Coca Cola Presentation Audit

Ali Webb, Ashton Shelby, & Bailey Ferguson

More than a beverage

What is Coca-Cola Company? https://youtu.be/ixcwzhUIHgw

PR practices we explored within the company…

Corporate Social Responsibility (CSR)

Social Media

Media Relations

Corporate Social Responsibility (CSR)●“A reflection of your company`s role in a larger community, outside

of itself, as a contributing corporate citizen concerned with social and environmental issues” (P. Bourland-Davis, notes, October 31, 2016).

●Types of CSR○ Environmental

○ Philanthropic

○ Ethical Labor Practices

●Coca-Cola Company demonstrates all three of these practices at the company through a variety of programs and policies.

●The company focuses on what they like to call, “The Three W’s.”○ Women

○ Water

○ Well-Being

Women WaterWell-Being

Human & Workplace Rights“Working to ensure all people are treated with dignity and respect”

“Our commitment to respect human rights is fundamental to our 2020 Vision and our ability to operate a successful global enterprise”

(Coca-Cola, 2016)

●Human Rights Policy contains ten components○ Respect for Human Rights

○ Community and Stakeholder Engagement

○ Valuing Diversity

○ Freedom of Association and Collective Bargaining

○ Safe and Healthy Workplace

○ Workplace Security

○ Forced Labor and Human Trafficking

○ Child Labor

○ Work Hours, Wages and Benefits

○ Guidance and Reporting for Employees

Other efforts… Sustainable Packaging

Innovative Ideas that increase the sustainability of packaging at the company

Climate ProtectionGrowing our business without increasing greenhouse gas emissions

Sustainable AgricultureHelping to ensure a sustainable supply of ingredients, while supporting farmers and

agricultural communities

(Coca-Cola, 2016)

Does Coca-Cola indicate proper CSR practices?

Media Relations“Media relations consists of all the ways an organization interacts with

the news media” (Doorley & Garcia, 2015).

Coca-Cola Company is one of the leading companies in the utilization of media relations efforts

Type of Media RelationsOwned

Paid

Earned

Coca-Cola Company utilizes all three of these types of media through a variety of different ways

The “Press Center”

“Taste the Feeling” 10 series of commercials

“JourneyxJourney”

“Press Center”The “Press Center” offers a quick and

easy way for followers to inquire about current and recent news regarding the company

Comprised of seven sections‘Press Center Main’

‘Press Releases’

‘Company Statements’

‘Company Articles’

‘A/V Library’

‘Image Library’

‘Press Contacts’

“Taste the Feeling” Global Advertising Campaign

https://youtu.be/C3B1t9MbDJs

“JourneyxJourney” Interactive Media Campaign

Does Coca-Cola indicate proper Media Relations practices?

Social Media●“Social media is “often used to describe the collection of software

that enables individuals and communities to gather, communicate, share, and in some cases collaborate or play” (Doorley & Garcia, 2015).

Coca-Cola Journey In 2012, Coca-Cola transformed its corporate website into Coca-Cola Journey, a digital

magazine and owned media channel.

Branded and unbranded media.

“Inspiring by leading online publishers and powered by social media, the pioneering story brings the compelling stories behind our company and brands - who we are, what we do and why we do it - to the forefront through a digital publishing experience designed to inspire, educate and provoke action.”

Publishing umbrella: Articles and other digital media content published on Journey are created with certain media platforms in mind and shared on those platforms

Coca-Cola Journey

Strategies Crowd-Sourced Content: Campaigns engaged audience and provide

consumers with content they can share

Direct Engagement

Influencer Involvement

Expressions of Interest (EOI): analyses how content is read, shared, and commented on

Does Coca-Cola indicate proper social media practices?

Definitely more than a beverage