Abstract

Case history of strategic planning for highly successful technical publicity and public relations program to promote increased sales of a mature product line with stable market. Emphasizes study approach to: (1) Uncover problems which seem to block increased sales; (2) Identify opportunities for communicating with specifying/buying influences; and (3) Determine communications ammunition (news and technical or marketing information) that editors, meeting program chairmen, etc. would feel is worth communicating to their readers or members.