Prelim 2

Event Name : Esprit 2018
Task Name : Gone in a Flash (Public Relation)
Your Team Name: Golem

CASE SUMMARY
Kodak was the great inventor and still we didn’t forget the Instamatic, the camera with cartridges
of film. But it held back from developing digital cameras for the mass market for fear of killing
its all-important film business. The next month, they announced that it would stop making digital
cameras, pocket video cameras and digital picture frames and focus on the corporate digital
imaging market. In August 2012, Kodak announced its intention to sell its photographic film,
commercial scanners and kiosk operations, as a measure to emerge from bankruptcy, but not its
motion picture film operations. In January of the following year, the Court approved financing
for Kodak to emerge from bankruptcy by mid-2013. Kodak sold many of its patents for
approximately $525,000,000 to a group of companies (including Apple, Google, Facebook,
Amazon, Microsoft, Samsung, Adobe Systems and HTC) under the names Intellectual Ventures
and RPX Corporation. Personalized Imaging and Document Imaging are now part of Kodak
Alaris, a separate company owned by the UK-based Kodak Pension Plan.
Today, Kodak provides packaging, functional printing, graphic communications and
professional services for businesses around the world.
CONCEPT NOTE
 To gain understanding among all audiences that focusing on imaging is in the best long-
term interests of Kodak, its shareholders, customers, and employees. Studies showing
Kodak’s financial health was diminishing.
 To sustain employee morale, retain customer loyalty and avoid disruption in the
performance of divisions being divested.
STRATEGY
 Announcements about sales of businesses (incorporated the key messages of the

campaign).
 Communications with employees and other target audiences regarding the sale of each
business.
PUBLIC RELATION STRATEGIES
The following strategies are recommended for the Kodak-
 Be Yourself and be Transparent, Listen and Respond.

 Protect confidential information and relationships.
 Equality of opportunity, treatment and fair interaction.
 Speak the truth and Heed security warnings and pop-ups.
 Keep yourself cool and Stay timely and Better remuneration by enforcing the minimum
wages act.
 Target Audiences, Investment Community, Financial Media, Employees, especially those
affected by the sale, Health customers, Potential buyers, Government and opinion leaders
in affected localities.
 Be careful with personal information and Ensuring Employment and Social security.
 Professional development.
 Providing Socio-economic opportunities.
MEDIA INVITE
 Create an online community

 List the basic details of your event
 Include local listings and event calendars
 Researching, writing and distributing press releases to targeted media
 Target bloggers and Create a hashtags.
IMPORTANCE OF MEDIA COVERAGE
 Brand recognition- Media coverage is one of the best ways to boost your profile.
 Attract new users- Every company dreams of rapid growth
 Investor interest- Publicizing your story can build interest among investors. It also helps
if people know who you are before you pitch them.
 Raise profile with potential partners- People need to trust you before they're going to be
interested in partnering. Social proof provides confidence to potential partners.
 Recruit great people - Hiring great staff is a challenge for every company. You're
products are new. Media coverage helps distinguish you from all the other companies
vying for attention.
PRESS RELEASE
As Kodak has been part of the traditional film industry for over a hundred years, it has a strong
hold on the traditional film segment. Kodak faces tough competition in the digital market, which
includes electronics giants such as Sony and Canon, and also new and aggressive competitors
with cutting edge technology. So we plan to minimize production costs and increase efficiency,
with the goal being to establish in the digital imaging market as Kodak has in traditional film.
Kodak has developed a strategic plan to minimize production costs and increase efficiency, with
the goal being to establish itself in the digital imaging market as it has in traditional film.
As a PRO of Kodak company, we'll invest million dollars in the RND of new generation printers
and scanners for individual use. Also our RND team has explored an innovative idea of plugging
in the printer in a mobile phone.
This will have an unique idea of printing inks that can be home prepared which will eliminate the
need of refilling the cartridges or buying new cartridges. This is one of the cut throat and
disruptive technology and it will be difficult for the competitors to survive in the market.

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Event Name : Esprit 2018

Task Name : Gone in a Flash (Public Relation)

Your Team Name: Golem

 Announcements about sales of businesses (incorporated the key messages of the

The following strategies are recommended for the Kodak-

 Be Yourself and be Transparent, Listen and Respond.

 Create an online community

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