-HP corporate image public relations case
Project background
1999 at the end of April, China Hewlett-Packard Co., Ltd. announced that Mr. lewis platt, Chairman, President and CEO of Hewlett-Packard Company (LEW? Pratt will visit China from May 25th to 27th. After careful selection, China Hewlett-Packard Co., Ltd. decided to entrust Edelman International Public Relations (China) Co., Ltd. to provide public relations support and services for this visit. Hewlett-Packard Company is the largest computer company in the world, one of the best manufacturers of test and measurement instruments, and the first foreign electronic high-tech company to realize joint venture with China. Since Mr. Lewis Pratt became the chairman, president and CEO of the company in 1992, HP's operating income has increased rapidly year by year, from 1992 to 132 billion dollars to 1998 to 4.7/kloc-0 billion dollars. Mr. Lewis Pratt is famous for his steady style. He actively supports and promotes the management concept summarized by entrepreneurs of Hewlett-Packard Company, that is, the "HP Way", and applies it to daily management.
Hewlett-Packard hopes to make this trip to China colorful, not only to spread all the information that Hewlett-Packard wants to convey-including its long-term commitment to the China market, the restructuring plan that Hewlett-Packard is brewing, the successor problem and so on. -It is also to make Mr. Pratt feel that his trip to China is very valuable and unforgettable. At this time, China and the United States are stepping up negotiations on China's accession to the World Trade Organization (WTO). There are more and more discussions about accelerating the reform of state-owned enterprises to meet the opportunities and challenges brought about by China's entry into WTO. It is against this background that the Training Department of the State Economic and Trade Commission launched a series of lectures on "Enterprise Management in the Change of the Century-Top 500 Enterprises in the World" in April 1999, aiming at strengthening the communication between the leaders of large enterprises in China and the top managers of top 500 enterprises in the world, and learning from the experience of international successful large enterprises in enterprise development, management and market competition. After careful contact and discussion, the Training Department of the State Economic and Trade Commission decided to hold a lecture in Qingdao, and invited Mr. Lewis Pratt of Hewlett-Packard Company of the United States and Mr. Zhang Ruimin, President of Haier Group, as keynote speakers. This lecture is combined with CCTV's "Economic Half-hour" program, and it is planned to adopt the way of live discussion and dialogue on TV. Combining the actual development and successful experience of their respective enterprises, the two speakers spoke freely from the aspects of corporate culture, management concepts, business strategies and specific management skills. So far, the main activities of Mr. Lewis Pratt's visit to China have been basically determined.
Project investigation
After careful investigation, we have the following important findings:
First of all, Hewlett-Packard Company is eager to publicize its well-received management ideas and improve its corporate image in China through the activities of Qingdao Forum. Hewlett-Packard Company's extremely successful management ideas and methods are called "the way of HP" by the world. This concept determines HP's corporate values, corporate culture, corporate goals, HP's business strategy and management methods, and is also the real reason for HP's enduring. Mr. Lewis Pratt is an active promoter and implementer of the "HP Way", and it is more appropriate for him to explain the essence of the "HP Way".
Second, the State Economic and Trade Commission attaches great importance to the activities of Qingdao Forum and hopes to promote exchanges and cooperation between Chinese and foreign business circles through such activities.
Third, Haier Group has some doubts about the activities of the Qingdao Forum. Haier Group is the fastest-growing and most successful mega-enterprise in China in China in recent years. Hewlett-Packard Company is a famous high-tech enterprise ranked 14 in the world's top 500 companies in 199, and it is also one of the most admired companies in the world published by this magazine. Mr Zhang Ruimin, the boss of Haier Group, is worried that Mr Lewis Pratt's popularity will make him a supporting role.
In addition, when designing public relations objectives and strategies, we also seriously considered the following four factors:
Hewlett-Packard Company's leading position in the world high-tech field;
Hewlett-Packard has made great contributions to the informatization construction in China.
Hewlett-Packard has a long-term and unique good cooperative relationship with the government of China.
As the chairman, president and CEO of Hewlett-Packard Company, Mr. Lewis Pratt's high prestige in the world high-tech field;
Planning drawing
In view of this, we initially determined that the objectives of this public relations activity are:
Emphasize HP's long-term strategy of rooting in China market and its long-term commitment and partnership with China customers;
Establish HP's leading position in business management experience;
Eliminate the doubts of Haier Group as soon as possible to ensure the smooth success of Qingdao Forum;
Provide positive, extensive and in-depth media coverage for Hewlett-Packard Company, further expand the influence of Qingdao Forum and establish the corporate image of Hewlett-Packard Company in China.
