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10 cards from this deck
Building & maintaining positive image with various groups
PR: overall reputation; Marketing: specific products
Groups business wants to attract & connect with
Employees, shareholders, management
Customers, suppliers, local community, government
Clear, realistic, forward, actionable, communicated, agreed
Gaining free media coverage without paying for advertising
Seen as independent endorsement vs paid promotion
Building relationships with journalists to spread info
Improving customer experience, satisfaction & loyalty
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