Brita: The High Fashion Accessory To Water

Chapter 3

Case Study 3-A

Corporate Responsibility:

Just Selling or Doing Well by Doing Good?

I chose to do a case study that frankly I thought I had her figured out. Water is the biggest Diva. She gets so much free press and exposure and like Angelina Jolie, she still retains a bit of mystery. The issue at hand was regarding a NY Times article stating the bottled water lost in sustainability, the water filter industry was about to launch. In 2008, the Brita Company was about to launch its Go Green campaign with the introduction of its do anti-bottled website: filterforgood.com. What more could a green advocate want? According to Beth Terry from Southern CA, she wanted Brita’s parent company Clorox to take on the shared responsibility of recycling all of its filters. But she did not stop there, her evidence was that Europe’s Brita affiliate had set up a recycling system and therefore they should have had this all planned out. 

Terry’s claim was based in truth. America does not have any recycling facilities set up for water filters. This would make Brita’s Go Green campaign void for the green citizens of the United States of America. At first Clorox a public relations responded that the cost of setting recycling centers for the entire country would be an expense that would put them out of business. The article exposing this dilemma was written by Mya Frazier published on October 5, 2008 (Times Pressure to Recycle Filter). As a long time consumer of Brita water filter, I am outraged the press. I have not been made aware I was killing the natural resources of Mother Earth. According to the SJC Code of Ethics, Minimize Harm, it states, “Show compassion for those who may be affected adversely by news coverage.” 

The introduction of social media and random claims by anonymous websites, I would agree the contextual reason “public opinion is hardly monolithic” (Cooper page 23). This sparked many questions like why “Postmodernism reject the correspondence theory of truth?” (Patterson &Wilkins page 26). If I applied Plato’s theory that “truth was knowable only to the human intellect-it could not be touched or verified” (Patterson & Wilkens page 22) to question about Brita’s intent on Sales or Doing Good, then I would have to become an intellectual on the very illusive matter of justice.  I would also have to disqualify Brita and Terry has being sincere. For questions can lead to answers, that my postulate a fact. As I was failing at the  “Seek Truth and Report it” method, (Society of Professional Journalists ), I surrendered to the Platonic unverifiable truth theory. On Saturday I decided it was time to do a  severe “Qualitative Study” (MaxWell Chpt. 7). I designed a macro study based on different views and methods of water filtration and recycling.

I created a simple interactive model study in where I could see on paper all the different views, concepts and information. I would then evaluate how data “components may affect and be affected by one another” (Maxwell page 215). A simple setup of source, information question, rating and answer for meaning would bring me closer to the truth. After three days of readings and logging data, something unexpected seem to appear in my study. I could make out connections from understanding a meaning to source information. I intuitively started seeking out the right sources and filtering out the babble. The framework based on questions and answer has given me the confidence to ethically expose the issue presented in case 3-A.

The corporate entity is not a real person and throughout history people were aware of the fact. A consumer like filter loving Terry and a corporate giant like Clorox is a relationship that is not real. According to Forbes Magazine articles and blogs (blogs.forbes), the term Corporate Social Responsibility (CSR) viewed as a risk factor and a marketing strategy. They acknowledged Unilever as one of the top CSR companies quoted, “Unilever CEO Paul Polman really spoke the language of CSR as value – not just donations” (Forbes.com).  The action of value to the consumer is a big seller, even if the consumer doesn’t understand why a product is green. They are more likely to buy it on the humanitarian principle of recycling. Furthermore as consumers start accepting these values, they also accept corporations as real people that care more than just profits. The new bottom line is the transformation of business from money addiction to consumer BFF’s.

