Public Relations Institute of Australia

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Sometimes, it might be a particular thing you might be in different categories, but you have to make a decision. Sometimes, politic is above law. Or sometimes, legislation is changing and government has to catch up. It really forces you to think quite deeply about these issues. So it’s a really nice thinking instrument. Making lists is a really important way of thinking of analysis. Like these social categories here, some of the thickness in the problem. What if we rolling at the campaign across multiple stakeholders groups. But the level of the literatry are really different. How do you unite those things, how do you make those things work together in a way what’s the meaning for across that massive diversity of people

Focus on the social media brand reputation make some actions to gain their customers back

Golden communication time (crisis) Confession strategy active and ask for forgiveness Full apology Corrective action Ingratiation minimize their responsibility to the crisis

We have just witnessed some brutal animal test being acting on the human test subject. The young girl who called Nichole, 23 years old, a performance artist. This is an issue that she cares massively about. They think it’s still worth to come to have a look. This serious animal test is going to last all day long. So what we were doing today, and what we have been doing in our shops for the last week is get partitions signed, so that our customers can put their signatures that tells the EU parliament enough is enough. 30 years is a ridiculous amount of times. We said cosmetics don’t need to be tested on animals. Lush has never done it. We are seeing bus come pass and people are watching and looking with complete shop in their eyes and trying to find out what is going on and then you tell them. And there is so much sympathy and empathy and hope and desire to sign up that partition and real desire to see this practice end. This is our first ever global campaign so over 800 shops in 49 countries, people are running the fighting animal testing campaign. It’s so much of significant and so much of powerful than anything we have never done before. This is the reality for millions of animals, this is how it ends for them.

STP analysis is a necessary marketing strategy for every company and its products. It respectively stands for segmentation (S), which the company need to separate the product market into different consuming parts depending on the difference desire, purchase behavior, of consumers. Every customer represents one segment market and each of this market is a group of customers who have similar demand. ‘T’ stands for targeting which it means we are supposed to consider customer as a specific group as our targeting market. In other words, targeting market is the one or few submarkets that the company is going to satisfy customer’s demand with certain products. The last one is the ‘P’, which stands for positioning. A company conducts its marketing strategy, brand and products for their potential customers, or the company wishes to build good reputation among their targeting customers, so that the company can be more competitive.

For Lush company, its segment is to focus on women cosmetics and it’s for women who wish to protect their skin and body with natural, non-polluted, vegetarian products. It’s targeting group is women who tend to live on vegan lifestyle. Positioning of Lush is to promote making happy and vegetarian cosmetics for targeting market.

What do we mean when we talk about animal testing and reach, if you’re a company, manufacturing, or an importing chemicals into Europe. Under the REACH legislation, you have new responsibilities. You must register each of your ingredients with the REACH authority, which is called the European Chemical Agency and they have their headquarters in Helsinki. Whether it’s an old fashioned ingredient used for generations, or a brand new ingredient that you are currently inventing. All of them must be registered and a series of safety data about that material needs to be supplied. So let’s say we take a completely imaginary example to show how it works. For example, you’re a manufacturer of vanillin, which is the artificial vanilla that we are used to tasting in loads of foods and we smell it in perfumes everyday. On your vanillin SIEF, there might be huge companies, some of them might be smaller, one of them might even be a completely animal testing free company who already sale to Lush. This group is then responsible for supplying a Dossier of all the safety data that the REACH legislation requires for that ingredient. You’re expected to pool all the data that you have and make sure you have everything needed for the Dossier. If you find there is gaps in the data, then together you are expected to fill those gaps. So let’s say for vanillin, no one on your SIEF has data for maybe melting temperature, flashpoint flammability and eye irritation. So together now you have to decide how to find that data elsewhere. If you couldn’t find it elsewhere, how are you going to test for those things. If you’re going to test, who is going to pay for it and who is going to do the testing for the whole group? It could be that all of you pay a little bit towards it. It could be that one of the companies agrees to do the testing and bear the costs. But each SIEF will discuss that and debate it and come up with their own arrangements. So you can get the melting temperature tests done in a laboratory in test tubes. Same with flashpoint and flammability tests. But eye irritation data, that’s a little more tricky. That could very likely lead you to having to test on animals, because there’s currently no complete alternative available. So your SIEF would have to apply to the European chemical agency, telling them that you need to conduct animal tests to complete the dossier. To be honest, after 17 years of running a cruelty free business. It makes us angry. Law should exist to guide people to do the right thing, not force them to do something very very wrong. Lush will never be comfortable with the REACH legislation until all animal testing is removed from it.

These organizations, on behalf of their countries, communicate with complex external publics abroad.

Power of external Publics

The characteristics of the external public are among the most influential situational variables in determining communication stances, and have strong reliability (Reber & Cameron, 2003). The characteristics of the external public, including power, is a significant source of influence in shaping organizations’ communication stances and strategies towards the external public, and are highly