g objectives are sought through the PR campaign for Huffman Trucking:
Demonstrate top management commitment to embracing diversity
Position the company as a leader in embracing diversity
Provision of information about the benefits of workplace diversity to employees, all stakeholders, and the community at large
Development of formal and informal networks to share information about the benefits of workforce diversity policies
Overcome fear of change among top management, employees, and stakeholders
Ensure all diversity policies are in compliance with ethical, regulatory, and economic requirements
Huffman Trucking must encompass the following organization publics through its PR campaign:
Employees (Drivers and support personnel)
Customers (U.S. Government, Suppliers, etc.)
Without commitment to embracing diversity by top management, Huffman Trucking will be less than successful in implementing diversity policies. Employees, often resistant to change, must be educated and trained to understand the numerous benefits that accrue from a culture that embraces multicultural contributions. Customer relationships with the company can be enhanced through embracing ethnic workers and markets. As Rose (2002) suggests, ôàthe ethnic market in general should become increasingly important to both public relations and advertising professionalsö (p. 14). Finally, it is imperative for positioning as a leader in embracing diversity that Huffman TruckingÆs PR campaign considers the community at large, which will enhance the firmÆs goodwill while offering job promotion t
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