Research Paper on:
Proactive v. Reactive Public Relations

Unformatted Sample Text from the Research Paper:
the exposure and public awareness that it will ever need. However, the truth be told, public relations planning involves image campaigns as well as crisis management, which demand that  the public relations expert become proactive rather than reactive to the market place. Communication between the marketing department and the research and  development department is an on-going process. It can be said that a majority of the public relations work that is successful and is utilized today is comprised primarily of the  slow, persistent and consistent repetition of a few key points, rather than the big and sensational approaches. That is not to say that they big and flashy do not have  a part in the total package, but rather, the total package is comprised primarily of leg work and foundational work. A real world example would be the slogan from Burger  Kings long running slogan, Have it Your Way. This emphasized that the client would not get the standardized sandwich, but one that was custom made to order. This is a  single point that they have continued to pursue throughout their companys history. This is an important factor, one might state. The more  specific the goal, the more effective one can be. For example, suppose the company needed to increase sales by nearly twenty percent. How does the public relations department meet this  goal? First thing, they analyze the situation and the target audience. Consider that the department store wants to increase the traffic and therefore increase sales overall by twenty percent. What  will bring people to the store? What particular hook or angle is most likely to bring the target consumer into the store? Consider that the store is a low cost