Challenges Mattel has had with regard to Business Ethics

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Functions of Public Relations Paper
Hello. I need assistance with the following:
*Select an organization with which you are familiar, and identify an issue within that organization that would have both organizational and societal implications.
Explain the organizational and societal functions of PR.

I have taken Cadburys as an organization. Cadbury is a British-based confectionery company, the industry's second-largest globally after the combined Mars-Wrigley. Headquartered in Uxbridge, England and formerly listed on the London Stock Exchange, Cadbury was acquired by Kraft Foods in March 2010. (Wikipedia, 2010)
Serendip.com defines "Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends." - Cutlip and Center
PR is a part of Integrated Marketing Communications. Integrated Marketing communications ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony. (multimediamarketing, 2009)

Company will use the combination of public relations, sales promotion, advertising, personal selling and direct marketing. Following factors have been considered in devising the IMC mix:
o Type of product market
o Channel objectives
o Buyer readiness stage
o PLC
o Focus
o Cost
(Faculty.smu, 2009)

Organizational and societal functions of PR
While discharging the functions of PR, Cadburys consider the above factors discussed. Organizational functions of public relations include community relations, media, consumer relations, publicity, industry relations, governmental and political campaigns. Each of these outlets serves a different purpose. Many of the organizational functions involve keeping the publics and the organizational shareholders abreast about the organization. (Bizcovering, 2010) One of the important organizational functions is media relations. This needs devising appropriate media mix through channels such as, television, newspapers, magazines, etc.

Similar to advertising and promotions, effective Media Relations often depends on designing and implementing a well-designed plan. When discussing Media Relations, organizations must consider what type of media is most practical for them to use in terms of access and affordability, in addition to what messages are most appealing to their targeted audience. As per multimedia.com, thorough understanding of the audience's needs, emotions, interests and activities is essential to ensure the accuracy and relevance of any message. At times organizations have little or no control of the messages in the media. Regarding publicity, it is the reporters and writers not the organizations who decide what will be said. (Associatedcontent, 2010) As per the Cadbury's website, Good business and good values go hand-in-hand at Cadbury. Always have done and always will do. Cadbury do following to take care of consumer needs:
Listening to consumers

Listening to customers and consumers is fundamental to our business success - it's something we do every day and it helps us to offer products that are safe, delicious and enjoyable.

Talking to customers - the people who sell our products to the people who consume them - to better understand consumer trends. We also deal directly with consumers and have substantial resources at the business unit level to listen and respond to consumer queries and complaints.
Responding to consumer needs

The issues of food and balanced diets are now high on the consumer agenda, along with product quality and safety. We use our intuition and consumer insights to understand consumer needs and issues and we demonstrate our responsibility by taking appropriate action to ensure we create tomorrow's business today.
We will continue to give consumers the great tasting products they love in a variety of different formats, recipes and sizes. Research plays a large role in our innovation agenda, exploring opportunities for new products, product enhancement and packaging and we're always checking that our recipes and ingredients are right for today's consumer.

Two of the societal functions of public relations include social responsibility and publicity. The function of societal public relations is to maintain a consistent rapport with the ...