Newsletter Fall 2017PUBLIC RELATIONS TACTICSDr. Ji Young Kim

PACIFIC 4Sophia JenkinsTaijja-Rae TagalanRae MasakiMika Morii Rawson

Sophia Jenkins- Originally from Baltimore, MD, Sophia specializes inintercultural communication. She has a BA in Ethnic Studies and fluency in French and Spanish, making her exceptionally qualified to deal with cases that cross national and cultural frontiers. Sophia would be the perfect candidate for your community liaison and relation needs.

Taija-Rae Tagalan- Taija-Rae is from Wailuku, Maui and graduated from H.P. Baldwin High School. She is currently in her 3rd year of undergraduate studies at the University of Hawai’i at Manoa and plans to graduate in Spring 2019. Taija-Rae is a public affairs and communications expert with a focus in strategic communications.

Rae Masaki- Rae is from Honolulu, O‘ahu and is currently studying at the University of Hawai’i at Manoa. She will be graduating in December of 2017 with degree in Communications. With Rae’s background and understanding of Communications, she will be focusing in social media and mass media.

2 / Newsle tte r

The most important advantage of international public relations is that it can help a corporation expand its local business into a global enterprise.

International PR: Planned and organized effort of a company institution to establish mutually beneficial relations with publics of other nations

International Public Relations

Theme Introduction

Mika Morii Rawson- Mika Morii Rawson was born and raised in Maui, Hawai’i and will be graduating with a BA in Communications in the summer of 2018. She will continue her education and go to graduate school. Mika is fluent in Japanese and is familiar with Adobe Photoshop, InDesign, and Premier Pro. She would be an excellent partner for international and creative projects.

Newsletter / 3

Pacific 4

Challenges:LanguageCultureLong chains of commandsDifferent customsVarying levels of development of media and PR

When working to take a business or organization abroad, a unique challenge is posed. Depending on cultures, messages can be interpreted in vastly different ways. What is perfectly benign and innocent to some could be viewed as high offensive and inappropriate to others. It is the

job of the public relations professional abroad to ensure that the company’s message is being accurately conveyed to their new audience. Local customs and ways of life must be taken into consideration, and the message must be tailored in order to achieve PR success.

PR professionals must also be aware of other cultural customs. Power differences vary from culture to culture, and depending on the scenario one may have to deal with a long chain of command. When swimming in international cultural waters, PR professional must use a higher

degree of tact and sensitivity in order to communicate effectively. Many places are not as reliant on PR as the USA is, and this must be taken into consideration when dealing with local publics.

A good PR campaign can effectively launch a company into international success or sink it before it even takes off. In this edition of our newsletter we’ll examine a few different cases of companies going global, and how PR impacted their success.

4 / Newsle tte r

Trying to Build on Good IntentionsCase Study

In 2005, American businessman Nicholas Negroponte founded One Laptop Per Child (OLPC), a non-profit organization aimed at ensuring that every child worldwide had ac-cess to computers. OLPC, partnering with va-rious companies and organizations, created a “rugged, low-cost, low-power, connected laptop” to distribute to communities in developing nations around the world, as well as underserved communities right here in the USA. According to Negroponte, the digital age was “a force of nature” which could not “be denied or stopped,” and he intended to help children usher in this era with his new “XO” laptop. These little green and white computers had options for solar and hand-crank power, a webcam, and pre-installed software that

Everyone needs some help from public relations at some point!

taught the basics of Python coding. With $1 billion invested in this project it seemed like a recipe for success: children worldwide would improve their horizons, and investors would have supported a great philanthropic cause. However, things didn’t go exactly as planned. Not only were the laptops more costly than anticipated to produce, they suffered from short battery life, a lack of technological advancement, software issues, and hazardous construction. Repairing the laptops was a nightmare: neither students nor teachers knew how to fix the computers on their own, and professional technical support was hard to come by. In addition, the laptops required wireless internet, a commodity which was non-existent in many communities. Even when the laptops were

Newsletter / 5

Case StudyBy providing hands on demonstrations and tra-ining, they can help local communities see that the XO can really fit their needs. If they focus on listening to feedback and adjusting their pro-gram we think that OLPC can really tune into the needs of the world and make a difference!

