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Unformatted text preview: publics react to an organization’s messages, actions, policies; the roles an organization takes on. Four concepts vital to personae: • Differentiation results when products, services, issue discussions, operations, policy positions, mission, and marketing strategies (including fund raising) make an organization unique—different from other organizations. • Associations result from the attributes that result from the actions, values, and traits that typify the company or group—such as being pro-environmental. • Identity is the archetype that characterizes the organization—bold advocate, technical expert, wise advisor, defender of the environment, or protector of abused women. • Goodwill results when policies and actions taken by the organization benefit others and advance community interests: those of stakeseekers and stakeholders....
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This test prep was uploaded on 04/17/2008 for the course COMM 269 taught by Professor Worley during the Winter '08 term at Indiana State University .
- Winter '08
- Public Relations