Chapter 11 Seitel Pr11e
Transcript of Chapter 11 Seitel Pr11e
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11-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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11-2Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
In the 21st century, most organizations realizethey have an obligation to support theircommunities.
Companies in the 1960s, 70s and 80s pridedthemselves on social responsibility, givingback to their communities.
They provided help in areas such as poverty,education and cultural enrichment.
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11-3Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
In the 1990s, corporate
social responsibility
took a back to seat to
maximizing profits.
When the bubble burst,
companies struggled tosupport charities, andcharities struggled to
support constituents.
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Serving diverse, multicultural communities hasbecome a top business mandate.
Todays society is increasingly multicultural:
By 2008, more than one-third of the U.S. populationclaimed minority status.
Minority buying power has grown to $600 billion per year.
Ethnic print and broadcast media have multiplied rapidly. The Internet has spawned numerous virtual communities,
uniting many ethnic groups.
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Work background Education Age
Gender
Race
Ethnic origin Physical ability Religious belief
Sexual orientation
Other characteristics
The mandate of every organization is to become more
diverse and to communicate with those who differ in:
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Helping to maintainclean air and water
Providing jobs for
minorities
Enforcing policies
for employees
Enhancing employeesoverall quality of life
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11-7Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Most companies today donate a percentageof profits to nonprofit organizations.
A 2004 survey of 189 companies revealed:
$12 billion in estimated corporate contributionsworldwide.
54% proportion of U.S. giving to health andhuman services.
22% rise in U.S. giving from 2003 to 2004.
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Donations to non-profit organizations, suchas schools, hospitals, and social welfareinstitutions.
Corporate philanthropy may go towardcommunity-based groups working to expand
affordable housing, create economicopportunities, and protect the environment.
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Organizations actively
encourage executives and
employees to volunteer in
their communities.
Most companies strive to
be true citizens of their
communities, as well asagents for social change.
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What are some ways that organizations in yourcommunity have given back to citizens?
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To co-exist in its community, an organization must:
1. Determine what the community knows and thinks
about the organization.2. Inform the community of the organizations point of
view.
3. Negotiate or mediate between the organization and
the community and its constituents as needed.
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Tangibles such aswages, employment
and taxes
Intangibles such as:
appearance
participation
stability
pride
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Adequate municipal services Fair taxation
Good living conditions for employees Sufficient labor supply
Support for the business and its products
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Think of how an organization has affected life inyour community.
What were the results? Were they positive ornegative? How so?
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Winning community support is no easy matter.
Organizations must write policies that clearly define
their obligations to the community.
The workers ARE the company. Employees must
understand and exemplify their firms policies.
For a review of typical objectives, see pp. 227-28 of
your text.
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A sense of community lies at the heart of the Internet. Thus,organizations have used the Internet for social good:
Black Entertainment Television created www.BET.com tobring connectivity, content and commerce to African-Americans.
AOL teamed up with top musicians to present LIVE 8, asimulcast concert aimed at ending world poverty.
www.GreaterGood.com helped fund major charities byselling name-brand retail goods, then donating part of thepurchase price to the charities.
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Minorities are rapidly becoming the majority.Today, 38 million Americans are foreign-born.
Latinos have overtaken African-Americans asAmericas largest minority group.
Women now dominate the public relations fieldalong with many service industries.
People from diverse backgrounds are key membersof the labor force and of the U.S. economy.
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WomenWomen have made largestrides in leveling the playingfield between work and homeduties. Today, many head largecorporations.
Latinos
Latinos are the fastest growingminority in the nation. They area potent political and economicforce, and are major media
consumers.
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African-AmericansTheir socioeconomic status has improved markedly. A rangeof special media has emerged to reach them.
Other ethnic groups
Asians have grown in the American marketplace, both asconsumers and constituents.
Muslims living in the U.S. have faced new challenges since2001. New media outlets have emerged to serve them.
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Gays, seniors, and othersIn the 21st century, a diverse assortment of specialcommunities has gravitated to the mainstream of Americancommerce.
Gays have become attractive to marketers.
Senior citizens are growing as consumers, voters and
opinion leaders.
People with disabilities are growing equally fast as a socialforce and as a market for a range of goods and services.
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Nonprofit organizationsare champions of diversityand equity in communities.
They serve social,educational, religious andcultural needs.
The nonprofit sectorincludes:
Hospitals
Schools
Trade associations
Labor unions
Chambers of commerce Social welfare agencies
Religious institutions
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Nonprofits often raise public awareness through
media advocacy, including protests, marches and
stealth Internet campaigns.
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Nonprofit public relations professionals must mastermany functions, including:
Positioning the organization
Developing a marketing/promotional plan
Media relations
Supporting fundraising
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1. Identify campaign plans and objectives
2. Organize fact finding
3. Recruit leaders
4. Plan and implement strong communicationsactivities
5. Periodically review and evaluate
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The cultural diversity of society in the 21st century has
spawned a wave of political correctness.
Intelligent organizations must be responsive to theneeds and desires of diverse communities.
Community relations is only as effective as the
support it receives from top management.
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Loose-Lipped Laureate Utters a DiversityNo-NoReview this case on p. 233. As a class, discuss:
Should the university award Dr. Sherlock the prizeand allow him to speak?
Depending on your answer to question 1, howwould you explain the universitys decision?