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key terms chap 11 - CHAPTER STRUCTURE CHAPTER-OPENER SAM...

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CHAPTER STRUCTURE CHAPTER-OPENER: SAM WALTON Wal-Mart founder Sam Walton built his empire with only minimal PR staffing, seeing it as a frill that didn’t fit with his minimal-cost mentality—a legacy that continued after his death. After years of inattentiveness to their image, a series of challenges have finally prompted Wal-Mart to take on public relations to repair image problems. IMPORTANCE OF PUBLIC RELATIONS TEACHING POINT: Public relations is a persuasive communication tool that utilizes the mass media. Defining Public Relations Public Relations in a Democracy ORIGINS OF PUBLIC RELATIONS TEACHING POINT: Public relations grew out of public dissatisfaction with big business. Moguls in Trouble The Ideas of Ivy Lee Public Relations on a New Scale Lobbyist-Journalist Balance STRUCTURE OF PUBLIC RELATIONS TEACHING POINT: Public relations is an important management tool. Policy Role of Public Relations How Public Relations is Organized Public Relations Agencies Chapter 11 Public Relations 103 PUBLIC RELATIONS SERVICES TEACHING POINT: Public relations includes promotion, publicity, lobbying, fundraising, crisis management. Activities Beyond Publicity Public Relations and Advertising Integrated Marketing MEDIA RELATIONS
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