Public relations response to the dumping crisis: a study
Toler, Thomas M.
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This thesis undertakes an analysis of alleged unfair foreign trade practices and examines what public relations responses were revealed by three domestic steel corporations. One of the most frequent techniques practiced by a number of European and Asian nations was wire rod dumping, or the practice of selling rods in different markets at adjusted prices. When Japanese trade interests began to introduce goods in United States markets at prices below the price of domestic steel goods, U.S. producers began a public relations program which extended from special tabloid newspapers to testimony before several federal agencies. The central objective of the study was to establish and examine the role of public relations in the dumping crisis. Research methodology was primarily a case study approach to the working public relations programs of the three domestic programs. Press releases, employee publications, and speech materials were reviewed for each firm. Each firm was analyzed in terms of pUblic relations objectives, selection of primary and secondary publics, communications strategy, and public relations results. A cursory examination of the role of the steel industry's trade association, the American Iron and Steel Institute, was also conducted. A final summarization then graphically outlined a proposed communications pattern between the Iron and Steel Institute and its member companies. Conclusions or the study indicated a need for a greater definition of public relation's role in international trade, a lack of economic knowledge among public relations personnel engaged in the corporate programs, a need for greater attitude research and the necessity of a more responsive framework of communications between the American Iron and Steel Institute and member steel companies.
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