This essay has been submitted by a student. This is not an example of the work written by our professional essay writers.
In this coursework, the company that I chosen is Intel Corporate. With my overall opinion, as a word global company, I would like to further understand the Intel's advance technology and management process. By this point, I had doing a lot of searches and analysis to evaluate what Intel Corporate using the various principles of public relations. Thus, I should integrated what we learned all the public relations perspective to apply the Intel Corporate communication strategy. Furthermore, the report provides the information of the organization activities from perspective ethics and social responsible, analyze the financial performance and public relation communication strategies as well as the vision of the company. As the result, analyze how Intel Corporate deals in the business by using the public relations concept.
History of INTEL
Intel Corporate is a technology companies, the world's largestÂ semiconductorÂ chip maker,Â it was founded by Gordon E. Moore who is also a physicist and chemist on 18 July 1986. Â He was accompanied by Robert Noyce as a fellow physicist and co-creator of integrated circuitry, after they both had left Fairchild Semiconductor.Â A number of other Fairchild employees also went on to participate in otherÂ Silicon ValleyÂ companies.Â During the 1980's Intel was run by a chemical engineer by the name of Andy Grove, who was the third member of the original Intel family.Â Andy Grove today is considered to be one of the company's essential business and strategic leaders.Â By the end of the 1990s, Intel had become one of the largest and most successful businesses in the world.
Intel had developed the first microprocessor called as Intel 4004 in year 1971, it's known as one of the world very first microcomputers in year 1972. In the early year 1981, Intel was developer ofÂ SRAMÂ andÂ DRAMÂ memory chips. During in the year 1990, Intel invested heavily in new microprocessor designs fostering the rapid growth of the PC industry. Its line of Pentium processors had become a household name during that period.
Ethical of public relation
Core of conduct
To increase public confidence
One of Intel's core values is to conduct business with uncompromising integrity and professionalism. Intel's success is based on strong relationship of mutual respect and trust with customers, suppliers, and others. It's always represented products and services fairly and accurately to interaction with customers and potential customer. Based on one of the news on 16 Nov 2009, Intel Corporation announced that its board of directors has approved a 12.5 percent increase in the quarterly cash dividend to 15.75 cents per share. With one of the highest dividend yields in the technology industry, the dividend increase is another sign of confidence in business prospects going forward. Furthermore, Intel's responsible for ensuring that Intel's financial record are fair, accurate, timely and understandable reflections of the company's operations and business activities.
To stem the tide of regulation
As a global company must comply with the laws, it's responsible to knowing and following the laws and regulations. Violations of laws and regulations have serious consequences, the both of company and individuals are involved. Some of the terms of Intel's laws called as antitrust laws, govern the way that companies behave in the market. This laws deal in general terms with the way companies deal with their competitors, customers and suppliers. To behave the laws, Intel is not communicates with any competitor relating to price and any term that affects pricing or production levels. In every country in which Intel do the business, laws and regulations govern import and export is required. In many cases, the law requires an export license or other appropriate government approvals before an item may be shipped or transferred.
To improve internal operations
One of the Intel's core values is to work as a team with respect and trust for each other. As a global company should improve the internal operations by strive to uphold open and honest communication and to protect employees from discrimination, harassment or unsafe practices. Intel's accept any questions, thought, ideas from the outsiders. They are encourages employees to raise work-related issues or concerns with the direct manager as soon as possible after the problem arise. Intel complies with the safety laws to protect Intel employees, the public and communities to ensure that is not conduct the activity without the proper safely precaution and uphold the proper safeguards. They believe that all the work place injuries could be preventable. Besides that, Intel's recruits diversity on its workforce as well as its customers, suppliers and others. It's provides equal employment opportunity for all applicants and employees and does not discrimination on the race, religion, gender, national origin, age and so on.
