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Operation Greenwash Gold : Rio Tinto and the Tainted Medals
內容大綱
Rio Tinto, a major multinational mining company, signed a contract with the London Organizing Committee of the Olympic Games and the International Olympic Committee to supply all the gold, silver and copper for medals to be awarded at the London 2012 Olympic Games. Just three months before the opening ceremonies, a coalition of non-governmental organizations, titled Operation Greenwash Gold, combined with labour unions in Canada, Australia and around the world representing millions of workers to protest Rio Tinto’s alleged environmental, human rights and labour relations abuses. A number of damaging social media campaigns aimed to get the Olympic committees to cancel Rio Tinto’s contract were supplemented by street protests in front of the company’s headquarters during its annual general meeting. Rio Tinto’s chief executive officer must decide on a communications strategy in order to respond to its already tarnished reputation.
學習目標
<ul><li>To allow students to develop a communications, public relations or crisis management strategy in response to various stakeholders, including non-governmental organizations, unions, activists, corporate sponsors, shareholders and the general public.</li><li>To illustrate effective corporate social responsibility and various internal and external factors influencing managerial decision-making in multinational corporations.</li><li>To consider the timeline, impact of business communications and ethics when dealing with stressful crisis management situations.</li></ul>