Trying to Build on Good Intentions: The Case of OLPCBy Sophia Jenkins

functioning properly, they were not used to the extent that Negroponte envisioned. OLPC laptops were supposed to become education staples that helped bridge knowledge gaps and allow children to learn independently. They were meant to be integrated into lessons and used on a daily basis for all subjects. However, in most cases the laptops were rarely, if ever, used. So what went wrong? How did this great idea fizzle and falter? It all comes down to a lack of PR. OLPC wanted to help underserved communities, primarily those in developing nations. However, when designing the program they failed to fully understand what these communities needed. They forgot to take into account local culture and to center the design around the consumer. OLPC assumed that they understood what the world needed and wanted, and they assumed that they knew how to fill that need. They didn’t do enough to figure out what the specific demands of local communities were, and didn’t focus on how to integrate their product into the existing lifestyle. According to analysts, the failure was because they “ignored local contexts and discounted the importance of curriculum and ongoing social, as well as technical, support and training.”While OLPC and the XO laptop still exists, they have lost the momentum and force they once had. They ignored the principal tenant of PR: two way communication to facilitate action. The dialogue to let each side know what the other wants did not exist. Here at Pacific 4 we are always willing to support a noble cause, and we think that OLPC has potential to do

real good in the world. We suggest that they focus on product research and evaluation. They should listen to their audience, and work to iron out the kinks in their software. Once they’ve done that, they should get back out in the community and show people what their new laptops can do. By providing hands on demonstrations and training, they can help local communities see that the XO can really fit their needs. If they focus on listening to feedback and adjusting their program we think that OLPC can really tune into the needs of the world and make a difference!

6 / Newsle tte r

Although often overlooked, a company’s logo is essential to creating brand awareness among consumers. Logos are the visual components of brand identity and allow it to stand out from other competitors in a market. But branding is more important than logos. Not only do logos represent companies, they represent the reputation, culture, and the values that they uphold. They symbolize why a company does what they do and what they stand for. When consumers are aware of this, they tend to either be more or less supportive of a company and their products. People tend to support companies that reflect their own values. This is especially important with international businesses. Along with maintaining an exceptional brand identity with their home country, they must ensure that the same message is translated equally in different cultures and languages. Unfortunately, certain aspects will not always work out in favor of all cultures, so it is up to the company to conform itself to a world of ever-changing interpretations. An example of this is shown through AirBnB’s rebranding in 2014. When Brian Chesky and Joe Gebbia were on the brink of being broke in 2007, they decided to make some money by renting out air mattresses to guests in their apartment. What they didn’t know was, they were about to embark on a journey that will transform their lives forever. Their company, named AirBnB for “Air Bed and Breakfast”, rapidly expanded from San Francisco to international cities such as London, Berlin, Paris, and Moscow. Due to the growth of their business, Chesky and Gebbia decided to rebrand AirBnB to reflect new goals for the future. These goals include transforming themselves into a global hospitality brand, and according

to Chesky, a “universal symbol of sharing and sense of belonging”. Then in 2014, they embarked on a year-long journey with London-Based DesignStudio to create the perfect logo which reflects the goal of AirBnB uniting the world. After viewing hundreds of potential logos, they decided on the Bêlo, which represents their main principles of “People, Places, Love, AirBnB” and creates a sense of belonging to an ever expanding global environment. Throughout the process of creating the Bêlo, AirBnB and DesignStudio made sure to research how the logo will be viewed in different cultures, and for the most part, seemed positive. However, when AirBnB released the Bêlo, they recei-ved a lot of backlash from different cultures. Not only did this happen, but AirBnB received criticism for having a logo that is identical to another business, Automation Anywhere. To clear up any rumors of plagiarism, AirBnB and Automation Anywhere released a joint-statement to the media saying: “Both Airbnb and Automation Anywhere began use of new logos that, by coincidence, have similar designs. Airbnb and Automation Anywhere are working cooperatively to address this issue, and Automation Anywhere is in the process of transitioning to a new logo design that is not similar to the Airbnb logo”. In addition to this, the Bêlo was compared to genitalia, animals, food, transportation, etc. Ben Wright, DesignStudio’s founder, said that he and his team had not been aware of Automation Anywhere’s logo, nor had they recognised their design’s sexual connotations.Despite the criticism, AirBnB responded positively and said that they were happy that people are able to create what they like with the symbol, and allowing people to create and share their own versions is a great way

AirBnB Transforms Logo Backlash to Generate Positive Publicity

to generate more publicity for the rebrand. To further dissipate the backlash, AirBnB also launched a platform where users can create their own unique versions of the Bêlo. They were able to take something negative and embrace it as a way of creating a sense of community around the world. All in all, AirBnB did a great job at maintaining the reputation and brand identity that they want to have. They were able to create a logo which reflects their main principles and goals, and at the same time, allow others to take part in their rebranding. Although criticism is inevitably unavoidable, AirBnB handled the unexpected and was able to personify its brand with transparent communication and passion.

