There are potential benefits to be gained in any campaign. Conversely, there are risks to be considered as well. The most significant benefit to be gained by Harley Davidson's campaign to support legislation mandating the wearing of helmets is the increased likelihood of surviving serious accidents. No other benefit is as significant as that of saved lives. This benefit may be lead to another, that of new customers being drawn to motorcycle ownership through the heightened attention given to the company's commitment to riders safety. Other benefits to be gained from a successful public relations campaign are reduced insurance premiums and lowered health care costs due to reduced severity of injuries and shortened hospital stays.
In regard to risks involved, primary among them is the danger of alienating a segment of their customer base to the degree that they take their business elsewhere. Another risk might be the loss in confidence of those considering investing in the company as well as Harley Davidson's ability to sustain or expand current sales levels. If investment sources feel that the company's new position might impact its appeal to new customers they may withhold any recommendations of the company for an investment opportunity.
Finally, if customers do decide to take their business elsewhere, and if investors make the decision to not invest in the company, there may be a risk of employee layoffs due to decreased demand for the company's product. Benefits and risk: a delicate balance that must be judged correctly before a public relations campaign can have any hope of success.
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