CHAPTER 17
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Compare:
12%
76%
9%
3%
16%
52%
22%
10%
 African-American
 Asian
 Latino
 Anglo
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WOMEN
PEOPLE
OF
COLOR
MEN
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Let’s Discuss
Social Responsibility in the
Community

Maintain clean air and water

Provide jobs for minorities

Enforce employee policies

Enhance everyone’s quality of life
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We’re here
to help.
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Milton Friedman:
A corporation’s
only responsibility
is to make money
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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.
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Let’s Discuss
What Communities Expect
from Organizations
APPEARANCE
PARTICIPATION
STABILITY
PRIDE
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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.
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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.
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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.
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The
is a community, too!
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DIVERSITY includes:

dominate public
relations practice

head large
organizations
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DIVERSITY includes:

are not minorities in
our countries 25
largest cities

have increased their
disposable income
five-fold over the last
decade
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DIVERSITY includes:


will become our country’s
most prominent minority
by 2050
vote in rates higher than
the national average and
pump $300 billion a year
into our economy
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DIVERSITY includes:
Japanese, Chinese,
Koreans, Vietnamese
Whose numbers will
double by 2050
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DIVERSITY includes:

control over 50%
of America’s
discretionary
income

are politically
organized
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DIVERSITY includes:

comprise a major
target of opportunity

have incomes six
times higher than the
national average
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DIVERSITY includes:

require targeted
communications

have well-known
spokespersons
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QUICK QUIZ
What is…
?
1. Public relations without resources
2. Using the media to attract attention
3. Using the media to shake the established
order
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Let’s Discuss
Should:
Nonprofit Public Relations
Identify campaign plans and
objectives.
Plan and implement strong
communications activities.
Recruit leaders.
Organize fact-finding.
Identify campaign plans and objectives.
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