Choose a company and identify how a problem they have faced can be analysed using PESTLE

Topic: ArtConcerts
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Last updated: April 15, 2019

1.

IntroductionThis report is to identify a problem a high-profile organisation, the BBC has encountered, and how it can be analysed using PESTLE. The problem I will be looking into is the negative coverage the BBC have received in recent press as a result of it’s presenter’s actions, more specifically Russell Brand and Jonathan Ross’s obscene messages to Andrew Sachs that were broadcast on BBC Radio Two, as well as Jeremy Clarkson’s offensive reference towards lorry drivers murdering sex workers in BBC Two’s Top Gear before the nine o’clock watershed. The report will discuss how the BBC’s external environment has had an impact on the organisation due to the recent misdemeanours by its presenters.2. Problems the BBC have facedFirstly, on BBC Radio Two’s ‘The Russell Brand Show’, Brand and featuring guest Jonathan Ross telephoned a much-loved actor, Andrew Sachs, who starred in 1970’s comedy ‘Fawlty Towers’, on his birthday, resulting a series of crude messages left on his voicemail.

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Ross exposed in lewd terms that Brand had engaged in sexual relations with Sachs’s granddaughter. They repeatedly phoned several times following this, leaving messages apologising, although these were just as insulting, mentioning that Sachs may hang himself on hearing the news on his Brand and his granddaughter. This sparked a furore among both the general public, the media, the House of Commons even commented, all which lead to an investigation from Ofcom due to the vast number of complaints regarding the incident.Other effects included the resignation of key members of BBC staff, including BBC’s Radio Two Controller, Lesley Douglas (Noah, 2008 p.3). Another example of a carelessness from a popular BBC presenter, Jeremy Clarkson emerged only days later, when a light-hearted remark about prostitutes being murdered by truck drivers was made in the show ‘Top Gear’ ” Change gear, change gear, change gear, check mirror, murder a prostitute, change gear, change gear, murder. That’s a lot of effort in a day.” (telegraph.

co.uk, 2008) . These references have offended families of the 5 Ipswich prostitutes, a local MP, and the general public. Again the BBC has come under fire because of the actions of it’s highly paid presenters. The repercussions for the BBC as an organisation from a marketing perspective will be detailed in the report.3. PESTLEPESTLE is used to describe factors in an organisation’s external environment, PESTLE factors cannot be controlled by an organisation and can have a detrimental effect on vital operational aspects, if companies are ignorant of the factors or try to oppose them, it can lead to the collapse of a business. “The PESTLE analysis is a useful tool for understanding market growth or decline, and as such the position, potential and direction for a business.

” (businessballs.com 2008).The next sections of the report explore the factors of the PESTLE analysis.3.1 PoliticalPolitical effects on the BBC that presenters have created are criticism from the House of Commons and the Prime Minister, Tony Blair.

His opinion on the incident was that “This is clearly inappropriate and unacceptable behaviour, as is now widely recognised” Brown said, in a statement issued by his Downing Street office (afp.com, 2008). He encouraged that an investigation into the incidents should take place. Another political voice in the lower House of Commons, Justice Minister David Hanson, insisted that the two presenters should make an official apology and agreed that their behaviour was both ‘inappropriate’ and ‘not in keeping with broadcasting’ (afp.com, 2008), further tarnishing the long standing reputation the BBC has with it’s licence paying viewers.

Following Clarkson’s BBC Two Top Gear incident a local constituency MP for Ipswich, where 5 prostitutes were murdered in 2006 by lorry-driver Steve Wright, took action. Chris Mole condemned the presenter saying his comments “must be a dismissible offence” and in a letter to the BBC’s Director- General Mole spoke of his disgust with the fact that such tragic incidents were implied upon in such a light-hearted manner in the show.”The murders in my constituency in 2006 were horrific and the community has spent a lot of time pulling together… For Mr Clarkson to make light of murder in any circumstance must be a dismissible offence.

(telegraph.co.uk, 2008).3.2 EconomicalThe economical impact on the BBC from the recent events is likely to be from loss of profit due to lower ratings on the BBC’s Radio 2 show, and Top Gear, as well as sales of associated merchandise such as CD’s and DVD’s of the shows. However Jonathan Ross is rumoured to be one of the highest paid TV presenters in the UK, netting a huge £6 million annually, so the BBC may actually save some money through Ross’s 3 month unpaid suspension “Jonathan Ross will be suspended from all broadcasting for the BBC for a 12- week period, ending in mid-January 2009 “, a forum on brandrepubliuc.com suggested that “may be this was the opportunity the BBC were looking for.

.. to put on even more of their repeats!” (Anon, 2008). Despite this it does not favour the BBC with regards to their ratings and the ongoing debate as to whether viewers should have to pay a licensing fee with distasteful occurrences of this nature taking place.3.

3 SocialSocial implications for the BBC as a result of the Brand and Ross incident are the large amount of complaints from the general public, “Complaints about the prank have now reached more than 35,000” (Manchester Evening News, 2008) and the huge amount of media attention that has been attracted, on the news, tabloids, radio, chat shows, and web forums to name but a few, it has been a huge talking point in the whole of the UK, all reflecting badly on the BBC, and the trust that the country has in the company. Clarkon’s Top Gear mishap has had opposition from campaigning group ‘All Women Count’ saying that the comment on murdering prostitites was ‘heartless’ and that ‘Mr Clarkson should apologise immediately.’ The BBC received 153 other complaints (See Appendix One), as the comment was aired before the nine o’clock watershed, so it is likely that young children will have seen the show. The general public is disgruntled because when high earners such as Ross and Clarkson are behaving in this way is it right that they should be gaining substantial amounts of tax-payers money?3.

4 TechnologicalTecnology is a fast paced industry, if the incidents on BBC shows had ocurred 10 years ago, it is doubtful that so many people would have had access to material, but due to video sharing websites that have become increasingly popular in recent years, as soon as one heard of the incidents, in a matter of seconds the clips of the shows could be accessed on Youtube, attracting more bad press for the BBC, if it had not been so widely accessible, it is almost certain that less people would have complained and it the controversy may not have been so extreme. “As the hits on YouTube went up so did the complaints.” (Brown, 2008)3.5 LegalIt is an obligation of their contract that presenters material is kept clean and non-offensive; Brand, Ross and Clarkson all have breached their contract with the BBC using obscenities within their shows and as published they have suffered penalties and punishment as far as being forced to resign from their job. The Ross and Brand episode nearly led to prosection, “Astonishingly, senior BBC executives cleared the offensive messages for broadcast, even though making abusive phone calls is a criminal offence.” (Goslett, 2008)3.

6 EnvironmentalEnvironmental impact on the BBC is not a relevant issue in the case of the problems I have discussed in the report. An example of an environmental influence would be the BBC putting in place measures, such as lower emission vehicles to reduce it’s energy consumption due the big hype in the media currently. If they did this, they are seen to be considering this important issue, if they are see not to be doing this, it would give out the impression in the press that they do not care about sustainability and suchlike, attracting further negative coverage.4. ConclusionIn conclusion, this report shows how the actions of three people working for the BBC have had an immense impact on the wellbeing and reputation of the BBC, with controversy from all angles, including political, social, and legal implications having an involvement following the incident.

Looking forward, to avoid these difficulties what does the BBC have in place to keep its presenters under control? Will they continue with their reactive approach? The scale of the debate after the incidents and consequences were so large that had it not been an organisation as reputable and well thought of as the BBC, it could have faced more severe threats such as closedown as a result of the behaviour of its highly paid employees.

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