MKT 280 - Ch 18 - Public Relations - Fall 2007

MKT 280 - Ch 18 - Public Relations - Fall 2007 -...

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Public Relations Part 6 – Chapter 18
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Public Relations Proactive Enhances company goodwill Dictated by company marketing objectives Opportunity Seeking Reactive Defends company goodwill Dictated by outside influences Problem Solving 
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Corporate Relations Focal points of community relations Enhancing the community in which the  company operates Community programs Corporate philanthropy
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Corporate Relations Criteria for community programs Create something that did not exist before Health lines Repairing the community Woodward Governor Company: Rockford, IL Landscaping for hospitals and government buildings
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Corporate Relations Corporate philanthropy Education  About 40% of all philanthropy Chick-fil-A scholarship program Health and Human Services About 30% of all philanthropy Corporate Angel Network 270 major corporations participate including  American Express, General Foods, AT&T
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MKT 280 - Ch 18 - Public Relations - Fall 2007 -...

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