Copyright 2011 Pearson Education, Inc.

publishing as Prentice Hall

11-1

In the 21st century, most organizations realize they have an obligation to support their communities.

Companies in the 1960s, 70s and 80s prided themselves on social responsibility, giving back to their communities. They provided help in areas such as poverty, education and cultural enrichment.
11-2

Copyright 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 to support charities, and charities struggled to support constituents.
11-3

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Serving diverse, multicultural communities has become a top business mandate. Todays society is increasingly multicultural:
By 2008, more than one-third of the U.S. population

claimed 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.
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-4

The mandate of every organization is to become more diverse and to communicate with those who differ in:

Work background Education Age Gender Race

Ethnic origin Physical ability Religious belief Sexual orientation Other characteristics

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-5

Helping to maintain clean air and water Providing jobs for minorities Enforcing policies for employees Enhancing employees overall quality of life

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-6

Most companies today donate a percentage of profits to nonprofit organizations. A 2004 survey of 189 companies revealed:
$12 billion in estimated corporate contributions

worldwide. 54% proportion of U.S. giving to health and human services. 22% rise in U.S. giving from 2003 to 2004.
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-7

Donations to non-profit organizations, such as schools, hospitals, and social welfare institutions.

Corporate philanthropy may go toward community-based groups working to expand affordable housing, create economic opportunities, and protect the environment.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-8

Organizations actively encourage executives and employees to volunteer in their communities. Most companies strive to be true citizens of their communities, as well as agents for social change.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-9

What are some ways that organizations in your community have given back to citizens?

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-10

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.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-11

Tangibles such as wages, employment and taxes

Intangibles such as:
appearance

participation
stability pride
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-12

Adequate municipal services Fair taxation Good living conditions for employees Sufficient labor supply Support for the business and its products

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-13

Think of how an organization has affected life in your community.

What were the results? Were they positive or negative? How so?

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-14

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.
11-15

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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 to bring connectivity, content and commerce to AfricanAmericans. AOL teamed up with top musicians to present LIVE 8, a simulcast concert aimed at ending world poverty. www.GreaterGood.com helped fund major charities by selling name-brand retail goods, then donating part of the purchase price to the charities.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-16

Minorities are rapidly becoming the majority. Today, 38 million Americans are foreign-born. Latinos have overtaken African-Americans as Americas largest minority group. Women now dominate the public relations field along with many service industries. People from diverse backgrounds are key members of the labor force and of the U.S. economy.
11-17

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Women Women have made large strides in leveling the playing field between work and home duties. Today, many head large corporations. Latinos Latinos are the fastest growing minority in the nation. They are a potent political and economic force, and are major media consumers.
11-18

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

African-Americans Their socioeconomic status has improved markedly. A range of special media has emerged to reach them. Other ethnic groups Asians have grown in the American marketplace, both as consumers and constituents. Muslims living in the U.S. have faced new challenges since 2001. New media outlets have emerged to serve them.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-19

Gays, seniors, and others In the 21st century, a diverse assortment of special communities has gravitated to the mainstream of American commerce. 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 social force and as a market for a range of goods and services.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-20

Nonprofit organizations are champions of diversity and equity in communities. They serve social, educational, religious and cultural needs.

The nonprofit sector includes: Hospitals Schools Trade associations Labor unions Chambers of commerce Social welfare agencies Religious institutions

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-21

Nonprofits often raise public awareness through media advocacy, including protests, marches and stealth Internet campaigns.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-22

Nonprofit public relations professionals must master many functions, including:

Positioning the organization Developing a marketing/promotional plan Media relations Supporting fundraising

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-23

Identify campaign plans and objectives Organize fact finding Recruit leaders Plan and implement strong communications activities 5. Periodically review and evaluate
1. 2. 3. 4.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-24

The cultural diversity of society in the 21st century has spawned a wave of political correctness. Intelligent organizations must be responsive to the needs and desires of diverse communities. Community relations is only as effective as the support it receives from top management.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-25

Loose-Lipped Laureate Utters a Diversity No-No

Review this case on p. 233. As a class, discuss:

Should the university award Dr. Sherlock the prize and allow him to speak? Depending on your answer to question 1, how would you explain the universitys decision?

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

11-26