Big Brother 2007 Case Analysis

Big brother whom has great support by the audience sudenlly become one of the few racist program. It's started when the fellow housemate called Shilpa Shetty whoose one of the contestant called “the indian” as the reason of hard spelling name by the housemate. That's the only begining, the issue become bigger when the channel 4 decline that these incident is only “girl rivalry”, giving the mass submit more complaint up to 8000. These incident is very sensitive even the eyes of politics. It's prove that the prime minister Tony Blair with the Culture Secretary, Tessa Jowell agreed that these case can be categorized as racist issue. These issue escalated coincided when the prime minister of UK Gordon Brown visit India where the effigies burnt of by programms producer. This event create outrage over India.

This issue can be categorized as Internal issue. According to Kriyantono (2012, p. 156) “The source of issue comes from organzation internal. Usually only detected by managerial team and other member of organization. As we can see, the issue itself comes from the one of housemate nicknamed Shilpa Shetty “the indian”. But strangely, the producer or program's crew didn't act on this case and it leads to many protest received by Ofcom. From this isssue that the channel 4 didnt do significant action, it creates crisis. As in outcomes the Big Brother program marked as “national disgrace” by the media. This makes the channel 4 lost their credibility in serving public service principle. According to Devlin (2007) in Kriyantono book (2012 p. 171) Crisis is “an unstable time for an organization, with a distinct possibility for an undesireable outcome” Based on the case, the Big Brother programme discontinued on 2008 because of the so many complain and many problem unresolved.

Thiss issue also can be explained in Issue Lifecycle. Regester & Larkin (2008) in Kriyantono (2012, h. 159-161) there are 4 stage of issue that is:

1. Origin State.

In this state, people or groups express their attention and giving their own oppinion for the issue. The incident of Shilpa Shetty cause attention to the public. In can be seen on 200 complain to Ofcom entry from the audience.

2. Amplification State.

It's the state where the issue developed because it has public support from the group whose express their attention to the case. According to Regester&Larkin (2008:50) in Kriyantono (2012:160) this state can be called emerging. The mediation itself means that peoples and groups has the same vision and exchange their oppinion that can spread the issue wider. From the Big Brother case, the early complain that counted 200 didnt responded well by Channel 4, this even create more attention and up to 8000 complain entry received by Ofcom. Troughout that escalation number of the complain, Channel 4 still deny that those case is racial issue. The worst part comes from Endemol, Big Brother's producer whose sidestep the racial accusition. These thing make the case become public interest. Only three days it's counted up to 20,000 complaints entry received.

3. Organization Stage.

At this stage, the public has begun to organize themselves and form networks. Current Stage, which developed into a more popular issue because the media repeatedly proclaimed and the various interactions in social media and networking. Channel 4 and the program Celebrity Big Brother got an unfavorable impression of the mass media in every headline news. Among the headlines the Daily Express wrote "Desperate C4 Retain cash ", then The Times said "Channel 4 had either been complicit in promoting racial bullying to boost ratings, or worse, cynically contrived a cast list to elicit a row".

4. Resolution Stage

At this stage it is basically an organization can address the issue properly and the news media began to decreased. Chanel 4 and Endemol, Producer of Big Brother agreed to apologize and accept Ofcom rule and sanction. Also, Channel 4 act these thing as the result of agreeing the Ofcom rule:

● appoint its first viewers’ editor and launch a right-to-reply programme;

● introduce a new written intervention policy that explains how the show will tackle seriously offensive language or behaviour; and

● appoint a senior welfare officer whose sole task is to observe housemates and to advise producers of any concerns.

The company reaction and the lesson learned

These are folowwing action that Channel 4 do:

• Apologizing and agreed for Ofcom rules
• Keith Vaz MP called Andy Duncan to apologize to Silpha Shetty personaly and step down as Chief executive of Channel 4.
• On subsequent series, Channel 4 eject one of housemate whom use racial language in the show.
• On 2008 Channel 4 discontinue the program due to financial decrease.

My review is :

1. Assing Crisis team is important. This case can be a good example how desperate the channel 4 handling the crisis in order to deffend the Big Brother Program. The spoke person should be communicate the crisis and be cautious to anything that he/she said to the public. Especially racial issue, it's very sensitive to handle but once it's handled correctly, it would save the company image.

