Public Action of Derby Zoo in the Case of Panthers Baby

Introduction
Since last century, modern Public Relations has been gradually perfect with economic development and improvement of information technology, and countless companies such as KFC which had been 留學生dissertation網involved in Sudan red event recently, have avoided credit crisis because of successful Public Relations. As we know, Public Relations consist of three elements: social organizations, communication and the public. Social organizations mainly indicate commercial organizations with unified goals while engaging in public action; communication is a process containing transmission of information and share of information; the public is a total of individuals, groups and other organizations which exert a significant effect on a specific organization. Here I would like to take Sudan red event of KFC in China for example to analyze the public action of Derby Zoo in the case of Panthers baby.
Sudan red event
In 2005, Chinese institution of KFC found that there was Sudan red in New Orleans chicken wings and New Orleans Roasted Burger Combo, in the second day, and head of Chinese region quickly held a news conference to expose interior scandals and apologize to customers for Sudan red. What’s more, they actively bore legal liability and compensated for the loss of victims. At the same time, they attributed the fault to suppliers of material and prevented the case from deterioration. Later on, KFC engaged in a number of promotional activities to set a new and good impression of brand on customers, and it is not hard to find that KFC succeeded in the three aspects mention above. Firstly, all employees united as one to be honest to the public about the Sudan red; secondly, they also http://www.400190.com/dissertation_writing/sociology/gained beneficial comment from mediums due to honesty; finally, they assumed the responsibility of compensating victims. Obviously, KFC has made full advantage of three elements of Public Relations.
The Escape of Panthers Baby in Derby Zoo
In the morning of March 9, Panthers baby escaping from Derby zoo still has not been found, and according to local policemen, some sheep were hurt, and local people felt extremely angry. Local television mediums rushed to the scene to interview the complained villagers, and Derby zoo also held a news conference. The following is a section of press conference:
Q: how can you justify keeping animal in a zoo—isn’t it a bit barbaric for the 21st century?
A; actually, keeping animal in a zoo is a means by which countless people can come into contact with living, wild animals and increase their awareness of nature conservation. On the one hand, Zoos have made a huge contribution to the success of education campaigns ( such as the World-Wild Fund for Nature) simply by providing the opportunity to contact with animals; on the other hand, living animals clearly have an enormous power of attraction, and close look at animals can increase human’s concern to animals.#p#分頁標題#e#
Q: you bungled this operation, didn’t you? People were at risk of attack from a dangerous animal for nearly a week.
A: on the one hand, the escape of Panthers baby indeed brings some bad effects on citizens’ life; on the other hand, there are also some old and damaged facilities without mending because of shortage of money, and they are the chief culprit of the escape. At the same time, the growth of visitors also played a critical role on the escape of Panthers baby. Here on behalf of all employees of Derby zoo, I am quite sorry for any inconvenience caused by the escape. Upon learning the emergency, all employees tried their best to trace the panthers and Derby zoo also has telephoned the policemen for 留學生dissertation網help. At the same time, public department decided to expose the truth of the whole thing and wishes that the public will call us if having any information about Panthers baby.
Q: what systems have you put in place to make sure animals can not escape from the zoo in the future?
A: Firstly, we have seriously checked all the facilities of Derby Zoo, and are going to collect money to maintain them; secondly, we will control the number of visitors on holidays in order to avoid the same thing having happened.
Conclusion
http://www.400190.com/dissertation_writing/sociology/Simply, the case indicates that the features of way to deal with emergency are timely, acute and honest. Similarly, we also understand the radical means to solve problem is not to resolve but to prevent. So values of social organizations are quite important in public relations.