Crisis Communication Advise Apple Essay

6436 words - 26 pages

3/10/2013
Maatschappelijk verantwoord ondernemen| Apple |

Apple | adviesrapport Apple |

Managementsamenvatting

Voor u ligt het adviesrapport voor Apple, waar wij als team met veel plezier aan gewerkt hebben. We geven hierin advies aan Apple over hun corporate communicatiebeleid naar aanleiding van de issues die voor hen hebben gespeeld op het gebied van maatschappelijk verantwoord ondernemen.

Chinese fabrikanten leveren Apple-onderdelen. De issues die aan het licht zijn gekomen, zijn de slechte arbeidsomstandigheden in de fabrieken waar Apple nauw mee samenwerkt. In de media zijn de inhumane werkomstandigheden al ontelbare keren in de schijnwerpers gezet en nog steeds wordt ...view middle of the document...

Zij hebben een rapport opgesteld over de arbeidsomstandigheden wat Apple zelf op haar website publiceert. Ook heeft Apple zelf onderzoeken ingesteld, waarmee ze ook de negatieve ondervindingen naar buiten brengen. In een aantal fabrieken hebben zij geprobeerd de arbeidsomstandigheden te verbeteren door meer salaris te betalen en minder overuren te laten draaien.

Door naar de macht en de belangen van de verschillende stakeholders te kijken, hebben wij gezien dat het vooral belangrijk is dat Apple de pers, vakbonden en actiegroepen proactief tevreden houdt. Verder zijn er veel stakeholders die meer of minder gemonitord dienen te worden.

De media heeft veel invloed gehad op de verschillende issues. Apple is zelf in het begin afwachtend geweest en koos voor de strategie buffering. Toen bleek dat het issue niet over zou waaien, is Apple onderzoeken gaan instellen om zelf met informatie te komen. Zij zijn toen de dialoog aangegaan en kozen daarmee voor de strategie bridging.

Ons advies is om met deze strategie door te gaan. Wel willen we Apple adviseren om in het geval van nieuwe issues sneller zelf met informatie te komen en het gesprek aan te gaan met de stakeholders. De kernwaarden eenvoud, eerlijkheid en durf zijn voor Apple belangrijk en deze mogen ook in de communicatie rondom issues niet uit het oog verloren worden.

Hiernaast adviseren wij Apple om actief via sociale media te communiceren over issues. Er zijn verschillende mogelijkheden waarmee dit vormgegeven kan worden.
Ook is transparantie over de herkomst van producten noodzakelijk en hiervoor adviseren wij te werken met een digitaal paspoort. Dit is een nummer op een product wat een Apple-gebruiker op internet kan invullen en waarmee zichtbaar wordt gemaakt waar het product vandaan komt.
Inhoudsopgave
1 Inleiding 4
1.1 Aanleiding 4
1.2 Centrale vraag 4
1.3 Onderzoeksmethode 4
1.4 Opbouw 4
2 De organisatie 5
2.1 De missie, visie en kernwaarden van Apple 5
2.2 Maatschappelijk verantwoord ondernemen 6
3 Het issue 7
3.1 Analyse 7
3.2 Fasering 7
3.3 Relatie met de reputatie en corporate communicatie 8
4 De stakeholders 9
4.1 Stakeholdersanalyse 9
4.2 Macht-belangenmatrix 12
5 Issuesmanagement tot nu toe 13
5.1 Invloed van de media 13
5.2 In het verleden toegepaste strategieën 13
6 Het advies 15
6.1 Reputatiemanagement 15
6.2 Implementatie 15
7 Conclusie 17
8 Bronnen 18
8.1 Boeken 18
8.2 Internetbronnen 18

Inleiding
In dit adviesrapport geven we een advies aan Apple over hun corporate communicatiebeleid naar aanleiding van de issues die voor hen hebben gespeeld op het gebied van maatschappelijk verantwoord ondernemen.
Aanleiding
Voor het semester corporate communicatie, onderdeel van onze opleiding communicatiemanagement, hebben we in projectvorm dit adviesrapport geschreven. Voor dit adviesrapport hebben we de issues van Apple gekozen, omdat deze issues nog steeds in de media verschijnen en er...

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