How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them, Second Editi

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P u b l i c R e l a t i o n s

H ow do you manage your relationships with all the people who have an

interest in what you do? That is what public relations does. You need a

public relations strategy just as you need a strategy for advertising or for per￾sonal selling — your public relations efforts should be proactive, not reactive.

And your public relations efforts need to be integrated with all your other

communications activities.

Small organizations especially can benefi t from public relations. Public

relations can be a very cost - effective substitute for advertising. Managing

your public relations requires you to be patient, prepared, and creative in

fi nding ways to publicize your business.

Managing your public relations requires you to be patient,

prepared, and creative in fi nding ways to publicize

your business.

Advantages of Public Relations

Although you may fi nd it diffi cult to measure the effects of public relations,

many managers consider it a cost - effective means of communication. Having

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Trump University Marketing 101: How to Use the Most Powerful Ideas

in Marketing to Get More Customers and Keep Them, Second Edition

by Don Sexton

Copyright © 2010 Trump University