The article in question about Brita’s intention is yes to both. It is just selling and it is doing well by doing good. The Corporate Social Responsibility makes consumers feel like they are being heard. It feeds into the need of trust when buying a product. Beth Terry’s action of applying Extend Producer Responsibility (EPR) is Kantanian but in no way Golden. “Why do you think environmental policies so often fail to address environmental problems?  Because legislators are more interested in collecting money and votes than in “catering” to “extremists” was the response given by Richard Porter, the pragmatic author of “The Economics of Waste” (everydaytrash.com).

            The alarming data about high cost of recycling and consumer illusions of unintellectual social responsible actions may risk our democracy. Beth Terry started a campaign toward a corporation that was adhering to their legal responsibility. On January 29, 2009 she had collect six hundred and  eleven water cartridge filters. If she only knew in 2002, 1.1 billion people lacked access to improved water sources, which represented 17% of the global population and nearly 4 million children died due to water related diseases (WorldWaterCouncil.org).

United Nations Report 2000

            America is the biggest consumer of water. Postmodern ethics is the causal factor of this case study. The ethical decision here relies on utilitarian principles of consequence. For the postmodern green advocate, the luxury of Brita filter is just a high fashion accessory of water.

  

I will be posting a second part to this blog where I will attempt to "frame" the  Recycling process, New water innovation, Alhusser, Marxism and  democratic relativism.

Works Cited:

Patterson P. & Wilkens L.,Media Ethics: Issues & Ethics 7th Ed., McGraw-Hill, NY 2011
Cooper, T. Between The Summits: What Americans Think About Media Ethics, Journal of Mass Media Ethics, Taylor & Francis Group, LLC 2008
Maxwell, J Designing a Qualitative Study Chapter 7 
filterforgood.com.
http://www.takebackthefilter.org/ 
NY Times Pressure to Recycle Water Filters
Society of Professional Journalists  
blogs.forbes

Forbes.com
ExtendedProducerResponsibilityPolicy.pdf
http://www.everydaytrash.com

WorldWaterCouncil.org 

Althusser, Louis P., Politics and History, New Left Books: London (1972)

Works Referenced:

Charles de Secondat, Baron de Montesquieu, The Spirit of Laws Translated by Thomas Nugent, Bell & Sons,  Ltd., London   1914  
http://www.ftc.gov/opa/reporter/greengds.shtm

http://www.forbes.com/sites/richardlevick/2012/01/11/corporate-social-responsibility-for-profit/

http://www.viewshound.com/finance/2011/6/25/cost-effectiveness-in-recycling-why-recycling-is-s

epw.senate.gov/.../6345050%20Hot%20&%20Cold%20Media.pdf

http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

http://www.economist.com/node/9249262

http://www.foodsafety.wisc.edu/consumer/fact_sheets/waterbottles.pdf

Understanding the Safe Drinking Water Act (PDF)

http://everydaytrash.com/2007/04/07/the-economics-of-waste/

http://en.wikipedia.org/wiki/Black_box

http://www.perc.org/articles/article1270.php

www.perc.org/files/ps47.pdf

http://www.ewg.org/agmag/2010/02/the-truth-about-ethanols-greenhouse-gas-emissions/

http://www.foodsafety.wisc.edu/consumer/fact_sheets/waterbottles.pdf

EPA Contaminants Information

http://scienceblogs.com/ethicsandscience/2008/04/trying_to_understand_framing.php

http://en.wikipedia.org/wiki/Black_box

Fernando Brokovich CM503 Blog 2

Fernando Brokovich

Blog #2

            In August of 1992, the Law Firm Masry and Vititoe assigns 32-year-old Erin Brokovich the task to file a pro bono case regarding Pacific Electric’s interests in buying a family residence in Hinkley, California. However, Brokovich notices blood samples mixed in with the real estate files. Though she has no formal legal training, Erin discovers that Pacific Gas & Electric allowed the leakage of a contaminant called Chromium 6 into the well water of Hinkley, California, for over 30 years. Several residents of this small desert community suffer from ailments ranging from chronic nose-bleeds to cancer.

