Press Audit Unilever

8/3/2019 Press Audit Unilever

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Press Audit: Unilever Philippines

Marian F. Rios


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Introduction

Being one of the worlds largest makers of household products and consumer goods since the 1930s, there is no doubt that Unilever is one ofthe top companies in the Philippines and part of the top 100 companies 2011 list of the country, ranking 31 for the year.

Unilever has been around for years serving plenty of consumers. Many patronize it- from food to household products because of the foundation,trust & image Unilever has built through the years. With many of consumers, we cannot escape the fact that there will be differing views about

Unilever. Some perceive the company positively; some may see it otherwise, while some just do not care.

It is important for Unilever to know how the press and other people portray their company to the consumers and target market. This can be done

through a press audit to assess the media coverage it is getting and how they are presented to the publics eye- if the image they are trying toportray coincides with what the media is showing to the public -because after all, image plays a very important role in building credibility and

gaining the publics trust.

In this research, a press audit was conducted for Unilever keeping track of news coming from blogs, social networking sites, and major

newspapers in the Philippines. News and the like related to Unilever that were posted from the dates October 1 to 7 will be monitored and

analyzed- posts that talk about the company, its competitors, and the industry it belongs to (FMCG).


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Client Name- Unilever

News Source Date Headline/Topic Type Source Tone

Business Mirror

http://www.businessmirror.com.ph/home/life/17298-black-as-sin-but-stain-free-and-untainted

October 2, 2011 Black as sin, but

stain-free anduntainted

Print Positive

Inquirerhttp://lifestyle.inquirer.net/16889/shop-then-get-

chance-to-have-your-own-custom-built-kitchen

October 5, 2011 Shop, then get achance to win a

custom-builtkitchen

Print Neutral

Manila Bulletin

http://www.mb.com.ph/articles/336778/corporate-governance-boards-role

October 6, 2011 Corporate

Governance- theboards role

Print Neutral

Twitter

twitter.com/mbjar

October 1, 2011 Big thanks to#SMhypermart&

#uniliverfor a

great time lastnight.@Krista_Kleiner

& I enjoyed

meeting everyone

again.

Online- third partygenerated

Positive

Twitter

twitter.com/BeeComplex

October 3, 2011 @rscp they wana

make a pitch ngato unilever e :)

Online- third party

generated

Neutral

Twitter

twitter.com/VHONafide24

October 3, 2011 2nd Gap.Mabibigat parin

ang commercials.Magic Flakes,

Olay, PnG, Nestle,Magnolia,

Uniliver, Lysol..#SaNgalanNgIna


Positive


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#TV5

Twittertwitter.com/chachachanel

October 3, 2011 Speaking of

corporate life, it's

been a year since I

resigned from

Unilever...andANG DAMI KO

PA RINGSHAMPOO AT

CONDITIONER!WILD! O_o


Positive

Twitter

twitter.com/jamesojames

October 4, 2011 Guys, who's freetom for the

unilever talk?wesuper need

participants! Plstext now! i need 40

names!free foodto!:p william

shaw, 230-5!:)

Online- third party

generated

Neutral

Twitter

twitter.com/michellecreyes

October 5, 2011 got a nice

compliment todayduring BR with my

top distributor."Ba't ka

pinakawalan ng

Unilever?" Akona! ako na ang

ahenteng na-

ahente! :-P

Online- third party

generated

Neutral

Twitter

twitter.com/iloveGEORGINA

October 5, 2011 At the Unilever/

SM fashion show

Online- third party

generated

Neutral


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then will rush to

the Stressquireball!!!!!

Twittertwitter.com/jetpackpico

October 6, 2011 I'm at Unilever

Philippines (1351

UN Ave, Paco,Manila)


Neutral

Twittertwitter.com/#!/gecheartscoffee

October 6, 2011 Quite sad with the

news that Steve

Jobs have passed

away I remember

buying an iBook4

from my early

salary days in

Unilever. RIP to a

genius


Neutral

Twitter

http://twitter.com/#!/DSEEIII

October 6, 2011 unlimited supply

na ata to ngshampoo. sarap ng

may pinsan kang

nagtrtrabaho sa

uniliver. haha :)

