Coca-Cola Foundation Press Release

Coca-Cola Donates Over $106 Million to Charitable Organizations

According to this press release, the corporation was able to donate more than $106 million to more than 230 organizations in 2016. (Sherwin, 2016). The contribution will undoubtedly benefit organizations in over 200 countries worldwide. Their top goals include women’s rights, water supply, and ensuring that many (underprivileged) populations have a better life in general (Coca-Cola Company, 2017).

Commitment to Assisting the Vulnerable

The corporation kindly donated a sum equal to 1.2 percent of their annual operating income. The board recognized this as a critical step toward growth and development, as well as a revelation about their goal to assist the vulnerable. The main audience of the press release, as it can be identified, is the stakeholders of the company and the general public, especially human rights activists. The support that the company offers to women and children, as well as its involvement in increasing the welfare of the community, does indeed prove that they want to show the public that they are committed to helping others (Barkay, 2013). The audience is to get the basic concept that the organization is actually focused on fulfilling its promises. Given the fact that the company is globally recognized, it is important that they inform the masses about the game-changing steps that they have taken.

Informing the Masses and Ensuring Assistance at Local Levels

A press release is meant to be a part of the public, making the masses aware of their transactions. Most importantly, the intended audience of Coca-Cola has gotten the message, given the fact that there are various people on the grounds that are assigned to make everything happen. It is appropriate to have people at the local points to assist in the dispersal of the grants and financial help (Sherwin, 2016). At large, it can be said it is the work of the public relations department to make sure that people become committed when they successfully get the grant and with that, to know that the funds are helpful indeed. The main theme of the message is, as has been discussed above, that the company’s tactics in helping out the community with donations to the various programs offered around the globe identify the company as charitable (Barkay, 2013). The real intention of the press release is to show the company’s willingness to encourage the public for personal growth. They have various projects foreseen - for instance, donations to education, youth development, arts and culture, HIV/AIDS, and disaster relief assistance are in sum $38 million. This generous contribution allows the company to be taken seriously through the various channels of communication with the public.

Factors Contributing to the Press Release’s Success

The press release has some factors that contribute to its success: for example, promoting an image of a happy family creates a better environment where everyone believes that they are equal. The portrait harmonizes with the main objective of being charitable. The press release has also hit the main point of being precise on the company’s agenda and on the amount of money they have donated as well as its dispersal. They have also admitted that they are happy about the progress and the steps that they have taken. The best part about the press release is that it can relate to anyone who is interested in being part of the adventure of the company.

Weaknesses of the Press Release

The weakness of the press release is that it does not clearly explain the source of the grants they are giving. Without such assurance, one cannot believe in the legal source of more than $106 million that the company is giving out. The breakdown of the analysis of the amount that they are using also seems to be quite incomprehensive since it does not mean that the amount shall be used up to the last penny. They have to show some breakdown of the expenses that will be accrued. The initial information that one gets is the ways in which the company is trying to gain even more popularity and acclamation out of this entire project. It does not mean that it is bad to be concerned about the ways at which they are taken.

Conclusion

To sum up, beside the minor step back in the press release in that it was less transparent than was expected, it has delivered the news. One important factor that has made it successful is the method in which they have conveyed the message: the community does require help indeed, and they acknowledge it. Moreover, the press release has identified itself as unbiased since it has reflected on every case scenario. The focus on the company as part of the campaign to save the people of the world proves that it they are dedicated to the entire project. One more factor that makes the press release effective is the way in which it has been credited for it. A link has been provided to show past achievements that the company has engaged in. Considering that, it is indeed true that the press release has been effective and has outlined every aspect that is needed for the public to stay committed to the company.

References

Barkay, T. (2013). When business and community meet: A case study of Coca-Cola. Critical Sociology, 39(2), 277-293.

The Coca-Cola Company. (2017). The Coca-Cola foundation and the Coca-Cola Company give back $106 million to more than 230 organizations globally. The Coca-Cola Company. Retrieved from http://www.coca-colacompany.com/press-center/press-releases/the-coca-cola-foundation-and-the-coca-cola-company-give-back-106-million-to-more-than-230-organizations-globally

Sherwin, R. T. (2016). # Have we really thought this through? Why granting trademark protection to hashtags is unnecessary, duplicative, and downright dangerous. Harv. J. Law & Tec, 29, 455-567.