            Now for the purpose of decision-making, let us assume that in 1992 I worked as a local news reporter. I come across Brokivich’s confidential research documents that justify the claim that Hexavalent Chromium 6 is carcinogenic through inhalation and possibly through ingestion. I make copies of her documents and discern if this illegal act justifies the greater good. I also learn that certain people feel this information should be kept secret.

            Without a doubt I would utilize the dialogic ethic as “the protector and the promoter of the emergent, the unexpected, and the unforeseen-it is the communicative home of hope for an idea, a viewpoint, or an action that has not yet been apparent” (Arnettetal, page 55). Answers to questions would then lead me toward an ethic decision. Why would someone want this to be a secret? Who is at stake by this disclosure? If the possible answer the prematurity of information would give P&G time to cover up its mess then my decision would be to keep it a secret. But another hypothetical answer might lead to a different choice. For example the documents had substantive factual proof that P&G was leaking Chrome 6 into the drinking water and people were being hurt. I would have to reveal the information and suffer the consequences.

            If I report on an issue without valid facts then I risk losing my credibility. “Media practitioners of all stripes, regardless of why they are using media channels, aspire to have one thing: credibility” (Plaisance page 27). A news package about P&G based on documents without all the evidence could damage the company, its employees, employee’s families and perhaps stir up a panic within the community. Morality of care would help to judge the impacts of such exposure. For Brokovich her success in the case against P&G led to a movie of her story starring Julia Roberts and her own TV show. She continues to reveal any injustices that might hurt the good of the people.

            But still today people like Michelle Markin are not supporters of Brokovich. Markin wrote an article on Michael Fumento’s website accusing Brokovich of a case with an appeal to emotion rather than logic. She wrote how “individual anecdotes always make good witness statements and emotional dramas. They are not, however, scientific proof” (http://fumento.com/brockovich/mickeyerin.html ). She also notes investigative journalist and science author Michael Fumento’s recent article in the Wall Street Journal last week, “no one agent could possibly have caused more than a handful of the symptoms described, and Chromium 6 in the water is almost certainly couldn’t have caused any of them” (http://fumento.com/brockovich/erinwsj.html). Both Markin and Fumento accusations are an appeal to logic that is indeed illogical. Fumento is not a scientist or expert. Notice how he states Chromium 6 in the water is almost certainly could not be the cause. He uses absence of evidence to justify his claim. Markin confuses her audience on the failed reasoning of emotion and scientific proof. The Brokovich case was built on the “need to be ‘contextualist’ in our thinking, according to contemporary philosophers. That is we need to realize that the complexities of a dilemma will often dictate how we might apply certain principles, and that these principle are not one size fits all” (Plaisance p. 241).

            Now if this was still 1993, I might consider doing my own quantitative case study. However continued research by the US Dept. of Health and Services reported that ingestion of Chromium 6 in lab rats did indeed cause cancer. The issue at hand is to figure out how much humans can drink Chrome 6 before getting cancer.

            On September 30, 2010, the EPA’s released the Iris Program draft of human health assessment for chromium-6. This draft IRIS health assessment addresses both non-cancer and cancer health effects associated with the ingestion of chromium-6 over a lifetime. This is the first EPA cancer assessment for hexavalent chromium 6 by ingestion. (U.S. Environmental Protection Agency EPA

Chromium6indrinking water.pdf)

            I am all about relativity. But also believe in the universalism of truth where “ethics is about how we grapple with the difficult gray areas” (Pliansance pag 22).

Works Cited:

Pliansance, PL Media Ethics Thousand Oaks, CA 2009

Arnettetel Approaches to Communication Ethics, The Pragmatic Good of Theory Chapter 3 .pdf

Links Cited:

http://fumento.com/brockovich/mickeyerin.html

http://fumento.com/brockovich/erinwsj.html

US Dept. of Health and Services

Saudi Arabia 100% Natural Well Water

Water.

