Patricia Cornwell Essay Sample free essay sample

Abstraction Of the modern-day American authors of today. one stands out for populating an author’s life that could about hold turned her into a character from one of the books she has written. Born in June 1956 in Florida. Patricia Cornwell is widely known for holding written offense novels series having Dr. Kay Scarpetta. a medical tester. as the heroine. Having started in the professional authorship calling as a offense newsman and so as a constabulary newsman worked at the morge. Cornwell today flies choppers. drives minibikes. and is married to another adult female. Truly. Patricia Cornwell is one of a sort. This paper will put out to detect why. Introduction The paper will cover an overview of the life of writer before she started to compose to seek out possible accounts for some things she has done both in her professional life and in her personal life. It will bring out. We will write a custom essay sample on Patricia Cornwell Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page among others. why she is still on the instance to turn out that the British Impressionist painter Walter Sickert was Jack the Ripper. why she kept quiet about her gender for old ages. and why she sees the demand for engaging so many guards at the entryway to her topographic point for fright of going vulnerable. The paper will every bit good cover the author’s written works – particularly those that specifically are traceable to some characters in her existent life narrative. REVIEW OF RELATED LITERATURE The newspaper articles that featured the writer served as beginnings for acquiring the inside informations. While there are no books as yet that will officially supply confirmed facts about the writer. the newspaper articles written by reputable newsmans will hold to function as one of the major beginnings of informations. WORKS CITED: Patricia Cornwell Bibliography ; hypertext transfer protocol: //www. patriciacornwell. com/about/ Cassandra Jardine. â€Å"Patricia Cromwell: â€Å"Finally. I Feel Rooted Somewhere. † ; Telegraph. co. United Kingdom ; Feb. 3. 2007.

