Public Relations Campaign for Huffman Trucking

Huffman Trucking's goal for its public relations campaign is positioning itself as a leader in embracing diversity in the workplace. Organizations that successfully embrace workplace diversity policies bolster long-term competitiveness and create performance improvements in the short- and long-term. Huffman Trucking maintains on its Web site that its goals include becoming a profitable, growth-oriented, adaptive company within the intensely competitive logistical services industry. Organizations that successfully implement diversity policies reap a number of benefits that will help achieve these goals. These benefits include strengthening cultural values within the organization, improving corporate reputation, attracting and retaining highly talented individuals, improved motivation and efficiency among employees, and increased innovation and creativity among employees. Other benefits of a successful public relations campaign embracing diversity include reduced turnover, lower absenteeism, increased access to new market segments, enhanced global management capacity, and avoiding litigation costs.

According to Ford (2005), the greatest perceived barrier to recruiting a more diverse work force is "�the lack of a persuasive recruitment campaign to attract multicultural personnel" (p. 6). Huffman Trucking's PR campaign must be perceived as genuine to be most effective and not merely a media plo

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and Me" initiative has resulted in 64 new hires across its four locations in Cleveland, OH; Los Angeles, CA; St. Louis MO; and Bayonne, NJ. Distribution will occur on a non-busy news day and early in the morning to receive the most attention. Distribution will include the following outlets: All television, radio, and print news media in Cleveland, Los Angeles, St. Louis, and Bayonne; All employees, customers and stakeholders; the Associated Press; CNN; Google; Yahoo! News; MSN; Business Wire; and PR Newswire. The press release will not be sent to general editors. Instead, the press release will be sent to human resource news editors at the above outlets. The media release will be distributed using mail, fax, and email. PR Tool & Tactical Plan One of the most effective PR tools for educating others and raising awareness is the press conference. Huffman Trucking should hold a series of major press conferences in Cleveland, Los Angeles, St. Louis and Bayonne. These press conferences should be televised on local news outlets and occur every three months, providing updated information about the success of the firm's "Diversity is You and Me" initiative and future plans to continue to promote and embrace diversity both inside th

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