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Figure 17.2 - Advantages and Disadvantages of MPRs

Figure 17.2 - Advantages and Disadvantages of MPRs

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Determining and Evaluating Public 

Attitudes

 Reasons

 Provides input into the planning process

 Serves as an early warning system

 Secures support internally

 Increases the effectiveness of the communication



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of McGraw-Hill Education.



6



Steps to Develop a PR Plan

Define public relations problems

Plan and program

Take action and communicate

Evaluate the program

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



7



Figure 17.3 ­ Ten Questions for 

Evaluating Public Relations Plans



Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



8



Types of Target Audiences

Internal audiences



External audiences



• People who are connected

to a firm with whom the firm

communicates on a routine

basis

• Employees

• Stockholders

• Investors

• Members of the local

community

• Suppliers

• Current customers



• People who are not closely

connected with the

organization

• Media

• Educators

• Civic and business

organizations

• Governments

• Financial groups



Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



9



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Figure 17.2 - Advantages and Disadvantages of MPRs

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