Case Study

Case Study

Answer 1

The major reason why the Chinese government appointed a Western public relations company to work on the Beijing Olympics 2008 was that they ought to build a positive image of their country in favor of the games at the same time as dropping the human rights issues surrounding the actions of China regarding Tibet and Darfur (Kohut & Wike, 2009). Basically the centralized political system of China had the challenge to perform on the global stage, which at present doesn't just denote comprehending how to have power over the messages that appear from official government ministries or else the messages that are geared up and dispersed to the international news media. There are Web sites; there are blogs; there is an entire world of communication based on internet that western companies were far more ready for as compare to Chinese government to contend with media (Clifford, 2008).

Moreover, the Chinese government admits the fact that USA is the most powerful country brand in the world. For that reason, as the Olympic Games are meant to be the leading sports event in the worldwide, the government of China decided to hire western global public relations approaches to endorse China in an encouraging way while avoiding political issues.

Answer 2

Global events like the World Cup soccer or Olympics are celebrated as global events that go beyond politics. As a result, those events have in general been viewed by activists and protesters as chances for calling the attention of the audience all over the world regarding their political concerns. For example, when the Greeks hosted Olympic Games in something like 776 B.C, politics had nothing to do with games, therefore during those Olympics there was no military action, no executions, and no war. Though, the position for these kinds of events has not recently been as promising, owing to increase of various interests, activists and protesters still look at mega-events as chances to demonstrate their issues to the world. All through the global events like World Cup soccer and Olympics, the hosting country gets a huge amount of exposure, publicity and hype which the country has zero or little control over. Thus, the protesters get an opportunity to bring the subject to front regarding their own problems and hence pressurize the government for change (Green & Keegan, 2011). Though understanding that progress in global communications pave the way for the worldwide spread of information regarding social issues out of the country, contributing to augmented public knowledge, only at mega events like the Olympics do the activists and protesters have the attention of the whole world. With events like these, the countries have exclusive advertising opportunities for international marketers to get to a wide-ranging audience as compare to the normal sports event. Activists and Protesters can also interweave the events into Television news, spread rumors about the events, and assert their concerns on web sites to seek the attention of international audience, in spite of whichever media they are bringing into ...