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Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization. When stakeholders become activist groups, they become particularly troublesome to organizations...
Many public relations practitioners use focus groups in their practice, but most consider the technique merely a complement to survey research. In this article, I show that focus groups can stand alone as a research technique and that they can be used both for formative and evaluative research....
Marketing managers have used segmentation techniques to divide mass markets into specialized markets for some time, and many public relations practitioners have adopted the same techniques for their practices. Most marketing techniques segment markets more effectively than publics, however, and...
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