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Essay / Research Paper Abstract
7 pages. Corporations have a responsibility to the community to be a good neighbor. In many cases it appears corporations are living up their responsibilities, but is this true or is it simply public relations propaganda? Using examples of actual companies this topic is explored and left up to the reader to decide if some of the corporations herein are actually living up to their responsibilities or if they are just trying to get some good public relations messages out to the public in order to sell more products. Bibliography lists 12 sources.
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7 pages (~225 words per page)
File: D0_JAcrpres.rtf
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true or is it simply public relations propaganda? Using examples of actual companies this topic is explored and left up to the reader to decide if some of the
corporations herein are actually living up to their responsibilities or if they are just trying to get some good public relations messages out to the public in order to sell
more products. CORPORATE RESPONSIBILITY Because of widespread media coverage in todays society it is found to be extremely cost-effective to effectively communicate messages to the public that emphasize brand
name to key targets. Through editorial comments, promotionals, competitions within the press and television sponsorship, there are numerous innovative ways of getting the message out to society (Bell, 1994).
We have seen public relations become so important within industry that many of the larger corporations now have public relations firms actually serving on their boards of directors.
There is less focus on customer service now than there is on creativity in eliciting the right associations and delivering messages effectively. The credibility of competing companies provides
an edge for brand marketers who are trying to persuade consumers to come over to their side. The latest technique is talking with rather than shouting at the consumer,
in order to persuade them to come to the side of the corporation marketing the product. As consumers become increasingly savvy, it is necessary for the media to structure
their messages accordingly in order to not lose the consumers interest. Reputation is a valuable commodity, and it takes political know-how and personal savvy to understand and implement this (Jacobs
1999). It seems that reputations, whether good or bad are what have the real staying power. Despite the negative headlines this year when people in Europe reported illnesses after
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