2. Managing the issue is the first start to handle the posible crisis, it's better to resolve the issue rather than crisis. The Channel 4 didnt do it from the begining of the issue. The action of channel 4 whose act deffensively for the program didn't turn well. The company should save the public first. It mean, in handling the issue, the company should listen to public favour so the public may calm.

3. Content filtering should be very monitored especially for the program that involve diversity on challange game or social case. In Big Brother, people issolated from the outer world it means no contact with outside the “house”, the contestant should act naturally and win the several games. From the Shilpa Shetty case, we can see that channel 4 no longer serve public interest.

4. Maximizing connection with mass media is the key to muffle issue. From the case, we can see that media marked Big Brother as “National Disgrace”. The branding of the program can be an example of how much the channel 4 has good connection with media. If they had good friendship with mass media, the mass media will reconsider to give bad headline that may affect to the company image.

Sources

Kriyantono, R. (2012).Public Relations & Crisis Management: Pendekatan Critical Public Relations Etnografi Kritis & Kualitatif. Jakarta: Prenada Kencana.

Tylenol Case Analysis

The case is about the Tylenol product produced by famous medical industry Johnson&Johnson's issued that its product poisoned. The event began when 3 consumer dead from poisoning cause by the product. It become worst when media reported that 250 death across United State. Even Johnson&Johnson's itself tested the product, but that didn't make the situation better because all across nation alarmed by the poisoned Tylenol product can cause death. It showed that 94% people of U.S aware that Tylenol product is dangerous. The company suffer big loss of their image and trust because of this event.

Based on issue lifecycle by Kriyantono (2012), there are 3 stages of it:

a. Origin stage

Tylenol, a product of Johnson&Johnson's reported cause 3 death that is cyanide poisoning cause.

b. Mediation Stage

The media wrote that the death of 250 people of U.S suspected by the Tylenol cause. After the issue spread by the media, medical consumer began to reconsider their decision using Tylenol medicine. The survey itself speaks about the reaction of public. Whether that the cause of poisoned drug approved that cost 7 people die, public seems take safe action to prevent themselves from poisoning.

c. Organization Stage

US government followed by local authorities from Chicago itself began to force to make new drug safety law.

d. Resolution Stage

After above situation, Johnson&Johnson's take a chance to re- release the product and it turn out great. It also become the best product amon analgesic medicine. The issue itself began fade out after the arrest of the lunatic behind the poisoning product attempt. Johnson&Johnson's receive award Silver Anvil Award of the Public Relations Society of America for its handling of the crisis.

The company itself did well in managing the crisis. The company brave enough to withdraw all of Tylenol medicine and spend their money to warn doctors, hospital and also drug store across U.S . Also, the company didn't take rush move to relaunch the product after it's tested and the arrestment of the lunatic whom suspected poisoned the product.

All of the company effort is good. According to Kriyantono (2012) there are 5 point of crisis managing:

a. Crisis Plan

The step that Johnson&Johnson's take prove that they had plan to anticipate the crisis. We can see it that the company didn't stop making the product Tylenol but the company take careful action for relaunch it. Also by the time that new drug law enabled, the company can turn the crisis into great action and make the public trust gaining.

b. Public safety first

After the death report of Tylenol cause, the company withdraw the product so the poisoning efect didnt spread across nation.

c. Assign public speaker

Johnson&Johnson's didnt assign public speaker based on the case.

d. Communicate with related public

They tested their own product and inform it to public that only several tablets is contaminated.

e. Don't blame any party and handle the case carefully

In the case, Johnson&Johnson's didn't move rushly. They care for the public safety first by withdrawing the product and then, after that they investigate and later found the suspect.

Conclusion

To regain publi trust, company must carefully act. Every step they take should considered and analyzed. Luckily, the consumer didnt sue the company which if it happen, make the case bigger.

Refference

Kriyantono,Rachmat (2012). Public Relation & Crisis Management:Pendekatan Critical Public Relations Etnografi Kritis & Kualitatif. Jakarta. Kencana Prenada Group.

