Fighting bias through public relations

Journal Article · Mon Aug 01 04:00:00 EDT 1994 · Fortnightly; (United States)

OSTI ID:6773823

Denny, R; Russell, V

Traditionally, the role of public relations (PR) has been twofold: to demonstrate social responsibility or corporate citizenship, and to respond to crisis. In periods of stability and increasing cost accountability, PR activities are vulnerable to budgets cuts. But should they be What can and should PR be in an era of [open quotes]customer focus[close quotes] and how can the effect of PR activities be measured Utility companies and their customers (especially residential) often speak in different languages. What the company views as a valuable addition to quality of service, the residential customer might either view as irrelevant or threatening, or not [open quote]see[close quote] at all. Miscommunication between utilities and their customers goes deeper than generalized distrust of institutions because it is grounded in American cultural beliefs about utilities, big business, and free markets. Reducing the negative effect of these beliefs is possible through PR activities. Thus, rather than being a peripherial part of the marketing plan, PR is critical to achieving company goals-the translocator in the dialogue between company and customer.

• OSTI ID: 6773823
• Journal Information: Fortnightly; (United States), Journal Name: Fortnightly; (United States) Vol. 132:15; ISSN FRTNE8
• Country of Publication: United States
• Language: English

Related Subjects

29 ENERGY PLANNING, POLICY, AND ECONOMY
290202 -- Energy Planning & Policy-- Sociology-- (1992-)
296000* -- Energy Planning & Policy-- Electric Power
ADVERTISING
ELECTRIC UTILITIES
MARKETING
PUBLIC RELATIONS
PUBLIC UTILITIES
SOCIOLOGY