Nike

NIKE

1. How fair was the negative treatment Nike received by the media?   Interest groups (labor, corporate critics etc)?

Ans: Phil Knight is the founder of Nike and the brand created in 1972. Nike is one of the world’s top sports clothing brands but for years Nike has been dogged by allegations of sweatshops and child labor. In mid 1990s labor right activists, media focuses the violation of labor law of Nike especially due to the deficiencies of health and safety conditions, poor wages and unmethodical hiring and firing practices. Nike’s unfair labor practices were also published in newspapers as well as programs in television. From my point of view media was right at that time because as a human being every worker of the factory should get good working condition, secure job, living wages so that worker would be able to run himself and a small family at that wage and standard work week to 40 hours. These all basic laws were not maintained by Nike on that time and it was abusing the labor of third world country. So media played very important role against such violation. As media is the most powerful tools of communications it helps to promote the right things in right time and gives a real picture as well as strong aspects of the world about what is right or wrong.

2. What strategy and then tactics did Nike’s leader use to try to answer his critics?

Ans: Nike’s leader at the very initial stage tried to ignore specific allegation against them. Knight the leader of Nike focuses on the public relation which was most responsible for allegations instead of working condition. Counter the allegation of human rights violation Nike launched a public relation campaign. Established workplace code of conduct to maintain working condition in overseas factories. Besides, brought changes in wage policy and announced wage raises minimum legal wages.

Nike leader also implemented some other tactics to avoid allegations, recruited a spokesperson and...