By Lawrence F. Lamb, Kathy Brittain McKee

ISBN-10: 0805846069

ISBN-13: 9780805846065

ISBN-10: 1410611205

ISBN-13: 9781410611208

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Additional info for Applied Public Relations: Cases in Stakeholder Management (Lea's Communication Series)

Example text

It is important for organizations to publicly explain their views and positions and to create opportunities for members of publics to react and respond to them. However, effective community relations practices demand more than just communication through word or image. Practicing social responsibility—using the resources of an organization to promote ethically positive results for key stakeholder groups—may be the most effective public relations tool of all. Volunteering and donating are potent methods that demonstrate real commitment to enhancing and maintaining relationships.

QUESTIONS FOR REFLECTION 1. GM faced a series of potential public relations issues while establishing this new brand and plant site. Identify at least two of those problems. 2. This case illustrates the multiple layers found among some stakeholder groups, such as employees and their families. What type of research is needed in order to understand more fully how to establish mutually beneficial relationships with such multifaceted publics? 3. How closely related are issues of community relations and employee relations?

In the end, we chose to pay it out because it was the right thing to do for our employees. Next on the agenda was deciding not to furlough employees and to protect all employee jobs. We have a lot of people who have worked hard for more than 30 years so that they can have job security in hard times. It would have been breaking faith with our employees if our first reaction was to cut jobs. Cutting jobs should be the last thing a company does rather than the first thing. Yet, Southwest could not adopt a business-as-usual attitude.

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Applied Public Relations: Cases in Stakeholder Management (Lea's Communication Series) by Lawrence F. Lamb, Kathy Brittain McKee


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