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1 Author(s)
Arrott, W. ; Gardner, Jones & Co., Chicago, IL, USA

Case history of strategic planning for highly successful technical publicity and public relations program to promote increased sales of a mature product line with stable market. Emphasizes study approach to: (1) Uncover problems which seem to block increased sales; (2) Identify opportunities for communicating with specifying/buying influences; and (3) Determine communications ammunition (news and technical or marketing information) that editors, meeting program chairmen, etc. would feel is worth communicating to their readers or members.

Published in:

Professional Communication, IEEE Transactions on  (Volume:PC-17 ,  Issue: 2 )