Philippians Case

"Philippians 2:3-4 ESV states "Let nothing be done through selfish ambition or conceit, but in lowliness of mind let each esteem others better than himself. Let each of you look out not only for his own interests, but also for the interests of others." Coors should look to build its media relationship in a way that will better benefit themselves and the prime objective for the media. With all that has occurred Coors needs to think how can they better themselves and their loyal customers? As the quote states "let nothing be done through selfish ambition or conceit," Coors need to set their pride aside and try to save face and rebuild their self image for the people. Honesty is very vital in building media relations. The company should not give false information

Fox states that in order to ensure a positive and healthy outcome for your brand "you need to connect with the right sort of customer and behave in a way befitting your brand values" (Fox, 2010). One beneficial suggestion would be to clear the Coors name and agree to do 60 minutes. By agreeing to do the story, with a severe absence of a media representative, it shows truth and integrity. By clearing the air they will be able to connect back to the loyal customers of the brand. By averting the interview you show a weaker side to your customers; a side that is not fit to be trusted when it comes time for a spirit that they wish to purchase.

Hertling and Shankler et al agree that in the military and its media relations, we build trust from being with people, from sharing the same kind of environment and values. Giving reporters the opportunity to ask questions and gain certain access builds trust to the topic and helps their image. (2009). Media houses have a massive impression on a company's reputation and image. The media can make or break how a company is viewed and what they've worked for. This reason alone is why Coors needs to rebuild its relationship with the media.

Another suggestion is to manage the tone and message Coors conveys. Nelson states that "today he is observing competitors clearly sacrificing values to get work" (Nelson, 2011). By comparing all excerpts from four different authors one can agree that Coors needs rebuild the trust that was once lost from their media value. By creating positive media relations and promoting or advertising its beer through such media houses it will make the media houses feel