Conduct additional research

Instructions

Review the PR facts from your assigned case study (below) and conduct additional research to determine the IMC strategies you would have used to handle the PR problem presented. Explain how your strategies will incorporate the steps of the ROPES Model. You are also required to cite a minimum of one outside source in your work in addition to the actual case study.

Oreck’s Dilemma

Many businesses never recovered from the wrath of Hurricane Katrina, but Oreck Corporation was an exception.  It gained the gratitude of its employees and townspeople in Long Beach, Mississippi, by reopening its storm-damaged plant 10 days after the storm.  Sixteen months later, however, the manufacturer of vacuum cleaners stunned the community and state officials by announcing that it was closing the plant and moving its operations to Tennessee.

In making the announcement, company executives said they could no longer get enough insurance to cover the plant and could not hire enough skilled workers to replace those who never returned after the storm, primarily because they had nowhere to live.  The local newspaper and government officials, including Sen. Trent Lott, who also blasted the company for abandoning the city, criticized the decision.  In addition, the employees expressed anger at the company and expressed concern about finding new employment.  Obviously, the affected publics want Oreck to reconsider its decision.

Oreck is now in crisis management mode because it is no longer being viewed as a company that cares about those it serves. The company’s image has been tattered and its reputation is in jeopardy.