Research

For my business research project in public relations publications, I analyzed the Professional Association of Diving Instructors (PADI).

PADI is a instruction company that gives dive shops the tools and knowledge they need to certify divers. They hold high standards for instructors and shops to follow in order to receive these services. PADI’s mission is to create a community of divers and shop owners that equally benefit one another.

PADI’s two main competitors are British Sub-Aqua Club and the National Association of Underwater Instructors (NAUI).

PADI’s slogan is “The Way the World Learns to Dive” because they are an international company that works to bring different people in different cultures together through a common activity, diving. It’s dominant attitude is build the largest network in order to provide more customers for dive shops as well as build a larger community for divers to interact. It’s core values focus on this as well as marine conservation with their philanthropy: Project AWARE, which raises money and awareness to protect underwater life.