North Pittsburgh Telephone Co Essay Example For Students

North Pittsburgh Telephone Co Essay What pricing strategy should North Pittsburgh Telephone Company use and how will it be created?What is North Pittsburghs performance to date?What is NPTs competitive positioning in the market place?What type of communication/media is needed to attract customers to the new services?What types of implications are there for pricing?1. Do nothing and offer CLASS Features on subscription rates charged monthly. 2. Offer CLASS Features on a usage sensitive pricing basis to customers. 3. Offer CLASS Features on a usage sensitive pricing along with subscription rates. As of 1992, North Pittsburgh Telephone Company had about 49,000 subscribers predominately North of Pittsburgh. This number includes 36,453 residential lines and 12,671 business lines. The expected growth of the company for the next five years was estimated to be 13.75 percent. Since this industry is at a regulated state, it could be considered a mature market. The total number of new lines would be 6755 new line (36,453 + 12,671 * .1375) over this five year period. NPT offers a reasonable price for their current services, and must stay competitive with the industry in the area, because the telephone industry is regulated. If NPT were to do something drastic, Sprint/United, to the north or Bell Atlantic, to the south, will here about this and file a claim to the PUC. The PUC is the regulating body for the telephone companies. The current marketing communications used by North Pittsburgh Telephone Company are very scarce. In the case, it explains there are no types of media that affect all of their customers. There are local newspapers and cable outputs that are spoken of. In addition, Greg stated that the reason that so many customers know of other features is because their competitors advertise heavily. Customers call up with expectations, given from competitors advertising which makes NPT have to stay one step ahead on technology and offerings. They do hold technology seminars and have speakers come out to talk about NPT and the services that are offered. This is good, because the highest response rate comes from direct contact with a customer involving the understanding of the services. Customers will stay loyal if a company emphasizes customer service quality. The biggest issue for pricing, if you are in a competitive pricing market, is to make sure that you stay relatively close to your competitors. The current strategy for NPT was to have each feature charged at a monthly rate. The list of features is shown below along with the cost per month:Call Trace (*57)This is used for threatening calls, free of chargeThese are considered all of the CLASS features available from NPT. If customers subscribed to two or more of these services per month, there was a subscription discount given, on a monthly basis, ranging from 15% to 30%, depending on the number of features that were selected. For the rates, I would choose to charge a flat monthly rate for each service. The average amount of these services is $3.54, so charge $3.50 per service. Also, since the company does not have much research supporting the usage sensitive cost per feature used, I would choose $.50 initially, and then from there increase or decrease the rate accordingly. The number of uses per month per line is expected to increase over the five-year period, but is initially estimated to be eight activations per month per line. This would equate to a $4.00 cost per month per line. The first alternative for NPT is to do nothing and continue to subscription rates as a monthly charge. Customers would be charged a single rate payable each month and could be allowed to use unlimited services. Under this method, NPT will know what they are going to be making on these services per month. The disadvantage of this is that they may not realize that if people are using these services a lot, there can be more reven ue produced, versus charging a monthly rate. In Exhibit 1, page 521, it shows that the projected percent of lines using CLASS on a usage sensitive basis is much greater than the projected number of lines subscribing to CLASS on a flat rate or a subscription basis. The overall percentage difference over the five years is equal to 91% more lines using the usage sensitive basis. The main advantage is that this creates higher customer service value, because customers know what they are going to be paying for. .u4e8fc815c3d5614626292e5280829e8f , .u4e8fc815c3d5614626292e5280829e8f .postImageUrl , .u4e8fc815c3d5614626292e5280829e8f .centered-text-area { min-height: 80px; position: relative; } .u4e8fc815c3d5614626292e5280829e8f , .u4e8fc815c3d5614626292e5280829e8f:hover , .u4e8fc815c3d5614626292e5280829e8f:visited , .u4e8fc815c3d5614626292e5280829e8f:active { border:0!important; } .u4e8fc815c3d5614626292e5280829e8f .clearfix:after { content: ""; display: table; clear: both; } .u4e8fc815c3d5614626292e5280829e8f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u4e8fc815c3d5614626292e5280829e8f:active , .u4e8fc815c3d5614626292e5280829e8f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u4e8fc815c3d5614626292e5280829e8f .centered-text-area { width: 100%; position: relative ; } .u4e8fc815c3d5614626292e5280829e8f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u4e8fc815c3d5614626292e5280829e8f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u4e8fc815c3d5614626292e5280829e8f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u4e8fc815c3d5614626292e5280829e8f:hover .ctaButton { background-color: #34495E!important; } .u4e8fc815c3d5614626292e5280829e8f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u4e8fc815c3d5614626292e5280829e8f .u4e8fc815c3d5614626292e5280829e8f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u4e8fc815c3d5614626292e5280829e8f:after { content: ""; display: block; clear: both; } READ: August Wilson's Fences EssayThe second alternative is to offer CLASS features on a usage sensitive pricing basis only. This method is considered a per use service. Everytime a customer uses one of these services, the customer is charged a given rate. The main advantage of this is that NPT will gain more incremental revenue, based on the increase in the number of lines using the CLASS features on a usage sensitive basis. Also, the number of activations (Exhibit 1) per month per line is expected to increase over this same five year period. Another advantage for using this alternative is that the customers that dont use these services very often are going to e paying for what they use, not paying for an amount that they did not use, the monthly rate. A disadvantage of this is that the customers who use the CLASS features a lot are going to be charged for every single time that they use the service. This can be rather costly and can turn customers away from using this company as its local carrier. Customers also have the ability to use the features immediately, meaning that all they have to do is type the correct code to activate the feature. They do not have to call up the telephone company and waste time waiting on hold just to change the features that they want. The third alternative is to offer CLASS features on a usage sensitive pricing along with subscription rates. This alternative can give the most elasticity, by combining the two advantages of the previous two alternatives. The advantages include better customer loyalty, better offerings, ease of use, and better use of time. Customers that use these features a lot could stay with the subscription rate and the customers that use the features infrequently can use the usage sensitive pricing. The down side, on the customers side is that customers may not realize the new alternative right away and may be paying too much for the features. This is an advantage for NPT. The $35,000 to $50,000 over five years for training would be in the best interest of the customer, and may increase customer service value. After creating a decision matrix, I concluded that the best alternative would be to offer CLASS features on a usage sensitive pricing along with subscription rates. The rate for subscripti ons would be $3.50 per month per line, and the cost per use would be $.50 per month per line. Bibliography:

