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Question
Scenario 18-1The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activitiesusing both traditional and innovative mediahelp to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations.
One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking. However, the beer producer has failed to anticipate that:
a. the press release will be more expensive to run than a typical advertising spot.
b. his planning is not adequate for a press release.
c. the story may not be effective since it was not used as part of a proactive strategy.
d. he has little control over how and when the final story will run.
Answer
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