It rejuvenates, hydrates and cleanses our body. It can heal, baptize and nurture our human ecology. But water can also kill us.

The subtle weapon to drown a person, does not rationally pair up to its own scientific law. The compound H2O is a universal solvent. Conversely, the value of water differs as much as the ethics of well water.

In Mesopotamian mythology, bodies of water are associated with deities. One key focus is the worship of water gods from holy wells and springs. In Mecca, Saudi Arabia, Muslims believe the Well of Zamzam to be a contemporary miracle for the water never runs out. It is also sold as bottled water. The demand tends to grow higher during the month of Ramadan.

In May of 2011, a BBC London investigation found high levels of arsenic in bottled Zamzam, and so the UK banned all imports. The Saudi Arabian government prohibited the commercial export of Zamzam from the kingdom. They have stated that the well water was tested by the Group Laboratories of CARSOLSEHL in Lyon, licensed by the French Ministry of Health for the testing of drinking water. They reported that the level of arsenic in Zamzam water taken directly from its well source is lower than the maximum permitted by the World Health Organization.

The UK ban has received mixed reactions from the Muslim community. For within the Islamic faith it is viewed as a generated source of God. The demand to make replicate water would appear as an unethical action. “Science and certainty are not synonymous, despite our tendency to blur the two” (Patterson & Wilkens, page16). This is a current day dilemma in which the science of water outweighs the ethics of its symbolism. “Life in the 21^st century has changed how most people think about issues, such as what constitutes a fact and what does or does not influence moral certainty” (Patterson & Wilkins, page 15).

It is always shocking to read an illogical article especially about unknown contaminant water sources. In the last module blog “Poland Spring 100% Water”, I discovered facts and misinformation about its parent company Nestle Co. According to Fast Company Magazine  in 2006, Americans spent 15 billion dollars in bottled water. This world trend can be proven through global sales reports. Lebanon has one of the highest rates of consumers per capita and in the Arabian Peninsula there is more than seven popular brands of water. In Pakistan the spread of contaminated water led to a need of urban families buying home delivery water services. Bottled water was made famous by one of the largest marketing campaigns in Pakistan history undertaken by Nestle Corporation. That’s right ladies and gentlemen. My archenemy and Poland Spring bottle water killer eventually began selling Coca Cola, Pepsi and Evian to Pakistan.

This module’s lectures, readings and CM502 had shown me that “rationality is the key” (Patterson & Wilkens, page 4) component in ethical decision-making. After my discovery that the bottled water industry earns billions a year throughout the world, I find it incredible that these two nations would not know the location of a contaminant water source. The UK should have regulations in place to monitor all food and beverages. I now understand Mill’s acknowledgment of “the good of an entire society had a place in ethical reasoning” (page 11). The Saudi Arabian Authorities decision to not export has caused more fake holy water makers and more believers wanting to celebrate their faith.

My decision-making choice would be to spread awareness of non-truths. I would like to see more Communitarian action news articles. I would support the start of a new fact reporter position called, “journal lawyer”. The banishment of Zamzam water sounds like the parable of the Garden of Eden.  For some the truth is unknown and for others the ethic is clear.

Work cited:

Patterson P. & Wilkens L. Media Ethics Issues & Cases 7^th Edition, McGraw Hills New York 2011

Links research reference:

Contaminated 'Zam Zam holy water from Mecca sold in UK  BBC News5 May 2011

Fast Company Magazine 1 july 2007 

Wikipedia

Internet

Is Water My Friend?

I would like to address Pr. question about Poland Spring's social media. Their last tweet was July 26, 2010. It links to their facebook page which just restates what is already on their website. I am assuming their target audience is not big on social media. Ironically this past Friday they posted their first question to their facebook fans. Since they sponsor so many marathons they seem to be associated with runners, they posted on their wall:

You may know that we’ve sponsored various running events... So while WE might be partial to lacing up and pounding the pavement, we were wondering what YOU like to do for exercise?

