Goodyear Tire&Rubber Co.

Com 330 Intro to Public Relations Client Research Presentation

Matthew Howard11/28 /07

Background and History

3rd largest tire company Most of their competition has globalizedBecame a billion dollar company in

1951Today Goodyear is worth 18 billion and

has 80,000 employees world wide.

Problems and Goals

The employee have been unhappy with lack of retiree healthcare coverage

The price of raw materials is increasing Competition has globalized Employees must be laid off to reduce the

expenditures. Employees went on strike when plant in Tyler,

TX was scheduled to close. It is the goal to find a new contract that

Goodyear can offer its employees that allows for necessary cost cutting but is acceptable to the employees.

Objectives

To increase understanding in 75% of union employees about the need in cost cutting.

To increase by 80% the satisfaction in union plants

The company is trying to demonstrate in front of 70 % of its investors before they lose confidence in the company.

Audience Good year employees 90% are male workers 40 - 60 K is earned yearly 70% are college educated 20 % are high school educated 10 % have a college degree Goodyear Influential People AFL President John Sweeney USW International President Leo Garard USW Executive Vice President Ron Hoover USW Spokesperson Wayne Ranich Good year Tire and Rubber Company employees are essential

to Goodyear because they are the backbone of the company and the company could be damaged if a strike were to persist

Strategies and Tactics “Opportunity for a Lifetime” this is Goodyear’s Slogan in regarding

their advertising campaign. Conventions will be held in the 16 cities where strikes have occurred

in their plants. The Convention will host several keynote speakers which will Offer Goodyear’s terms for the closing of the Tyler, TX plant which will

delay closure of one year. Offering better healthcare to retirees Explain the necessity of cutting cost within the company and the best

intrest of the employees to work for a company that competes globally.

Other Liason will attend the confrence to assist with the following Question and Answer sessions held for the employees.

Official Letters will be sent to the United Steel official s at each plant on strike toaddress the workers about the upcoming Conventions.

Local Press will be given Press Release kits informing them of the efforts of what Goodyear is doing to resolve the strikes and are also invited to cover the conventions.

Calendar

Event Date Location

Official USW Letters

November 16 ,2007 N/A

Officials should contact Press

November 18, 2007 N/A

Official Press Confrence

November 22, 2007 Clevland, OH Goodyear Plant

Conventions November 28, 2007 At Various Goodyear Plants

Liason Reports December 18, 2007 Head Goodyear Plant

BudgetBudget Increases Budget Decreases Totals

10% of all budget Contingencies

N/A 10

30% to hire Liasons for Conventions/Event Planning

N/A 30 x 2 = 60

10% for Local Newspaper Advertisements

N/A 10

10 % for Variable cost N/A 10

Closing Total of 90% Increase in Budget Expenditures

Evaluations

Sign In Sheets to evaluate number of attendance at conventions.

Liasons assigned to act and report back all problems in negotiations.

Polls to calculate the performance of employee attitudes.

A later poll will be given a year later evaluating how much the message stayed with the workers.

Thank you for your time!