The purpose of this assignment was to focus on the research that is gathered before producing an effective campaign. The objective of the research was to develop a long-term solution in defusing the issue of complaints about lofty compensation of executives.
This was our communication plan after doing our research: We believe that it would be in the company’s best interest to open up conversation with shareholders to help them have a better understanding of why the executives are getting paid what they are getting paid. It is also a great idea to constantly be striving to have ExxonMobil in the media through a positive light so anything good they do for the environment, the economy or communities should be focused on in the media and press releases should be written about it. If different publics can see the good that ExxonMobil does then hopefully the public perception of the company will change and fewer people will be concerned about why the executives are getting paid so much.