corporate brand and pr

For Intel, corporate brand image is an issue that I feel matters significantly. Because Intel is supplying a product that consumers do not actually purchase independently (the microchip is already inside the computer they buy), it is important to have such a positive brand image that consumers look distinctively for Intel when choosing their new computer. The image that Intel is trying to convey is one of high quality, genuine intelligence and innovation. Through the use of many public relations strategies, I feel that Intel is doing well to convey their smart, unique and groundbreaking ideals.

One aspect of PR that enhances the Intel brand is their use of social and new media. Their facebook and twitter pages are clean, sleek and professional. They provide consumers with technical information and links to technological give-aways. Yet, they have not completely bought into the new media hype. There are no outlandish photos or excessive wall posts. Even when incorporating social media, they retain a level of intelligence and quality that cannot be ignored.

Aside from their advertising and marketing initiatives, Intel works with community relations in a way which demonstrates their groundbreaking innovation and intelligence. Their sponsorships and donations focus on math and science education. They work hard in schools and promote technological literacy. Both of these aspects only enhance the reputation and brand image of Intel. It is impossible to ignore the credibility in the technological field when looking at how Intel impacts their community.

Even the annual report and earning statements from Intel convey high quality and technological prowess. They are advanced and technical, yet streamlined and accessible. It appears that Intel continues to promote the ideal that their high quality products are affordable, credible and innovative.
Overall, I think the efforts made by Intel to promote a high quality, innovative, technically advanced brand image are essential -- and successful! Despite the fact that consumers cannot run out to Best Buy and purchase an Intel product, it cannot be ignored the success the company has achieved. When a computer has "intel inside", consumers feel content with their processor. It is no wonder why Intel is at the top of the standings when it comes to their field. In fact, I can't even name another company which makes computer microchips. Because of their constant dedication to quality brand image, consumers feel drawn to computers with intel inside.

Signing off... Literally,
KDC123

corporate crisis

The Intel Crisis I have decided to focus on occurred in 1994. The crisis was named the Pentium FDIV bug, and despite the fact that it happened over 15 years ago, it is still relevant today. The crisis began in October of 1994 when a professor at Lynchburg College discovered a glitch in his Intel Pentium processor. Dr. Nicely discovered that when performing certain operations, incorrect results were being given. And while I do not consider myself a mathematician, I do understand the significance of arriving at correct results during complex mathematical algorithms.

Dr. Nicely informed Intel of the bug in the system. And the manner in which Intel responded is where the crisis ultimately took off. Intel replied that the flaw would only affect a very small percentage of users -- which is why they stated that they will not be replacing the products. On top of their inconsiderate and somewhat inexperienced response, Intel admitted that they have been aware of the bug in the system for months -- way before it was reported by Dr. Nicely.

The response and action from the Intel PR team was awful. Dr. Nicely sent a mass email to his colleagues describing the bug. The glitch was then verified over the internet by many other Intel users. Still, Intel did nothing. In November of 1994, the story of the Intel glitch was picked up by Electronic Engineering Times and soon after by CNN. The issue grew rapidly and Intel became the target of widespread uproar. Intel ultimately agreed to replace the processors of people who could prove that they were affected. However, they continually denied the significance of the problem and repeatedly downplayed the issue, despite the fact that the error was a serious issue for mathematicians. And while it can be admitted that the bug did not affect most users, it did cause major problems for some.

Public pressure mounted against Intel, who later made a public announcement to replace processors on the basis of request. However, the damage was done. In the beginning of 1995, Intel reported a cost of $475 million, all associated with the replacement of flawed processors.
The way that the Intel Pentium FDIV bug was handled was obviously far from professional. The error cost the company millions of dollars, not to mention made a huge blow to their upstanding reputation. Their lack of admittance of the issue as serious portrayed negligence, disregard and the company came across as uncaring. One of the most shocking aspects of the entire issue comes from Intel's lack of planning. While admitting that they knew about the problem months before it occurred, they were unprepared for the crisis.

If I was in charge of Intel's PR team, I would have handled this crisis differently. For starters, when I learned of the issue that was brewing (the bug in the processor), I would immediately prepare a report and anticipate the crisis. I would have on hand press releases, Q and A's, key messages, fact sheets and other important information for when the crisis actually occurred. If Intel had been proactive in handling the issue, it would have been in and out of the news briefly. As soon as Dr. Nicely reported the issue, Intel should have replaced his processor - no questions asked. Once the story hit CNN, Intel should have made a public apology and announcement about the issue and immediately replaced all broken processors. Instead of showing disregard for the issue, Intel should have tackled it head on. In doing so, they would have avoided public outcry and saved the reputation of the company.

