It was founded by George Eastman in 1892. Long known for its wide range of photographic film products, Kodak is re-focusing on two major markets: digital photography and digital printing. As part of its turnaround strategy, Kodak has turned to aggressive patent litigation in order to generate revenue. Eastman Kodak Company provides imaging technology products and services to the photographic and graphic communications markets worldwide. It operates in three segments: Consumer Digital Imaging Group (CDG), Graphic Communications Group (GCG), and Film, Photofinishing, and Entertainment Group (FPEG).
Although the company has its head office in Rochester it is incorporated in New Jersey. In its most advanced form, Public Relations is a scientifically managed part of an organisation's problem-solving and change processes. Practitioners of this type of public relations use theory and the best available evidence in a four-step
...PR process: 1. Research & Listening - Defining the problem/opportunity. The first step involves probing and monitoring knowledge, opinions, attitudes, and behaviours of all the people concerned with the organisation.
It provides the foundation for all the other steps in the PR process. Planning & Decision Making - Programming the plan. Information gathered in the first step is used to make decisions about the program publics, objectives, tactics, communication strategies and goals. This involves factoring the findings from the first step into policies and programs of the organisation. Communication & Action - Implementation of the plan. The third step involves implementing the program of action and communication designed to achieve the specific objectives for each of the publics to accomplish the program goal. . Evaluation - Assessment of the program or plan. The final step in the process involves assessin
the preparation, implementation, and results of the program. Adjustments are made while the program/plan is being implemented, based on evaluation feedback on how it is or is not working. Project WINGS- Imaging Back In Focus' Analysis based on the 4 steps involved in the PR process: Step 1 - Research Review of analysts' opinion Face-to-face meetings with large investors Employee opinion surveys Goldman, Sach & Co. Kodak's investment banker, prepared a portfolio analysis for Kodak "as imaging goes, so does Kodak" Studies showed Kodak's financial health was diminishing Step 2: Planning & Programming Objectives: To gain understanding among all audiences that focusing on imaging is in the best long-term intersects of Kodak, its shareholders, customers, and employees. To sustain employee morale, retain customer loyalty and avoid disruption in the performance of divisions being divested.
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