By Taija-Rae Tagalan

Newsletter / 7

8 / Newsle tte r

Marriott International and the Yao FoundationCome Together for the Kids

Marriott International has partnered up with the Yao Foundation to raise money in support of underprivileged Chinese youth. Together, they have raised over 920,000 USD from gala dinners that were hosted throughout three cities in China: Shenzhen, Beijing and Shanghai. Ticket sales and gala charity auctions are being used to fund the Marriott-Yao Foundation Hope Primary Schools in rural and less developed regions in China.

An former NBA star, Yao Ming, established the Yao Foundation in 2008. After a massive earthquake, he dedicated the foundation to help the Chinese youth by increasing the welfare of their education, health and environmental protection initiatives. Marriott

International and the Yao foundation have been in support of rural education since 2013. They’ve had much success and in 2016, Marriott International donated enough funds to complete the reconstruction of two primary schools in the Sichuan and Guizhou provinces. There are currently four other schools in the works.

Craig S. Smith, President and Managing Director of Marriott International Asia Pacific states “We are delighted to partner with the Yao Foundation, bringing educational opportunities to underprivileged children across China. As the largest hotel group in the world, our purpose is greater than opening new hotels; we’re committed to creating opportunities for talented young

people, growing economies and strengthening communities.”

The three events that were held were scheduled in October and November of 2017. The first gala dinner took place in Beijing on October 27, 2017. The night’s event was a black and white night with a ‘black-tie’ theme. There were over 550 guests who attended and enjoyed a cocktail reception, an exquisite dinner, performances, lucky draw, and live and silent auction. This event was organized by 57 Marriott hotels from the North China Business Council in Beijing, Tianjin sub-council, Shandong sub-council and Northeast sub-council. In total, this event raised 200,000 USD.

By Rae Masaki

Newsletter / 9

“We are delighted to partner with the Yao Foundation, bringing educational opportunities to underprivileged children across China. As the largest hotel group in the world, our

purpose is greater than opening new hotels; we’re committed to creating opportunities for talented young people, growing economies and strengthening communities.”

The second event happened in Shenzhen on November 1, 2017 and was organized by 54 Marriott Hotels in Shenzhen, Guanzhou, and other cities in Guandong and Hainan. The theme of the night was ‘Hollywood Night’. There was 300 corporate guests who attended and the gala raised 130,000 USD.

The last gala was held on November 3, 2017 in Shanghai and guests were told to ‘Expect the Unexpected’. The night was hosted by 91 Marriott International hotels from the company’s East China Business Council. 900 guests were welcomed and they were able to enjoy live entertainment and Marriott’s culinary team. This night holds the record for the most donations in one night, raising almost 600,000 USD.

All three nights of fundraising were a hugesuccess. There was a decent amount of attendees on each night and on the night of November 1, in addition to corporate guests, there were individual sponsors with high titles that attended. Marriott International had many news releases about their events in news platforms both in the United States and China. There are now news releases in both countries on both organizations’ success in their support of underprivileged Chinese youth.

10 / N e ws le tte r

Connecting Families Across Generations

SoftBank Group Corp. was established in 1981 in Japan and is a multinational telecommuni-cations company. It is the third largest public company in Japan and ranks 62nd globally. SoftBank’s target groups are users of cellular devices, high-speed Internet access services, Internet protocol (IP) phone service, and transmission services for audio and data. SoftBank’s strengths are its competitive market position, diversified business operations (ex: SoftBank Robotics America), and excellent ad campaigns and marketing. Its weaknesses are stiff competition, limited global presence, and the market is influenced by natural disasters (which Japan has plenty of). The opportunities of SoftBank are increasing demands for 3G and a growing mobile gaming industry. The threats are growing competition, reliance on Japanese consumers, and growing restrictions.Hakuhodo started out as an advertising company based out of Tokyo in 1895. For the past 120 years Hakuhodo has strived to separate the singular cluster of “consumers” and the “whole person”. Hakuhodo now has over 3,000 clients and 150 offices in 20 countries and is the only company from Asia to be awarded a Special Lion Case Study

