The paper “ Channels to Communicate with Stakeholders, Co-Orientation Model, Six Basic Ethical Principles for Dairy Farmers’ Strategies" is an outstanding example of a case study on business. The introduction of permeate free milk has brought a lot of confusion within the consumers of the Diary Famers company. Due to this confusion, the consumers opted to move to other companies that produce permeate free milk (The Australian News, 2012). The consumers who are important stakeholders to the company were not aware of the meaning and benefits of using permeate free milk. Therefore, this became a problem that the company’ s public relations department had to solve.
The company has decided to respond to the stakeholders’ feedback so as to retain them. This paper will focus on the response that the company used to bring to light its publics. Public Relation tactics always help to build awareness of the product and its credibility some of the PR strategies usually focus on the media as a channel for dissemination this is because the media plays the greatest role in influencing the targeted publics’ opinion or perception of the product or service (Trotman & Lawson, 1978).
The channel media can be either electronic media or print media or the use of the internet. An organization should, therefore, keep the press close to them and consider making a good relationship with them. There are some theories that explain the strategies of Public Relations. The models include press agentry, public information, two-way asymmetric and two-way symmetric. James Grunig and Todd Hunt came up with these models in 1984 (Grunig, 1992). The organization had to respond to the stakeholders’ uncertainty. The targeted stakeholders for the response were the consumers of Dairy Farmers products (Walsh, 2012).
The consumers are important in this matter as they are the reason the company is in business. Without the consumers, the company will not be able to function; this is because the products they produce are for the consumers' use (Alexander et al, n. d). For this fact, the company had to make an outreach to these stakeholders and explain what they had done and the reasons for making the decision to produce permeate free milk.
When the consumers have proper knowledge of the product and understanding of the company’ s decision, they are likely to continue using the product. The response that the company chose to deal with the situation was the use of newspapers, radio, and the internet (two-way asymmetric). The company decided to use a media strategy approach as the media plays a major role in influencing the public’ s opinion (Carl & Hazleton, 2009). This tactic was chosen because the company’ s aim was to reach a larger target audience and also used the media and internet to give detailed information on the switch from permeate milk to the production of permeate free milk.
This method was chosen as the company would get feedback from the consumers. Using the two-way asymmetric model, the company got feedback from its publics but it did not consider the feedback in making the decision. In the two-way asymmetric model, communication is two way but the organizations do not rely on the response to make decisions. The model usually seeks to find a way to persuade the stakeholders (manipulative way around the problem).
The information and solution finding of the two-way asymmetric method is based on a scientific persuasion other than what the stakeholders’ recommendations. The mode of influence is three-way as the organization seeks feedback from its publics (Narasimha, 2010).