Copyright © 2001, Prentice Hall, Inc. CHAPTER 17

2Copyright ©2001 Prentice Hall, Inc. Compare: 76% 12% 9% 3% 52% 16% 22% 10% nAfrican-American nAsian nLatino nAnglo

3Copyright ©2001 Prentice Hall, Inc. PEOPLE OF COLOR MEN WOMEN

4Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Social Responsibility in the Community n Maintain clean air and water n Provide jobs for minorities n Enforce employee policies n Enhance everyone’s quality of life

5Copyright ©2001 Prentice Hall, Inc. We’re here to help.

6Copyright ©2001 Prentice Hall, Inc. A corporation’s only responsibility is to make money Milton Friedman:

7Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are three ways an organization can coexist peacefully in its community? 1.Determine what the community knows and thinks about the organization. 2.Inform the community of the organization’s point of view. 3.Mediate between the organization and the community should discrepancies arise.

8Copyright ©2001 Prentice Hall, Inc. Let’s Discuss What Communities Expect from Organizations APPEARANCEPARTICIPATION STABILITYPRIDE

9Copyright ©2001 Prentice Hall, Inc. Community Relations Objectives 1.Tell the community about the firm’s operations. 2.Correct misunderstandings and reply to written criticism. 3.Gain the community’s good opinion by stating opinions on issues. 4.Tell employees and their families about company activities. 5.Tell local government about firm’s contributions to social welfare.

10Copyright ©2001 Prentice Hall, Inc. Community Relations Objectives 6.Find out what residents think about the organization. 7.Invite community leaders to tour the plant and offices. 8.Support health programs through contributions of funds and services. 9.Provide funds for cultural events. 10.Aid youth and adult education.

11Copyright ©2001 Prentice Hall, Inc. Community Relations Objectives 11.Sponsor sporting events and teams. 12.Encourage employees to run for public office and volunteer on boards. 13.Purchase supplies from community. 14.Provide jobs with competitive wages. 15.Cooperate with other local businesses to advance economic and social welfare.

12Copyright ©2001 Prentice Hall, Inc. The is a community, too!

13Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n dominate public relations practice n head large organizations

14Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n are not minorities in our countries 25 largest cities n have increased their disposable income five-fold over the last decade

15Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n will become our country’s most prominent minority by 2050 n vote in rates higher than the national average and pump $300 billion a year into our economy

16Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: Japanese, Chinese, Koreans, Vietnamese Whose numbers will double by 2050

17Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n control over 50% of America’s discretionary income n are politically organized

18Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n comprise a major target of opportunity n have incomes six times higher than the national average

19Copyright ©2001 Prentice Hall, Inc. DIVERSITY includes: n require targeted communications n have well-known spokespersons

20Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ 1.Public relations without resources 2.Using the media to attract attention 3.Using the media to shake the established order What is… ?

21Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Nonprofit Public Relations Should: Identify campaign plans and objectives. Organize fact-finding. Recruit leaders. Plan and implement strong communications activities. Identify campaign plans and objectives.