Scenario 13-4
Munters Moisture Control Services is an organization that responds to businesses and institutional customers that have had their facilities damaged by moisture from floods or water leaks. In most cases, the moisture problem is completely unexpected by the customer and thus they need to contact Munters and hire them on very short notice. In addition, the cost of clean up and repair of water damage is typically much higher than customers ever expect, unless they have had previous experience with such calamities.
As a result, some customers and even communities view Munters with some disdain. Often, they feel as if this firm is preying on the misfortune of others. Nevertheless, the largest bank in town was very satisfied with the job Munters did for them after a recent flood from the nearby river. Clearly, Munters must be very careful to see that public relations and corporate advertising are handled appropriately.
-(Scenario 13-4) Because some people in the community describe the firm as "vultures" that prey on the misfortunes of others, the primary objective of Munters' public relations efforts is likely to be:

Question

Quizplus · Accepted Answer

The negative perception of Munters as "preying on the misfortunes of others" indicates that their primary objective should be to counteract negative publicity through their public relations efforts. It is important to address and change this perception to prevent further damage to the company's reputation. Promoting services, preparing internal communications, and lobbying may also be important for the company, but they are not the primary objective in this scenario.

Scenario 13-4 Munters Moisture Control Services Is an Organization That Responds to Responds