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Coors Case Study

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Case Study: Adolph Coors Company
Should Shirley Richard encourage or discourage the Coors brothers to go on “60 Minutes”.

submit to an interview to booster Coors’ image. Public debate and media commentary can present new challenges for organizations that do not have a clear strategic response to those issues (Benn, Todd & Pendleton, 2010). It would be in the company’s best interest to get ahead of the negative press and defend itself against the allegations of racism, sexism, and other biases. If Coors were to refuse an interview it may look like they have something to hide or and it could to the company being judged more harshly. A company’s image in the media can make or break them. Therefore it is important for Coors to have a positive relationship with the media and feel comfortable granting them interviews in order to present the company in the best light possible. John 16:33 states, “I have said these things to you, that in me you may have peace. In the world you will have tribulation. But take heart; I have overcome the world.”
The Coors brother that decides to represent Coors for the interview should be properly trained and coached in public relations and how to protect a company’s image. Proper research should be conducted prior to the interview to make sure that there are no contradictory remarks and all statements are an honest representation of the organization. False information given during an interview can further damage the company’s reputation and make it much more difficult to save the company’s image. Shirley Richards, director of Coors’ 1978 legislative affairs function, was aware that Coors would be on the defensive during the interview given on “60 Minutes” due to the established nature and format of the show (Argenti, 2013). When participating in an interview with a confrontational journalism program, Coors should try its best to

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