Corporate communication argenti 6th edition pdf

Discussion Board #3 – Robinson Coors Question 3

Coors Interview

What would her communication objective be if Coors agreed to the interview? If the brothers did not do the interview?

Coors, at this point is facing several issues not only with regards to labor relations, but also with corporate reputation and image. The boycott organized by the AFL-CIO that was managed by David Sickler, a former employee, was creating a public relations issue for the company. This boycott effected sales revenue and forced the company to reexamine its corporate communications program. This new image building campaign was focused on combating allegations of discrimination and ethnic relations (Argenti, 2013, p. 172). Shirley Richard and Coors now have an opportunity to use effective corporate communications, and this interview with 60 Minutes to confront, and possibly correct an ailing public opinion. According to Richards, the company choose to create an open door policy and use the opportunity to focus on portraying a positive image and minimize the attention surrounding the boycott from the ALF-CIO. Specifically, Coors wanted to highlight fair and equitable hiring practices, their commitment to employees and the community as well as a continued commitment to creating a quality product (Tuck School of Business at Dartmouth [Dartmouth], 1983). The ultimate goal from a corporate communications standpoint was to take a potential negative story and turn it in to a positive outcome for the company. The success of this interview was due to the measured and detailed steps of conducting research on the interviewer, issues and procedures and then responding to the media head on and preparing for the interview and potential questions (Morris, n.d.).

If the Coors brothers choose not to participate in the interview, they risk further public relations issues since the story will be based on one sided information. The objectives should be similar in that effectively communicating Coors commitment to people, product and community are of the highest priority. The problem is trying to find an outlet that will reach so many stakeholders at one time. Prior to social media, the greatest way to connect to the public was through the news media. Today corporate communications and public relations teams have the ability to reach a larger more targeted audience with outlets like Facebook and Twitter. Ultimately however, the message should be the same.

References

Argenti, P. A. (2013). Media relations. In K. I. Pekelder (Ed.), Corporate communications (6th ed.). New York, NY: McGraw-Hill.

Morris, B. (n.d.). Case Study: Coors beer and AFL-CIO slug it out in the media. Retrieved from http://web.njit.edu/~bmorris/case_study.pdf

Tuck School of Business at Dartmouth (Producer). (1983, May 12). Adolph Coors company [Speech transcript]. Retrieved from http://mba.tuck.dartmouth.edu/pdf/2001-1-0028.pdf

Discussion Board #4 – Adolph Coors Co. Question #5

Question:

Adolph Coors Company: What suggestions would you have for improving media relations at Coors?

Answer:

The analysis is this case study is based on issues that happened within the Adolph Coors Company in 1982 and prior. It should be noted that there are a lot of new technological advancements that have taken place in society since that point that may have changed this situation entirely.

Maintaining a good communication network is a crucial part of a successful relationship between an organization and its publics, including the news media. Organizations need to take time to build relationships with the right people in the media (Argenti, 2013). Although the Coors Company tended to remain sort of reclusive they still should have, and continue to now, build upon their media relations. The Coors Company’s Media Relations Team should conduct the proper research in order to identify its advocates and those that are opposed to their operations. From there they should build a targeted media list of the publications that may have an interest in the company. Media relations are all about relationships and only hand-picked individuals should be in that type of position. They should host meetings like seminars, symposiums or teleconferences in order to inform the public of all the great things they are doing. They can also host competitions, contests and special events in order to be perceived as an acceptable company, in the eyes of the public (Lee & Desai, 2014). Coors continues to sponsor and promote NASCAR events under its Coors Light label. In 1984 Coors sponsored driver Bill Elliott with over $400,000 to drive the Coors Light vehicle and they still continue in the highly publicized NASCAR sporting realm today. Sports racing offer companies the opportunity to generate positive media and stimulate confidence and loyalty toward a product.

When dealing with the media the representative must clarify the message they intend to portray before delivering the pitch. Media relations are critical to an effective public relations plan. It is important to develop a strong understanding of the media and how best to communicate with them. Most reporters are extremely busy and will give you only 30 seconds to make your case (Ciobota, 2013). They will not bite on your idea if you don’t offer a convincing argument.

It’s important to never make promises you cannot keep. Nothing will destroy a media relationship faster than if you promise something you cannot deliver. Although news personnel representing news agencies can be diabolical, and their interviews can make participants vulnerable to manipulation and expose them to uncertainties, it’s important to take the risk and self-disclose some information in order to build the relationship.

Biblical Integration:

It’s the duty of a follower of Christ to treat everyone fairly and graciously. When dealing with the media we must have respect for a reporter's news cycle and deadlines. If we state that we are going to do something or deliver a product than it’s our responsibility to do it. The lip of truth shall be established for ever: but a lying tongue is but for a moment (Prov 12:19, KJV).

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References

Argenti, P. A. (2013). Corporate Communication, 6th ed. New York, NY: McGraw-Hill/Irwin Publishing Companies, Inc.

Ciobota, G. (2013). Specific techniques of public relations activity. Knowledge Horizons Economics, 5(2), 145-148. Retrieved from http://search.proquest.com/docview/1520561058?accountid=12085

Lee, S. T. & Desai, M. H. (2014). Dialogic communication and media relations in non-governmental organizations. Journal of Communication Management. 18(1), 80 – 100.

doi: http://dx.doi.org.ezproxy.liberty.edu:2048/10.1108/JCOM-07-2012-0059