By Lawrence F. Lamb, Kathy Brittain McKee
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It appeared on the Fortune magazine list of "America's Most Admired Companies" for six consecutive years, and it received high marks from others for more than its financial prowess. Some described the institution as a progressive employer. For example, the Washington Post reported in 2001 on Freddie Mac's career transition program, which enabled employees from any department to apply for an intense 4-month course that provided a route into high-tech occupations. " In 2002, Computerworld magazine listed Freddie Mac among the 100 best places to work for information technology professionals.
62; (October 2001) LUVLines, employee newsletter for Southwest Airlines; Mount, I. 0, p. 29; Overholt, A. (May 2002), "Best of the best 2002," Fast Company, p. 50; and Trottman, M. (21 September 2001), "Aftermath of terror: Southwest Airlines considers cutbacks, halts delivery of planes from Boeing," The Wall Street Journal, p. A6. 26 Chapter 2 CASE 4. TEAMSTERS DELIVER PUBLIC SUPPORT DURING THE UPS STRIKE Many businesses and homes that receive or send packages are familiar with the brown vans and brown uniforms of the United Parcel Service (UPS), and many customers have formed friendly ties with their UPS carriers.
Volunteering and donating are potent methods that demonstrate real commitment to enhancing and maintaining relationships. There is also the practice of what some have called "strategic giving" whereby the good works of an organization or business directly tie into the branding of its products, goods, or services. Consider the book dealer who provides a free book voucher for every child who reaches the reading goal of his or her elementary grade level. Promoting reading? Yes. Stimulating traffic and building loyalty among families and potential customers at the same time?
Applied Public Relations: Cases in Stakeholder Management (Lea's Communication Series) by Lawrence F. Lamb, Kathy Brittain McKee