Lenovo

MA in Public Rela.ons: Corporate Communica.on

REPUTATION AUDIT (Jan to Mar, 2014) Raymond, Anh, Lynn, Lisha

TABLE OF CONTENTS Lenovo Stakeholder Analysis:

• • • • •

Media Customers Employees Community Investors

Conclusion & RecommendaCon

•

1984 : Established in Beijing

•

2004 : “Legend” → “Lenovo”

•

2005 : Acquired IBM’s PC Division

•

2014 : Acquired Motorola Mobility

Lenovo

Overview Total number of coverage: 140

Key Events: ü Lenovo has released third quarter 2013/14 financial report (13 Feb) ü Lenovo has bought Motorola Mobility from Google (29 Jan) ü Lenovo has acquired IBM’s x86 Server Business (23 Jan)

Sectors of interest: Computer / Mobile / Technology / Business

TradiConal Media

Use of Press Release

Q3 Financial Report

45

69

Google AcquisiCon

IBM AcquisiCon

30

TradiConal Media

• 24 press releases in total • Varying in the level of coverage • 3 key press releases

MulC-­‐perspecCve Storytelling Opinion Pieces 22% News 54% Analyses 16%

Interviews 8%

TradiConal Media

Media Tone PosiEve: good influences, opportuniCes

Neutral: plain informaCon without comments

NegaEve: possible drawbacks, challenges

NegaCve 14%

Neutral 55%

TradiConal Media

PosiCve 31%

Key  Press

TradiConal  Media

Positive

Negative

Coverage

Social Media & Customers

• Internal CommunicaCons Employee CommunicaCons: meeCngs, employee engagement survey, office of the ombudsman

• Cultural IntegraCon & Diversity “cocktail culture forum”, women leadership, GLBT acCviCes

Employees

RecogniCons

• Employee Survey 2012

• Universum Most AiracCve Employers 2013

• OpCmal Health Employers Slovakia 2013 A

Employees

CSR DefiniCon of Lenovo

Sustainability for Lenovo means taking care of the long-­‐term economic, social and environmental health of the company and the communiCes in which it operates.

Community

Lenovo CSR Mission To create beSer world • Environmental protecEon IT Empowerment to the world • Philanthropy & Charity Responsible company • Product quality and safety • Employees Stakeholders communicaEons

Community

RecogniCons

Community

Stock Price Financial Calendar Breaking News

Investors

Trading  Volume

Investors

Goodwill

Investors

• The company draws a huge attention and high expectation from various stakeholders • A generally positive brand image • Financial performance is fluctuant with mixed attitudes

• Customer Service • Media Coverage • Financial Report

Conclusion & RecommendaCon