PR Final study guide outline - PR Final Chapter 11 In the...

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PR Final Chapter 11 In the 21st century, most organizations realize they have an obligation to support their communities. Companies in the 1960s, 70s and 80s prided themselves on “social responsibility,” giving back to their communities. They provided help in areas such as poverty, education and cultural enrichment. In the 1990s, corporate social responsibility took a back to seat to maximizing profits. When the bubble burst, companies struggled to support charities, and charities struggled to support constituents. Serving diverse, multicultural communities has become a top business mandate. Today’s society is increasingly multicultural: By 2008, more than one-third of the U.S. population claimed “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. The mandate of every organization is to become more diverse and to communicate with those who differ in: Work background Education Ethnic origin Physical ability Religious belief Sexual orientation Other characteristics Age Gender Race Helping to maintain clean air and water Providing jobs for minorities Enforcing policies for employees Enhancing employees’ overall quality of life Most companies today donate a percentage of profits to nonprofit organizations. A 2004 survey of 189 companies revealed:
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$12 billion in estimated corporate contributions worldwide. 54% proportion of U.S. giving to health and human services. 22% rise in U.S. giving from 2003 to 2004. Donations to non-profit organizations, such as schools, hospitals, and social welfare institutions. Corporate philanthropy may go toward community-based groups working to expand affordable housing, create economic opportunities, 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 as agents for social change. EXPECTATIONS To co-exist in its community, an organization must: Determine what the community knows and thinks about the organization. Inform the community of the organization’s point of view. Negotiate or mediate between the organization and the community and its constituents as needed. Tangibles such as wages, 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 Winning community support is no easy matter. Organizations must write policies that clearly define their obligations to the
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This note was uploaded on 03/12/2012 for the course BUSINESS 4500 taught by Professor Warren during the Spring '12 term at Youngstown State University.

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PR Final study guide outline - PR Final Chapter 11 In the...

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