Scandal in Burson

Table of Contents Introduction Competition between the Fab Four Why the issue became a scandal How Burson-Marsteller responded The Lessons Bibliography Footnotes Introduction Burson-Marsteller is a public relations firm. This is a giant American company that won the best public relations company award. The firm is an experienced and respected organization that has won many other accolades and received major contracts. The issue about the public relations company Burson-Marsteller (B-M) turned out to scandalous because it brought disrepute on practitioners1.Advertising We will write a custom essay sample on Scandal in Burson-Marstelle Firm specifically for you for only $16.05 $11/page Learn More The matter was also not addressed well at the time it went public. These companies were Burson- Marsteller and Facebook. The companies failed in all their attempts to deal with the issue. They failed in their communication strategy and in the manner in which t hey responded to the media inquiries. A preview of the issue tells us that B-M was caught creating a whisper campaign against Google for an undisclosed Facebook client. Google and Facebook are involved in competition to control online advertisements. Burson and Marsteller’s were competing reporters who were instructed to write destructive information about Google. B-M had been hired by Facebook to do the dirty job as well. B-M understood the competition between the two and saw an opportunity to make money without giving due diligence to its integrity and the damage it would have on its image in case the issue leaked. The two employees were on the job when they were caught. The matter circulated to members of the public. Competition between the Fab Four The Fab four American companies are Facebook, Google, Amazon, and Apple. These technology companies have defined and transformed the world in terms of information technology and entertainment in the twenty first century. Initia lly, these companies operated different businesses. With time, they continuously transformed and fought for market dominance in the social networking industry, mobile phones and accessories, and laptops. Some of these products are their common products. All these companies are determined to be market leaders in technology.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Their aim is to control the world living rooms. The competition has grown to a neck-throat level. Some of these companies have resorted to smear campaigns. This is to enable them receive undue advantage over others. A case in focus is what happened last year between Facebook and Google. The issue involved another public relations company, Burson-Marsteller. Each of these companies ensures that information is safeguard in the best way possible. They opt to keep both their customers and competitors guessing what product woul d be next in the market. This has been the key to their success. These companies are reshaping the behavior of customers because they are influencing to use electronic gadgets to access the web. These include tablets, laptops, and mobile phone devices. The competition is likely to go a notch higher as they fight to outsmart each other. Competition between these companies is a result of intensive advertising and the enormous resources. These are the hardware, data, and the media. This means that they have to be always innovative. They are all moving in one direction implying that their objective is to control the living rooms. They have developed a system in the market that leads to imitation2. Why the issue became a scandal The process employed by B-M deliberately ignored the code of ethics that touches on the disclosure. This in itself implies that B-M had a hidden agenda on the overall issue. The tactics applied here such as, whispering, were negative modes, which the Public Relat ions Society of America (PRSA) discourages. The society discourages other vices including brand washing, dirty laundering, and flogging3. The company did not undertake due diligence in its initial steps to observe the code of ethics. Due diligence was expected from B-M because it is an experienced and renowned public relations company. The failure on their part or deliberate omission led to the issue exploding and becoming a scandal. The status of this company required it to think beyond money. It was expected to factor in other areas relevant to the company, which include the impact of the contract on the company’s image and returns on integrity. The two accused companies did not handle the matter well when it was busted. The leadership of Burson- Marsteller resorted to shifting blame from one end to the other. The leaders claimed not to have authorized the contractual agreement, blaming it on the junior employees. At one time, they issued a statement arguing that it was act ually not a smear campaign and that they had withdrawn from the contractual agreement. A standpoint or official statement was required, but it was conspicuously missing. By the time the organization came to accept that what had happened was wrong and very unethical, it was too little too late. The damage on its part had already occurred.Advertising We will write a custom essay sample on Scandal in Burson-Marstelle Firm specifically for you for only $16.05 $11/page Learn More The management came out late to state that what had happened did not conform to the standardized rules of service. The statement was of no use because the damage had already been caused. Facebook on its part failed to take responsibility. Google being its competitor was disgusting to see Facebook employ dirty tricks that were shameful against its rivals. The two companies ought to have owned the released information, and subsequently issue an apology. They should have punished the e mployees who were responsible and then proceeded to clean their images. It was also necessary for them to deposit an explanation regarding