Public Relations Management: Frozen berry contamination

| May 13, 2015
Public Relations Management: Frozen berry contamination
Using the same case as in the first assessment item, you are to identify and analyse a response to the issue that has already been
made by the organisation concerned; and suggest an alternative public relations response, drawing upon appropriate theoretical
concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
Tactics for the alternative recommendation
Week 9
If your response involves communicating via the media:
¨ Media release OR
¨ Media conference OR
¨ Media famil
Week 10
If your response involves communicating with employee publics:
¨ Formal channels
¡ Intranet OR
¡ Print publications
ú internal newsletters, bulletin boards OR
¡ Face-to-face interactions
team or small group meetings
OR
¨ Informal channels
¡ Barbeques OR
¡ Parties OR
¡ TGIF drinks OR
¡ Gala balls OR
¡ Sports events OR
¡ Retreats OR
¡ Simple conversation opportunities
Week 11
If you are working on behalf of government:
¨ Provide information on a government website OR
¨ Make an official statement to the media (in which case, refer to the Week 9 lecture) OR
¨ Set up an online portal for people to express their opinions OR
¨ Put leaflets or brochures into people’s letterboxes OR
¨ Invite community leaders and other interested parties to a meeting
Week 12
If you are acting as an advocate for your organisation (especially if you are dealing with activists):
¨ Make statements directly to stakeholders OR
¨ Communicate via the media (see the Week 9 lecture) OR
¨ Use ONE of Bodensteiner’s suggestions for dealing with activists
Week 12
If you are acting as an activist (not necessarily within an activist group):
¨ Lobbying
¡ Soft avenues OR
¡ Hard avenues OR
¨ Petitions OR
¨ Staged events
Week 12
If you are acting as an activist within your organisation:
¨ Sanctioned actions OR
¨ Unsanctioned actions
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Category: Public Health

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