Signing off... Literally,
KDC123

investor relations

When looking at Intel's 2008 Annual Report, I am first shocked at it's length. Weighing in at a whopping 8 pages, the report is shockingly small. Perhaps it is because I have never before seen an annual report and I don't know what to expect. Or maybe it has something to do with the precision and accuracy of the company which is beautifully expressed within the pdf file. Either way, I am intrigued.
The cover of the Intel annual report is somewhat inspiring. It reads "its not just what we make, It's what we make possible." I feel that overall, the report is a marketing piece. It sells the image of Intel throughout -- sleek, efficient and successful. When downloading the official PDF of the report, it seems rather short. However, the information that is included completely sells the company. It uses easy to read charts and graphs to explain complicated financial information, there are letters from the CEO and Chairperson, relevant contact information for the board of directors and also easy to understand highlights for the entire report. For someone who doesn't understand financial, I understand the Intel Annual Report.
After navigating through the Intel Investor Relations section of their website, I found a longer version of the annual report, complete with in depth financial information. However, this section is still relatively easy to understand. Additionally, they have overviews of their products and the company. While much more in depth than the downloadable PDF, this version of the annual report is still appealing to the untrained audience.
The letter from the CEO contains key messages for investors. Paul Otellini expresses his confidence in the company and the strengths that Intel possesses. Despite the fact that he states that Intel reported lower than expected revenue in the 4th quarter, he is consistently proud of the work they do and confident in their ability to "whether the economic downturn". By using statements like "perhaps our greatest strength" and "we have become essential parts of businesses, schools and homes around the world", he conveys his sincere belief in the stability of the company. He is credible, believable and honest which gives piece of mind to investors reading the annual report.
On January 14th of 2010, Intel published a fourth quarter news release. It documents the fourth-quarter results of the company and states the finances and income for Intel. The quote from Otellini is found in the third paragraph down. It is approximately one paragraph long. He states that Intel has an investment in industry leading manufacturing and product innovation. He also talks about how the business has strived during though economic times, and they are eager to continue to bring consumers an expanded set of products.

The quote is inspiring and thought provoking. And while it is clearly well-scripted and strategically planned by a public relations team, it instills confidence in investors. The news release is titled "Intel Fourth-Quarter Net Income $2.3 billion, Up 875%". That alone is overwhelmingly positive, as is the remainder of the news release.
My only criticism for Intel's investor relations is with the letter from the CEO in the 2008 annual report. When CEO Paul Ottelini opens the letter by stating "the global economic climate significantly impacted our fourth-quarter 2008 financial results", audiences are immediately greeted with a sense of failure. Intel obviously did not do as well as expected in 2008, however, by blaming the economy right out of the gate, I feel less than inspired by Intel's progress. Maybe Intel could record Ottelini reading the speech on video and send it via email to investors, as well as uploading it to you tube. I feel that would increase sincerity and relate ability during a difficult financial time for Intel.