Nike Ads Essays - Footwear, Fashion, Shoe, Nike, Inc., Nike Air Max

Nike Ads While I was flipping through the pages of "Maxim" magazine looking at the gorgeous women and laughing at the funny captions, I stumbled upon an advertisement that made me laugh out loud. It is a series of four pages, two facing each other, and then two more layed out in the same way. The first set of two pages has a hot dog on the left page and the Nike Air Flight Posite on the next. It's not fancy, nor does it have beautiful women on it, it just says in bold white print, "Made of many hard to define things". I kind of chuckled at this, not quite laughing out loud yet. What made me laugh out loud was what was on the next two pages in the magazine. On the left hand page there is a blow up doll still wrapped in the plastic it was purchased in, and on the right is the Nike air tuned max. In bold white letters across both of them it says, "Air is what makes it good". I nearly fell of my chair I was laughing so hard. Even though this ad is very simple, it is very complicated. It is located in the very front of the magazine. This is important because it sets the mood for the whole magazine. This ad is very funny, so when the reader sees it, he is in a good mood for the rest of the pages. Maxim magazine is directed primarily towards men, ages 17 to about 30. This ad is obviously directed towards that age and sex group. The hot dog appeals to the younger generation because recently the Food and Drug Administration has been doing many studies about food. With the new way of thinking and as many health regimes as television stations on a satellite dish, people want to know what's in their food. Nobody knows what's in hot dogs. I'm sure the F.D.A. did a study on what's in hot dogs, but does anyone really want to know? By the same token, the Nike shoe pictured on the right side of the page is made of many hard to define things, but if it works well, or in the hot dog's case, tastes good, then who cares? The shoe pictured in the right of the first page is very futuristic looking as well. No one over the age of 25 would buy a shoe that looks like this. On the top of the shoe, there is a solid black fabric that stretches almost to the toe. It looks like there is Velcro where the laces should be as well. Under the black fabric, there is a gold plastic piece that flows in and out of the black fabric. Towards the back of the bottom of the shoe, there is a clear plastic air bubble that acts as a support for playing basketball, or other sports. So there is no way that anyone under the age of 25 would buy this shoe. There is a space-age look to the flight posite shoe. This is why it's hard to define what's in it like a hot dog. The space shuttle is made of many hard to define things as well. We are always hearing about new, "space-age material" I think that is the second point the advertisers are trying to get across. The second set of two pages is by far the funniest advertisement I've ever seen. It appeals to the younger generation of men because these men all know what blow up doll is. If you showed this ad to a man in his late 50's he wouldn't find it funny, and probably think it was disgraceful that magazines have fell to the level of pornography. The man in his 20's however, would think it is hilarious. Once again the shoe pictured next to the blow up doll is futuristic looking. Not to the degree the previous shoe was, but the Nike Air Tuned Max is definitely not an average shoe. Its colors are gold and blue, and the patterns on the shoe are very streamlined, they flow to the back of the shoe. It looks like if you were to run in these shoes you would be faster. At the bottom of the shoe there are many air pockets that are in a yellow plastic. This is what the ad is referring to by saying, "Air is what makes it good". The main thing that makes these advertisements

