Prep for Oct 25: Reputation Management, Part 2

Before class, please:

1. Read and watch the videos in the case study, “Pfizer boosts its reputation with corporate brand building” (Stephen Whiteside, WARC Event Reports, Cannes Lions, June 2017), available through the WARC database on the UBC Library website (instructions below). As you explore the case study, think about the prep for and discussions in the previous class (Oct 23: Reputation Management, Part 1) to generate your own insights about Pfizer’s approach to reputation management.
   • To access the case study, visit the UBC Library website, and on the home page in the “Indexes & Databases” box, type WARC. In the results, click on the “Warc: World Advertising Research Center” hyperlink, then enter your CWL when prompted. When the WARC site opens, type the case study title into the search box to open the case.
2. Complete the short Prep Quiz for Oct 25: Reputation Management, Part 2 based on the assigned readings for this class. This quiz will close at 11:30 am on Wednesday, October 25, so be sure to catch this deadline. You will have just one attempt to complete each Prep Quiz, so you are encouraged to complete your readings before attempting it.

Optional extras (will not be on the prep quiz):

• “How Poisoned Tylenol Became a Crisis-Management Teaching Model” (Jennifer Latson, Time, September 29, 2014).
• “Risk on All Sides as 4,800 Women Sue Over Johnson’s Baby Powder and Cancer” (Tiffany Hsu, The New York Times, September 28, 2017).
• “When Marketers Lie” (Terry O’Reilly, CBC’s Under the Influence, January 28, 2016).