Online- third party

generated

Positive

Twitter

http://twitter.com/#!/kevinjohnn

October 7, 2011 Said thank you to

sponsors; Unileverincluded

Online- third party

generated

Positive

Twitter

twitter.com/#!/iCHibogs

October 7, 2011 Work mode. :) (@

Unilever Office)

Online- third party

generated

Positive


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Analysis

Out of the fourteen news articles/ twitter updates gathered, six are positive and the rest are neutral. The first news article I gathered was aboutUnilevers Rexona featuring its product launch- Rexona Crystal. This article is positive for various reasons, for one, it is a medium sized feature

article, the press release was featured since the launch was a fashion show- capturing fashion connoisseurs, and it lets the people know about

their new product which is never a bad thing- product exposure. This shows that Unilever has a good relationship with the press since thenewspaper covered their event, and it also shows that Unilever is a fresh and vibrant company, which never fails to give consumers newproducts.

The rest of the positive data gathered are all from twitter updates by people. A few tweets mentioned that they have a lot of supply of shampoo

because he/she used to work there and he/she has a relative who works for Unilever. This shows that they have great employee relations sincethey take of their employees, giving them good benefits and wages. Also, there are two tweets coming from celebrities. The tweets may or may

not sound positive, but with just the celebrity mentioning the company in his/her tweet, this gives Unilever a place in good light.

The neutral articles about the company have little or no effect at all to their image. It merely mentions Unilever as one of the major sponsors ofan event or just a mention to a bigger topic. It is neither positive nor negative since it only shows visibility for Unilever.

Competitor

Competitor News Source Date Headline/Topic Type Source Tone

Procter & Gamble Pinoy Echange Forum

http://www.pinoyexchang

e.com/forums/showthread

.php?t=40145&page=109

October 1, 2011 Inquiry about the

difference between

P&G International

Operations and

P&G Asia Pacific

Online-Forum Neutral

Procter & Gamble Business Mirrorhttp://www.businessmirro

r.com.ph/home/top-news/17413-manila-

water-bags-asian-award

October 3, 2011 Manila Waters BagAsian Awards

Print Positive

Nestle Facebook

http://www.fbsearch.us/q/nestle%20philippines/2/2

October 3, 2011 People posting and

giving views aboutNestles

Online- Third Party

generated

Positive


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5/1317872620 commercials

Nestle Busines Mirrorhttp://www.businessmirro

r.com.ph/home/opinion/17504-promoting-

entrepreneurship-in-the-country

October 5, 2011 PromotingEntrepreneurship in

the country

Print Positive

Universal Robina Inquirer- Business October 7, 2011 PSEi back at 4,000level

Print Positive

Pepsico Twitterhttps://twitter.com/#!/sear

ch/pepsico%20near%3A%22philippines%22%20

within%3A500mi

October 7, 2011 PepsiCo Selects 10Startups to Pilot

Digital MarketingProjects

Online- Third Partygenerated

Neutral

Analysis

The above table shows recent articles/news about Unilevers competitors. And although most if not all are positive, this does not show anyrelevance as to how it is related to Unilever. It does not pose as a threat to Unilever. If any, Unilever should do something about their digital

marketing because one article about Nestle shows that plenty of people are talking about their interesting commercials, which are widely spreadin Youtube, and basing it from last weeks media/press exposure, Unilever had none of those.


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Industry- FMCG

News Source Date Headline/Topic Type Source Tone

Pnoy News

http://www.pnoynews.com/2011/10/inflation-rate-up-by-48-percent-due-to.html

October 7, 2011 Inflation rate up by

4.8% due totyphoon Pedring

Online- Third Party

Generated

Negative

Analysis

Due to the recent flooding brought about by typhoon Pedring and Quiel, there was a price hike for consumer goods. This can be related toUnilever because the company is in the industry of FMCG or fast moving consumer goods. Since there was an increase, one can infer that

demand may decrease since people might look for other substitutes.

Whenever calamities arise, this kind of situation happens and companies in the industry of FMCG should know what to do when it does happen.

Conclusion

By conducting a press audit, we see the importance of press/media exposure on how it greatly affects peoples perception towards a company.Image is very important, because it shapes how a consumer views a company.

This press audit shows that Unilever has great public relations because they have done a great job in keeping their name clean so that the publicviews the company positively. It also shows good employee relations. Because the company has an established good relationship with the press,

no negative news were released- wit this, the image the press has created about Unilever is a positive one.

Press Audit Unilever

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