SoftBank Fosters Technological Connection

Between Generations

commemorating Cannes Lions’ 50th anniversary in 2003. Hakuhodo’s main vision is to help shape the future to innovate new ideas and trends with a global reach.SoftBank wanted to develop products that have the ability to share daily life without the need of smartphones. As one of Hakuhodo’s clients, SoftBank’s Personal Innovation Act campaign won many awards. It placed Silver in the Interactive Lotus at the 2017 ADFEST, in the 2017 ONE SHOW it received a merit for its design and UX/UI, in the 2017 AD STARS it won silver for its interactivity and diverse insights and bronze in public service advertising, and finally it won bronze in digital at the 2017 Spikes. The Personal Innovation Act was based on six prototypes of digital communication based on classic analog devices that seniors are familiar with, thus, bridging a gap between new and old and making technology much more age inclusive. SoftBank did an excellent job with this public service campaign. Japan has one of the most worrying age gaps in the world. A majority of Japan’s population is elderly and are too old are have too poor of vision to adapt to new technologies. SoftBank’s Personal Innovation

helped to bridge the gap between rapidly evolving technologically savvy younger generations and their grandparents. The use of analog models made the advanced technology easy for older generations to use since it was familiar to them. It also made the technology feel more humble and welcoming.SoftBank, being a Japanese company, also did an excellent job in making the story all about connecting with family members. In Japanese culture staying connected to people who are considered a part of your inner circle is very important. Launching this campaign was a way to appeal to SoftBank customer’s logos and

By Mika Rawson

Newsletter / 11

Case Study

and pathos. This turned out to be great for their personal branding as the campaign was well received and internationally recognized. They also put in the effort to make their videos on their website in English as well so that foreigners could also hear their story.

12 / N e ws le tte r

References

ADFEST Winners Archive. (2017).Retrieved November 28, 2017 from http://archive.adfest.com/awards.php Kelion, Leo. “Airbnb’s New Logo Faces Social Media Backlash.” BBC News, BBC, 17 July 2014, www.bbc.com/news/technology-28343130.Marriott International set to raise over USD 920,000 (RMB 6.1 million) for the Yao Foundation in support of underprivileged Chinese youth. (2017, November 14). Retrieved November 22, 2017, from http://news.marriott.com/2017/11/marriott-international-set-raise-usd-920000-rmb-6-1-mi-llion-yao-foundation-support-underprivileged-chinese-youth/One Laptop per Child. (n.d.). Retrieved November 28, 2017, from http://one.laptop.org/Oxford. (2016, November 30). One Laptop Per Child. Retrieved November 28, 2017, from http://www.oxfordpresents.com/ms/kelleher/one-laptop-per-child/

“The Top 10 PR & Communication Campaign Examples.” Augure, augure.launchmetrics.com/resources/blog/communication-campaign-examples.Vinjamuri, David. “What Marketers Can Learn From Airbnb’s Attempt To Rebrand.” Forbes, Forbes Magazine, 22 July 2014, www.forbes.com/sites/davidvinjamuri/2014/07/22/airbnb-attempts-to-rebrand-accidentally-rena-mes-ladyparts/.Wainwright, Oliver. “Is It Balls, Vagina, or Both? Airbnb Logo Sparks Wave of Internet Parodies.” The Guardian, Guardian News and Media, 18 July 2014, www.theguardian.com/artanddesign/architecture-design-blog/2014/jul/18/balls-vagina-both-airbnb-logo-internet-parodies.Warschauer, M., Cotten, S. R., & Ames, M. G. (2011). One Laptop per Child Birmingham: Case Study of a Radical Experiment. International Journal of Learning and Media, 3(2), 61-76. doi:10.1162/ijlm_a_00069Shenggao, Y. (2017, November 04). Marriott holds gala event for Yao Foundation. Retrieved November 22, 2017, from http://www.chinadaily.com.cn/cndy/2017-11/04/con-tent_34096652.htmSoftBank Personal Innovation Act. Retrieved November 25, 2017 from https://www.softbank.jp/corp/special/personal-innovation-act/“SoftBank Releases Web Movie to Convey Excellence of Smartphones”. (2016, June 1). Retrieved from https://www.prnewswire.com/news-releases/softbank-releases-web-movie-to-convey-excellence-of-smartphones-300277542.html