Figure 9E

PR Program for Environmental Society of America

Background: ESOA is composed of 5,000 members who meet in local chapters nationwide to promote environmental awareness among consumers. The organization was recently rocked by unfounded rumors that the national president engaged in unethical behavior by using ESOA for a personal vacation and new car.

Goal: Prevent damaging fall off of membership participation and contributions.

Objectives Publics Concerns, Needs, Interests of Publics Message Media
-Restore confidence
-Reverse negative opinion
-Get members to register for for national conference		 ESOA Members -Want to be part of a reputable and ethical organization.
-Not willing to stay as member if requires compromising integrity		 -Current status of president
-How controversy affects you
-History of ESOA and accomplishments
-Importance of attending conference to meet leaders
-Importance of continuing support		 -Informal meetings
-ESOA newsletter articles
-e-mail
-Conference promotional materials
-Presentations at conference
-Restore confidence
-Encourage participation in national conference
-Educate leaders about how to respond to questions		 Chapter Leaders -Take leadership role seriously
-Feel responsible to tell members what's happening
-Feel awkward in glare of negative publicity		 -ESOA policy re unethical behavior
-Membership must be maintained or lose funding and support
-Ask headquarters for assistance
Attend conference to review policies		 -Informal regional meetings
-Fact sheet
-Weekly or more frequent e-mails
-Conference materials
-Conference sessions