How to Leverage Public Relations Lever Marketing the Earth.docVIP

 PAGE \* MERGEFORMAT 10 How to Leverage Public Relations Lever ‘Marketing the Earth’ ‘Give me a fulcrum, I was able Lever Earth. ‘Archimedes once said, leverage can also be described as public relations role in promoting the dissemination of marketing. Relative to input large, boasts advertising, public relations and communication due to relatively small inputs, through a third party’s mouth to speak, covert operations, easily accepted by consumers, and thus boost sales. However, how to find the spread of public relations ‘fulcrum’, it Lever ‘Marketing the Earth’ it? Let us look at an example: in June 2004, the National Development and Reform Commission issued a ‘public energy-saving behavior guidance’ document demands that all government departments and enterprises of the staff must take the lead to purchase energy-efficient appliances, thereby contributing to energy-saving society. K enterprises believe that it is to promote their energy star refrigerators, air-conditioned double-effect Wang chance, we will require integration of Communications as a public relations background to plan communication activities. After careful discussion, planning, and reached the following observations: 1, the theme defined as: ‘to buy energy-saving appliances, making responsible citizens - K Company, jointly organized by the U.S. State’ to promote energy-saving appliances on ‘activities’. By K Company invites States to join the United States for organizing the promotional activities, the requesting State K-US high-level leadership and the president of marketing, business executives to participate in a press conference. At the meeting, K Company, president and the country beauty of the leaders respectively delivered a speech on behalf of their own businesses, in particular, to highlight the ‘response to national energy-saving initiatives, to economic and social development is responsible for’ this topic. 2 to invite the leadership of the authority of departments to particip