the same issue to PRSA4. How Burson-Marsteller responded Burson-Marsteller is a giant company in the public relations industry. Its response was expected to be professional. It, however, did not handle the issue professionally. This scandal was uncovered weeks after the company had received the best public relations company award. The company fumbled to try to contain a scandal that was already blowing out of proportion. This was not professional and only served to escalate the issue5. It showed that it was prepared to neither hear the truths nor get the feelings of other players in the industry such as clients and competitors, who posted their comments on the Facebook page. It employed a defensive mission instead of being apologetic. In addition to this, it denied being involved as soon as the issue was uncovered. One of its employees cheated th at the organization had communicated with Jessica. She argued that the company was suffering from malice. Burson-Marstellar continued to handle the issue badly when the organization declined to take action against the two employees who had orchestrated the smear campaign. The organization instead promised to offer the two employees additional classes on ethics. These people were former senior journalists. They had earned their respect through good work before. The question of taking them for extra ethics classes was therefore unnecessary6. It only added proved that Burson – Marsteller’s was incompetent in handling communication issues, especially those arising from the media. This was wrong and did not augur well for the company. It would have been positive if the company took disciplinary actions against the two.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Failure of the same only meant that the actions of the company could be interpreted to mean the top management of the company was involved. Another reaction came from its former Chief Executive Officer who rebuked the action wondering what had gone wrong at Burson-Marsteller. A statement from the boss on the matter was evaluated to mean failure by the current leadership in handling administration matters, including communication7. The Lessons There are various lessons that can be learned from the public relations scandal. The two companies failed to use important aspects of the two-way symmetrical public relations model. The two companies did not show honesty in their contractual engagement. The best way would be to embrace honesty. Moreover, the companies should have accepted to compromise through embracing a two-way communication model. This was lacking because B-M did not even reveal its client. Understanding the rules of disclosure would be very important. Transparency includes making public the necessary information. This avoids misinterpretation and misrepresentation of the company. It is also a need under the code of conduct. B-M deliberately concealed information regarding Facebook, which is its client. Rules are very clear and the company overlooked them. Strict adherence could have helped the company in ending the mistake. It is also good to speak with one voice. Specific people should be assigned the duty of giving information when a crisis arises. This allows the media and the public to receive accurate information. When the matter found its way to the public, B-M and Facebook did not show any effort that focused on achieving mutual respect. A public apology and taking actions against the two employees would have been the best way to resolve the conflict. Furthermore, B-M and Facebook failed to explore the concept of negotiation and the willingness to make compromises, as illustrated by Grunig and Todd. They instead started offering conflicting sta tements over the issue. The best approach would have been to solve conflicts and promote mutual understanding. B-M saw the rivalry between Facebook and Google and wanted to make money out of the confusion. This was in disregard to the two-way symmetric model of public relations. B-M should have resisted the urge to make money using dirty means for the sake of its reputation. Strict adherence to the code of ethics by both the management and employees is paramount. The follow-up activities by the company to ensure implementation of the same are also a necessity. If the management of B-M were to adhere to the code of ethics, it would be definite that the matter would have taken a very different direction. It is imperative to understand that a company shouldering any misbehavior by its employees should therefore be prepared to handle the consequences8. Burson –Marstellar and Facebook should have weighed these options, including what effect their actions would have on their compan y images and integrity. They did not know that these factors were important in the flop of their agendum9. It is also necessary to understand the dynamics of the industry in which a firm is operating10. The social media is powerful such that secretes are no more. Therefore, learning what the organization can engage in may save it from a problem. The ever-advancing technology does not leave room for secrets. Bibliography Applegate, Jane. Great Ideas for Your Small Business. Hoboken, N.J: Bloomberg Press, 2011. Briscoe, Schuler. International Human Resource Management. New York: Routledge, 2012 Croteau, Hoynes. Media/Society: Industries, Images, and Audiences. Los Angeles, CA: Sage, 2012. Dowling, Festing. International Human Resource Management: managing people in a multinational context. Sydney: Thomson Learning, 2008. Meyerson, Mitch. Success Secrets of the Online Marketing Superstars. Chicago: Dearborn Trade Pub, 2005. Miller, David. Tales from Facebook. New York: Polity, 2011. Na nkervis, Chatterjee. Perspectives of Human Resource Management in the Asia Pacific. Sydney: Pearson Education Australia, 2006. Perlman, Corey. Eboot Camp: Proven Internet Marketing Techniques to Grow Your Business. Hoboken, N.J: John Wiley Sons, 2009. Scullion, Linehan. International Human Resource Management. Basingstoke: Palgrave Macmillan, 2007. Warner, Bruno. Organization Change: Theory and Practice. Thousand Oaks: Sage, 2011. Footnotes 1 Applegate, Jane (Great Ideas for Your Small Business. Hoboken, N.J: Bloomberg Press, 2011), p. 76. 