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Essay / Research Paper Abstract
A 7 page research paper that examines the topic of internal publics and effective communications, using the context offered by the crisis being experienced at Mattel over toy recalls due to toxic paint. Bibliography lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: D0_khprtoy.rtf
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Unformatted sample text from the term paper:
shelves of countless toy stores due to the fact that "Batman, Elmo, Polly Pocket and other characters" were found to contain "poisonous lead paint or tiny magnets," which could be
easily swallowed by the small children for whom these toys are intended (Toxic toys, 2007, p. 3). China took steps to close the factories where the toys were made and
Mattel vowed to establish better inspection methods for its imported toys (Toxic toys, 2007). Nevertheless, this situation constitutes a public relations crisis for Mattel, which must be addressed on multiple
levels, including the level of communication with its internal publics. Effective business communication begins by identifying the various "publics" to which the organization needs to convey information (CERP, 2007).
This communication process follows a logical progression that is based on evaluation of these publics and their areas of interest. Every business or organization entails a multiplicity of stakeholders or
publics, which are all different, so therefore only a clear conceptualization of established goals enables a logical assessment of these publics on a case-by-case basis (CERP, 2007). However, there is
one public that is evident in every instance and that is the "internal public," which is frequently neglected (CERP, 2007). All communications that relate to corporate image necessarily entail internal
publics (CERP, 2007). According to the Confederation Europeenne des Relations Publique (CERP)(European Public Relations Confederation) "internal relations must have the same role and must weight as much as external relations
in the communication process of an enterprise" (CERP, 2007). The goals of the internal communication process are: 1. developing effective connection between the different units across the organization;
2. encouraging cooperation, empowering and teamwork; 3. exploiting synergies with the external publics systems of relations; 4. enhancing performance-individual and global; and 5. improving the quality of all decision-making and
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