The purpose of this project is to analyze the negative publicity
Chosen case study is Coopers Brewers
Problems and solutions is presented
Recommendation is also proposed This presentation is all about the negative publicity faced by the Coopers during the advertisement program at the ‘live light’ daily video show. This presentation is an attempt to present the dark and positive side of the negative publicity and how suitable measures should be applied to the organization in manner to cope up with reputation issues. Goal and Objective
To analyze ten news websites who affected the Coopers negatively
Provide solution to the raised problems
Recommend best approaches for the cooper
In this context it can be stated that the detection of the problem at an early stage was considered very much important due to the factor that its effect on the organisation would be on the lower end. The next concept which can be applied after the detection of the problem was the solution to the problem. The solution of the problem should be incorporated in such a way that it can resolve the problem and bring about some sort of advantage into the working of the organisation.
Australia’s Largest brewery owned company
Makes varieties of Beer
Produce World’s largest home-brewing equipment (Roberts et al 2017)
Sponsors arts, sports, charity events, culture, and many more
The company is considered to be one of the largest Australian brewery company. The mainly focus on the creation of more than one variety of beer which basically increased the business of the organisation. The organisation consisted of one of the largest home brewing machine which at this period of time can be considered to be very much unique. They started to sponsor different type of activity basically top reach the audience for example charity event, cultural program and many more.
In any organization the concept of organization plays a very vital role. In case of Coopers Brewery the main aspect of the organization principles mainly included the passion, respect, responsibility and consistency. The respect concept in the scenario can be considered to be very much important because if the organization does not earn respect form the customer it can be a loss for the organization. Respect can be directly connected to the working of the organization.
Coopers Brewery (Cont.)
Serving in this field for more than 150 years
From six generations are running then organization
Thomas established the organization in 1852
Still traditional methods are used (Olding 2018)
Australia’s oldest brewing family still contributing
The cooper brewery can be considered to be working in this sector for more than 150 years. The organization have gone through many up and down through the service period. The organization started its business in the year 1852. In the context it can be stated that the organization still uses traditional methods in order to execute the manufacturing. The organization in Australia is one of the oldest brewing family who is still playing a dominant role in this type of sector.
Current involvements:
Opened $65 million malting plant
Serving at the Australian Open
Continuously growing (Mitchell 2018)
The current contribution of the cooper’s mainly expanded to many areas. The current involvement of the organisation was opening a $65 million malting plant which can be considered a huge market expansion scenario. The main breakthrough was the serving at the Australian open. This majorly helped the organisation to reach a large set of audience which also directly helped the business aspect of the organisation. this multiplied the overall business scenario of the organisation Coopers Brewery (company’s structure) n [1862-1897], Cooper & Sons
The main structure of the organisation basically involved into three stages. The first stage was the cooper and the son which was for a period of 1862 – 1897. The second stage mainly formed the Thos, Copper and son which was from the period of 1879 – 1923. And the final stage was from 1928 to 1988 which formed the Cooper and the sons Ltd. The stages was basically formed which marketed the improvement of the organisation.
A video featured casting two PM’s on 200th birthday of the Bible Society (Gibson 2018)
Attacked the Reputation of Coopers (BBC News 23018)
Hampered its reputation
Social Media and News attacked Coopers
Many pubs and bars boycotted Coopers
The Australian media played a vital role in the organisations basic framework. The basic incident which was focused was that two PM’s on the 200th birthday of the bible society. The attack on the reputation of the cooper and hampered the reputation of the organisation. News and the social media attacked the Coopers. Many of the pubs and bar eventually boycotted the organisation from the selling of their product.
Evaluated ten websites talking about boycott Coopers
Compared the reputation of the organization (Change.com 2018)
Findings collected based on the analysis
Measures finding and implementing to the current situation (Eddie 2018)
In order to collect data the evaluation of ten websites was done mainly with the emphasis of boycotting the organisation. The reputation of the organisation was as stake since a comparison was made into the concept of the organisation. The collection was on the basis of the finding which is based on the analysis. The measuring of the finding and the implementation of the current situation.
