Zoom employs a national work force of about 32,000 in about 34 plants, located mostly in the United States and Third World countries. The company's reputation is important for morale as well as sales. Total sales in 2007 were approximately $1.5 billion, down from the record $1.8 billion in 2006. This looks to be an excellent year, especially based on consumer interest in the Olympics. Because other athletic manufacturers are accused of taking unfair advantage of workers in Third World countries, Zoom's management assumes that consumers believe all athletic manufacturers are guilty.
As public relations director for Zoom, your department is called upon to change the identity of the company from that of a large, capitalistic, global giant to an innovative, progressive multinational company that cares about consumers and treats workers equitably. Another challenge for the public relations department is to sustain and increase the position of the company in the athletic market while the old image is phased out and the new image is phased in.
Based on this situation, provide the following:
Note: The number of publics and objectives for each public is a minimum number. Refer to your JTC 350 Public Relations text (or equivalent)as a refresher about program planning and evaluation.