MEETING THE MEDIA
CHAPTER 13
“News is what you don’t want to tell me. Everything else is public relations.”
I. Maintaining a positive, honest, accessible relationship with the news media who report on
your industry and your company will never be easy, but it will be essential.
II. Your best interests will be well served if you choose to selectively cooperate with
reporters and editors who wish to interview you.
A. Here are six ways to prepare yourself for these interactions.
1. Reflect upon why interviews are important.
2. Decide whether or not you should accept the interview.
3. Know what you are getting into with the media.
4. Prepare for the interview .
5. Use preparations to make it happen during the interview.
6. Follow-up with the person who interviewed you.
III. Interviews are important for a number of reasons:
1
COMMUNICATION ETHICS
CHAPTER 3
Ethical business practice is a noble goal to which virtually all firms aspire.
I. The ethical conduct of employers.
A. Employees question the ethics of many of their managers today.
B. Only one third of employees feel comfortable reporting ethical misconduct.
There are three primary reasons employees do not report actual observed
misconduct.
1. Believed the organization would not respond.
2. Perceived lack of anonymous and confidential means of reporting.
3. Fear of retaliation from management.
C. Ethical misconduct by competitors causes the free marketplace to be undermined,
expectations are destroyed, and trust is eliminated.
D. Your ethical misconduct may very well cause you to be viewed as unreliable and
self-centered, thus eventually isolating you from upstanding business practitioners.
Eugene D. Fanning Center for Business Communication99-01Mendoza College of BusinessUniversity of Notre Dame
Odwalla, Inc. (A)
TEACHING NOTE
Purpose of Case Study
1.To enhance understanding of managing a public relations crisis.
2.To help students understand the role of media in focusing public attention on negativeissues.
3.To help students understand how to restore the confidence of stakeholders after it isdiminished.
4.To give students an appreciation for the importance of effective communication, bothinternally and publicly, to the long-term success of any business.
Identify the Business Problem
The business problem here is two-fold: Odwalla must regain public confidence in itsproducts; and, Odwalla must reevaluate the production process that allowed the E. colicontamination to occur.
Forecast the Most Desirable Outcome
2006秋季学期MBA课程教材及参考教材
一、 2006秋季脱产班课程教材及参考教材
（一）、管理信息系统 （彭赓）
(1)、肯尼思?劳登，管理信息系统精要—网络企业的组织和技术，经济科学出版社，2002年5月
（2）、参考教材
u 斯蒂芬?哈格等著，严建援等译，信息时代的管理信息系统，第四版，机械工业出版社，2004年3月
u 林达?阿普尔盖特，罗伯特?奥斯汀，沃伦?麦克法伦，公司信息战略与管理—教程与案例，机械工业出版社，2004年1月
u 吴琮番，谢清佳，管理信息系统，复旦大学出版社，2003年10月
u 黄梯云主编，管理信息系统，第三版，高等教育出版社，2005年5月
u 陈国青，雷凯，信息系统的组织、管理、建模，清华大学出版社，2002年7月
u 仲秋雁，刘友德，管理信息系统，大连理工大学出版社，2004年6月
（二） 数据模型与决策（董纪昌）
1、教材：
迪米特里斯.伯特西马斯、罗伯特.M.弗罗因德著，李新中译，《数据、模型与决策—管理科学基础》，麻省理工学院斯隆管理学院，中信出版社，2003。
2、主要参考书：
（1） 戴维.R.安德森等，《数据、模型与决策》，机械工业出版社，2003
（2） 陈挺，《决策分析》，科学出版社，北京，1992。
（3） G. Gregory, Decision Analysis, Pitman, London, 1988.
（4） 詹姆斯.R.埃文斯，《商业统计学精要》，2004-7-28
（5） 韩伯棠，《管理运筹学》，高等教育出版社，2004
（6） 施锡铨、范正绮，《决策与模型》，上海财经大学出版社，2003。
（7） 约翰.鲍威尔编著，吴亮、李洁译：《定量决策分析》，上海远东出版社，1998。
（三） 战略管理 （霍国庆）
