Official event sponsor 53.9 7 Company brand, logo, name on: 1 Event poster 53.9 7 2 Event ticket 46.2 6 3 Other print media 23.1 3 Others 7.7 1 Source: Fan and Pfitzenmaier, 2002 Replies (T = 13) Table 12.8 What event(s) have you sponsored in the past three years Christmas parties New year parties British embassy balls Opening of new British consulate Receptions of ambassadors Belgian business association event American chamber of commerce event Canadian business forum event Company openings Opening ceremonies of official institutions Release of new movies Local charities First Shanghai international food festival Rave parties of various scales in east and south China Annual tournaments (basketball, tennis) Soccer games FA cup final Rugby Shanghai frisbee league Ultimate frisbee Hash house harriers Shanghai darts league cup TV shows, music concerts Theatre production First Shanghai Asia music festival DJ swing in rojam (music) DKD DJ parties Jazz concert in Park97 Wine tasting Company events (e.g. Shanghai-Suzhou outing) Source: Fan and Pfitzenmaier, 2002 © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
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HANDBOOK OF CORPORATE COMMUNICATION
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First published 2004 by Routledge 1
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PART II: CORPORATE COMMUNICATION AT
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Figures 2.1 Strategic employee comm
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Tables 2.1 Strategic objectives 5.1
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Contributors Anthony Clive Allen is
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David Pickton lectures and research
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organization as a whole beyond that
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Preface In its 250th anniversary ye
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PART I CORPORATE COMMUNICATION AT N
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enlightenment regarding cross-cultu
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participants had a sense of outcome
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5 Working to define clear and measu
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game’ according to the men’s ru
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that assist the leader in perceivin
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interaction patterns are slow to ev
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and physical ability. As the concep
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organizations: have academics and t
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CHAPTER 2 A best-practice approach
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implications and effects. Many mana
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4 Effective media/forums: Effective
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The three-phase action plan contain
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Where are the company’s employee
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Once senior management has establis
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employee improvement efforts, at th
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CHAPTER 3 Knowledge management for
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take this further and distinguish b
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• The identification of the conce
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structured). The lack of formal org
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as they occur in and affect organiz
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kinds in organizations, data wareho
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tools, techniques, methods and prin
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the wider tasks of disseminating kn
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to achieve. Rich networks of contac
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management of these resources. Ther
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CHAPTER 4 Corporate and government
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the collective and the planned towa
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individual business executive cause
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due to ‘handicaps in status’. D
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definition of the national interest
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This was the case with the Major go
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Public silence, private analysis an
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The tension between these perspecti
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Principles and Practice, London: Th
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have resulted in shifts in normativ
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out of which twenty-three replies w
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Argument over how public relations
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ather than rank in order of perceiv
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programmes. This is possible only i
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A practitioner claims that research
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elations. The term that seems to be
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have in place some form of auditing
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2 Wheeler, T., D. Moss and J. White
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CHAPTER 6 Communication similaritie
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of mass communications, journalism
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2000). Stakeholders with a large st
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But over time, both entrepreneurial
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with a small and important number o
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similarities of quoted (listed) or
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expressed, especially in the United
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Chairman CorpCom Committee Finance
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their time on communication. Argent
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question, debate the judiciary func
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CHAPTER 7 Strategic challenges for
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implementation which implies three
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one major objective to aim at whils
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The nurse The administrator The the
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Patients and service users Non-care
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whom a communication breakdown may
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hospital as advocated by the profes
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A changing local government environ
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Act local Despite the original misg
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Summary Both studies indicate the c
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CHAPTER 8 Communication audits: bui
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ship of key issues and relating com
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• What are the key business probl
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available the results will be, and
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should also be publicized. In this
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• give regular feedback on perfor
Page 160 and 161: REFERENCES Cialdini, R. (2001) Infl
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Page 166 and 167: Table 9.2 Seoul 1988 PR practices D
Page 168 and 169: Table 9.4 Atlanta 1996 PR practices
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Page 174 and 175: Howard, S. (1998) Corporate Image M
Page 176 and 177: Meaning of the corporate brand Corp
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Page 180 and 181: managers and employees to keep up w
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Page 186 and 187: would like to achieve. From the mom
Page 188 and 189: Most businesses have the potential
Page 190 and 191: clear majority of the respondents b
Page 192 and 193: Sales and business development team
Page 194 and 195: national differences, and they may
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Page 204 and 205: Table 12.1 Advertising industry tur
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Page 212 and 213: Table 12.10 How did you integrate t
Page 214 and 215: Table 12.14 What role does event sp
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Page 224 and 225: Only 8.8 per cent use a vendor for
Page 226 and 227: Building a corporate communication
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Page 232 and 233: • Electronic means: email, broadc
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CHAPTER 15 New technology and the c
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However, there are also strong argu
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smaller groups of people, i.e. from
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dominated by a handful of huge comp
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Figure 15.2 The changing face of Co
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PART III MANAGING IMAGE, IDENTITY A
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modes of delivery - it supports amo
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Conversely, and of equal importance
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open up new competitions in what we
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May, with 24 hours non-stop music b
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Kanter, R. M. (1989) When Giants Le
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Table 17.1 The best corporate reput
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Mandelson, Henry McLeish, and Slobo
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Schultz, 1999). The second reason i
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Table 17.3 Revenue (%) Less than $1
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While there is little doubt that go
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McCarthy, E. J. and Perrault, W. D.
