The Ted’s video ‘profit’s not alway

The Ted’s video ‘profit’s not always the point’ which was presented by Harish Manwani on October

2013. Manwani points out that the enterprises’ social responsibility in the communities is really vital

which could bring the companies to the successes in both economic value and social value.

Additionally, Manwani recommends about the 4G model which demands the enterprises have to

pay more attention to serve the communities. Also, the model of 4g brings many benefits for the

companies. This model is nearly similar to the definition of public relations. In my opinions, public

relations currently plays an important role in companies’ brand development. Now, PR is a global job

and PR appears in everywhere in the earth (Yeoman & Tench 2009). Thus, I am going to analyse the

organisation management ideas of Manwani in terms of definition of public relations and Grunig and

Hunt’s 4 model of PR.

Manwani expresses that the enterprises should not only concentrate about their profit, but also they

should participate in social activities in the communities which could bring many benefits for them in

term of social value either. Moreover, he adds that the companies should find their own position in

the activities which serving the communities. Also, he states that the companies should guarantee

that their businesses could change people’s life.

To start with, Manwani convincingly argues that the 4G model which he recommends in his talk can

assist the enterprises create not only the economic benefits, but also the social value. It means that

the companies should pay more attention to serving the communities and interact with them, if they

want to create their own social value. Moreover, the 4G model is a management strategy which help

the enterprises to achieve the success in the communities. Also, the communities could get some

benefits either when these enterprises running out the 4G model as their management strategy.

Additionally, According to the vote which was established by the Public Relations Society of America

on February 2012, they indicates ‘Public relations is a strategic communication process that builds

mutually beneficial relationships between organizations and their publics’ (PRSA 2012). As a result,

the idea of Manwani about 4G model is totally fit with the definition of public relations. For example,

the brand head and shoulders hired Lionel Messi who is the famous football player for their

advertising campaign. The image of Messi appeared in television commercials, posters, billboards

and so on, but they did not stop there. Moreover, head and shoulders organized a special event

which given a good chance for their consumers and Messi fans to meet their idol. However, this

event surprisingly happened to all the participants. It makes people feel happy and also spreading

the reputation for both Messi and Head and Shoulders.

Secondly, nobody could refuse the point of Manwani that the companies should assert their own

social value in term of serving the communities. He gives an example of his company that Unilever

pays more attention about the serious problem that five million children under 5 years old were

dead, because they washed their hands without soaps. And then Unilever decided to run out the

campaign which is the largest hand- washing program ever. As a result, Unilever’s program currently

attracts a half of billion people. Furthermore, Manwani believes that the more consumers using the

products, the larger influence of the brand in the society. Obviously, Unilever uses successfully the

two- way asymmetrical model of Grunig and Hunt’s 4 model of PR. The purpose of this model is

scientific persuasion (Grunig & Hunt 1984). It is similar to the purpose of hand- washing program of

Unilever which is hygiene and health protection. Also, Grunig and Hunt state that the organisation

want to create positive effects in the society and public attitude was measured to understand what

public need through research (Grunig and Hunt 1984). It’s quite similar to Unilever program either.

Before, Unilever organized the hand- washing program, they had had the statistic of the numbers of

children under 5 years old who was dead, because they did not use soaps. And so they decided to

give hand to solve this problem.

Manwani presents his idea about 4G model which could assist the enterprises to archive economic

benefit and social value either. Basically, 4G model is the business management function which using

public relations knowledge including PR definition, Grunig and Hunt’s 4 model of public relations and

so on. Manwani’s idea help me to understand when and where I should use the knowledge which I

have learned at school to assert social value of my business in the future.