Case Study 1650: Winning Publicity Which Demonstrates that an Organization Accepts Social Responsibility
Name/Title
Case Study 1650: Winning Publicity Which Demonstrates that an Organization Accepts Social ResponsibilityDescription
Covers how Lone Star Steel Company (LSS) used showmanship-driven media events—including a widely-publicized mock funeral for a plant-area alligator named "Big Al"—to publicize its genuine anti-pollution and wildlife-protection efforts and counter public misconceptions about industrial polluters.Context
Reflects late-1970s industrial companies' growing need to proactively manage environmental reputation amid rising public ecological awareness. Demonstrates how creative, human-interest storytelling and media showmanship can generate extensive national coverage while reinforcing an authentic corporate narrative of social and environmental responsibility.Category
Public Relations