The Mission and The Campaign
Table of Contents
I. Research: BioArch is the new industry standard for processing products.
A. Background
B. Market BioArch is being used
2. Action Plan: Why do we have to change?
B. Training our internal and external customers
3. Communication: How are we getting the word out.
A. Marketing strategies for internal and external customers
4. Evaluation: Our metric system.
A. Manufacturing changes
B. Our transition period
5. Conclusion: The outcome
Executive Summary
The American Red Cross, a non-profit organization is implementing a new industry standard system called BioArch to track and process its blood products. The new infrastructure will improve the quality of its blood products since employees will be able utilize products based on inventory and age. The system also improves the product tracking process currently in place and it promises to improve customer relations since most competitors are already using the BioArch system. Currently, systems regionally are different and therefore inventory is kept separate. This creates challenges in meeting customer demands and it increases manufacturing manual processes.
Research. BioArch is the new industry standard being used in the market to track and process blood products. Companies such as Blood Source, Delta Blood Bank and United Blood Services are some of our main competitors. These not-for-profit companies are currently processing their blood products for their customers through BioArch. Some of our customers like, Kaiser Permanente, Cedars-Sinai and the University of Southern California are processing their blood products through BioArch as well.
In order to stay current with market standards and competitive in the marketplace we too ...
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American Red Cross, (2014). American Red Cross. Retrieved from: www.redcross.org/
Delta Blood Bank. (2010). Delta blood bank your community blood bank. Retrieved from www.deltabloodbank.org/ Kaiser Permanente. (2014). Kaiser permanente. Retrieved from kp.kaiser.org
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Occupational Safety and Health Administration. (2014). Occupational safety & health administration, we can help. Retrieved from www.osha.gov/
United Blood Services. (2008). United blood services, find the hero in you. Retrieved from www.unitedblood services.org/
United Blood Source. (2014). Blood source yes, you do save lives. Retrieved from
www.bloodsource.org/
Toxic Sludge is designed to shock readers by stressing the negative side of each circumstance; even though the information presented is a left wing point of view I do believe the work is a justifiable criticism of the PR industry because the tactics used were harmful to American democracy and in some cases the health and wellbeing of the public at large. According to an analysis by Dr. Donn Tilson, accredited member of the Public Relations Society of America (PRSA), not all PR practitioners utilize such tactics, however, many do and that type of PR poses a threat to democratic values, he goes on to state, “it is ultimately a manifestation of the deeper contradictions in corporate America...the road back to a truly democratic society lies in educating ourselves about the power of propaganda in our lives” (Tilson, 1997). As the general public continues to educate itself about the practices (good and bad) in the field of PR it is even more important that our firm maintain professional procedures that are in-line with the PRSA code of ethics.
It is important to know how the Red Cross began. It was in June 1859 when Henry Dunant went to Solferino, north of Italy. He was a spectator of a small but bloody war. French and Italians had a battle against Austrians. There were more or less 40,000 victims. He was completely horrified with the scene. He interrupted his trip to help the hurt and organized volunteers to save lives.
Stauber, J & Rampton, S. (1997) Toxic Sludge is Good For You: Lies, Damn Lies and the Public Relations Industry, London: Common Courage Press
Public relations have been a prominent aspect of society for millennia, dating back to 50 B.C. with Julius Caesar and referred by the Ancient Greeks as “semantikos”, which is the practice of persuading people into a belief or action (Witman, 2000). Public relations is still been influenced by the contributions of key historical and contemporary figures including Benjamin Franklin and Ivy Lee.
Gallaudet University. (1997). Public relations Gallaudet University: The beginnings. Gallaudet University, 1-17. Retrieved from http://pr.gallaudet.edu/
...mans, L, Tench R., (2009). 2nd edn. Exploring Public Relations. Harlow: Pearson’s Education Limited. Ch. 1
Edward L. Bernays deserves recognition far greater than that which he receives. "The father of spin" documents the career of Edward Bernays, the man himself and the monumental findings that precede him. Bernays not only fathered public relations as we know it he also shaped molded and embodied ideal practices of public relations and spin in everything that he did.
... Bond: Public Relations Education and the Practice. The Report of the Commission on Public Relations Education. Available at http://s3.amazonaws.com/ppt-download/2006-report-of-the-commission-on-public-relations-education-1195223272668565-1.pdf?response-content-disposition=attachment&Signature=554iyiPqbDSlLhYQNEsRd66KCjg%3D&Expires=1331580717&AWSAccessKeyId=AKIAJLJT267DEGKZDHEQ March 15, 2012.
Public relations work consists of two activities, research and communication. Research is a pivotal part of i...
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