Describe the active public relations planning process
What will be an ideal response?
• Identify the organization's relevant publics
• Measure images and attitudes of the relevant publics
• Establish image and attitude goals for relevant publics
• Develop cost-effective public relations strategies
• Prepare for public relations crises
• Choose specific public relations tools
o Develop strategic approaches to major challenges
o Pay special attention to the Web site
• Implement actions and evaluate effects (Measure the effects)
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Deidre Longo has just accepted a position with a major entertainment venue where she is responsible for selling season tickets. She formerly was a salesperson for a company that sold sound systems for arenas, stadiums, and theatres. She believed she understood why theatre managers bought certain products but realizes that selling tickets to individuals will be different. What is one of the key differences she can expect to find?
a. A consumer will use experience qualities to evaluate the entertainment service. b. The location of Longo's office is a key strategy criterion. c. The customer will select and evaluate entertainment on the basis of search qualities. d. Customers are engaged in this as a low-involvement product.
The case of the New York Times newspaper is an example of
a. the importance of stakeholders in defining effectiveness b. the role of national culture c. generational differences d. the complexity of defining effectiveness