Answer to Question 1
The makers of the video game Grand Theft Auto had their product pulled from store shelves because
of hidden sexual content. A Latham, New York, radio station ended up in court after an Ugliest
Bride contest backfired. Through his erratic behavior, rap artist Kayne West received a storm of
criticism from fellow performers. Goldman Sachs was publicly ridiculed when its CEO claimed the
financially troubled company was doing God's work. When United Airlines refused compensation
for a damaged guitar, a musician extracted a special kind of revenge with a YouTube video. When
an amateur runner surprised everyone by winning the San Francisco Women's Marathon, sponsor
Nike failed to recognize her as the winner. A common link in all of these is a failure of values.
Answer to Question 2
The publics important to most corporations are employees, the media, government regulators and
officials, the communities in which corporations operate, their consumers, their shareholders and
potential investors, vendors, professional/trade associations, unions, and retired employees. Each of
these publics can directly (such as in the case of employees) or indirectly (such as in the case of the
media) influence the ability to achieve corporate goals.
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