The public relations strategy is:
Make full use of Qingdao Forum to strengthen the exchange and cooperation between HP management and China enterprise management;
Use Qingdao Forum to further strengthen the understanding and communication between HP management and relevant departments of China government (such as State Economic and Trade Commission, Shandong Economic and Trade Commission, Qingdao Economic and Trade Commission, etc.). ) and strengthening government relations;
Urge the State Economic and Trade Commission to strengthen communication with CCTV and Haier Group to eliminate their doubts about the forum;
Make use of various media relations to publicize Qingdao Forum and expand social influence.
The target audience is:
Government (State Economic and Trade Commission and Local Economic and Trade Commission)
Large enterprises (Haier Group, the State Council's top 200 enterprises, IT industry manager)
Media (information technology, printing and publishing, television, radio)
Social mass
Master plan:
In the overall planning of "Qingdao Management Forum" project, we divide the whole activity into two parts: the first part is the venue of "Qingdao Management Forum"; The second part is the production report of CCTV special series programs and the follow-up of other media reports in the later period.
As a result of NATO's bombing of China's embassy in Yugoslavia, Sino-US relations suddenly became tense, and anti-American sentiment appeared at home, which adversely affected the business development of American companies in China, especially the planned large-scale public relations activities, which faced new pressure. For example, the media will reduce reports on the activities of American-funded enterprises in China, or even block such news, which will bring us a lot of uncertainty in successfully hosting the Qingdao Forum.
Therefore, we timely adjusted the objectives of Qingdao Forum:
Focus on promoting HP's long-term strategy of taking root in China since China opened to the outside world. This strategy will not change at all because of the ups and downs of Sino-US relations. Further demonstrate HP's confidence in China and reaffirm HP's long-term commitment to China partners;
Establish the authoritative image of Hewlett-Packard Company in the world and China.
Based on this, we designed different media public relations projects. In order to maximize the effectiveness of public relations, we have established the following communication strategies:
Strengthen the communication foundation between Hewlett-Packard Company worldwide and Hewlett-Packard Company in China;
Effectively use the influence of the State Economic and Trade Commission to strengthen the positive image of Hewlett-Packard International;
Through the communication with well-known large domestic enterprises, spread the management ideas and concepts of HP;
Use diversified public relations means to maximize HP's "right to speak" in the market.
Select media:
Based on the above media public relations projects, we choose from IT, comprehensive and industrial media, national and local media respectively, and submit the media list to customers for confirmation. Our criteria for choosing media are:
Ensure the coverage of this event and maximize the public relations effect of this event;
Fully publicize the news points of this event;
Important media can report this event in depth.
The finalized media list is as follows:
Beijing: CCTV, Economic Daily, Economic Reference, China Business News, China Business Times, China Youth Daily, Beijing Youth Daily, China Daily, People's Daily Overseas Edition, China Enterprise News, China Economic Times, Computer World, China Computer News, China Electronic News and Computer Weekly.
Shanghai: Wen Wei Po
Qingdao: Qingdao TV Station, Qingdao Daily
Work schedule:
I started to participate in this activity on May 7th. 1999.
Meet with Hewlett-Packard Company for many times on the creative planning of the overall event. According to customer needs, formulate overall public relations project suggestions and plans.
Due to the twists and turns in Sino-US relations, Edelman Company has revised its public relations strategy and public relations plan accordingly.
Set up the project team of this activity, draft the project proposal, submit it to the customer for modification and finalization, and determine the overall public relations project and process of the activity.
Discuss the content and form of the forum with the producers and hosts of CCTV's Economic Half-hour, Xie Ailin and Qu Xiangdong, and determine the theme of the series as: business philosophy and corporate culture.
Negotiate with customers to determine the production, design and local support partners of this event in Qingdao.
The preparations for the forum include the production of publicity materials, the design of on-site background boards, and the preparation of media interviews.
Determine the project progress, responsibilities, tasks and work completion progress of each project team member.
project implementation
The careful planning of the project has created good conditions for the smooth implementation of the project. Because the forum will be held in Qingdao.
Island, so there is a lot of logistics/coordination work to be properly arranged. The main contents include:
Coordination with Shangri-La Hotel in Qingdao: determine the venue layout of the forum, the welcome and pick-up of HP guests when they arrive and leave Qingdao Airport, and the accommodation arrangements of HP guests in the hotel, etc.