Analysis of Arla Boycotting in Middle-East

Case

Arla Foods is a cooperative based in Århus, Denmark, and the largest producer of dairy products in Scandinavia. It is owned by 11,000 Danish and Swedish farmers. The company has a large presence in the Middle East, with annual sales there of US$480 million. On 30 September 2005, Danish newspaper Jyllands-Posten published 12 editorial cartoons that depicted the prophet Muhammad. Besides depicting the prophet – which is blasphemy to Muslims – the cartoons were considered by many to be Islamophobic and racist. The newspaper said the cartoons were an attempt to contribute to the debate regarding criticism of Islam and self-censorship. Between October 2005 and February 2006, the cartoons were reprinted in several major European newspapers in Norway, the Netherlands, Germany, Belgium and France. This led to protests from Muslims across the world. Protest action included: setting fire to the Norwegian and Danish embassies in Damascus and Beirut; attacks on the Danish embassy in Tehran; and gunmen storming an EU building in Gaza City demanding an apology from Denmark and Norway.

Soon after the widespread publication of the cartoons, ambassadors from Muslim-majority countries requested a meeting with the Danish prime minister, Anders Fogh Rasmussen, to discuss the publications and perceived wider mistreatment of Muslims in Denmark. The Danish government declined the meeting, saying it could not influence the press. In his New Year speech, the prime minister chose not to apologize, but instead spoke of sensitivities when exercising free speech. On 20 January 2006, Saudi Arabian political and religious figures called for a boycott of Danish products. Arla responded by placing advertisements in Saudi newspapers distancing itself from the cartoons. Arla told the offending newspaper, Jyllands-Posten: ‘We fear that we will be hit by a wave of consumer anger.’ The company also decided to put full-page advertisements in Saudi newspapers showing the official Danish stance on Islam. But Arla later admitted this action had not helped.

On 27 January, the Confederation of Danish Industries appealed to Jyllands-Posten to print an apology for having commissioned the drawings, which they did on 31 January. The newspaper published two open letters on its website: one from the newspaper itself apologizing for the offence caused to Muslims; and the other from the artist who had depicted Muhammad with a bomb in his turban, justifying his cartoon. The prime minister welcomed the apology, but said: ‘The Danish government cannot apologize on behalf of a Danish newspaper… independent media are not edited by the government.’ Meanwhile, Swiss giant Nestlé admitted to advertising in a Saudi paper telling consumers that two of the products it sold in the region were not of Danish origin. The company denied it was an ‘anti-Danish’ measure and justified the advert by saying it had achieved its purpose, with Nestlé sales normalizing.

At the end of January, Arla said the boycott of Danish products in the Middle East was almost total and that all its customers in the region had cancelled their orders. This resulted in 100 lay-offs. Arla said: ‘We have found ourselves in the middle of a game we have no part in.’ It added that it was very difficult to get this particular message across to its Muslim customers. ‘We have taken 40 years to build up a very big business in the Middle East, and we’ve seen it come to a complete stop in five days.’ January also saw an attack on two Arla employees, and in February Arla said the boycott was costing the company £1 million per day.

Outcome

On 1 March, Arla estimated the cost of the boycott would amount to US$64 million. But it reaffirmed its commitment to the Middle East: ‘Even if the situation looks very difficult, we believe that Arla has a future in the Middle East.’ Later that month, Arla began remarketing in the Middle East with full-page advertisements in 25 Arab newspapers. At the beginning of April, Arla products were beginning to be put back on the shelves of stores in the Middle East. It also said it would be sponsoring humanitarian causes in the region. However, it said: ‘While we may be seeing a slow lifting of the boycott by retailers, it remains to be seen whether customers will in fact buy our products.’ By August, sales had returned to pre-boycott levels in most Gulf states with the exception of Saudi Arabia (Arla’s largest market in the region). Arla’s chairman, Knud Erik Jensen, said: ‘With regard to the Middle East, the outcome has been slightly worse than expected last spring’.

Analysis

The crisis happened when Danish newspaper named Jyllands-Posten published 12 editorial cartoons that depicted the prophet Muhammad. Arla whom does nothing to the related cartoon post affected by the cartoon. Their income decrease significantly because of the middle-east country ban the danish product. Based on Kriyantono (2012:177) this crisis can be categorized as confrontation crisis which caused by the danish newspaper then, the middle east government rage and declare that they ban danish product over their market. This isn't decrease the image reputation from the Arla company itself but also the whole nation of Danish affected. The unedited post that published over europe trigger this event. The crisis itself is the ban of Danish product including Arla products. Based on Kriyantono (2012:174) crisis charateristic is:

1. spesific event.

