search query: @indexterm Public relations / total: 295
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| Author: | Walker, D. R. |
| Title: | Going public - a corporate public relations strategy. *UNICHEM |
| Journal: | Management Decision
1990 : VOL. 28:8, p. 47-53 |
| Index terms: | CAPITAL GROWTH PUBLIC RELATIONS STOCK MARKETS |
| Language: | eng |
| Abstract: | Public relations is a management process. When an organization decides to "go public", the process becomes an essential aspect in influencing the success of the flotation. Views from a large number of PR consultancies, financial advisers, brokers and other related bodies have been used to devise a strategic framework that would govern the direction of the PR campaign leading to UniChem's introduction to the Stock Exchange. Target audiences have been identified and specific attention has been given to positioning, financial and defence strategies. Within these strategies, relevant tactics have been developed and scheduled for implementation. A survey of existing shareholders has provided evidence of attitudes towards the planned change. |
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