Signing off... Literally,
KDC123

community relations

For a company as influential as Intel, it seems obvious that they would dedicate a portion of their money and expertise to enhance the community. But when I looked into Intel's Corporate Responsibility section of their website, I was moderately shocked at just how much they were giving back. Intel tackles a lot of different aspects within their community involvement -- with two main focuses. The first is the Intel Foundation, which is organized to further literacy education worldwide. They use monetary grants to promote math and science education and sponsor numerous math and science fairs both in the United States and internationally. They have numerous scholarship programs -- too many to name -- and they have donated millions of dollars worth of computer supplies to schools. The second main focus of the Intel's community relations program is called Intel in Your Community. They have programs about community giving, which focuses on donating money to non-profits. They also have an organization called "Intel Involved" which is centered around volunteering and community service. Additionally, the site emphasizes the communities in which Intel is located - be it a test plant, or manufacturing facility, or lab -- those communities are where Intel volunteers do their strongest community service efforts. It is without question that Intel's community relations program is supporting the mission of the company. They stated clearly that their mission is to "enhance lives around the world in the community by accelerating access to advanced technology". With their donations to schools and communities and their emphasis on technological literacy and math and science education, it is obvious that their corporate responsibility focus is directly tied to further the mission of the company. They go on to mention that they hope to be an "asset to communities worldwide". By donating money to non-profits and disaster relief efforts and volunteering time and expertise within the communities where employees live and work, I know that Intel is truly becoming irreplaceable to the global community.
As I stated before, I am impressed and surprised by the overwhelming emphasis that Intel puts on their community relations. For a company which has no direct product -- you can't go into a store and purchase an Intel printer or computer -- they sure are donating a lot of time and money to international causes. I have no doubt that this significantly enhances the company's reputation. As far as public relations is concerned, the amount of time and money that Intel is donating to the global community is extremely valuable to the company. At science and math fairs, you see Intel. In classrooms and universities, you see Intel. At disaster relief efforts and non-profit organizations, you see Intel. Intel is constantly registered as a generous, community-conscious company who donates time and money to the community. What better PR could you ask for?! Despite their extreme generosity to multiple causes, I kind of wish Intel would streamline their community relations efforts. They have scholarships, matching grant foundations, disaster relief support, school grants, an educational foundation, employee giving, skill based volunteering, team community service projects and even a science museum. Even after researching their corporate responsibility program for hours, I still haven't found everything! Don't get me wrong, I don't think that Intel should cut any of the work their doing, and it is obvious that they can afford to donate as much as they do. My suggestion is just to simplify their community relations efforts. Instead of having countless different community service programs, have one key focus. That way, not only will it be easier to understand their corporate responsibility plan, but consumers will be certain that Intel is not spreading themselves too thin. The more unified and simple their community relations program is, the more valuable and rich their donations will be.

Signing off... Literally,
KDC123

media relations

With the recent introduction of Apples I-Pad, it seems surprising that Intel would announce the debut of their new media platform during the following week. Intel has recently publicized a software merge with Nokia, which will create the MeeGo. MeeGo will be a Linux-based software platform which will be compatible with many different devices, including mobile computers, TVs, netbooks, tablets and smart phones. MeeGo has taken a completely unique look on the traditional operating system. This may become an overwhelming advantage for Intel, putting the MeeGo strides ahead of the IPad’s operating system.

When I first began researching the debut of the MeeGo, I was somewhat confused. I do not pride myself on my ability to understand technological jargon, and as I was reading press releases and articles, I was somewhat confused. However, when I analyze the specific questions surrounding successful media relations, I feel that Intel did a good job in communicating their message to the public. Initially, I look at the target audience for this information. Because this product is an operating system which will be integrated into an overall product for consumers, the target public for the MeeGo information is people who are heavily involved with technology, especially information technology specialists and software engineers. With that being said, I think that Intel did a good job spreading this information. When I searched for MeeGo on google (which is as technologically advanced as I get), I found multiple articles on websites such as “PC World” and “Mobile Enterprise”. These articles are now easily accessible to the target public for the MeeGo.



Aside from the abundance of articles about the MeeGo, Intel provides their followers with up to date information on their website. They have multiple press releases for journalists who may consider writing articles about the MeeGo. There is also an event webcast uploaded, which features the initial press conference about the Intel Nokia software merger. The spokespeople giving the press conference were executives and product managers; both reputable and reliable spokespeople. Additionally, they have been clearly prepared and rehearsed, thereby making them effective at conveying the key messages of MeeGo. Intel also provides press people with an online press kit. There is a downloadable logo, biographies of the CEO’s, background information and a pdf with quotes. I feel that Intel did a great job making this information available to their target public as well as journalists interested in writing a story about this merger. They’ve worked hard to prepare and shape the information that is released. The overwhelming message that I take away from this announcement is that MeeGo is a revolutionary operating system that will make the use of Smartphones and notebooks more efficient. I feel that Intel has done a good job at conveying this message in an understandable way. While someone who is not technologically advanced (such as myself), has a hard time understanding the engineering behind the MeeGo, the overall message is clear. The new operating system is revolutionary and groundbreaking. Intel’s use of media relations has worked well in promoting their announcement of the MeeGo. They prepared their spokespeople effectively. They make information readily available for journalists and have done a great job shaping their information to accurately convey their message. MeeGo has been featured in articles in major news publications which target the Intel audience.