Abortion Prolife view essays

Abortion Prolife view essays Abortion, the termination of pregnancy before the fetus is capable of independent life, can either be spontaneous or induced. It is called "the knowing destruction of the life of an unborn child." (Mass General Laws Chapter 112 Section 12K) When abortion occurs spontaneously, it is called a miscarriage. However, when the loss of a fetus is caused intentionally, it is regarded as a moral issue. Abortion destroys the lives of helpless, innocent children and is illegal in many countries. An estimate of 1.2 million are performed each year. In retrospect, an estimate 38,010,378 innocent children were aborted since 1973 when the process was legalized. Abortion is a simple and safe procedure if it is done by trained medical workers during the first trimester. There are four different techniques utilized during the first twelve weeks of pregnancy. Suction aspiration, also known as vacuum curettage, is the most common surgical means of abortion. This is when a powerful suction tube with a sharp cutting edge is inserted into the womb through the dilated cervix. The suction dismembers the body of the developing baby, tearing the placenta from the wall of the uterus, and sucking blood, amniotic fluids, placental tissue, and fetal parts into a bottle. Although it is one of the safer methods, there are still frequent complications such as infection and tearing of the uterus, causing hemorrhaging. Dilatation and Curettage (Ds body into pieces. The placenta is then scraped off the uterine wall. There is a higher risk of infection with D RU 486 and Methotrexate are two similar types of chemical abortion. RU 486 is a pill that can be taken orally only during the five to nine week period. Three trips must be made to the abortion clinic. In the first, the RU 486 pill is administered af...

The Employees Protection Legislation to Ensure that Discrimination is Case Study

The Employees Protection Legislation to Ensure that Discrimination is Eliminated within the Workplace - Case Study Example Such kind of a situation is made possible by the fact that the policies adopted for the prevention of discrimination often times display great discrepancy between practical employment and the theoretical practice. When confronted by such a situation, most employees opt to take on steps that may help them navigate around the problem yet the results of such situations may be translated as discriminatory. In any case, a great number of employers seek to employ the most suitable candidates for the positions that lay vacant and for the sake of performance, employers attempt to offer the best environment for their employees. The environment includes the physical as well as the social environments in which the employees can perform to their maximum best. With these considerations to make, the employer has to make a careful selection of the most suitable individuals for their vacant positions. The policies that prohibit against discrimination of people in the workplace apply to all points in the employment including the advertisement for a vacant position, the actual interviewing of persons, when the employee is hired, during the exercise of firing, in times of allocating benefits, during retirement and in the practice of lay off among other points.  Ã‚   Case study 1; emerging issues The first case sites a competently qualified individual who had a gay sexual orientation. The man had passed all the necessary tests and the interview and the interviewing panel for the local authority admitted that he was among the eight highly qualified individuals for the position of an apprentice electrician. Even though the panel decided not to deny him the opportunity because of his sexual orientation, they figured that his working environment might not prove conducive for performance. It was with this consideration that the panel dismissed him for the job. The rights of employment that regards the sexual orientation of the employees or the employees to be are embedded in the Commission on equality and human rights. The commission aims at reducing any form of discrimination against transsexual people at all levels of employment. Transsexual people include gay and lesbian individuals within the workplace. In fact, the regulations are not only enforced by the commission at the national level but also at the level of the local authorities. This then suggests that the local authority in which the man, in this case, could be held accountable at the local level for displaying discrimination towards the man. To make the impact even greater, the policies governing gender equality also cover the transsexual individuals found within the workplace or those who are at the recruitment level. This, therefore, suggests the myriad of constitutionally recognized areas that could be used against the local authority in this case study.  

Deforestation Crisis Essay Example | Topics and Well Written Essays - 250 words

Deforestation Crisis - Essay Example However, money has influenced activities that lead to deforestation. In the US landowners are lured by the money generated from logging. They have sold forested acres to logging companies and developers aim at building housing complexes to form urban sprawl. Kenya is a periphery country, which according to world’s system theory, may be controlled by other states and has the weak central government. Just like other periphery countries, it depends on and exports raw materials to the superior states known as the core countries. However, Kenya suffers from deforestation just like the US. Over 100,000 hectares of its largest Mau forest is a victim of deforestation. The largest driver of deforestation in the region is the growing demand for construction timber due to infrastructural development in the country. However, factors like the need for charcoal fuel, expanding farming land and demand for settlement have also contributed to the deforestation in Kenya (Spilsbury 12). Kenya an d United State of America have correspondingly taken steps to help restrain the issue of deforestation. For instance, both governments have passed strict rules regulating the harvesting of trees in the forest and tough penalties for those who disobey the rules (Spilsbury 32). Similarly, the non-governmental organizations have also joined in the fight to curb deforestation in the two countries. The Green Belt Movement founded by the Nobel Prize winner Wangari Mathai has played a huge part in reducing deforestation of the Mau forest in Kenya.

