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Essay / Research Paper Abstract
A 7 page paper discussing three organizations’ approach to public relations. Public relations is more than only going directly to print or broadcast messages directly promoting the organization. That approach can be part of the total effort, but fuller and more lasting results appear to originate at that point where the “rubber meets the road.” Roche Diagnostics and Taylor-Morley Inc. appear to have learned this lesson; the Tennessee Valley Authority is in the process of discovering it. Bibliography lists 7 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmgmtPR.rtf
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Unformatted sample text from the term paper:
is more than only going directly to print or broadcast messages directly promoting the organization. That approach can be part of the total effort, but fuller and more lasting
results appear to originate at that point where the "rubber meets the road." Roche Diagnostics and Taylor-Morley Inc. appear to have learned this lesson; the Tennessee Valley Authority is
in the process of discovering it. Achieving "Customer Delight" at Roche Diagnostics Author Oren Harari (1997) carries an insight on achieving quality that
few others have been able to synthesize. A staunch proponent of Total Quality Management (TQM), Harari nonetheless published an article titled "Ten Reasons TQM Doesnt Work" several years ago.
Note that the negative word is "doesnt," rather than "cant." In the article, Harari (1997) notes that relatively few organizations that had tried to implement TQM at that
time had been truly successful in their efforts. The problem as Harari (1997) sees it is that those organizations kept their focus internal, rather than trained on the customer.
This is in direct opposition to Demings (1986) model of placing the customer at the final station of the assembly line. It
is the customer who makes final judgment on the organizations efforts, or rather it should be the customer making that determination. Roche Diagnostic Systems came to that realization and
then acted to move the company well beyond mere customer satisfaction. The Issue Roche products are used in medical diagnostic laboratories, those places
where samples of blood and other bodily fluids, cell scrapings and other types of samples go to be tested. The very nature of the environment in which Roche products
...