KFC hold charity activity "Journey of Hope" to gaining reputation all over the world
"Journey of Hope” is a PR campaign because it is a part of "Add Hope", a series of CSR campaigns that aims to achieve a long-term impact. In addition, this campaign helped KFC build mutual beneficial relationship with its public. The company's reputation was greatly enhanced, while the public gained an opportunity to reduce the hunger problem in Africa. This means “Journey of Hope” was a strategic communication process.
KFC improved their reputation as well as strengthened its relationship with customers. This was evidenced by the donation, represented in the evaluation of strategy part, of customers and their involvement in the campaign. Furthermore, this campaign met the need of society; it helped feed African children, who suffered from famine and lacked nutrition, by providing millions of meals.
this activity is not only gain reputation in Africa, but also gain the reputation all over the world. This campaign also help KFC repair the reputation in China
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