Coca Colas Corporate Communication Strategy

Coca Colas Corporate Communication Strategy 1. INTRODUCTION Communication is the medium through which companies both large and small access the vital resources they need to operate (van Riel 1995). Without effective and integrated communication systems an organization will be unable to develop an appropriate structure for its corporate communication strategy. Given that its corporate communication entails selectively communicating the organizations views and objectives to its stakeholders (whom it relies on for the success of its business), it can therefore be described as a key management strategy. This report will critically assess Coca Colas Corporate Communication strategy through the evaluation of communication frameworks and models. It will look at the internal structure of Coca-Colas organization and how the company utilises corporate communication strategies to both epitomize their corporate identity to stakeholders and improve their reputation. It also looks at the corporate ethics and culture of the company and the impact of Corporate Communication management on the organisation 1.1 Background Information The Coca-Cola Company: Coca-Cola was invented on May 8, 1886, in Atlanta, Georgia by Dr. John Stith Pemberton. It was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was then patented in 1887, when another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. It was registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. By the late 1890s, Coca Cola was one of Americas most popular fountain drinks, largely due to Candlers aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Today the Coca-Cola Company operates in more than 200 countries and markets nearly 500 brands and 3,000 beverage products. The company employs over 92,400 associates worldwide and has a consumer serving (per day) of nearly 1.6 billion, with a net operating revenue of over $31.9billion (as of December 31, 2008). Throughout the world today, no other product is as immediately recognizable by its brand as Coca-Cola. (www.thecoca-colacompany.com.html, 2009) 2. CORPORATE COMMUNICATION ‘Corporate refers to complete, entire or total entities of the organization, while ‘communication means to impart, share or make common. Therefore, ‘corporate communication can be defined as a total communication of the organization or integrating different messages of organizations under one banner (Christensen et al. 2007). Van Riel and C. Fombrun (2006, p.25), cite Jacksons (1987) definition of corporate communication as ‘the total communication activity generated by a company to achieve its planned objectives. That total communication represents all the different forms of communication that is occurring within the organization, including marketing, managerial and organizational interaction. An organisation such as Coca-Colas corporate communication strategy plays an important role in aiding stakeholders understanding of the organization and communicating the organizations identity. Corporate communication within an organization is essential for the implementation of strategic objectives, build brand and reputation and thereby create economic value. It is therefore a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable starting points with stakeholders on whom the companies depend (Fombrun and van Riel 2006). Freemans (1984, p. 46) stakeholder approach defines stakeholders as: â€Å"any group or individual who can affect or is affected by the achievement of the firms objectives.† The stakeholders of The Coca-Cola Company (see Figure 3 below), include: consumers, customers, suppliers, employees, government and regulators, NGOs The local communities Strong centralized functions with direct connection to the Chief Executive Officer (CEO) is the best way for a company to ensure the success of its corporate communication function. (Argenti, 1998). This was evident in Coca-Cola Company, under the leadership of the former CEO Douglas Ivester whose highly formalized, centralized organizational structure, with clear hierarchy of authority and a mechanistic management process has helped maintain control and drive aggressive marketing and expansion plans. This management structure was criticized by the external communities, claiming that the companys perspective was too global and ignored the local communities. Under the direction of the companys new CEO, Coca-Cola began decentralizing some of its activities in order to become more localized. Increased horizontal communication is now occurring within the organization. Sutherland and Canwell (2004, p.130) define horizontal communication as â€Å"informal communication between peers or colleagues on the same level of the organizational structure†. Coke immediately began realizing economies of scale and scope, as well as low-cost production from a globalization strategy that enables product design, manufacturing and marketing to be standardized throughout the world. Corporate communication if strategically implemented within an organisation helps build favourable corporate reputation, which in turn is influenced by corporate identity, behaviour, symbolism and has an impact on organizational performance (van Riel and Balmer, 1997). According to Argenti (1998) corporate communication model below (Figure 2), an organization communicates to its stakeholders through messages and images, who then respond by associating themselves with that particular organization. It affects the perceptions of stakeholders about the organizations prospects and so influences the resources that would be available to them (Fombrun and van Riel, 2006). Image, Identity and Reputation, Crisis Management, Community Relations and Corporate Ethics, Employee Relations and Human Resource Management (HRM) are all essential functions of an organization that depend on effective corporate communication to be successfully implemented. 