The responses have been 4 comments that include, hiking, swimming, yoga, hitting the weights, 20 oz. curls and long brisk walks.

However they often post promotions by linking to  their “Better Things in Life” Games, one a sweepstakes and the other a daily instant win game. Neither requires a purchase of the product but you do have to subscribe setting up an account. If you scroll down you can also subscribe to an RSS feed and SMS messages. I know you are all freaking out with excitement about all these features but you must remain calm and keep reading.

The search for Poland Springs 100% Water marketing strategies could only be found by their parent company Nestle Global. 

Nestle Global Poland Spring Investor Site

 Annual, Financial, Corporate Governance and Creative Sharing Reports

This is where they have laid out their strategy to connect to investors and government bodies. And if you thought that was too much to handle just hold on because I am going to hook you up on the latest social media available: 

 

Nestle's Blogger/FB

Yes people, you heard it here first. "Its a place...to share ideas and comments with Nestle Waters people." How strange since there is no mention of this interpersonal space on the Poland Spring facebook page. And as noted in earlier posts, it appears that PS facebook wall is shy. Hm? Something was not adding up here. Sounds like I had myself a Scooby Doo mystery. 

While drinking coffee, I found this:The Story of Water, then this Nestle Environmental Footprint . In 2008 Nestle was and maybe still is in a legal battle with the State of Maine over its water wells. Nestle claims their action is purely justifying consumer demands. The rural communities of Maine who would be effected by their new neighbor Nestle were not happy. It appears that the locals are not upset with Poland Springs but with the International Corporate predator Nestle. 

So how does a company who is owned by another company handle a crisis? Well it does not have to since it has been silenced by the parent company. Nestle is is all over CNN battling Greenpeace with Kit Kat chocolate bars.

Still feeling the purity of water? You want to spend 10 hours researching this nonsense? You want to know what I think the most important strategies are during a crisis?

The strategy would be not to have a crisis. I only like drama in show tunes. I will NEVER do PR for a company who is or appears shady. If so I would have become a union actor a long time ago. Morality is impossible to find on the net. I hate politics for this very reason.  Nestle, Facebook, Twitter, Google, CNN and YouTube just wasted my time with a million views and/or experts that are only confirmed by pretty pictures, news people, reports and really elaborate .pdfs.   

I HATE you Nestle.

You killed my relationship with Poland Springs % Natural Water.

I removed you from twittter.

I unfriended you on facebook.

Water.....we are NOT friends. 

PS If they were a humane company my marketing strategy would be to anticipate a crisis. I would define all possibilities and make sure that immediate response be the first thing we do. I would run right in front of the press work towards a resolution that maintains the company's personality, trademark, values and core principles.

Reinventing Water

It strikes me as unusual for such a long running company to have such little participation in social media. They do have an online contest running right now on their website which is featured along on facebook. I genuinely feel that they do not necessarily need a blog. Maybe it is because there is only such much you can blog plug about water. I stumbled upon some weird blog types that I am still trying to get the visuals out of my head. However there were three searches that I do not believe were actual blogs but that stood out and applied to what Bhargava was addressing. The first one was the Poland Spring Review website where 30 people on camera reviewed Poland Spring water mostly by reading the label on the back and stating it is from Maine and that it tastes good. Unfortunately none of these people qualified as the accidental spokesperson.

The second website I found was a letter to an editor from an actual employee of Poland Spring advocating against a possible ordinance of the extraction of water for profit in his town. In his letter he distinguishes all the benefits of having Poland Spring as his employer and as part of his community. His name is Ed Swift Wells and Poland Springs would be wise to hire him as an internal public or external blogger. The fight between tap water and bottled water is a close tie. Perhaps a first blog would distinguish the levels of minerals not in tap water, that nurture more of the body, the organs and digestion. A second blog could discuss the economy and preservation efforts of spring water for future generations. Here’s the link to his letter blog.kennekbunkpost.com.

