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- Title
PR at the Top: What Leading Executives Are Doing Now.
- Authors
Levy, Ronald N.
- Abstract
This article highlights the techniques used by top public relations firms (PR) in achieving public responses. The initiative of Shandwick PLC is to operate with different names but with the same objective and that is to deliver not only coverage but action for clients. When a special tax is proposed on audio tapes and recorders, Hill and Knowlton Inc. used mass media power to: (1) Show who stood to get hurt; (2) Have the media ridicule the proposal; and, (3) Show the public how to protect themselves. In marketing public relations, one of the most action-successful programs was the project of Ogilvy Public Relations company for Shell Chemical company. Ogilvy used appeals to bring write-ins from market segments. Some of the companies' approaches are now also used by top PR executives at some companies, associations and government information offices.
- Subjects
PUBLIC relations firms; CORPORATE public relations; SHANDWICK PLC; HILL &; Knowlton Inc.; OGILVY Public Relations Worldwide Inc.; MARKETING
- Publication
Public Relations Quarterly, 1991, Vol 36, Issue 2, p33
- ISSN
0033-3700
- Publication type
Article