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Unformatted text preview: Chapter 17 PUBL IC RELAT IONS T HE TRAD IT IONAL DEF I N I T ION 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) T HE NEW ROLE OF PR I N TEGRATING PR I N TO T HE PROMOT IONAL M IX MARKET I NG PUBL IC RELAT IONS FUNCT IONS-MP R- public relations activities designed to support marketing objectives T HE PROCESS OF PUBL IC RELAT IONS DETER M I N I NG AND EVALUATING PUBL IC ATT I TUDES ESTABL ISH ING A PR PLAN DEVELOP ING AND EXECUT ING T HE PR PROGRAM o Determining Relevant Target Audiences o Implementing the PR Program ADVANTAGES AND D ISADVANTAGES OF PR M EASUR ING T HE EFFECT IVENESS OF PR PUBL IC I TY T HE POWER OF PUBL IC I TY T HE CONTROL AND D ISSEM I NAT ION OF PUBL IC I TY-Video news release (VDR)- A publicity piece produced by publicists so that...
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.
- Fall '08