The last site I found coincidently was of a feature story about Poland Springs Spokesperson, elite marathon runner Jeff Cox. Springs sponsors a number of marathons and hydration is one of their basic company elements. Cox fits the role with his hydration tips and his expertise in training. He is the authority and the super hero Lindstrom says we all want to be. The earthiness of his nature matches that of Poland Springs' personality. The team of Cox and Springs was made clear in the PRnewswire.com site. Newswire featuring Spokesperson Jeff Cox & ING NYC Marathon.

 

Lindstrom states that transformation or reinvention is key to successful marketing strategy. At first I thought well maybe Poland Springs is not planning on a full transformation into social media however they are still reinventing themselves. In the past it appears like they used the available media outlets, for example the early pamphlet of Poland Water in 1878. A much used form of passing fast information in the late 1800s.

This 1906 picture has the royalty advertising strategy.

When I came across this picture I assessed historical re-invention and transformation. You can see their marketing strategy through the years just by examining each bottle.

Today their redesigning is not heavily web based because their target audience is the contemporary health active consumer. They sponsor marathons to associate themselves with health. Which was at their beginning a cure for tummy aches is today a sign of hydration and nutrition for the body. It is still the same personality and company.They have always had a subliminal association with health.

The Power of the P

Companies that feel they can have actual reality through their computers risk survival. Due to the rapid forms of technology evolution some corporations are searching for an easy formulaic equation that will give them control over their interactive stakeholders. Breckenridge in chapter 7 states that journalists and public relations professionals agree whether it is digital or traditional, it all boils down to content. After researching on the internet I consistently found the famous 4 P's: Product, Price, Placement and Promotion. 

Here are the P in Poland Springs:

Product: The quality of pure 100% all natural water is Capable of meeting the needs of its stakeholders.

Pricing: It is not stated on their website, I am assuming because it varies from region to region. 

Placement:This lies withing their website and has been replaced with the modern term of communication.

Promotion: This unique form of eco-friendly nature preservation comes in the form of convenience. Its easy to find anywhere and you can buy it online.

A powerful media strategy is their support for the NYC marathon. You can view the pictures on facebook. Runners drink water and tend to be health conscious so choosing to make themselves personally appear at the NY Fitness EXPO fits into their personality.

I would encourage Poland Springs to launch a campaign detailing how nutritious qualities in pure water can keep the body balance. Creating a presence on weight loss websites and sports or athletic websites and hoping to convert those who may not have discovered the water.

Product:
Their product quality of pure 100% all natural spring water is Capable of  meeting the needs of its stakeholders..    
Pricing:   This is a vague public element. As the price changes from region to region and
the availability of home delivery.
Placement:
Their website fulfills the strategy of Placement product because it has been
replaced with clear constantly updated Communication on their website.  

Promotion:
Poland Springs website replaces promotion for Convenience. You can buy it
online.  

Its the all about the content. Linking is just exhausting. Today I found an article about a lawsuit against Poland Springs claiming it was using tap water. Due I think its true? I do not know because the internet can not validate the absolute truth. So again a half hour I will never get back. Reliance on RSS feeds will be the biggest mistake for Public Relations. 





A complaint on last weeks post from Poland Spring's Facebook wall from Sue Winer complaining about not getting her coupon in her local paper. Poland Spring reponded by posting that they were sorry and would include her paper the next time they run their ad.



Poland Spring never stated the coupon would be in every newspaper in the country. The social media post was a promotion to look for a coupon in major newspapers. Do you think this stopped wining Sue? No. She went to post how she's from Maine and how could her paper be overlooked. If you go to the page Poland Spring did not respond. They fused her by silence. Something you do not find online.



Congratulations Poland Springs 100% Natural Water! Your awareness in pure human psychology fits right into the digital nature of rocky mountains, green trees and spring water.