The Introduction of Permeate-Free Milk - Case Study Example

Dairy Farmers: Permeate milk (Australia) The introduction of permeate free milk has brought a lot of confusion within the consumers of 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 relation 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 helps to build awareness of the product and its credibility some of the PR strategies usually focus on the media as a channel for disseminations 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 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 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 of 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 newspaper, radio and 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 two-way asymmetric model, the communication is two way but the organizations does 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). The company had to give factual information about the shift from permeate milk to permeate free milk. The information that was disseminated was detailed as it gave the reason for the shift and also explained what permeate free milk is. This strategy’s purpose was to make the stakeholders understand the change and the product. The use of radio to disseminate the information served the purpose of reaching the larger targeted audience; at the same time get response from the consumers. The newspaper and internet was used so as to give detailed information to the publics about the change and permeate free milk. The internet was also used as an avenue for the company to get its publics’ response. This strategy was effective as it reached the targeted stakeholders, but it did not consider the consumers opinion. The form of communication that should be used is both formal and informal. This way one gets through to all consumers (Hung, 2005). There are publics that are more responsive when they are communicated to in informal ways compared to formal. This can be done by communicating to the consumers using personal interactions like parties and sport events (Oliver & Chartered Institute of Public Relations, 2010). On the formal channels, the dairy farmers should use the media and internet to get to the consumers and also personal interactions like small group meetings. This response managed to salvage the situation but not fully as some of the consumers did not feel convinced enough to trust the product fully. This is because some of the stakeholders felt that they could not have trust in a company where their opinions are not considered in the decision making process. Therefore an alternative response is given so as to recover the trust of the stakeholders and also retain the consumers that had moved due to the change from permeate milk to permeate free milk. When making the recommendations, there are a few things that had to be considered. There are models that will help in making the decision of which strategy to use. In this situation, the co orientation model had to be used as both the dairy farmers and their stakeholders had a common interest in the switch from the production of permeate milk to permeate free milk. The model deals with public opinion where two parties are involved. These parties should have been oriented to something that is common to both. This model involves intrapersonal and interpersonal models of communication (Duhe, 2007). Firstly, the dairy farmers should have an understanding of how much their views are aligned to the consumers’ views. After understanding this, the dairy farmers should then try to come up with strategies that will help them counter the responses of the consumers. People most often act on the basis of their perception and their interpretation of the other person’s perception. The other person’s perception is usually an assumption that one makes. This perception is gathered from a little knowledge of the other person’s actions or words. The co orientation model focuses on this perception to form a communication strategy that will persuade the other person or group to agree with you (Kitchen 1999). An organization should ensure that the information they gather will not lead to a misinterpretation of the stakeholders’ opinion. A misinterpretation of the stakeholders’ opinion will lead to grave consequences to the company. For example, in a situation where an organization’s image has been tarnished due to the bad services they offer, misinterpret ting their stakeholders’ opinion will lead to a wrong communication strategy that will only worsen the situation at hand. This model has to use factual information. The information that the organization disseminates to its publics should be factual. To make the best of the co orientation model, there are a few guiding questions that an organization should follow (McPhail, 2002). The first question that the organization should ask is what the organization’s view of the issue is. The second question is what their stakeholders’ view of the issue. The third question that they should ask themselves is what the organization thinks of the stakeholders’ opinion and if the opinion agrees with the reality of the situation. Lastly, the organization should ask themselves what the stakeholders think of the organizations view and if it is realistic to them. These questions will help the organization evaluate the opinions and come up with an almost accurate assumption of the stakeholders’ opinions. An accurate assumption will help the organization come up with a communication strategy that will be conducive and appropriate enough to persuade the stakeholders to agree with the organization. The advantage of using this model is that it puts into consideration the stakeholders’ opinion and this improves the relationship between the organization and its stakeholders. Using the co-orientation model will benefit the Dairy Farmers as this will refuge the situation at hand. Firstly, using this model will improve the relationship between the stakeholders and the organization as the stakeholders will feel that their opinions are put into consideration in the decision making process. Secondly, this model will help them deal with the situation completely and retain their consumers. Using this method, the company has to create a mutual relationship with the stakeholders. When the company and the stakeholders are in this situation, the company has some common views with the consumers. The company can try to estimate on the views that they might get from the consumers and try to come up with the solutions to the expected response of the consumer. This recommendation has to be within an ethical frame work. Ethical framework is structuring ones decisions and strategies around ethics. One has to ask themselves questions that rely on ethics. The ethics vary depending on who will be affected by the decision made. When doing this, there are three ethical standards that are pertinent to the experiment and which an individual has to consider. First and foremost there is the basic ethical principle, which is a widely accepted principle and is also considered to be elementary. Basic ethical principles are regarded as universal values that individuals acknowledge. There are six basic ethical principles that are considered to be appropriate to dairy farmers’ strategies. Firstly, an individual must treat people with equal respect and fairly. Secondly, one ought not to misinform others. Furthermore a person should promote the welfare of other individuals and prevent harm from them. Finally an individual