Title: Explain strategies for developing media outreach and public relations.
Course: Strategic Marketing (formerly Marketing, Advanced) (12152) > Section: Applying the Promotional Mix

Explanation should include

- various media relevant to the business
- techniques used for effective public relations (e.g., media events, media materials)
- ways to prevent and manage negative media coverage
- strategies for using social media for public relations purposes.

Process/Skill Questions:

- What are some of the most effective methods of developing positive relationships with the media?
- What is the role of a public relations department?
- Why do companies appoint a single individual to speak on behalf of the entire organization?
- What are examples of effective ways that organizations have responded to negative media coverage?
- What are some possible repercussions of negative media relations?
- Why is it important to establish media guidelines?