Public Relations

Executive Summary

Kodak has been a leader in the digital filming industry. Kodak has divided their operations to support the many divisions within the company. AT&T is the strongest communication company in the industry. Both companies have been successful in their brand recognition campaign and are known for quality and exceptional products. Kodak and AT&T are aware that technology is consistently changing. Competitors are coming out with new products to gain market share everyday. Innovation is the key to survive in this industry.

The concept that Kodak and AT&T have developed is a miniature 3 in 1 device that will operate as a phone, a camera, and a video recorder. The product will be known as the I-Smart View and will be worn on a wristband similar to a watch. The band is a Swiss Army type, part black leather and part black canvas and is water resistant up to 20mm. Kodak will partner with AT&T to provide current customers and potential customers an opportunity to own a device capable of multiple options. Kodak has the experience and knowledge to provide the digital technology needed to produce this product, while AT&T can provide the cellular services needed.

PR Campaign and Marketing within the IMC

"Integrated Marketing Communications is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. In practice, the goal of IMC is to create and sustain a single look or message in all elements of a marketing campaign. A successful integrated marketing communication plan will customize what is needed for the client based on time, budge and resources to reach target and goals."

(http://en.wikipedia.org/wik/Integrated_Marketing_Communications)

The I-Smart View is a new product developed by Kodak and AT&T to compete in today's communication digital world where competition is fierce. To be successful the companies must focus on their targeted audience, which makes up consumers, young professionals executives, college students and families across America. It helps to compete when the companies involved are trusted established companies who families have counted on for years. Therefore, Kodak and AT&T need to make sure that their strategy and message is one in order to succeed with this product. The companies need to focus on one team instead of dividing communications into several different departments and or between the two companies. Kodak and AT&T need to become one in the eyes of their publics in order for the I-Smart View to succeed.

Introducing the I-Smart View at the 2008 Consumer Electronic Show got the product introduced to the competition and consumers. This show helps tie marketing and public relations together and helps get the message and strategy to their consumers. The show got a lot of publicity via television newspapers, magazines, internet and radio. A lot of attention goes to the unique products and I-Smart View is a unique product therefore was successful to get their message out to the public.

Introducing the employees to the product at the open house was a good way for them to actually see and work the product. This was a good way to get the message of the I-Smart View to the employees. When the employees are aware of the message the company is trying to promote anyone from the employee on the shipping dock to the CEO can be a salesperson for the product. This is a wonderful benefit to the companies and is at little cost or no cost to the budget.

Getting someone like Michael Jordan as a spokesperson for the I-Smart View ties everything together with the I-Smart View on his wrist from playing basketball or golf to his daughter ballet recital to the board room he will get the message across to the consumer. This takes a large part of the budget however if Michael likes it and uses the product it will be successful and worth every dime.

PR Issues

The innovative Kodak I-Smart View is a long awaited technological advancement that will allow consumers to take pictures and record videos on their wrist. Since the development and release of this product, it has been discovered that the device may malfunction due to moisture sensitivity. In most reported cases, it has been found that perspiration from the consumer's wrist can cause battery corrosion and other internal water damage causing the device to malfunction completely. Consumers have begun speaking negatively about the quality of the device to the media. In addition, they feel betrayed because there was no warning label on the I-Smart View that stated that the device may be sensitive to moisture. As a result, the I-Smart View has experienced a significant decrease in sales and is generating far less revenue than expected. Kodak is now faced with the dilemma of rectifying this issue, and rebuilding customer loyalty.

Ethical Considerations

In business, implied ethics examine the ethical principles and moral or ethical problems that may arise within a firm. This generally takes place before a firm is faced with an actual problem. If Kodak was aware of the issue mentioned above prior to releasing the product, why wasn't the public notified? Was this behavior ethical/unethical? The company should follow a strict code of ethics in dealing with its publics. The firm should be an advocate for themselves and their publics, always keeping the best interests of both parties in mind.

The objectives and ethical considerations of the PR campaign supporting the I-Smart View are: 1. Own up to our mistake-stand behind our product. 2. Put customers first- replace or give the customer a refund for any I-Smart View that may have malfunctioned due to water damage. 3. Convince customers that Kodak is in the business of making quality products. 4. Reinvent the I-Smart View and after any necessary testing is completed, release it to the public as "new and improved" with guarantee. Lastly, we evaluate the effectiveness of the campaign, develop a budget (focusing on recovering costs of lost sales and the campaign itself) and determine a timeframe in which we would like our objectives to be met.

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making