The crisis cause can be identified. But it's possible that the company may have more than 2 crisis in this case, the event itself is started because of the newspaper cartoon that offend behalf of islam in middle east.

2. Crisis can happen anytime, also crisis is unwanted.

Crisis tend to endanger lifecycle of an organizations or its public so none of any organization want crisis happen, in Arla case, they didnt predict that such newspaper will spread racist cartoon. This event cause their profit decrease.

3. Crisis create misguided information.

Arla whose known has the bigest consumer in middle east area affected by the ban of their product. Their consumer would think that all danish product contributed to the cartoon itself so, the public will think that all Danish citizens are racist to islam.

4. Cause panic.

Panic in this term, Arla whose not involved in the offensive cartoon panic because they fear the reaction of their middle-east consumer will affect to their company image and product image.

5. Affecting to organization operational.

Boycoting from the middle-east government cost their product become canceled by the consumer there. This action disadvantage Arla and make their income become worst.

6. Tend to create conflict.

The cartoon that Jyllands-Posten publish could affect the two nation conflict between Denmark and Middle-east country even Muslim around the world.

Issue lifecycle

This case can be explained by issue lifecycle. Based on Kriyantono (2012:159):

1. Potential Stage.

This stage is where the issue become widespread. The issue starts from the Jyllands-Posten whoose publish offensive cartoon that contain Prophet Muhammad in it. And then the newspaper publish it around Europe and some of muslim notice the cartoon. This create issue around muslim country that they think that Denmark wants to confront islam.

2. Imminent stage

After the widespread of racist cartoon, muslim country driven some muslim extremist to attack certain location in hope that Denmark embassy giving apologize. Soon, Muslim majority country request to meet with Denmark prime minister Fogh Rasmussen to discuss the publication. But the reaction from Danish prime minister was unpleasant. The prime minister decline the meeting and also, in his new year speech he decline apologize.

3. Current Stage.

In this stage, public starts to creat organization to confront the realted organization. Saudi Arabian political and religious figures called for a boycott of Danish products. Because of the offensive cartoon, it drives middle-east country to agree that they will boycot every single product in their country. This action is in purpose to show to Denmark country their anger about the newspaper. And taking it seriously.

4. Dormant Stage.

At this stage, organization can handle the issue and publics please because of the un-answered question regarding to the issue. On 27 January, the Confederation of Danish Industries appealed to Jyllands-Posten to print an apology for having commissioned the drawings, which they did on 31 January. This action at least calm the situation of the issue, and also the apologize letter published from the newspaper and the artist whom create the cartoon. Also, the government apologize but state that the independent media content isn't controled by the government. This is the end of the issue for the Denmark nation.

Analysis of Organization respond.

After all the suffer from the issue, Arla began to rethink their way out to stop the boycoting in middle east. Arla first step is totold the offending newspaper, Jyllands-Posten: ‘We fear that we will be hit by a wave of consumer anger.’ The company also decided to put full-page advertisements in Saudi newspapers showing the official Danish stance on Islam. But Arla later admitted this action had not helped. Then arla start to spread the message that they didnt involve in the cartoon making. Finally, they start to remarketing their product in middle east again followed by printing advertisment in 25 Arab newspaper. Also, they start to supply their product to the store. The next move is Arla began to sponsor humanitarian cause in the region.

From the outcome, we can see that Arla whose not involved in the cartoon but affected by its effect did well in retoring their image in middle east.

Arla only has 3 step to encounter the issue. Kriyantono(2012:165) There are 5 universal step to manage issue that is:

1. Public relation should recognize the issue.

The way that Arla company recognize the issue is monitoring the media that is Jyllands-Posten. From the case above i can tell that Arla didnt silence during the issue development. Their move is to tell that newspaper that their cartoon could affect the Denmark reputation around the world.

2. Evaluate and analyze the issue.

Arla company realize that the racist cartoon could affect their product selling in middle east. Their move is after the boycotting action from the middle east, they plan to remarketing their product again so they wont lose more consumer.

3. Formulate the strategy to respond the issue.

The Arla strategy is by posting that they are innocent and start sponsoring humanitarian cause response. This move isnt only restore the product image but also make the selling goes well.

Sources

Kriyantono,Rachmat (2012). Public Relation & Crisis Management:Pendekatan Critical Public Relations Etnografi Kritis & Kualitatif. Jakarta. Kencana Prenada Group.