Presentation of and discussion guide for James Hoggan and Richard Littlemore's book "Do the Right Thing: PR Tips for a Skeptical Public," used in PR Research & Strategies class at Florida A&M University.
1. Overview of Book Written by James Hoggan with Richard D. Littlemore Dr. LaRae M. Donnellan, APR, CPRC Professor of Public Relations Florida A&M University
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5. Have Deniers Been Successful? (From http://www.gallup.com/poll/126560/Americans-Global-Warming-Concerns-Continue-Drop.aspx?version)
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Notas do Editor
1. 7 Big Tobacco CEOs denied link between nicotine and cancer before Rep. Henry Waxman’s committee – 1994. Even got the ACLU on its side.
1. 7 Big Tobacco CEOs denied link between nicotine and cancer before Rep. Henry Waxman’s committee – 1994. Even got the ACLU on its side.
Message – About facts, logic, opinions Meaning – Touches on emotions; includes justifications & explanations; plays on subconscious Myth – Most powerful; almost always unconscious
Message – About facts, logic, opinions Meaning – Touches on emotions; includes justifications & explanations; plays on subconscious Myth – Most powerful; almost always unconscious
In early 1990s, Ray Anderson, chairman of Interface, Inc., oversaw the world’s largest manufacturer of commercial and residential modular carpet and a leading producer of commercial broadloom and commercial fabrics. Vague sense something is not right: criticism from employees and customers that he didn’t “get it” about sustainability. Triggering event: In 1994, two Interface managers set up a task force to assess company’s environmental practices. Led to crisis for CEO. Epiphany: “I got it. I was a plunderer of the earth and that was not the legacy one wants to leave behind. I wept.” Reconciliation: Read employees the riot act and challenged them to lead our company to sustainability. Plan called “Mission Zero” to be environmentally neutral by 2020. Transformation: Reduced energy consumption by almost half since 1995 and SAVED MONEY. Project became popular with customers and investors. Saved more than $289 million by eliminating waste alone. Return & responsibility: On the speaking circuit.