The paper 'Public Relations Strategies for Permeate Milk " is an outstanding example of a marketing case study. Public Relations is important as it helps solve marketing issues that are affecting an organization. Public Relations is used to persuade and gain support from the company’ s public and stakeholders. Since the introduction of permeate free milk, the consumers and other stakeholders of the dairy farmers started losing their trust in the dairy farmers' products (Kemp, 2012). This paper will discuss the responses of the company to this issue; the company response was guided using the two-way asymmetric theory.
The recommended alternative response to this issue used the co-orientation model. The interpersonal bit of the model was explained using the mental model. The mental model explains how an individual’ s behavior and thinking can influence how one deals with a crisis (McPhail, 2002, p. 15). The paper will discuss the ethics that guided the decision of using the alternative response that was given. The ethical factors that are discussed are how one's decisions are bound by the obligation they have to a particular group or person.
Finally, the paper will discuss the ethical theories that guided the alternative response this is utilitarian theory and the teleology theory. When coming up with Public Relations strategies, a company has to consider a few things like, who the target audience is and the ethics of the tactics one will use. The other important consideration that a company should have in mind is the expected end result (Johnston & Zawawi, 2009, p. 41). The strategy that the company decides to use should be aligned with the goal and objective of the whole process (Motion & Weaver, 2005, p. 44).
The main purpose of coming up with a PR strategy is to create awareness of the targeted audience (Heath, 2005, p. 11). In case of a crisis, a PR strategy aims at salvaging the situation to a better one. The dairy farmers put these considerations to come up with a response to the consumers’ feedback. The company’ s response targeted the consumers of the company’ s product. The consumers are targeted because they are among the most important stakeholders in the company (Newson et al, 2010, p. 119).
The consumers are important since they are the main reason the company functions. Without consumers, the products will not be of any importance to the company. The response was made to the consumers since the company wants to retain them. Losing the consumers will have adverse negative effects on the company as the consumers are among the most important stakeholders of the dairy farmers (Freudenburg et al, 1993, p. 31). This response was made to make the consumers understand the reason why the companies shifted from producing permeate milk to permeate free milk. The company chose to use the two-way asymmetric model.
This model uses scientific persuasion (Oliver, 2010, p. 32). With this model, the company disseminates information and receives feedback from the public (Wilcox et al, 1998, p. 49). The company does not have to consider the feedback of the consumers when making the decisions. The feedback can be used to come up with a better persuasive strategy than the original one. This model has an imbalanced influence. The organization gives information to the media and the media, in turn, the media influences the publics’ perception of the organization and the public give feedback to the organization (Kitchen, 1999, p. 102).
The main purpose of using the two-way asymmetric model was to persuade the stakeholders to accept the terms of the organization (Preece et al, 1998, p. 46). The model is imbalanced as the organization does not take into consideration the feedback when making decisions instead they use it to find persuasive strategies (Heath & Vasquez, 2001, p. 62).
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