must not treat others as sheer means to the end of others. All these six principles mentioned fall under the realms of dairy farmers’ moral requirements. The moral principles highlighted can be superseded by basic principles in situations where the two exhibit inconsistency (Grunig, 2006). The validity of the basic principles are not naturally contemplated to be limited by time for example, the elapse of fifty years since the genocide committed by Hitler does not erase the fact that Hitler is culpable of the crime committed by him either directly or indirectly. It can also be considered to be unsuitable to apply to the secluded past some ethical principles to which we now pledge. There are some principles that are regarded to be so indispensible that they can be applicable in the past and as well as the present. These principles are considered as indispensible because of the fact that any modestly suitable ethical perspective must incorporate them. Another ethical standard that is applicable is the policies of Government Departments and Agencies. These policies of departments and agencies of the government can implicitly be considered as statements of assurance on the part of the government organizations and the individuals constituted in those organizations to carry out the affairs of the organization with respect to the required policies. This means that the organization’s policies are the ones that created the ethical obligation (Motion & Weaver, 2005). When a department implements a particular policy, it in effect gives a statement of assurance to make efforts to abide to the instituted policies. In instances where the participation in the government organization is voluntary, and the purpose of the organization is legitimate, an individual who takes up a role in the government organization also assumes the obligations that are constituted to that role. According to the roles of an individual in an organization, particular individuals may play a greater or lesser role in the insurance that the policy commitments of the organization are honored (Toth & Waymer, 2009). If an individual fails to discharge his obligations, they take the blame. Different organizations have different defining purposes, thus these differences verify the character of the government department. The government organizations have special responsibilities to protect all citizens and to act impartially. The final ethical standard is the rule of professional ethics. Under this ethical standard professions conventionally assume tasks for self-regulation and proliferation of standards to which members ought to adhere to. The standards promulgated by the profession are of two kinds. Firstly, there is the technical standard that institutes the lowest clause for proficient practice. Secondly, there is the ethical principle that has its focal point on the governance of the performance of members in their practice. A degree of autonomy is granted to the professions by the society in exchange for exercising this responsibility. The profession’s members have a special obligation which is created through the privilege of the autonomy. The special obligations operates as a limitation on the professionals to trim down the risk that they will act ultravires to the disadvantage of those they are supposed to serve. The rules of professional ethics are exclusively to the relationships that exemplify a profession, unlike the basic ethical principles that represent the whole of moral life. Rules of professional ethics express the commitments to which members may be appropriately held by others (Parsons, 2004). The rules of professional ethics are to a large extent similar to the policies of organizations and institutions. In instances where the rules of professional ethics are applied, it expresses that there is an obligation that the collective entities inflict on their members and also includes an assurance to the public that the members will put up with them. Failure of members of the organization to abide by the rules created under the policy constitutes an offence. There are different types of ethical ways. A few examples are deontology, teleology and utilitarianism. The teleology theory, decides the moral dimension of an action depending on the outcome of the action. A wrong action is made right if the outcome of its outcome and consequences is good and desirable. Teleology draws a line between the Bible and today’s human being. A good example that is given is derived from the Bible. In the bible, a commandment is given, “thou shall not kill” (English, 1952) but God asked Abraham to sacrifice his only son Isaac. Abraham obeyed and went ahead to do so until God stopped him. He obeyed because to him that was the right thing to do. The theory states that the best ethical system should not be based on others expectations but what is good for one’s self. The final theory that we shall discuss is utilitarianism theory. Just like teleology theory, utilitarianism measure good or bad according to the outcome of the action. The difference is that the deed is gauged using an emotional aspect. Utilitarianism theory formula is “the greatest happiness of the greatest number” (Leunissen, 2010). If a particular action will make one happier compared to another action, then the first action is the right thing to do. For example if telling a lie will make one happy than telling the truth, then the right thing to do is to tell the lie. This theory is justified by the end and not the means as long as the end product causes the greatest happiness. In this situation if telling the consumers that permeate free milk is healthier than permeate milk, will make the consumers happy other than telling them that there is no effect, then the right thing to do is to tell them that permeate free milk is healthier. There is a utilitarian act and rule that govern and decide what is right and what is wrong in the utilitarian theory (Leunissen, 2010). Particular actions that guide this are known as the act utilitarian and the general rules that guide the theory are known as rule utilitarian. The In the act utilitarian theory, the principle of utility is applied to every alternative option that is available. The best option is the one that has minimal negative results. In the rule utilitarian, the principle of utility is used to determine the validity of the moral principles. For example, the promise keeping rule’s validity will be determined by the results of keeping that promise. If the results are bad then keeping the promise would be a wrong thing to do. The recommendations that were given were based on the utilitarian and teleology theory. As a way to explain the switch from permeates milk to permeate free milk is healthier and better compared to permeate milk this theory was considered when making the moral and ethical decision. This is because permeate free milk is more nutritious as it more natural without additives compared to permeate milk which has additives (permeate). In conclusion, when an organization is coming up with strategies that they plan to use to solve a certain issue, there are considerations that should be adhered to. The tactics they want to use and who they are targeting. The organization should also have in mind what end result they expect, this way they will know which strategy to use. The ethics should also be considered when making these decisions. One is usually bound with their obligation or duty. 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