Marketing Paper

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1. Analyze the reasons why the Chinese government hired a Western public relations firm to work on the 2008 Beijing Olympics. The Chinese government felt it was necessary to hire a Western public relations firm for the 2008 Beijing Olympics in an effort to create a positive country image. Creating this positive image also included reducing human rights concerns that were being addressed by groups such as Darfur and Tibet. The public image of China could have negatively influenced international consumers’ attitudes and purchasing intentions for certain products and brands. The issues unfolding in China were going to be put under a microscope and magnified as media attention shifted to China because of the Olympics. The hot button issues called for more skilled and experienced public relations firms. Many believed that China did not deserve to host the 2008 Olympics. Lee (2010) wrote that supporters of World Peace advocated that China is contrary to the Olympic ideal, because there is no respect for individualism, the rule of law, or human rights and there is still evidence of summary executions taking place. China needed to change this image. The use of a well-received Olympic image would help to enhance and homogenize the perception of China on the international stage (Lee, 2010). The presented a great opportunity for China to show the current state of economic, cultural, social, and political development in China. Protests in Tibet and growing protests along the route of the Olympic Torch Relay caused the Chinese government to seek the help of public relations firms to help repair China’s image before the Beijing Olympics. China has long been the topic of Western criticism in regards to human rights and the decision by the government to use a Western public relations firm would help smooth of the tarnished image and gain trust of the Western society.
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