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Proactive and Reactive PR

Analyze the similarities and differences between proactive and reactive PR.

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Proactive PR consists of activities intended to project a favorable image of the firm based on the company's marketing objectives whereas reactive PR consists of activities in response to a negative occurrence involving the company. For exampe, crisis management activities are examples of reactive PR which are undertaken to help company recover from crisis.

source: http://www.usouthal.edu/mcob/ikhan/index_files/Class_Material/MKT.320/2006-2007/320%20Chapter%2013%20Advertising.ppt.

Even though the aim of both of both the types of PR is to develop a positive favorable image of the company, Proactive PR aims is much better ...

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Analyze the similarities and differences between proactive and reactive PR.

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