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By the end of this lesson, students will be able to identify and describe the important stakeholders in public relations.

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Students will be able to distinguish between paid and unpaid public relations strategies.

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Learners will comprehend how public relations functions in various professional environments.

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Students will be able to analyze and discuss basic principles of crisis management in PR.

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According to R.E. Freeman: “Any group or individual who is affected by or can affect the achievement of an organisation’s objectives                                         James Grunig in Excellence in Public Relations and Communication Management “Organisations choose take holders by their marketing strategies, recruiting and investment plans, but the public arise on their own choice and choose the organisation.”Stakeholder Mapping   

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LEGO was embroiled in a crisis when Greenpeace launched a viral campaign attacking LEGO’s partnership with Shell Oil due to Shell's environmental record. The campaign depicted LEGO toys drowning in oil, and the public backlash was immense. Instead of maintaining the partnership, LEGO cut ties with Shell and announced it with a statement acknowledging the concerns.

Why It Worked:

LEGO chose the long-term brand value of being seen as environmentally responsible over short-term profits.

It strengthened their brand position as a company that listens to its customers and prioritizes ethics.

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Make a hypothetical case study in which you as a publicist help in managing a crisis situation

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Lego Tells Shell: Everything Is Not Awesome