chapter 11 seitel pr11e

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11-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall


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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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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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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.


8/2611-8Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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.



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.



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



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.



Tangibles such aswages, employment

and taxes

Intangibles such as:

appearance

participation

stability

pride



Adequate municipal services Fair taxation

Good living conditions for employees Sufficient labor supply

Support for the business and its products



Think of how an organization has affected life inyour community.

What were the results? Were they positive ornegative? How so?



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.



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.
http://www.bet.com/http://www.greatergood.com/http://www.greatergood.com/http://www.bet.com/



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.



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.



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.



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.



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



Nonprofits often raise public awareness through

media advocacy, including protests, marches and

stealth Internet campaigns.



Nonprofit public relations professionals must mastermany functions, including:

Positioning the organization

Developing a marketing/promotional plan

Media relations

Supporting fundraising



1. Identify campaign plans and objectives

2. Organize fact finding

3. Recruit leaders

4. Plan and implement strong communicationsactivities

5. Periodically review and evaluate



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?

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