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Table 18.1 Operational functions of
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Table 18.2 Differences between rout
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Due to the wide range of circumstan
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Legislative/regulatory (UK) Environ
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The Turnbull Report encompasses iss
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Data recovery Technology recovery B
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as electrical supplies, voice and d
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direction the media would take so t
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on top of the building. Meridian we
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the system/building failure was dow
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Scotiabank’s incident response In
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Scenario: phases 1 and 2 Info sourc
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As vice president, Rex Engstrand, d
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Luftman, J. N. (2003) Managing Info
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Issues Issues management is part of
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Agency Agency Agency Agency Transpa
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tent. Such lack of website maintena
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inging people in to work from home
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e) deployed. In addition, the conse
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Figure 19.5 Tesco has statements ab
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organization is something that has
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Mojo Wire, 11 is the website which
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Someone got your copyright: you got
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prevent a mass of comment in dozens
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NOTES 1 Grunig, J. E. (1982), ‘Th
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lifetimes. 2 A study by CBS News an
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• Do you agree the events of Sept
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Table 20.1 Responses of senior-leve
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important and more significant assi
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Table 20.3 Comparing mean scores be
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11th because stockholders and emplo
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email conversational interviews wit
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CHAPTER 21 Public relations and dem
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about public policy options. This t
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international flux and transformati
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etween organizations and publics. A
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elations. Some of these took their
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By the late 1950s and early 1960s m
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PART IV THE FUTURE IS NOW
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developed in this chapter as an aid
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composition can be judged by visual
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Figure 22.1 Toyota Source: Permissi
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Response The represented participan
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(11) Is the linearity (position of
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(3) What is the integration of diff
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Response The text is concerned with
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CHAPTER 23 Methodological issues fo
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The whole management endeavour is t
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awareness of what is involved in in
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• In making sense of the world, u
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CHAPTER 24 Communication for creati
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simultaneously de-emphasizes the va
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y what the organization values and
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Opportunities for providing a varie
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integrated organization is recogniz
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Activities 1 Select three establish
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Shepherd, M., Briggs, R., Reinig, B
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demand for cultural insight (Coulma
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The evolution of the knowledge econ
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their products. In testimony before
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language policies. With rare except
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Individuals possess unique personal
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Abrams (1983) goes on to describe l
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dominant language emerges within hi
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degree to which the language afford
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Table 25.1 Functionality offered by
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Dhir, K. S. and Savage, T. (2002)
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Reeves, N. and Wright, C. (1996) Li
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growth of public relations. There i
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economic downturn, the global corpo
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definition, demanded that it be bro
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Technology Anyone practising public
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nurses and pharmacists, and include
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1-way mandate from HQ 24% Local uni
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accounting procedures being used an
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of the tragedy of Enron, that 90 pe
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expose the student to some thought
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and the understanding that ‘trust
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CHAPTER 28 The new frontier for pub
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necessary (Grunig et al., 1995). Fo
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culture-bound perspectives and assu
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audiences; in addition to communica
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All respondents agreed that knowled
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company needing more foot soldiers
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(1995) Multicultural Public Relatio
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