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Anne Gregory

Exercises

  1. Discuss the following questions.

  1. According to the author, what changes can we see in today’s financial services sector?

  2. What potential problems can be encountered in business to business public relations?

  3. What is the author’s attitude towards extensive trade press coverage?

  4. Why should a public relations practitioner pay special attention to trade press?

  5. What factors can bring an organization success when making a difficult announcement?

  6. What arguments are presented in the text stressing the point that the PR specialist has to act fast?

  7. What does the author say about communications channels? Which of the techniques mentioned can be most successful in your opinion?

  8. Does every good idea sell itself? How do you understand the author’s words ‘steal shamelessly’?

  9. What is your idea of newsletters? Why did the newsletter launched by Royal Mail succeed?

  10. What problems did Royal Mail have to overcome as regards its direct mail campaign?

  11. How did the company manage to obtain good results?

  12. Why is it important to join forces in product marketing?

  13. What can be generally said about the attitude of both domestic customers and business customers to the level of service?

  14. How can in author’s opinion PR help in this environment?

  15. Do you think, business to business public relations are growing in importance nowadays? Give your examples.