MA in Public Relations: Corporate Communication

REPUTATION AUDIT (Jan to Mar, 2014)

Raymond, Anh, Lynn, Lisha

TABLE OF CONTENTS

Lenovo

Stakeholder Analysis: • Media• Customers • Employees • Community • Investors

Conclusion & Recommendation

Lenovo

• 1984 : Established in Beijing

• 2004 : “Legend” → “Lenovo”

• 2005 : Acquired IBM’s PC Division

• 2014 : Acquired Motorola Mobility

Traditional Media

Overview

Total number of coverage: 140

Key Events: Lenovo has released third quarter 2013/14 financial report (13 Feb)

Lenovo has bought Motorola Mobility from Google (29 Jan)Lenovo has acquired IBM’s x86 Server Business (23 Jan)

Sectors of interest: Computer / Mobile / Technology / Business

Traditional Media

Use of Press Release

IBM Acquisition

Google Acquisition

Q3 Financial Report

30

69

45 • 24 press releases in total

• Varying in the level of coverage

• 3 key press releases

Traditional Media

Multi-perspective Storytelling

News54%

In-ter-

views8%

Analyses16%

Opinion Pieces22%

Traditional Media

Media Tone

Positive: good influences, opportunities

Neutral: plain information without comments

Negative: possible drawbacks, challenges

Pos-itive31%

Neutral55%

Negativ

e14%

Traditional Media

Key Press

Positive

Negative

Coverage

Social Media & Customers

Employees

• Internal Communications

Employee Communications:meetings, employee engagement survey, office of the ombudsman

• Cultural Integration & Diversity

“cocktail culture forum”, women leadership, GLBT activities

Employees

Recognitions

• Employee Survey 2012

• Universum Most Attractive Employers 2013

• Optimal Health Employers Slovakia 2013 A

Community

CSR Definition of Lenovo

Sustainability for Lenovo means taking care of the long-term economic, social and environmental health of the company and the communities in which it operates.

Community

Lenovo CSR Mission

Stakeholders communications

Responsible company• Product quality and safety• Employees

IT Empowerment to the world• Philanthropy & Charity

To create better world• Environmental protection

Community

Recognitions

Investors

Stock Price

Financial Calendar

Breaking News

Investors

Trading Volume

Investors

Goodwill

Conclusion & Recommendation

• The company draws a huge attention and high expectation from various stakeholders

• A generally positive brand image

• Financial performance is fluctuant with mixed attitudes

• Customer Service

• Media Coverage

• Financial Report