1. K A Y L I N W H I T A K E R
P R E 4 0 9 0
Texas Cattlemen Versus
Oprah Winfrey
Case 6-2
2. She said what?...
On April 16, 1996, Oprah Winfrey featured a former cattle farmer
named Howard Lyman.
They discussed the Bovine Spongiform Encephapathy Disease (BSE).
Lyman compared BSE to AIDS and even suggested that that a form
of mad cow disease might exist in the United States.
Oprah was shocked by what Lyman stated. Winfrey asked Lyman
“…you say that this disease could make AIDS look like the common
cold?” Lyman said “Absolutely.”
“It has just stopped me cold from eating another burger.”
The price of cattle dropped and remained low for two months.
3. R.P.I.E
Research: Oprah researched how she would still be
able to do her show while being on trial.
Planning: Oprah planned to move her station from
Chicago to Texas.
Implementation: She moved herself and her
production as well as her fan base.
Evaluation: This worked in her favor due to public
opinion during the case.
4. Values
Oprah Winfrey and her team exercised an open
system. Instead of being self-centered and greedy
she thought about her public and shifted to adjust to
their needs.
5. Denominators, Maxims, and Guidelines.
The Common Denominators:
3: Actions that are consistent with the mission, vision, policies, standards, and personality of
the org. represented.
4: Emphasis on the use of communications and participative activities to persuade,
rather than the use of coercion.
5:Consideration of the ethical and legal implications and consequences.
6: A method of assessing the outcome in terms of benefits and cost.
Proven Maxims:
1: An appeal to audience self-interest is most likely to be effective.
14: When a public is friendly in a controversial situation.
15: Opposing views seeking major change of opinion.
17: Believe what they want to and hope for.
18: Sensitivity to public leadership.
Guidelines:
1. The rule of ABUSE of Sociology.
6. Proactive or Reactive?
In the case of Oprah Winfrey and the Cattlemen, the
Winfrey team was very reactive. They did not make
plans until the comment was made and the lawsuit
was filed.
7. Behaviors and Stakeholder Groups
Trigging Events, fending off trigging events launched
by competitors and opponents or occurring in the
environment.
Identifying how the views of the Oprah Winfrey
would have felt if she never moved production could
have hurt them in the end.
The opinion leaders were the viewers which they
played off of.
The behaviors were being aware that something is
going to happen due to this comment and the desire
to act on the outcome.
8. Actions
Winfrey and her team definitely considered their
audience in their decision making. They knew how
important public opinion was and the image she was
trying to uphold.
9. Pros and Cons
Pros:
-Free speech.
-Audience “Public” opinion.
-Moving production.
Cons:
-Her comment.
-Being possibly found guilty.
-Lack of knowledge of the law.
10. Reaction
Oprah and her team did not bend or react to the
interest of others. They kept their audience in mind
through the process. They did not allow the
cattlemen to force them to lose hundreds of dollars
and ultimately was found not guilty. Which was a
smart move because the public was the “jury”. Public
opinion was an advantage in this case.
11. Truths (page 21)
9
20
17
Number 9: The did not just let “life happen” and think this
will just disappear since she was Oprah. She acted and did
not let the challenge overwhelm her.
Number 20: This could have ruined her relationship with
cattle companies but instead she followed the “rules”
during the process and stayed respectful. The creativity
with moving helped.
Number 17: Oprah kept her audience in the loop so they
felt included in the case as well as intrigued.
