A. The Corporate Role

1. Era of Giantism
2. Address Faceless Corporation Image
3.  Need to Be Socially Responsible

B. The Human Factor

1. The Public Perception

a.  Perception versus Behavior. What corporations do is not enough

2. Downsizing magnify public distrust

a. PR must convince management to avoid layoffs. Think of employees as individuals, not statistics
b. Explain to public why layoffs are necessary and justified

3. Computers Versus Humans

a. Can supplant human contact with computers
b. Computerized phone answering, for example

4. Courtesy Pays

C.  Consumerism

1. Development of Consumer Movement

a.  Developed during the past three decades. Public trust in business diminished.
b. “Let the Buyer Beware” is long gone
c.  Ralph Nader—famous consumer activist
d.  Increased Watchdog Role of Government (FDA, FTC, etc.) over business.

2.  Use of Boycotts—refusal to by the products or services of a company. Widely used tool of the consumer movement

3.  Other Pressures

a.  Better Business Bureau
b.  Consumer Reports

D.  Product Recalls

1. Visible, Expensive Corporate Response to Consumerism
2. Voluntary Recall Can Generate Goodwill

E.  Business Public Affairs

1. Rise of Corporate Citizenship. Businesses realize they must exercise a sense of social responsibility
2. Top Four Public Affairs Activities

a.  Community Relations
b.  Government Relations
c.  Corporate Contributions
d.  Media Relations

3. Community Relations

a.  Participation in community boards and clubs
b.  Need to create dialogue with community
c.  Environment is particular concern

4. Corporate Philanthropy

a.  Billions given
b.  Giving can be controversial. Planned Parenthood case
c.  Selection criteria for corporate sponsorships

• Affordable
• Compatible with company values
• Reach Target Audience
• Sufficient time to Use Sponsorship
• Confidence in Event Organizers
• Newsworthy Event
• Televised Event
• Management Approves the Event

F. Corporations and the Environment

1. Public concern for environment is strong consumer pressure on corporations
2. Social responsibility calls for environmental cleanup
3. The PR Role concentrates on three areas

a.  Present accomplishments
b.  Inform top management of public perceptions
c.  Conduct campaigns within Company

G. Business-Media Relationship

1. Much mutual animosity
2. Consensus that Reporting has improved
3. Corporate Complaints of the media

a. Inaccuracy
b. Incomplete coverage
c. Inadequate research
d.  Anti-Business bias

4. Reporters Complaints

a. Uncooperative executives
b. Uninformative news releases
c. Misunderstanding of Journalistic Objectivity

5.  PR Practitioners stand between executives and journalists

H. Emplovee Communications

1. Employees are crucial audience
2.  Corporate turmoil has raised stakes. Decreasing loyalty to companies based partly on remote corporation management.
3.  Two main concerns

a. Job Security
b. Financial Protection against illness

4.  Informed employees limit gossip, damaging misinformation

5. Health and Social issues are key topics

a. Health Care Costs and Coverage
b. Drug use/testing policy
c. Smoking in workplace
d. Sexual harassment