Adolp Coors Case Study
no. 1-0028
Adolph Coors Company (B)
The following is the complete transcript of a speech given by Shirley Richard, director of corporate communications, at the International Association of Business Communicators annual conference on May 12, 1983.
Introduction
The winds of change are blowing, and as we progress into the information age, investigative journalism is something which will affect all of us—either as consumers, members of special interest groups, business persons, or members of the general public. Organizations—and especially businesses—will be forced in the years ahead to deal with investigative reporters in an open and forthright manner. Adolph Coors Company, the nation's sixth largest brewer, has changed its news media policy from being a "no comment" company to a company with an open door policy. The purpose of this address is to discuss a case history involving Coors and "60 Minutes." There are certain ways you know when it's a bad day....One of these is when "60 Minutes" calls.
Identification of the Problem/Opportunity
Since 1977 Coors had been the victim of a vicious labor-related boycott designed by AFLCIO officials to put Coors out of business. Mike Wallace has gained a reputation as television's major exponent of adversary journalism and had been accused on occasion of not reporting all the facts (particularly with regard to business). There was concern about the news angle "60 Minutes" could take because Coors had a reputation for being a conservative company that took controversial political stances. In addition, Joe Coors for many years had been a supporter of Ronald Reagan and was a member of Reagan's "kitchen cabinet." Because of the unemployment situation in America, Reagan's policies were being seriously questioned. Joe Coors was also reported to have been responsible for the appointments of controversial James Watt (former Secretary of the Interior) and Anne Gorsuch (former EPA administrator). Furthermore, Coors required a
Adolph Coors Company (B)
The following is the complete transcript of a speech given by Shirley Richard, director of corporate communications, at the International Association of Business Communicators annual conference on May 12, 1983.
Introduction
The winds of change are blowing, and as we progress into the information age, investigative journalism is something which will affect all of us—either as consumers, members of special interest groups, business persons, or members of the general public. Organizations—and especially businesses—will be forced in the years ahead to deal with investigative reporters in an open and forthright manner. Adolph Coors Company, the nation's sixth largest brewer, has changed its news media policy from being a "no comment" company to a company with an open door policy. The purpose of this address is to discuss a case history involving Coors and "60 Minutes." There are certain ways you know when it's a bad day....One of these is when "60 Minutes" calls.
Identification of the Problem/Opportunity
Since 1977 Coors had been the victim of a vicious labor-related boycott designed by AFLCIO officials to put Coors out of business. Mike Wallace has gained a reputation as television's major exponent of adversary journalism and had been accused on occasion of not reporting all the facts (particularly with regard to business). There was concern about the news angle "60 Minutes" could take because Coors had a reputation for being a conservative company that took controversial political stances. In addition, Joe Coors for many years had been a supporter of Ronald Reagan and was a member of Reagan's "kitchen cabinet." Because of the unemployment situation in America, Reagan's policies were being seriously questioned. Joe Coors was also reported to have been responsible for the appointments of controversial James Watt (former Secretary of the Interior) and Anne Gorsuch (former EPA administrator). Furthermore, Coors required a