Publisher's Synopsis
The text begins by considering the ways in which PR can contribute to marketing, and its relationship with such activities as advertising and sales promotion. This is followed by an examination of the way PR should be organized, the advantage of consultancy or in-house PR arrangements, and whether PR should be controlled centrally or decentralized. Further chapters examine ways of promoting a new product or service and how to tie in events such as exhibitions, sponsorship or competitions into the PR programme.;Specific aspects of communications are considered in several chapters dealing with topics such as how to handle new products, events, sales force communications, dealer and customer communications, pressure groups and politicians. Each chapter includes a checklist and, when applicable, the names and addresses of helpful organizations.
