An analysis of Shell Nigeria's 1995 public relations crisis.
Written in 2009; 2,022 words; 1 sources; APA; $ 64.95
Paper Summary:
The paper explains Shell Nigeria's public relations crisis that was energized by the execution of Ken Saro-Wiwa, a human rights and environmental activist that claimed Shell was responsible for human suffering and defacing massive portions of the land. The paper provides an internal and external environmental analysis of the company and discusses how the disputes of the Ogoni people and the execution of Saro-Wiwa highlight the necessity of a concrete public relations strategy. The paper recommends that international companies develop a set of core competencies, use risk management strategies with proactive public relations and promote an understanding of cultural values.
Outline:
Executive Summary
Introduction
Analysis of Mission Statement
Internal Environmental Analysis
External Environmental Analysis
Global Codes of Conducts for MNCs
Nigerian Culture and Shell's Crisis
Public Relations Strategy
Recommendations
From the Paper:
"Public opinion often reigns supreme in dictating the day-to-day activities of any given marketplace. In the case of Shell Nigeria, a wholly owned subsidiary of the Royal Dutch/Shell Group, the execution of Ken Saro-Wiwa marked a negative phase for the company ending in crisis. With various world leaders and human rights officials protesting the execution, the perception of the population was that Shell Nigeria was somehow behind the rapid sentencing. This perception was due to the fact that Saro-Wiwa had been an environmental and human rights activist--opposed to various elements of the petroleum industry. With Shell Nigeria being the focal point of the backlash, there was only a downside to the 1995 turn of events. As bank loans were cancelled, and the public sought restitution for executing a respectable member of society, Shell Nigeria faced an upward battle in regaining support for its products and services."
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