2.1 Image, identity and reputation Corporate identity is the reality and uniqueness of an organization, which is integrally related to its external and internal image and reputation according to Gray and Balmer (1998), and is a means to achieve a competitive advantage (Schmidt, 1995), while the ‘Image of a company is the reflection of the organizations reality. It is the corporation as seen through the eyes of its stakeholders (Argenti, 1998). Corporate image has 3 dimensions: Relational dimension relationship the company has with the government, the local community and its employees; Management dimension – what the corporate goals, decision-making processes, knowledge management and understanding of company objectives; Product dimension – product endorsement and support, competitive advantage and promotional distinctiveness. Coca-Colas corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders needs and attitudes. This involved a series of focus groups with consumers aged 18 and over and with employees of the Coca-Cola Company. It also included interviews with customers, non-governmental organizations and the media. The consistent use of the colours red and white, the lettering and the model-wave over time is an integral part of the companys corporate visual identity and is important to all stakeholder groups. If managed effectively corporate reputation can be a valuable asset that makes an organization more resilient in todays competitive environment. â€Å"Corporate reputation is influenced by the way in which the company projects its image via behaviour, communication and symbolism† (Gotsi and Wilson, 2001, p. 30).It is a ‘multi-stakeholder construct that can be used to measure how effective an organizations communication system is (Fombrun and van Riel, 2006). When information that stakeholders need to make a decision about a company is insufficient, they will sometimes turn to the reputation of that company to seal the decision. 2.2 Crisis management and culture According to Jones (2000), a good reputation acts as a buffer to companies in times of crisis. After over 200 people, including school children reported feeling unwell in 1999; Coca-Cola was forced to issue recall of its soft drinks in countries in Western Europe including Belgium, France, the Netherlands and Luxembourg (Taylor, 2000). Taylor (2000) explained in his case study that a companys public relations and communication strategy should be executed on a global scale. He did this using Hofstedes (1980) theory of cultural dimension, which explained how values are influenced by culture in differing nations. Taylor (2000) proposed that in countries with high uncertainty avoidance and high power distance, citizens reacted more strongly to this tainting crisis, by forcing the government to place bans on the sale of Coca-Cola related products, while the governments of countries with low uncertainty avoidance and low power distance did not really react to the crisis. Culture management was also needed to accurately understand the environment they were embarking on. Cultureconsists in those patterns relative to behaviour and the products of human action which may be inherited, that is, passed on from generation to generation independently of the biological genes (Parson, 1949 p. 8). Under the guidance of the new CEO, the company adopted a think local, act local approach to marketing, which highlighted the importance of addressing the cultural needs of customers in the local market. Daft maintained the view that although Coca-Cola is a global brand, customers do not drink Coca-Cola globally. As a result, Coca-Cola has been adopting a localized strategy in marketing, advertising, and public relations by carrying out extensive stakeholder analysis as seen in Figure 3. The company also adopted a risk management approach that includes financial, operational, social, environmental and ethical considerations and are of the view that by identifying these risks and the potential consequences they could have on the business, they can proactively focus on these areas and identify ways to more effectively manage their impact on their operations. 2.3 Community relations and corporate ethics Coca-Cola is now working to become a model citizen by reaching out to local communities and getting involved in civic and charitable activities. Like reputation, corporate ethics and relationship with the external stakeholders is very important for building a positive image. Coca-Colas social responsibility and corporate ethics helps build company integrity. In 1960, Keith Davis suggested that corporate social responsibility refers to business decisions and actions taken for reasons at least partially beyond the firms direct economic or technical interest. Stakeholder management is important here as it reconciles the companys objectives with the claims and expectations being made by them of various stakeholder groups. 