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Chapter 17 - Chapter 17 PUBL IC RE LAT IONS T H E T RAD I T...

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Chapter 17 PUBLIC RELATIONS THE TRADITIONAL DEFINITION OF PR -PR- The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action (and communication) to earn public understanding and interest. (Management function) THE NEW ROLE OF PR INTEGRATING PR INTO THE PROMOTIONAL MIX MARKETING PUBLIC RELATIONS FUNCTIONS -MPR- public relations activities designed to support marketing objectives THE PROCESS OF PUBLIC RELATIONS DETERMINING AND EVALUATING PUBLIC ATTITUDES ESTABLISHING A PR PLAN DEVELOPING AND EXECUTING THE PR PROGRAM o Determining Relevant Target Audiences
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o Implementing the PR Program ADVANTAGES AND DISADVANTAGES OF PR MEASURING THE EFFECTIVENESS OF PR PUBLICITY THE POWER OF PUBLICITY THE CONTROL AND DISSEMINATION OF PUBLICITY -Video news release (VDR)- A publicity piece produced by publicists so that stations can air it as a news story (control).
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