MAP COMM2374 ASN01 PDF

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I declare that in submitting all work for this assessment I have read, understood and agree to the content andexpectations of the Assessment Declaration.RMIT International University VietnamAssignment Cover PageSubject Code: &200Subject Name: )ounGDWion oI 3uElic 5elDWionVLocation & Camp...

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I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the Assessment Declaration.

RMIT International University Vietnam Assignment Cover Page Subject Code: 

Subject Name: ounion o ulic elion

Location & Campus (SGS or HN) where SGS you study: Title of Assignment: Assessment 1 - eholer p

Student name: Yasmine Vanessa Weinhold

Student Number: S3865196

Teachers Name: r il eung

Group Number: 1

Assignment due date:  pril 202

Date of Submission:  rch 

Number of pages including this one: 

Word Count: 

Yasmine Vanessa Weinhold

FOUNDATIONS OF PUBLIC RELATIONS (ASSESSMENT 1)

KOTO - Know One, Teach One Stakeholder Map

Top

Stakeholder mapping (Cairns et al., 2016)

Tourism and Hospitality Partner p.ex. Intercontinental Saigon, Starbucks

Jimmy Pham (Founder & CEO)

/ Offer mandatory internship opportunities, Trainees develop understanding of industry outside KOTO = important part of the program (rather high influence) / Employment opportunities but KOTO Graduates often decide to continue working in KOTO Enterprise (Koto c. 2019) (rather low interest SE) / STKH: minimal financial costs for Intern, but high training costs (compatibility problems, not fully professional) (rather low interest STKH)

/ Representative role - p.ex. public speake influences public image / „Mover and Shaker“ - responsible for mana the SE (high power, high interest SE & STKH) high influence / power low interest

high influence / power high interest

Educat

ke e ps

ed isfifi at

ma na ge

ly se clo

i nf

ed m orm

mm o

p.ex. Facebook, Instagram

t or ni

Social Media

/ Used to communicate and broadcast information, influence through user-generated content, word-of-mouth (Benthaus et al., 2016) = solely increases reach > no direct contribution (low influence), low traffic (low interest STKH) / SE mainly funded through B2B; long-term, strategic partnerships (KOTO, c.2019) = Social Media less important for B2B, relying mainly on offline (Iankova et al., 2019) (low interest SE) low influence / power low interest

Partnering Schools

/ Credibility for program: issues internatio certificates = reputation quality education ( / Approved SE as an extended campus (B 2021) (rather high interest STKH) training a KOTO have to be aligned with their educatio quality = significant influence on decision ma

Internal for-p

kee p

INFLUENCE / POWER

Box Hill Institute

low influence / power high interest

KOTO Enterprise

/ Supplier relationship: SE generates re services to it > invested to achieve soci Tracey 2010) = largest financial contribut (KOTO, c. 2019) / Training ground for hospitality program ( educational importance (high interest SE & / Significant flagship for KOTO but no in business (rather low power)

SE= Social Enterprise STKH= Stakeholder

Corpo

p.ex. UNIS Hanoi

p.ex. GroupM, Roll‘d

/ Organize sport, music, and art activities after class (KOTO c. 2019) = extra-curricular offerings (low influence) but benefit trainees personal growth (moderate interest SE & STKH)

/ Form large percentage of in-kind support a for SE (high interest SE) / Purpose of achieving commercial objectiv way for a sponsor to sharpen competitive e value > generates press (high interest STK unconditional support > little influence on tions (low influence)

INTEREST

Yasmine Vanessa Weinhold

FOUNDATIONS OF PUBLIC RELATIONS (ASSESSMENT 1)

Benthaus, J, Marten, R & Beck, R 2016 'Social Media Management Strategies for Organizational Impression Management and Their Effect on Public Perception 'The journal of strategic information systems, vol. 25, no. 2, pp. 127–139 Box Hill Institute 2021, Global Partners, Box Hill Institute, viewed 27 March 2021, Cairns, G, Goodwin, P, & Wright, G 2016 'A decision‐analysis‐based framework for analysing stakeholder behaviour in scenario planning' European Journal of Operational Research, vol. 249, no. 3, pp. 1050-1062 Dean, DH 2013 'CONSUMER PERCEPTION OF CORPORATE DONATIONS Effects of Company Reputation for Social Responsibility and Type of Donation' Journal of advertising, vol. 32, no. 4, pp. 91–102. Iankova, S, Davies, I, Archer-Brown, C, Marderd, B, Yau 2019, 'A comparison of social media marketing between B2B, B2C and mixed business models', Industrial Marketing Management, vol. 81, no. 8, pp. 169-179 KOTO 2017, Who we are, KOTO, viewed 26 March 2021,...