CAP_320_BB_Media_Relations_Cases_f10

CAP_320_BB_Media_Relations_Cases_f10 - Media Relations...

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Media Relations MR-sample case: Babe’s Books Washington, D.C. and the surrounding suburbs of Maryland and Virginia are home to dozens of used bookstores. However, most of these tend to be quite pricey. Many deal in antiques and rarities, sell only books related to special interests or serve the student textbook market. Now, however, there is a new bookstore aimed at an entirely different market. Babe’s Books, located in the bohemian Adams-Morgan district of the city, offers used paperback novels at prices ranging from 25 cents to five dollars. Opened only six weeks ago, the store has struggled to build a reputation as the only used bookstore in town that offers light reading at a low price. The book store’s shelves full of romance novels, sci-fi thrillers and mystery capers have yet to entice droves of shoppers, mostly because the only advertising the owner has done is to hang a small, crude sign by the landing below the store’s second-floor, side street location. You happen to be a clerk at the bookstore when the owner discovers that you are a student working your way through a public relations program. She gives you a shoestring budget of $200 and tells you to drum up some publicity for her store. Using the RACE method, design a simple media relations campaign to draw more shoppers. MR-1 Cider and Screams The McClintock Cider mill and organic vegetable farm has been in operation since 1926. It is run by Martha McClintock, daughter and granddaughter. The farm offers the usual fall fun such as apple and pumpkin picking and hayrides. There is a mini petting zoo of farm and exotic animals. On the grounds
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CAP_320_BB_Media_Relations_Cases_f10 - Media Relations...

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