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Essay / Research Paper Abstract
The reputation of counties depends on a range of factors. The United States has suffered as a result of recent global events. This 34 page paper is a study that has the aim of developing a strategic approach for the US to enhance its reputation to create a more positive image using only volunteers. The paper details the problem and the causes of the problem, examines the way in public relations tools may be used to manipulate public perception and presents an example of primary research that identifies the audience that should be targeted with any reputation enhancement strategy. The paper also includes a case study where poor performance required a cost effective people centric public relations campaign to rebuild reputation. The paper concludes with a broad strategic approach that could be adopted. The bibliography cites 16 sources.
Page Count:
34 pages (~225 words per page)
File: TS14_TEUSreputa.rtf
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Unformatted sample text from the term paper:
1.5 Boundaries of the Problem 8 1.5.1 Location, History and Longevity 9 2 METHODOLOGY 10 3. LITERATURE REVIEW 11 3.1 The Development of PR 11 3.2 PR and the Use of Psychology 13 3.3 The Main Models of PR 20 4. PRIMARY RESEARCH 22 4.1 The Sample 22
4.2 The Questionnaire 24 4.3 The Results 26 4.4 Interpretation 31 5. CASE STUDY 32 6. CONCLUSION AND RECOMMENDATIONS 36 6.1 Alternatives 38 6.2 Conclusion 38 REFERENCES 39 Executive Summary This paper shows how the US has developed a negative perception in many
non US citizens representing a large proportion of the world. The paper will not argue for or against any political policies, these have taken place, but deals with them as
the causes and symptoms of a culture clash. The paper shows that careful use of public relations (PR) can alter the way perception are created and maintained, meaning that with
the use of PR the US may change the way the world sees them. There are many models of PR, but it is that which seeks to negotiate and
interact with the target audience that is the most efficient, this has been shown over time and most negative publicity issues tend to ignore this model. The use of the
model needs to identify the target audience, which, in this case will be those with the most negative perception of the US. With the use of a scoring system and
a sample of non US citizens it is found that the most negative perception exists in the non Christian or Jewish communities, making them the ideal target for any strategy
to change perception. This is tested with an hypothesis test. With the identification of the target audience the next stage is so consider how they may best be reached
and hear the desires message. The use of the case study of Virgin a commercial group has many useful lessons, it was a company with a poor performance and managed
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