2 Dowling, Festing (International Human Resource Management: managing people in a multinational context. Sydney: Thomson Learning, 2008), p. 19 3 Nankervis, Chatterjee (Perspectives of Human Resource Management in the Asia Pacific. Sydney: Pearson Education Australia, 2006), p. 19. 4 Warner, Bruno (Organization Change: Theory and Practice. Thousand Oaks: Sage, 2011), p. 87. 5 Miller, David (Tales from Facebook. New York: Polity, 2011), p. 45. 6 P erlman, Corey (Eboot Camp: Proven Internet Marketing Techniques to Grow Your Business. Hoboken, N.J: John Wiley Sons, 2009), p. 12. 7 Croteau, Hoynes (Media/Society: Industries, Images, and Audiences. Los Angeles, CA: Sage, 2012), p. 90. 8 Scullion, LinehannI (nternational Human Resource Management. Basingstoke: Palgrave Macmillan, 2007), p. 23. 9 Briscoe, Schuler (International Human Resource Management. New York: Routledge, 2012), p. 67 10 Meyerson Mitch (Success Secrets of the Online Marketing Superstars. Chicago: Dearborn Trade Pub, 2005), p. 23. This essay on Scandal in Burson-Marstelle Firm was written and submitted by user Senator Bail to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

How to Make Playdough 6 Easy DIY Recipes

How to Make Playdough 6 Easy DIY Recipes SAT / ACT Prep Online Guides and Tips Most of us have played with playdough at some point. Brand name Play-Doh, it's a staple of most childhoods. But what actually is playdough and how is it made? We'll discuss what exactly playdough is and offer some of our favorite recipes and tips on how to make natural DIY playdough right at home. What Is Playdough? Playdough is one of those familiar substances that immediately sparks feelings of nostalgia. From it's soft, pliable texture to its distinctive smell, we all think we know playdough. But what exactly is it? In short, Play-Doh is a modeling compound made primarily from flour, water, salt, borax and mineral oil. Natural recipes have cream of tartar, a white crystalline compound found in baking powder, and can be made with a variety of oils. Play-Doh is soft and malleable, and can be reused as long as it's stored properly. I'm sure a lot of us remember the disappointment we faced when we came back to our awesome Play-Doh creations to find them dried out and crusty. Proper storage is key with both store bought and homemade playdough. Where Did Play-Doh Come From? Play-Doh has come a long way from its origins as a cleaning product, and was even inducted into the National Toy Hall of Fame in 1998. Play-Doh was originally created as a non-toxic, non-staining putty to remove coal stains from wallpaper by Noah and Cleo McVicker of the soap manufacturing company, Kutol Products. After World War II, the demand for coal-removing putties essentially disappeared. The country turned to natural gas for energy instead of coal, and vinyl wallpaper meant that even when coal was used, it rarely stained. With its original use obsolete, the makers looked for a new way to market the product in the mid 1950's. Schoolteacher Kay Zufall took the putty to her classroom, and Play-Doh as we know it was born. The creators tweaked the formula, and Zufall named the iconic toy "Play-Doh." The product re-launched in 1956, with a marketing campaign that consisted of TV spots and in-store demonstrations in retail giants like Macy's. By 1958, the company sold $3 million worth of Play-Doh. Play-Doh is currently owned and manufactured by Hasbro. Homemade Playdough Recipes While we love traditional Play-Doh, DIY playdough can be just as fun as playing with it! Keep in mind that homemade playdoughs won't last as long as store-bought Play-Doh, and all playdough should always be put back in a sealed container when not in use. Most natural recipes contain flour and cream of tartar. We put together a list of recipes with those ingredients, as well as ones without. Remember, store-bought Play-Doh has flour and is not allergy-safe for those allergic to wheat products. Flour-free homemade playdough is a great alternative. Check out some of our favorite recipes! Playdough Recipes with Flour and Cream of Tartar If you're looking to make an edible playdough with easy to find ingredients, check out these two recipes. What You'll Need: Flour Water Cream of Tartar Vegetable Oil Food Coloring The Best Homemade Playdough Recipe from Tinkerlab Why We Love It: The link above shows the full recipe, and also has a link to a great no-cook playdough recipe in the post. This recipe makes a soft, long lasting playdough and is super easy to follow. A Simple All-Natural Homemade Playdough Recipe from DIY Natural Why We Love It: This recipe is all-natural, and can be made with or without cream of tartar. It's one of the more inexpensive recipes, and should last for several months with proper storage. Flour-FreePlaydough Recipes For playdough with no flour, try one of these easy recipes. What You'll Need Cornstarch Baking Soda Water Oil Food Coloring Allergy-Free Play Dough Recipes from the American Academy of Allergy Asthma and Immunology Why We Love It: Since wheat allergies are a growing issue amongst kids and adults, the American Academy of Asthma and Immunology put together these fun and helpful recipes for playdough that is both flour-free and edible! How to Make Playdough Without Flour so You Can Avoid Any All Playtime Risks from Romper Why We Love It: This Romper post offers a few recipes for flour-free kids, including a super creative one on how to turn Peeps into playdough. They're fun and creative and allergy-safe. Cream of Tartar-Free Recipes These recipes for how to make playdough are the easiest around, requiring no specialty ingredients and little to no cooking. What You'll Need Flour Salt Water Oil Food coloring How to Make Natural Play Dough Without Cream of Tartar from livesimply Why We Love It: Not only is this recipe cream of tartar-free, but it is definitely one of the quickest recipes on our list, and can be made with items you probably already have at home. It's also (technically) edible, so safe for curious kids. How To Make Playdough Recipe Without Cream of Tartar from Stay at Home Educator Why We Love It: This recipe is no cook, which means that you get to dive right in and mix it up with your hands. It's soothing to make and fun to play with when finished! 