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Going Public A Corporate Public Relations Strategy

Going Public A Corporate Public Relations Strategy Public relations is a management process. Whenan organisation decides to go public, theprocess becomes an essential aspect in influencingthe success of the flotation.Views from a large number of PR consultancies,financial advisers, brokers and other relatedbodies have been used to devise a strategicframework that would govern the direction of thePR campaign leading to UniChems introductionto the Stock Exchange.Target audiences have been identified and specificattention has been given to positioning, financialand defence strategies. Within these strategies,relevant tactics have been developed andscheduled for implementation. A full survey ofexisting shareholders, the primary target audiencefor the campaign, has provided evidence ofattitudes towards the planned flotation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Going Public A Corporate Public Relations Strategy

Walker, David R.
Management Decision , Volume 28 (8) – Aug 1, 1990
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/EUM0000000000064
Publisher site
See Article on Publisher Site

Abstract

Public relations is a management process. Whenan organisation decides to go public, theprocess becomes an essential aspect in influencingthe success of the flotation.Views from a large number of PR consultancies,financial advisers, brokers and other relatedbodies have been used to devise a strategicframework that would govern the direction of thePR campaign leading to UniChems introductionto the Stock Exchange.Target audiences have been identified and specificattention has been given to positioning, financialand defence strategies. Within these strategies,relevant tactics have been developed andscheduled for implementation. A full survey ofexisting shareholders, the primary target audiencefor the campaign, has provided evidence ofattitudes towards the planned flotation.

Journal

Management Decision – Emerald Publishing

Published: Aug 1, 1990

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