To respond to transgressions
Intel's values have are responsibility to comply all the procedures that protect the physical assets, information, Intel brands and reputation. Among the Intel's most valuable asset are its trademarks and brands, it's has established guideline that specify how and when they may be used. The company must follow the guideline whenever to use the company's trademarks and brands to protect the values and recognition of the Intel's trademarks. The reputation of the company should uphold the image whenever to representing. In other case, when speaking on business or technology topics in public or posting on the internet the ideas must clearly expressing by own views, unless you are present as an authorized representative of company. The action should be taken by authorized company to who defame the company.
Corporate Social Responsibility
Corporate social responsibility is required by law to make a positive impact on society and the environment through their management, operations and products and through the engagement with stakeholders including employees, customers, investors, communities and suppliers. Intel's succeed on reducing environment impact, engaging with the communities and building ethical cultures. Besides that, Intel has reduced costs through energy conservation investments and enhanced the reputation as a global company by building trusted relationships around the world.
Intel's product basically involved the microprocessors, motherboard, chipsets as well as wireless connectivity products. The features of Intel's products optimize the overall performance improvements by balancing increased performance capabilities with improved energy efficiency. The majority of the revenue gain from sales of microprocessors and chipsets. Nowadays, Intel's creating the products that offer more capabilities, faster, more energy-efficient and more affordable in the market. According the history, Intel's first microprocessor 4004 manufactured in year 1971 it's incorporated 2,251 transistors. Today, it's manufacture microprocessors that incorporate more than 2 billion transistors per chip.
Technology can be solving environmental problems. It can be used to empower people with the right information to make better decisions about the environment. It's allows to help reduce the environmental footprint of cities and countries around the world and drive more sustainable business practices. As people and companies around the world look to build a more sustainable future, Intel technology is consider critical to developing greater insights to creating new solutions, using fewer resources and innovation across entire industries and sectors.
In 1996, Intel and other U.S. semiconductor manufacturers entered into a voluntary agreement with the U.S. Environmental Protection Agency (EPA) to reduce emissions of perfluorocompounds (PFCs), materials used in semiconductor manufacturing that are known to have high global-warming potential. The agreement later expanded into a worldwide industry agreement to reduce PFC emissions 10% below 1995 levels by 2010, representing they believe to be the world's first voluntary industry greenhouse gas reduction commitment.
Intel's ability to innovate depends on ideas and great ideas come from great people. The wide range of perspectives that gaining by hiring and developing talent from a diverse. Global labor pool gives understanding of the needs from the customers, suppliers, and communities to helps advance leadership position in both technology and corporate responsibility.
Intel provides equal employment opportunity for all job applicants and employees, regardless of non-job-related factors including but not limited to race, color, religion, gender, national origin, ancestry, age, marital status, sexual orientation, gender identity, veteran status, and disability. Furthermore, Intel's make reasonable accommodations for employees with disabilities. The policies apply to all areas of the employees including recruitment, hiring, training, socials and prohibit harassment of any individual or group.
Employee safety and health
Safety is not just a priority at Intel, it is a value. Intel is a responsible company that wants all the employees including the construction contractor staff to work in a safe environment. Through education, supplemental training, feedback sessions, recognitions, engagement with contractor management companies, Intel succeed in ensuring workplace that is the safest construction project. The Intel's safety success contains important lessons for all businesses in terms of competitiveness, project planning and execution, management accountability, injury prevention, productivity, cost savings and workplace partnerships.
Vision of Intel
Vision defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective or strategic direction. Intel's vision values constantly push the innovation in order to make people's lives more exciting, more fulfilling, and easier to manage. It has inspires partners to develop innovative products and services, rally the industry to support new products, and drive industry standards.
Thus, Intel strives to focus on "lead ahead" which is find and drive the next leap ahead involves in technology, education, culture, social responsibility, manufacturing and more. With this vision, it's been continuously encourage their customers, partners, consumers and businesses to join which can take exciting leaps forward. It's not only about making technology faster, smarter, and cheaper in the market. Actually it's about using that technology to make life better and more convenient for everyone.
