A public relations challenge.
Date Submitted: 10/15/2001 04:25:43
Category: / Business & Economy / Marketing and Advertising
Length: 11 pages (2952 words)
Category: / Business & Economy / Marketing and Advertising
Length: 11 pages (2952 words)
Abstract
Bausch & Lomb presented PureVision® a year ago in Hong Kong. Due to some reasons, the product was not promoted when it was first launched. The sale of this product is unsatisfactory, and the management would like to boost the sale by kicking off a PR campaign.
This PR campaign is planned by linking the 'planning model' and 'evaluation model', and also according to different research methods and conceptual theories learnt from …
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…NY: Addison-Wesley
IPRA Gold Paper (1994). Public relations evaluation and professional accountablility, pp 18-19
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Grunig, J. (Ed.) (1992) Excellence in public relations and communication management, Hillsdale, NJ: Lawrence Erlbaum Associates. Chapter 6, pp.117-157
McElreath, M. (!997) Managing systematic and ethical public relations campaigns. (2nd ed.) Dubuque, IO:Brown & benchmark. Chapter 8, pp 284-293
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