Coors
Discussion Board # 3
Johan Rivera
Liberty University
Question
Adolph Coors., What suggestions would you have for improving media relations at Coors?
Answer:
The Adolph Coors Company is in need to transform their relationship with the media because the lack of communication has lead the company to gain an undesirable reputation due to negative publicity over the years. The Bible says “a good name is more desirable than great riches; to be esteemed is better than silver or gold” (Proverb 22:1, New International Version). A person that consider itself a Christian knows that have a major responsibility to raise God’s name. A Christian with a disagreeable reputation would fail to influence other due to a lack of credibility and integrity. In the
business world, “corporate reputation is the estimate of the global perception that different stakeholders have about a company, evaluated by means of a set of dimensions and attributes that create value, are linked to the organization and distinguish it from the rest” (Terblanche, 2014, p. 20). Understanding that Coors has a preference to be private, their first step to improve the reputation is to open the channels of communication with the media. In order to build a strong relationship with the media, Coors need to implement a culture that allows interchange of information. “Dialogue can benefit organizations by increasing their credibility and public support, enhancing their image and decreasing governmental interference through transparency” (Lee & Desai, 2014, p. 82). The media normally ask the companies directly for information that will benefit their articles. Coors should be able to provide these type of information and at the same time take advantage of the information that is share. In the past, the company decided not to be involve with the media giving the media the power to publish information that was not beneficial for the organization. Additionally, the media “dislike no comment because that indicates to the journalist either the practitioner does not want to be helpful or the practitioner has something to hide” (Pang, 2010, p. 197). It suggested that Coors, take this opportunity with the “60 minutes” program to clear the reputation of the organization and start building a new relationship with the media. Furthermore, the company should not wait until a program wants an interview. They should “find out who the right journalists are for a given story and then develop a tailored game plan for connecting with them” (Argenti, 2013, p. 149). Taking the initiative to contact the media sending them important news, inviting them to take a first look of the new products and offering behind the scene interviews.is the most efficient way of marketing. This information will be delivered to the customers, having an impact on their perception of the organization.
References
Argenti, P. A. (2013). Corporate Communication (6th ed.). Boston: Irwin/McGraw-Hill.
Lee, S. T., & Desai, M. H. (2014). Dialogic Communication and Media Relations in Non-Governmental Organizations. JCOM Journal of Communication Management, 18(1), 80-100. doi:10.1108/jcom-07-2012-0059
Pang, A. (2010). Mediating theMmedia: A Journalist‐centric Media Relations Model. Corporate Communications: An International Journal Corp Comm: An Int Jnl, 15(2), 192-204. doi:10.1108/13563281011037955
Terblanche, N. S. (2014). A Customer-based Corporate Reputation Scale: A Study of a Clothing Retailer's Customers. Management Dynamics, 23(4), 19-30. doi:10.1007/978-3-319-10951-0_74
Johan Rivera
Liberty University
Question
Adolph Coors., What suggestions would you have for improving media relations at Coors?
Answer:
The Adolph Coors Company is in need to transform their relationship with the media because the lack of communication has lead the company to gain an undesirable reputation due to negative publicity over the years. The Bible says “a good name is more desirable than great riches; to be esteemed is better than silver or gold” (Proverb 22:1, New International Version). A person that consider itself a Christian knows that have a major responsibility to raise God’s name. A Christian with a disagreeable reputation would fail to influence other due to a lack of credibility and integrity. In the
business world, “corporate reputation is the estimate of the global perception that different stakeholders have about a company, evaluated by means of a set of dimensions and attributes that create value, are linked to the organization and distinguish it from the rest” (Terblanche, 2014, p. 20). Understanding that Coors has a preference to be private, their first step to improve the reputation is to open the channels of communication with the media. In order to build a strong relationship with the media, Coors need to implement a culture that allows interchange of information. “Dialogue can benefit organizations by increasing their credibility and public support, enhancing their image and decreasing governmental interference through transparency” (Lee & Desai, 2014, p. 82). The media normally ask the companies directly for information that will benefit their articles. Coors should be able to provide these type of information and at the same time take advantage of the information that is share. In the past, the company decided not to be involve with the media giving the media the power to publish information that was not beneficial for the organization. Additionally, the media “dislike no comment because that indicates to the journalist either the practitioner does not want to be helpful or the practitioner has something to hide” (Pang, 2010, p. 197). It suggested that Coors, take this opportunity with the “60 minutes” program to clear the reputation of the organization and start building a new relationship with the media. Furthermore, the company should not wait until a program wants an interview. They should “find out who the right journalists are for a given story and then develop a tailored game plan for connecting with them” (Argenti, 2013, p. 149). Taking the initiative to contact the media sending them important news, inviting them to take a first look of the new products and offering behind the scene interviews.is the most efficient way of marketing. This information will be delivered to the customers, having an impact on their perception of the organization.
References
Argenti, P. A. (2013). Corporate Communication (6th ed.). Boston: Irwin/McGraw-Hill.
Lee, S. T., & Desai, M. H. (2014). Dialogic Communication and Media Relations in Non-Governmental Organizations. JCOM Journal of Communication Management, 18(1), 80-100. doi:10.1108/jcom-07-2012-0059
Pang, A. (2010). Mediating theMmedia: A Journalist‐centric Media Relations Model. Corporate Communications: An International Journal Corp Comm: An Int Jnl, 15(2), 192-204. doi:10.1108/13563281011037955
Terblanche, N. S. (2014). A Customer-based Corporate Reputation Scale: A Study of a Clothing Retailer's Customers. Management Dynamics, 23(4), 19-30. doi:10.1007/978-3-319-10951-0_74