Signing off… Literally,

KDC 123

new media & social media

When it comes to new media and social media, many companies are doing all that they can to use the tools to reach potential and current customers. I assumed that a company as technological as Intel would be one of the most effective users of social media around. They have accounts on twitter and facebook. They also have blogs from Intel executives and a specialized website entitled “scoop at Intel” which is a blog from employees about the innermost workings of the company. The official website for Intel is very interactive. It is simplistic and easy to navigate. There are many links to different areas, each of which caters to a different type of computer user; businesses, gamers and individuals. There are also many different tools and informational sections of the Intel site; including a glossary of their products and definitions for overly technical materials (perfect for the computer illiterate!). Overall, I feel very confident that Intel is covering all the bases when it comes to new and social media.

However, I am somewhat displeased about the quality and promotion of these sites. When navigating the Intel website, it is completely impossible to find links to their blogs and social media sites. The Intel website is advanced and easy to use, yet it took me over 10 minutes of page surfing in order to find the blog section. Even after I got to the blog section, there was no links to facebook or twitter. In order to access these sites, I had to log into my facebook and search for Intel. Unless I was looking for it, I would never have found the facebook. I am not impressed.

Once I reached the Intel facebook, I was enthralled. The page is customized to match the design of the Intel website. There are countless links and quizzes, which makes it fun and keeps customers at the site for hours. Additionally, there are videos to watch; commercials, tutorials and webinars. Perfect material for someone considering purchasing Intel technology! The one thing that Intel is lacking is pictures. There are only two albums, neither of which is exciting. I wish that they would put up albums for new product or albums of their employees or store locations. If they add additional picture albums, I feel confident that the Intel facebook would be great.

Twitter, on the other hand, is ultra confusing for Intel. They do not have one, or even two twitter accounts…. They have three! Far too many; One for the bloggers, one for the inside scoop, and one for updates. Completely unnecessary. I do feel that they do update each account enough- typically one to two updates a day. But having multiple twitter accounts is unnecessary and frankly, unintelligent. A company as technically advanced as Intel, should have the ability to merge the three accounts and make it easier for followers.

My advice for Intel is to publicize their social media sites! They’re making good use of new media, however, if no one can find it, it’s going to waste. I believe there should be links to their twitter accounts (which should be merged…), and facebook accounts on the homepage of their master website. It’s extremely easy to put a small button and link on the main page. I also think there should be links on their “contact us” page. If you’re going to make use of social media, you ought to make sure people are seeing it.

Signing off.... literally,
KDC123

introduction

Welcome to Keeping an Eye on Intel, my public relations blog. I plan to use this blog to, well, keep an eye on the public relations team at Intel. I want to comment on what they're doing right, what they’re doing wrong, and what I feel they can do to improve. It will be broken down to address many different aspects of the organization, including Intel’s use of social media, media relations, community relations, investor relations, corporate crisis and corporate brand.

The reason I have selected Intel for this blog is because I feel they are an industry dominating brand. Take a look down at the keyboard of your PC laptop. Chances are there is an Intel sticker sitting silently to the right of your hand. Intel is an industry leader when it comes to producing the interworking of the product that runs our daily life; our computers. Yet, many people do not know much about the brand. I too am guilty of not understanding more about the company—aside from the fact that they have those witty commercials about computer nerds. I hope to discover what Intel is doing for their consumers, for the public, for their investors and for their employees.

After reading up on Intel from their website , I can see that they produce many technological materials, including motherboards, processors and chipsets (whatever those are!). They also create PC’s, servers and software; everything you need to keep any successful business running. The organization is multinational, spanning as far abroad as Hungry, Hong Kong and New Zealand. It is impossible to ignore the dominance that exists at Intel; they provide essential technology to consumers all over the globe.

From the standpoint of an uneducated observer, Intel seems to have a relatively innocent reputation. Aside from being well known in the computer industry, I have not heard of any significant crisis or issues that spurred from their business. I believe that they are flying somewhat under the radar – well enough known to be recognized by name, yet not acknowledged amongst the midst of catastrophe.

The clever advertising that is used by Intel does a lot to maintain this reputation. Their commercials keep the brand name on the minds of consumers. They are typically relatively memorable and unique, which helps to grab the attention of viewers. In regards to community awareness, Intel seems to have a handle on their community outreach programs and educational foundations. However, I only discovered this after surfing their website, not because it is well publicized.

My biggest challenge for the PR professionals at Intel is to stir up conversation. I admire your ability to breeze by without much controversy; however, I want to see stronger efforts made to get people talking. If you’re doing charitable work, broadcast it! If you’re dealing with a crisis, make the public aware! And if either of the two of those things are occurring, I am eager to find out about them this semester.

Signing off… literally,

KDC123