Debate on Same Sex marriage by directors made the community angry (Barila 2018)
Affected the morals of the Australian Citizen
BoycottCoopers became the most trending topic
Created a political topic for the debate (Eddie 2018)
Choses wrong topic at the wrong place
The concept of the debate on the same sex marriage which was made by the company’s director made the community angry. This resulted in the direct attack on the Australian Citizen. One of the most trending topic in that time was the boycott cooper slogan. This eventually created a political topic mainly for the purpose of debated. This was market by the organisation choosing the wrong topic at the wrong time situation.
Affected the output (WesternAustralian 2018)
Many sponsorship were drawn back
Damaged the brand Equity (Mudzic 2018)
Customers lost their trust
Affected the brand association
The problem also effected the output of the products. Taking into consideration the sponsor they were also drawn back. It basically damaged the brand equity. The organisation by this process made loss relating to the customer. The brand value was also affected in this aspect. The overall working of the organisation was effected by this mean and they faced a major loss in this issue.
Problems (Cont.)
Lose many customers
18% revenue was affected in 2017
Lost many off counters ( Ahluwalia et al. 2013)
Exposed to regulatory and litigation action
The problem mainly resulted in a loss of customer which also effected the revenue of the organisation which became 18% in the year 2017. The affected was expanded so much that it made a loss in the concept of counters which was spread over a wide area which made a huge business impact for the organisation. it majorly impacted the regulatory and the litigation action.
Publishing apology letter
Organizing other meeting to express the reality
Topic should be chosen from the field out of politics (Xei and Peng 2014)
Directors should not indulge in sensitive topics
The potential solution for the discussed situation is that the deemed organisation should release an apology letter for the people whose sentiments got hurt and organise a meeting for the stakeholders to convey the reality of the situation. However, during the meeting COOPERS should choose the topics that are non-relevant to politics. Additionally, in the meeting or any future public gathering the deemed organisation should maintain their distance with any controversial issues.
Solutions (Cont.)
A society should not be targeted while advertising
Sensitive debate should be executed and handled in sensitive manner (Roberts et al. 2017)
Respond to criticism
There are lessons from the situation that the company can learn and these lessons are the potential situation for the same. Firstly, the considered organisation need to learn and get the people to believe in the fact, that they would not target any specific audience while promotion and marketing events. Then they need to handle sensible debates in the rightful way and respond to the criticism in an event organised for apology.
Solutions (Cont.)
Do not destroy own credibility
Silence is better than talking (Xie and Ping 2014)
Listening and increasing awareness to customers without affecting the feelings
Going for opportunities topics only
Blame should be distant from the organization
The firm should also prevent destruction of its own credibility by giving irrelevant statements. So, it is suggested that if the firm does not have any proper answer to the deemed situation than they should avoid any statements. Coopers also needs to spread awareness among the customers without hurtingtheir sentiments. Another thing that the firm should consider is that they should stick to the opportunity related topic only while avoiding any sensible issues.
Solutions (Cont.)
Public opinion should always be the priority
Performance creates amnesia
Staying away from controversies’
Never stoke the flame
Hire a community Manager
The organisation should consider hiring a community manager that can rebuild the image of the deemed firm by taking consideration of the stakeholder’s opinion. They should also focus on improving their performance as it is said that the performance creates amnesia. Staying away from the controversy is one thing that the firm needs to keep its focus on by doing so they can prevent any flame from stoking. These are the potential solutions.
Conclusion
Negative publicity can affect the overall performance of the organization
It can also affect the output
An organization representative should always be away from the controversies
He should also stay away from sensitive topics Hence, the presentation can be concluded to state that the goodwill of an organisation can be shattered immensely through negative publicity and hence it is should be avoided. The output of any organisation are also affected because of the bad publicity. It is the responsibility of the representatives of the organisation to stay away from controversies for the company’s shake. Sensible topics should also be tackled in a sensitive way or better if avoided.
