Sample paper
Word Count: approximately 1,100 words
Week 2: Reputation and Image
The case of a K-pop idol's return to his group after an extended absence tied to a privacy scandal illustrates the challenges of managing organisational image under public scrutiny. The talent agency's initial response to the leaked material fell short of fan expectations, prompting petitions and sustained public reaction. When the idol later returned to the group, the reception split sharply between international fans, who welcomed it, and fans in the group's home market, who rejected it -- underscoring that reputation management is culturally and geographically sensitive in a global entertainment industry.
A central misstep was insufficient transparency in addressing the leak and a lack of proactive protection for the artist. Statements warning against privacy breaches came across as reactive rather than preventive, and the decision to reinstate the idol before fully weighing the long-term impact on the group's image widened the damage from an individual matter into a broader organisational one.
This case recalls a conflict the author navigated on a student council, where an inability to address a dispute openly divided the student body in much the same way the fan base split. The parallel suggests that clear communication and attention to long-term consequences, rather than short-term containment, are what a culturally sensitive crisis communication strategy requires.
Week 3: Reputation and Risk
A promotional-fraud scandal involving the tea retailer Chagee shows how operational mismanagement compounded by a poor crisis response can escalate reputational risk. The controversy began when footage circulated online showing employees diverting premium prize items -- intended for customers -- for themselves. The company's subsequent apology, written in stilted language that read to many as AI-generated, deepened public anger rather than calming it, with social media users accusing the company of insincerity and some calling for a boycott over the affected products.
The underlying problem was a gap between the campaign's promotional claims of fairness and inclusivity and the company's actual practices; customers felt the premium prizes were never genuinely available to them. Chagee's formal, emotionless statement failed to address that sense of betrayal, and a later proposal to replace physical prizes with QR-code-based rewards came too late to repair the damage.
The author connects this to a product recall experienced during an internship, where a similarly impersonal apology letter provoked comparable customer frustration -- reinforcing that crises are often worsened less by the initial failure than by an unsympathetic response to it.
Week 4: Vision, Mission, and Core Values
Johnson & Johnson's stated mission to "improve lives" and vision of a healthier society illustrate how vision, mission, and values can reinforce one another to sustain long-term organisational success. Rather than functioning as policy statements, these commitments are reflected operationally: a decentralised structure gives employees input into key decisions, supporting innovation and an organisational culture that values diversity and inclusion. The company's sustainability practices, including environmentally conscious supply chain management, extend the same values into its broader social responsibility.
The author draws a parallel to a university group assignment in which shared values of teamwork and customer orientation kept the team aligned with project goals and stakeholder expectations, in the same way Johnson & Johnson's emphasis on "exceeding expectations" sets internal benchmarks. The broader lesson is that leadership's role in sustaining culture -- keeping vision and mission operational rather than aspirational -- is what allows values to translate into consistent organisational behaviour and, ultimately, long-term growth.
References
Edrawsoft. (2024). Johnson & Johnson Mission and Vision Statement Analysis. Edrawsoft, 2024
Wickes, H. (2024, October 18). RIIZE's Seunghan Hiatus and Exit Timeline and Why SM Is Taking Legal Action. J-14. Wickes, 2024
Mail, M. (2024, November 20). Trouble brews for tea chain Chagee as calls for boycott intensify. Malay Mail. Mail, 2024