My Research Paper Topic

Due to an interest in the magnitude of public relations, my research paper will explore the function and impact of public relations in the corporate world. By delving into the interdisciplinary world of business and public relations, I will compare how large companies within the same realm, like Nike versus Adidas or Wal-Mart versus Target, create, perpetuate, and protect their corporate images. I will also research each company’s crisis communication history, and how public relations factored into handling corporate disasters. Once I research and discover existing corporate predicaments related to one sector of the aforementioned companies, I will analyze which company’s public relations program was the most effective. I will consider the company’s current image and business revenue compared to before a scandal, if one existed.

In 2005, for example, Wal-Mart faced a number of problems related to employee and workforce relations, including accusations of inadequate employee healthcare, low wages, and unacceptable working conditions. Additionally, numerous groups, ranging from environmental to religious, publicly criticized Wal-Mart for negatively impacting local businesses. This uproar prompted the company to hire Edelman Public Relations to combat and respond to negative media attention.

When I research, I will look for public relations materials created specifically in response to commercial crises, just like that which Wal-Mart experienced. I will also analyze the company’s current press kit, which I can find on their Web site. Public relations materials might include fact sheets, news releases, a biography on the company’s owner, feature stories focusing on increasing employee satisfaction, and a background on the history of the company itself. Edelman’s public relations effort in response to the challenges that Wal-Mart faced will illustrate the role of public relations in business.