Coordinate with the State Economic and Trade Commission: confirm the arrangement of related activities in Qingdao, the invitation and follow-up confirmation of local government officials and business representatives at the forum, and sign-in matters.
Coordination with exhibition design companies and other suppliers: determine the design and production of the background board required for the forum, transport the background board to Qingdao and install it after production in Beijing, reserve simultaneous translation equipment in Beijing and transport it to Qingdao Hotel for installation.
Coordination with Qingdao TV Station: Since CCTV's Economic Half-hour needs live video, it is necessary to seek cooperation and help from Qingdao TV Station.
Contact Qingdao Training Center: mainly arrange accommodation and other related activities for journalists from Beijing and Shanghai newspapers and magazines who are invited to Qingdao for coverage.
In order to ensure the complete success of the project, Edelman Public Relations Co., Ltd. sent a two-person advance team to Qingdao two days in advance to arrange and coordinate related matters.
Cooperation with CCTV is one of the keys to ensure the success of Qingdao Forum. From the moment we decided to cooperate with CCTV, we began to do a lot of preparatory work, and had extensive contacts and exchanges with the host, director and producer of the Economic Half-hour column of the forum, and on behalf of Hewlett-Packard Company, we had serious communication with them on the determination of the theme of the forum, the collection of materials, the drafting of the first draft, and the questions raised by the host to the presidents of Hewlett-Packard and Haier.
In order to provide CCTV with more comprehensive and detailed background information, we specially sent someone to Peking University to interview Professor Yu Hongjun from Guanghua School of Management. At the same time, we also interviewed Professor Guanghua School of Management, Mr. he zhiyi, President of Jingke Group, and Professor Cao Fengqi, Vice President of Guanghua School of Management, to listen to their opinions on the research results of Haier Group and the topics of Qingdao Forum. We also refer to the case analysis and investigation reports of Hewlett-Packard and Haier in China Enterprise Case Library of Guanghua School of Management to obtain more detailed written materials. All these have laid a good foundation for CCTV to finally produce a rich and in-depth report.
Media relations are an important part of this public relations activity. We drafted a very "sensational" media invitation, which was completely different from the previous style to arouse the media's curiosity and attention. Considering the content and nature of Qingdao Forum, we mainly invite senior journalists or editors of relevant media, as well as journalists and editors in charge of managing the forum. Through full communication in advance, these editors and reporters have a very clear understanding of the activities of the whole Qingdao Forum.
The invited reporters not only participated in the live activities of the forum, but also participated in the collective interview with Mr. Rupprath specially organized by us.
project evaluation
First of all, as a customer of Edelman International Public Relations Company, China Hewlett-Packard Co., Ltd. is very satisfied with the complete success of Qingdao Forum. They believe that this event has a great impact and is one of the most successful public relations activities in the history of HP in China. Many employees of HP in China read many in-depth reports about this activity in newspapers and magazines, and they were very proud. In particular, after they watched the report on this activity in CCTV's Economic Half-hour for two consecutive issues, it had a great influence both inside and outside Hewlett-Packard Company in China. The success of this activity has laid a good foundation for the long-term cooperation between Edelman Company and China Hewlett-Packard Co., Ltd. ..
Secondly, our partner CCTV's "Economic Half-hour" column paid special attention to this event and made great efforts for the success of the forum. Because the economic half-hour column at that time was trying to revise, hoping to give the audience a brand-new look, so they took the dialogue program between HP and Haier as the highlight of the revision. The success of this activity and the positive feedback from TV viewers have provided valuable experience for the revision of the column "Economic Half-hour". Since then, the "Economic Half-hour" column has frequently planned similar TV dialogue programs, and many Chinese and foreign business leaders have appeared on TV, which has become the feature of this column.
In addition, many public relations colleagues spoke highly of the creativity and success of this activity. Many colleagues congratulated us on different occasions after learning that Qingdao Forum was successfully held. This further established the important position of Edelman International Public Relations Co., Ltd. in the field of public relations in China.
Finally, because we have prepared a lot of materials for the media in the early stage and fully communicated with the media, the media reports are quite satisfactory. CCTV's "Economic Half-hour" report for two consecutive days has produced a positive sensation effect in the society. Print media reports are not only timely and accurate, but also convey the information that HP wants to convey to the audience, covering a large and thorough area. Most media reports also occupy a full page or a half page.
Project planning and implementation unit: Edelman International Public Relations (China) Co., Ltd.