Public Relations Journal

Articles from Vol. 47, No. 5, May

Avoiding Culture Conflict: Dangers Threaten Long-Term Client-Firm Relationships
Every new client presents unknowns as well as a business opportunity. Conflicts stem from confusion about a client's corporate culture and the place of public relations within that structure. Solving clashes with a firm's style early in the game...
Cruise Company Handles Crisis by the Book
Crisis management preparedness means planning to deal with the unexpected before it occurs. Public relations practitioners who plan ahead hope they never have to put their plan into action. At Los angeles-based Crystal Cruises, the public relations...
House-Rich, Cash-Poor Seniors Benefit from Reverse Mortgage Program
An innovative funding plan for seniors who own their own homes was all but unknown in California. Educating the public and the media were key aspects in a successful marketing campaign for this financial product. During their "golden years," some...
Leaving the Newsroom for the Boardroom
Edward L. Bernays was once asked how he could justify his $1,000 per hour counseling fee when top lawyers were only getting $500 an hour. His response was characteristic: "Lawyers only follow precedents," he said, "while I set them." There are two...
Ohio Firm Breaks International Ice
As we attain a truly global economy, more and more small- and medium-sized businesses are marketing their products and services abroad. Corporate staffs recognize the potential for growth in those markets, but company resources, whether human or financial,...
Preparing Annual Reports in the 1990s
Compliance and disclosure are the basis of annual reporting. When the Securities and Exchange Commission (SEC) was formed in 1934, the accompanying securities laws required public companies to file certain financial data and other information about...
Reaching Older Audiences: Aging America Presents Communications Challenges and Opportunities
By the year 2000, almost 35 million Americans will be aged 65 and older. This group will have significant buying and opinion power. Public relations professionals must realize that marketing broadly to the "mature consumer" is a mistake. Tapping...
Segmenting Will Unleash Mature Market Potential
The mature market can be broken down into four subgroups. While each of these groups has concerns and values marketers must understand, some broad traits and spending trends do apply to all. Senior citizens are an estimated $150 billion market...
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