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2Copyright ©2001 Prentice Hall, Inc.
Compare:Compare:
76%
12%
9%
3%52%
16%
22%
10%
African-AmericanAfrican-American AsianAsian
LatinoLatino AngloAnglo
4Copyright ©2001 Prentice Hall, Inc.
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
6Copyright ©2001 Prentice Hall, Inc.
A corporation’s only
responsibility is to make money
Milton Friedman:Milton Friedman:
7Copyright ©2001 Prentice Hall, Inc.
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.
8Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss
What Communities Expect What Communities Expect from Organizationsfrom Organizations
APPEARANCE PARTICIPATION
STABILITY PRIDE
9Copyright ©2001 Prentice Hall, Inc.
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.
10Copyright ©2001 Prentice Hall, Inc.
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.
11Copyright ©2001 Prentice Hall, Inc.
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.
13Copyright ©2001 Prentice Hall, Inc.
DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:
dominate public dominate public relations practicerelations practice
head large head large organizationsorganizations
14Copyright ©2001 Prentice Hall, Inc.
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
15Copyright ©2001 Prentice Hall, Inc.
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
16Copyright ©2001 Prentice Hall, Inc.
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
17Copyright ©2001 Prentice Hall, Inc.
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
18Copyright ©2001 Prentice Hall, Inc.
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
19Copyright ©2001 Prentice Hall, Inc.
DIVERSITY DIVERSITY includes:includes:DIVERSITY DIVERSITY includes:includes:
require targeted require targeted communicationscommunications
have well-known have well-known spokespersonsspokespersons
20Copyright ©2001 Prentice Hall, Inc.
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…
??
21Copyright ©2001 Prentice Hall, Inc.
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.