Public Relations Efforts

Paper Summary:

This paper talks about the importance of public relations efforts to large organizations. In particular, the paper focuses on the public relations strategy of the American Kennel Club (AKC). The paper looks at how the AKC has embarked on a strategy to raise public awareness of the organization and all that it offers, boost membership, and explain its role. To this end, the strategy identified intends to make use of major publications, electronic media, and the Internet. Finally, the paper looks at examples of public relations efforts at other large organizations and how these effort helped to improve the images of these organizations.

From the Paper:

"The American Kennel Club was literally going to the dogs. The organization did not have a public relations image problem, it did not have any image at all. Membership had declined since the mid-'90s and nearly all of the AKC's endeavors on behalf of animals had gone unnoticed. Some marketing had been done, but it was inconsistent. Therefore, early last year, the AKC decided for the first time ever to emphasize communications, including hiring a full-time staff. The result: both pet owners and members are more acquainted with the Club's activities and pleased with what they have learned."

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