Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 17CHAPTER 17

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Compare:Compare:

76%

12%

9%

3%52%

16%

22%

10%

African-AmericanAfrican-American AsianAsian

LatinoLatino AngloAnglo

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PEOPLEOF

COLORMENWOMEN

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Let’s DiscussLet’s Discuss

Social Responsibility in the Social Responsibility in the CommunityCommunity

Maintain clean air and waterMaintain clean air and water

Provide jobs for minoritiesProvide jobs for minorities

Enforce employee policiesEnforce employee policies

Enhance everyone’s quality of lifeEnhance everyone’s quality of life

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We’re here to help.

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A corporation’s only

responsibility is to make money

Milton Friedman:Milton Friedman:

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QUICK QUIZQUICK QUIZ

What are three ways an organization can What are three ways an organization can coexist peacefully in its community?coexist peacefully in its community?

1.1. Determine what the community knows and Determine what the community knows and thinks about the organization.thinks about the organization.

2.2. Inform the community of the organization’s Inform the community of the organization’s point of view.point of view.

3.3. Mediate between the organization and the Mediate between the organization and the community should discrepancies arise.community should discrepancies arise.

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Let’s DiscussLet’s Discuss

What Communities Expect What Communities Expect from Organizationsfrom Organizations

APPEARANCE PARTICIPATION

STABILITY PRIDE

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Community Relations ObjectivesCommunity Relations Objectives

1.1. Tell the community about the firm’s operations.Tell the community about the firm’s operations.

2.2. Correct misunderstandings and reply to written Correct misunderstandings and reply to written criticism.criticism.

3.3. Gain the community’s good opinion by stating Gain the community’s good opinion by stating opinions on issues.opinions on issues.

4.4. Tell employees and their families about company Tell employees and their families about company activities.activities.

5.5. Tell local government about firm’s contributions Tell local government about firm’s contributions to social welfare.to social welfare.

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Community Relations ObjectivesCommunity Relations Objectives

6.6. Find out what residents think about the Find out what residents think about the organization.organization.

7.7. Invite community leaders to tour the plant and Invite community leaders to tour the plant and offices.offices.

8.8. Support health programs through contributions of Support health programs through contributions of funds and services.funds and services.

9.9. Provide funds for cultural events.Provide funds for cultural events.

10.10. Aid youth and adult education.Aid youth and adult education.

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Community Relations ObjectivesCommunity Relations Objectives

11.11. Sponsor sporting events and teams.Sponsor sporting events and teams.

12.12. Encourage employees to run for public office and Encourage employees to run for public office and volunteer on boards.volunteer on boards.

13.13. Purchase supplies from community.Purchase supplies from community.

14.14. Provide jobs with competitive wages.Provide jobs with competitive wages.

15.15. Cooperate with other local businesses to advance Cooperate with other local businesses to advance economic and social welfare.economic and social welfare.

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TheThe

is a community, too!is a community, too!

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

dominate public dominate public relations practicerelations practice

head large head large organizationsorganizations

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

are not minorities in are not minorities in our countries 25 our countries 25 largest citieslargest cities

have increased their have increased their disposable income disposable income five-fold over the last five-fold over the last decadedecade

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

will become our country’s will become our country’s most prominent minority most prominent minority by 2050by 2050

vote in rates higher than vote in rates higher than the national average and the national average and pump $300 billion a year pump $300 billion a year into our economyinto our economy

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

Japanese, Chinese, Japanese, Chinese, Koreans, VietnameseKoreans, Vietnamese

Whose numbers will Whose numbers will doubledouble by 2050 by 2050

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

control over 50% control over 50% of America’s of America’s discretionary discretionary incomeincome

are politically are politically organizedorganized

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

comprise a major comprise a major target of opportunitytarget of opportunity

have incomes six have incomes six times higher than the times higher than the national averagenational average

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DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:

require targeted require targeted communicationscommunications

have well-known have well-known spokespersonsspokespersons

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QUICK QUIZQUICK QUIZ

1.1. Public relations without resourcesPublic relations without resources

2.2. Using the media to attract attentionUsing the media to attract attention

3.3. Using the media to shake the established Using the media to shake the established orderorder

What is…What is…

??

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Let’s DiscussLet’s Discuss Nonprofit Public RelationsNonprofit Public Relations

Should:Should:

Identify campaign plans and objectives.Identify campaign plans and objectives.

Organize fact-finding.Organize fact-finding.

Recruit leaders.Recruit leaders.

Plan and implement strong Plan and implement strong communications activities.communications activities.

Identify campaign plans and Identify campaign plans and objectives.objectives.