6 Tips for Making Great Playdough Whichever recipe you choose- or maybe you'll try them all- making playdough is a blast. Here are some tips to make sure you get the most out of your homemade playdough. Use gel food coloring. It'll help the playdough stay stain-free throughout continued use. Make sure to always store your playdough in an airtight container. You can usually substitute other flours, like almond and coconut, to make wheat-free playdough, if you find that a recipe with flour works best for you but still need it to be wheat-free. Playdough should be cheap and easy to make (which is part of the fun!) so don't get caught up in complicated recipes or expensive ingredients. When picking a recipe, make sure to check how much playdough it makes. You may have to double or triple the recipe to have enough playdough for multiple kids or more than one color. Most recipes allow you to mix in scents too! Playdough is all about having fun, and making it can be just as exciting as playing with it. It's a great rainy day activity for kids, or fun way for adults to make their own scented stress ball. Unlike playdough itself, making it and playing with it never gets old. What's Next? Love making playdough? It's time for slime! Check out our favorite slime recipes. Educational activities should be fun, too. Luckily, we have 37 kid-friendly science experiments to choose from, and ideas for pipe-cleaner crafts. And if you're headed outside, learn about the types of clouds!

Network Security Term Paper Example | Topics and Well Written Essays - 1750 words

Network Security - Term Paper Example The rapid growth of networking has also come with its own challenges, mainly in the area of network security. Maiwald defines security as the â€Å"freedom from danger, fear or anxiety: safety† (4). He also defines a network as an interlinked system. Therefore, network security can be defined as the safety of interlinked systems. There are to kinds of networks: synchronous network and data networks. Synchronous network systems are made up of switches, which makes them immune to malicious attacks. However, data network systems contain routers that are computer based, making them susceptible to all kinds of malicious attacks. The internet is perhaps the best known and most widely used data network on the globe today. A few years ago, the computer system was seen as a harmless piece of technology and not many people cared really for computer security. To many people at the time, most computer operations and software were illogical, thus the risk of hackers was quite low (Kaufman, Radia and Speciner 43). However, since the mid 1980s, networked computer workstations became common and with this came the issue of information and network security. More and more people are able to read and understand computer algorithms, meaning that the likelihood of a system being hacked into is very easy. Organizations are forced to share networks with distrustful organizations and individuals. The world of network security is quite hostile since a small percentage of the population can cause untold damage to a global network. This is the situation that makes network security such an important matter in today’s highly networked society. There is need to protect the data and information that companies, institutions and individuals need protected by designing fool-proof network security systems. History of Network Security Widespread interest in network security gained ground in the 1980s when Kevin Mitnick hacked into the systems of several companies and made away with $80 million. This was the biggest computer-related crime by a single person in the history of the United States. The birth of the internet also marked the beginning of the interest in network security. In 1969, internet was developed after the Advanced Research Projects Agency Network (ARPANet) was given the mandate to carry out research in networking. ARPANet was an instant success and before long, email applications had become quite popular (Pardoe and Snyder 223). Th InterNetworking Working Group (IWG) was given the responsibility of governing ARPANet by setting the standards for use. On the 1980s, TCP/IP, which is a common langu age shared by all computers connected to the internet, was developed. Thus internet was officially born. The mid 1980s saw a boom in the number of personal and commercial computers which led to many companies joining the internet bandwagon. In the early 1990s it was the urn of the public to get access to the internet, and this marked the birth of the World Wide Web (WWW) era. Today the internet is widespread all across the world and many people carry out their daily activities online (Maiwald 60). The actual history of internet security began in 1918 when an enigma machine that could convert plain text to encrypted messages was developed in Poland. 22 years later, Alan Turing broke the enigma code. The word hacker was first coined by students at the Massachusetts Institute of Technology (MIT). The Telnet Protocol developed in the 1970s and this led to data networks being accessed by the public. The 1980s saw the rise of hackers and computer-related crimes. The Computer fraud and Abu se Act was enacted in 1986 to minimize cases of information stealing from military and federal offices (Kaufman, Radia and