Introduction
Ernst & Young is a firm that has specialized in services such as assurance, tax and other accounting transactions. It also conducts advisory services to clients globally. The head of the communications in China is Jacqui Ren. Ernst & Young strives to achieve quality in all its activities. It has conducted its public relations processes to ensure that people understand that the company advocates for quality (Behance 2013). E&Y has applied different communication strategies to ensure that the public knows about its products. The firm has been successful in communication with stakeholders and the public.
Ernst & Young ads.
E&Y has used ads. To promote its products, and to communicate about its values. The organization uses various media such as television, internet and others to place the ads. Ernst & Young China uses the internet, television and other media to promote most of its products. The company uses the internet to advertise its services to potential clients, and to communicate about important information to the stakeholders. For example, the advert below is available in the internet. It promotes the services that the company offers. It shows how the firm employs the best professionals to work on tasks. The company has experienced the challenge of acquiring graduates who have graduated recently. The organization requires the best graduates in accounting to conduct business on behalf of the company. The search for talent has been challenging because getting professionals is not easy. The firm promotes quality in all aspects of its business (Behance 2013).
Source: EY (2013).
Ernst & Young PR moves
The firm has a Public Relations team that conducts many activities concerning communication with the publics. E&Y has a public relations director who coordinates all the PR activities. The company conducts talent talent search in universities and other training colleges. This process helps capture the best talents to conduct accounting, auditing and other tasks. The initiative also promotes the products of the firm. The forums are organized in universities, and different stakeholders are invited to facilitate the process. This process captures the attention of many people, and the company gets the opportunity to promote its products. E&Y conducts corporate social responsibility activities to improve the livelihood of the Chinese communities. The organization has supported local projects, it also offers scholarships to bright students. These initiatives aim at achieving the support of the communities. The initiatives also promote the image of the company (Cambie & Ooi, 2009).
Ernst & Young social media
E&Y uses social media to communicate with the world. The company uses Facebook, Linkedln, Twitter and YouTube. Social media is used to present the E&Y reports, and studies which have been conducted. Recruitment events are also advertised through the social media. The range of services that E&Y offers is also displayed on the social sites of the company (EY 2013). An example of the social site that the company has used to advertise a job is Facebook (Facebook 2013).
Ernst & Young annual report
E&Y publishes all annual reports to ensure that the public knows about its performance. The reports are available in English and Chinese languages. Such reports are posted on the E&Y website so that people can access them and read. The highest rate of economic growth in China has attracted many companies. These companies need auditing and accounting services. This creates many opportunities for E&Y. To attract as many customers as possible, the firm has used all channels to promote its services. The company attaches adverts on its annual reports so that people can read and know the services offered by the firm. It issues brochures containing the products of the company when the annual reports of other companies are published.
How E&Y presents itself to the public
Even though the E&Y has good public relations practices, the industry has experienced a lot of criticisms. Employees are overworked because they are given huge tasks to perform within a short deadline. This creates a lot of pressure, and there are instances where cases of fatigue, high blood pressure and other health cases have been reported due to work pressure. For example, in 2005 a female was reported to have died because she was overworked (Bennett, Coleman & Co. Ltd 2011). To cover up this scenario, the company involved is issuing confusing information. The employee who died is said not to have signed an employment contract. This information creates a bad picture of the industry.
Conclusion
E&Y has used various communication channels to promote its services in China. It communicates to the public using ads, social media, annual reports and other channels. This strategy has attracted many clients in the growing Chinese economy. However, the industry has been accused of failing to communicate failures which happen. The company has developed several initiatives such as offering scholarships, promoting corporate social responsibility and participating in other community activities. However, there is a need for the management team of E&Y to provide all the information about the things that happen within the organization. Hiding some bad incidences would damage the image of the company.
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