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Title: Pla de comunicació per al Grup Salvi
Author: Vila Masclans, Núria
Tutor: Coll Rubio, Patricia
Keywords: issues management
public relations
corporate communication
crisis communication
communication plan
Issue Date: 17-Jun-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The meat industry is one of the most important sectors in the Catalan economy, mainly composed of small and medium-sized businesses, many of which maintain a low profile communication policy. This industry is increasingly at the spotlight of consumers, environmental and pro-animal movements, trade unions and public decision-makers. In this context, what kind of communication is best suited? A reactive communication only when a crisis appears? Or is it better to have a pro-active one to highlight its benefits and improve its reputation? This project aims to highlight the benefits of having a well-defined communication policy in the food industry and, especially, in the meat industries, as well as the need to have a crisis communication plan taking into account the growing risks. In the next pages, a communication plan for Grup Salvi is presented. This is a group of companies in the porcine sector that has presence in the three sectors of economic activity: from the breeding and fattening of pigs (primary sector), through the transformation of meat and the preparation of cold meat (secondary) and, finally, the sale of the finished product (tertiary), both B2B (providing delica-tessens, supermarkets, bars and restaurants, mainly in Catalonia) such as B2C, through their own stores. This project proposes a reputation management plan, with a special focus on the online actions in order to increase the visibility of the company and improve the communication with their stakeholders. On the other hand, given the growing risks faced by the meat industry, the project presents an analysis of the potential crises, focusing on the proactive phase of the conflict management cycle.
Language: Catalan
Appears in Collections:Bachelor thesis, research projects, etc.

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