Burson Marsteller
1999 .
1997 . , . , , , . , , , . , , .
, . , , , , ().
. : , , , , . . , : 1) , , ; 2) , , , 3) .
. PR- Burson Marsteller , -. , .
. , . - . , . , .
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: 1) ; 2) 3) .
, , .
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, .
.
: 1998 . , 1 . .
, , , . . .
. PR- Burson Marsteller , , - ; , . , .
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. , , , .
. PR- Burson Marsteller , . . . , , , , -.
, Burso Marsteller, 40 . , , , - - . , . , . 90 , . - , .
Reuter (3.4.98): (Robert Rubin) , .
Los Angeles Times (23.11.98): , , , . , , , , , , .
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Standard & Poor's (25. 1. 99): .
Barron's (20.2.99): , . , , .
33. Lucent
Lucent Technologies
1999 .
Lucent Technologies AT&T, 1995 . 1996 , . , AT&T , Lucent . Lucent AT&T . Bell Labs, - Lucent. , . 1997 . Lucent , , . 1996 . , , Lucent - 1997 . , , Lucent, PR , , . . , Lucent , . , , PR .
1997 , , . , Lucent . , Lucent AT&T, . Bell Labs , , Lucent, a - Lucent. , , , , , .
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1997 Lucent , , 10%- . 1998 . 12%- . 1997 . , , , 12% Lucent, 82%. : 10%- . , 1998 ., .
1997 . Lucent , : . PR- Lucent , . , . Lucent.
. - PR , PR- .
, PR- ( , , ), , .
: 1) 2000 . 1997 . ; 2) Lucent.
, , -, , , , , , .
, .
. 1998 . , , , , . . , .
. . -, - -, , . - .
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/ . Lucent , , Telexpo . , . Lucent , 79% . Lucent . , , , . 1998 . Bell Labs , .
. , . , , .
. .
. - , . , , , , .
. , , . , , , . : .
Lucent , , , 12% 1997 . 34% 1998 . , 10 22%.
1998 . , , 69%. 12 23%. : 1997 . , , 38%, 34%. , , , .
34. The Scotts Company
The Scotts
Lord, Sullivan & Yoder (LSY)
1998 .
1996 . The Scotts Company 1995 . . - 60 . ., Scotts 1996 . Scotts ; . , - . .
Scotts . , . .
, LSY , Scotts.
, , .
, , Carson Group, .
LSY Scotts.
. , ( ) . , . , .
, , , , . . .
Scotts , . Scotts , , .
- , - , Scotts II . 1997 . , , , .., .
Carson Group , , , , , .
. . , 1995 . ( ) , , Scotts, .
:
1996 . - , .
.
.
.
, , ; , .
, Wall Street Journal.
1996 . (Charles Berger), Heinz, .
, Scotts , .
- , Scotts - .
, 15% .
1997 ., II . - . , . - , .
Scotts, . , Scotts , . .
. , , .
1997 . 1998 . 1998 . , 1997 . S&P 500 27%, S&P 32%, Scotts 51%, 420 . .
35. Visa (Read Me A Story)
Visa U.S.A.
Ketchum
1997 .
Visa, 271 . , 800 . . , . , , , . Visa Visa Rewards , , , . , Visa , , , . -, , .
1996 . Visa , , . , , . , . , PR- , , Visa , , (Read Me a Story, RMaS). , Visa 1 . . RIF (Reading Is Fundamental ), Visa 1 31 1996 . , . PR- Ketchum PR-, , . , Ketchum , 10 , . , 45 61 .
Visa , Visa. Visa . RIF -.
Ketchum , . , , , . Ketchum Yankelovich Partners . 525 , 2 8 , , , . , , . , , . Visa .
:
, , .
Visa IV .
, Visa, .
: 1) Visa; 2) , ; 3) - Visa; 4) RIF; 5) ; 6) ; 7) .
, Visa.
- , .
, , .
Visa , .
: 800 . . , 700 . . PR- (1 . . RIF ).
: PR- Ketchum 200 . RIF, 61 , , .
(NFL) NFL .
, Scholastic, Inc., , , .
, .
(Danny Glover) .
. , , , , , , , , , , . , , 30 ; 10 : , , , , , -, , . PR- , 15 . . 36 61 45 7 23 . , , RIF, , , , NFL. Visa RmaS, , , , Visa. 41 , 67% , , NFL .
. , - -. 1300 - , RIF, , Visa . , - ( Holland), - Visa (Carl Pascarella), RIF (Ruth Graves) RIF (Lynda Johnson Robb). 29 . , 90- . , , , Yankelovich Partners.
. , , Visa , RIF . , , . , (meet and greet) .
, . , , RIF, , . , , , , , .
. (Notes from the Road) - Visa . , . : Ketchum , Visa , 25 , .
. , , , , - , . .
. 49 , 49er Goldrush, 3 Com Park - 49 Detroit Lions, . , . Visa RIF ( ).
PR- .
1. RMaS 1 . 1 . . Reding Is Fundamental. 104 . 400 . , , CNN, Today Show, USA Today, CBS , Fox , Extra, NBC, ABC, CBS, Fox . RIF, , 100 , .
. , Visa 2,6 . , ( / , / 1 . ; Visa ). 56% , 33% .
. , 11,1 . . 290 30- 60- , , 85 Visa , 55 Visa..
. 1 . . 2 . 3378 RIF 3 . . .
2. Visa IV .
Visa 1996 . 20% 1995 . , 1996 . - .
. Visa 1 . .
3. Visa . - Visa. 40 -, 12 , Visa, 50 . ( 67 . .), 13 . . RIF. 5 , - . , , - RIF.