An apology letter should be issued on the company website
Apology video addressing the bible community and expressing
Explain the customers that the topic is not supported by the organization itself
The recommendation for the deemed organisation to earn back its image in the eyes of consumer is to offer an apology letter for the people whose sentiments were hurt. An apology video addressed to the bible community and the individuals who got hurt by the source of the controversy.
However, in the apology letter and video, the organisation should clarify that the organisation by no means support the video that was the source of controversy.
References
Ahluwalia, R., Burnkrant, R.E. and Unnava, H.R., 2013. Consumer response to negative publicity: The moderating role of commitment. Journal
of marketing research, 37(2), pp.203-214.
Barila, G. (2018). Coopers supports Feast Festival — sound homophobic to you?. [online] Adelaidenow.com.au. Available at:
https://www.adelaidenow.com.au/news/opinion/greg-barila-boycott-coopers-and-youll-boycott-any-number-of-excellent-organisations/newsstory/566157c5baf28633c6e86792b0daf3d7 [Accessed 31 Jan. 2018].
BBC News. (2018). Same-sex marriage row prompts beer boycott. [online] Available at: https://www.bbc.com/news/world-australia-39251592
[Accessed 31 Jan. 2018].
Brewery, C. and Brewery, C. (2018). Coopers Brewery. [online] Coopers.com.au. Available at: https://coopers.com.au/ [Accessed 31 Jan. 2018].
Change.org. (2018). Sign the Petition. [online] Available at: https://www.change.org/p/coopers-brewery-boycott-coopers-brewery-until-theysupport-marriage-equality [Accessed 31 Jan. 2018].
EDDIE, R. (2018). Coopers beer feature in Bible Society video about marriage equality. [online] Mail Online. Available at:
https://www.dailymail.co.uk/news/article-4307606/Coopers-brewery-beer-Bible-Society-sex-marriage.html [Accessed 31 Jan. 2018].
EDDIE, R. (2018). Pubs boycott Coopers beer after featuring in marriage equality debate. [online] Mail Online. Available at:
https://www.dailymail.co.uk/news/article-4310854/Pubs-boycott-Coopers-beer-Bible-Society-gay-marriage.html [Accessed 31 Jan. 2018].
Gibson, r. (2018). Opinion: What is happening to this country?. [online] NewsComAu. Available at:
https://www.news.com.au/lifestyle/food/drink/the-coopers-boycott-is-a-disgrace/news-story/42ea8c42cfac3bc309baf082dd32ef83 [Accessed 31 Jan. 2018].
Mitchell, G. (2018). ‘Our company supports marriage equality’: Coopers apologise amid Bible Society pub boycott campaign. [online] The
Sydney Morning Herald. Available at: https://www.smh.com.au/business/our-company-supports-marriage-equality-coopers-apologise-amid-biblesociety-pub-boycott-campaign-20170314-guy4vu.html [Accessed 31 Jan. 2018].
Mundzic, E. (2018). Want to drink a Coopers beer? Here’s where you can’t. [online] Good Food. Available at:
https://www.goodfood.com.au/drinks/beer-cider/the-sydney-pubs-that-are-boycotting-coopers-beer-20170314-guxr25 [Accessed 31 Jan. 2018].
Olding, R. (2018). Pubs boycott Coopers beer following Bible Society marriage equality marketing campaign. [online] The Sydney Morning
Herald. Available at: https://www.smh.com.au/business/pubs-boycott-coopers-beer-following-bible-society-marriage-equality-marketingcampaign-20170313-guxbk8.html [Accessed 31 Jan. 2018].
Roberts, K., Coyle, P., Coriano III, A., Barad, V.K., Christian-Overthun, T.D., Wilkins, D.J., Patron, A.P., Sargent, E.R. and Evans, D.L., Gallo
E and J Co, 2017. Beverage cartridge and press assembly. U.S. Patent Application 29/533,270.
The West Australian. (2018). Coopers gay marriage video pulled after LGBT backlash. [online] Available at:
https://thewest.com.au/news/offbeat/pubs-boycott-coopers-beer-over-gay-marriage-video-ng-b88414868z [Accessed 31 Jan. 2018].
Xie, Y. and Peng, S., 2014. How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), pp.572-589.
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