2.4 Employee relations and Human Resource Management Human Resource Management (HRM) is one of the most important forms of management within an organization and effective communication is essential for HRM to be successful. HRM is as defined by Bratton and Gold (1999): that part of the management process that specializes in the management of people in work organizations. HRM emphasizes that employees are critical to achieving sustainable competitive advantage, that human resources practices need to be integrated with the corporate strategy, and that human resource specialists help organizational controllers to meet both efficiency and equity objectives. The Coca-Cola Company links employee (internal) communications and employee relations and believe that they are integral components needed for the success of the organization. Employee Relations, according to Heery and Noon (2001), involves the body of work concerned with maintaining employer-employee relationships that contribute to satisfactory productivity, motivation, and morale. Essentially, Employee Relations is concerned with preventing and resolving problems involving individuals, which arise out of or affect work situations. The employees are the most valued internal stakeholders, as they communicate the product to the companys external stakeholders. Internal Corporate Communication falls under the organizational management department, as seen in van Riel (1995) model of integrated corporate communication. It is defined, according to Welch and Jackson (2007) as communication between an organisations strategic managers and its internal stakeholders, [in the case of Coca-Cola, its employees] designed to promote commitment to the organisation; a sense of belonging to it; awareness of its changing environment and understanding of its evolving aims. The Coca-Cola Company follows a similar structure regarding internal communication as depicted in Welch and Jacksons (2007) model (Figure 2). Within the company, corporate messages relayed directly to employees aid in reinforcing employee commitment towards the overall organizational objectives. On the same level, direct communication between managers and their employees helps create a sense of belonging to the organization. This sense of belonging then motivates employees to promote awareness and understanding of the corporate brand to the external stakeholders. Guest (1990), in his approach to strategic HRM draws on the Harvard model (proposed by Beer et al., 1984), which was associated with the softer side HRM and the Michigan model (proposed by Fombrun, Tichy and Devanna, 1984), which proposes the hard HRM approach. Hard HRM see human â€Å"resources† as mainly a factor of production, an expense of doing business rather than the only resource capable of turning inanimate factors of production in to wealth. In contrast, soft HRM places an emphasis on human side of things. The soft model focuses on treating employees as valued assets and a source of competitive advantage through their commitment, adaptability and high quality skill and performance (Legge, 1995). The Coca-Cola Company incorporates both ‘hard HRM and ‘soft HRM within their organization reflected in the ‘Choice Model adapted by Analoui (2002, p. 30). This model depicts a more holistic approach to HRM as seen in Figure 5 below. The Input Stage of HRM policies and frameworks This model represents the communication strategy with emphasis on HRM, being used by global organizations like Cola-Cola. It explains how the input stages of HRM policies are formulated at senior management levels based on the knowledge and information attained from internal, personal and external sources. These policies are then passed on to the functional and line management level where they are implemented, and finally ends at an output level that affects the individual, organisation and society bringing about, improved performance and effectiveness and quality of work life. This model proves effective as it takes into consideration the culture of the organization, as well as individual and stakeholders perception of the company and can be interpreted on an international basis for a company such as Coca-Cola. CONCLUSION This report critically reviews the corporate communication strategies being utilized within the Coca-Cola Company. It reflects on the nature, scope and focus of corporate communication, with emphasis on Human Resource Management and Employee Relations. It describes how corporate communication is essential for corporate image, identity and reputation to be understood by stakeholders. It explained how under the corporate communication strategy, Cola-Cola is able to formulate a more holistic approach to HR management, linking the needs of the internal stakeholders with those of its external stakeholders to achieve a more effective organization. Finally it concludes that company performance and efficiency is linked to the corporate communication strategy of an organization and how successful its implementation is. Bibliography Analoui, F (2002) The Changing Patterns of HRM. UK: Ashgate. Argenti, P.A. (1998) Corporate Communication. 2nd ed. Boston, MA: Irwin McGraw-Hill. Beer, M. et al. (1984) Managing human assets. New York: The Free Press Bratton, J. and Gold, J. 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