Public relations used several tools to find or create favorable news about the company and its product or people. Public relations people also prepare written materials to reach and influence their target market. These materials include brochures, articles, news, magazines and so on. As we can see the corporate identity materials helps create a corporate identity that the public immediately recognize the product. Besides that, a company's Web site is the important public relations method to offer the public to visit Web site for information or entertainment. With this method, Intel's can improve the public goodwill to shows their product. The leadership of Intel is about the technology development. With the goals, we can see Intel's repeatedly develops innovation of product. It began with the Intel microprocessor and the invention that sparked a revolution. Intel's history of developing groundbreaking technology continues today. This is what the public like to used and look forward the advanced of technology product.
While 2009 was a turbulent year for the global economy, but it reported 23rd consecutive year of profitability. During 2009 results reflect Intel continued focus on operational efficiency and investment in innovation and manufacturing leadership. The impact of these economic results extends beyond Intel, providing positive benefits to communities at local, regional and global levels. Despite the worldwide economic recession, microprocessor unit shipments for the PC industry were up 6% in 2009. As the year progressed, as we can see increasingly strong consumer market sales, including easy-to-use and affordable IntelÂ® Atomâ„¢ processor-based netbooks. The revenue for Intel Atom processors and associated chipsets totaled $1.4 billion in 2009. Intel's committed to investing in world-class technology development, particularly in the design and manufacture of integrated circuits. Research and development (R&D) expenditures in 2009 were $5.7 billion to develop advance technology.
According the analysis, SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats, itÂ is an important tool for evaluate the overall strategic position of a business and its environment. SWOT Analysis examines the company's key business structure and operations, history and products and provides summary analysis of its key revenue lines and strategy. The comprehensive SWOT analysis of Intel Corporation provides the strategic analysis of the company's businesses and operations:
-manufacturing Process Technology
-Market Leader 70%-80%
Expand to new markets:
-Low Cost / Low power
-Big ( less nimble)
-High Fixed Cost needs high volume
-Limited growth potential-mature market
-Highly depends on single product, CPU
- GPU based computing
- Cyclical downturn
PR Communication Strategy
Public relations ability to effectively conduct external communications is the fundamental of professional success. It is based on various communication strategies to change to public opinion.
Most of the efforts chapters make in public relations are through forms of print media, primarily newspapers. These are usually the most visible outlets on college campuses, especially school newspapers, and in the local community. With this function, it creates the awareness of Intel on the target area coverage.
News is something that interests many people today. News release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations and television stations. The public ability to aware the latest product of Intel such as the newer microprocessor called Intel Core i7.
Blog is a Website in which items are posted and displayed with the newest at the top. Many blogs allow visitors to post responses to "blog postings" created by the founder of the blog. Blogs often focus on a particular subject that public can comment or share the views each other. Until recent years Intel's most of them functioned from Blog@Intel.
This one medium has helped transform the whole business of marketing and public relations. In a way, it gives any organization the ability to promote the product without having to depend on other media outlets. Websites and e-mail are the two most common methods for Intel corporate to use the Internet for PR purposes.
The press conferences or speaking engagements is used tool of PR firms to shows the goodwill to the public as a way of managing its image. This is the way increase public confidence directly to the Intel corporate to let the public aware about their activities. The special event may establish the news development from the times, people, place and activities to build up the reputation.
From my opinion, sometimes in this competitive market, it is difficult to avoid because there are many reasons to drop the company's goodwill. When the company's image was destroyed and the public's confidence in the company also lowered, it is seriously affected the company's financial problems. To improve the image of the organization, must cultivate a professional PR. This is necessary the professional ability to deal with certain case such as slander. His duty is to protect the company's reputation and business interests as well as change the public opinion. As a PR practitioners are sensitive listeners and information provider, they ability to maintain two way communication from interpret and mediate between an organization and its publics. With the existence of a PR department, it can be easily establish lines of communication within the organization