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92 WELCOME TO THE WORLD OF PUBLIC RELATIONS

3. Product publicity often uses celebrities and experts to build credibility and acceptance for the product. Select a celebrity and an expert endorser for each of the following products:

1. an expensive outdoor gas grill

2. a personal computer

3. a new soup

4. suntan lotion

5. hiking boots

Explain your rationale for selecting each individual

4. Knowledge of public opinion and persuasion helps a communicator influence and motivate people. What ethical responsibilities does a persuader have to his or her audience?

PART III

1. Special events are often organized to generate publicity for an organization. Suggest a special event for each of the following:

1. A manufacturer of computers

2. A retail clothing store

3. A hospital

4. A charitable agency

5. An insurance company

6. A university.

2. A fast-food restaurant chain is celebrating its fifteenth anniversary next year. The owners of the chain see this as an opportunity to garner publicity and perhaps motivate more people to patronize these restaurants.

What activities and special events would you recommend that would attract media coverage?

PART IV

1. Conduct an interview with the editor of an employee newspaper or magazine. What is the policy regarding the use of employee personals like birthdays, anniversaries, and vacation trips?

What procedures are used to ensure that employee privacy is preserved?

2. Conduct an interview with someone in the public relations or human resources department of a company.

What policies should the company have regarding the release of employee information to the news media or others who may request such information?