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Essay / Research Paper Abstract
A 10 page paper describing a proposed public relations effort. Hair Gallery International is a successful salon near Irvine, California that seeks to become a greater part of the community and to solidify its relationships with current customers while also developing new ones. The framework in which this public relations effort will be undertaken is characterized by the RACE acronym: research, action/planning, communication and evaluation. The paper addresses each component specifically and includes a customer survey questionnaire. Bibliography lists 8 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgHairPR.rtf
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Unformatted sample text from the term paper:
Hair Gallery International is a successful salon near Irvine, California that seeks to become a greater part of the community and to solidify its relationships with current customers while
also developing new ones. The first step, of course, is to discover why current customers use Hair Gallerys services rather than visiting a competitor. The framework in which
this public relations effort will be undertaken is characterized by the RACE acronym: research, action/planning, communication and evaluation. Research The term "research"
too often elicits the concept of belonging only to academia and to medicine. Business people need to become more familiar and comfortable with the concept, and not only those
within the marketing department seeking to sell product that already exists. If the companys purpose is to discover what features and innovations are
of so much value to customers that customers will want to buy the products that contain those features, then it must ensure that its research is both reliable and valid,
and without any trace of bias. Of course the company is going to believe that the features it is ready to offer are superlative to any others available and
that customers will be lining up to purchase the new line of products. This is the same line of reasoning that Detroit auto makers followed in the 1970s and
into the early 1980s, even as they saw market share and associated revenues drop to the point that Chryslers very existence was threatened. Only after offering those features that
customers perceived as being truly useful and of value did the auto makers fortunes change. Validity and Reliability In conducting any type of
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