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Hew Activities: This time, I will begin with a definition: Publicity is a message about your HEW activities prepared as editorial, rather than advertising, material, and published or broadcast without charge.
Apart from the public relations techniques I have described, you can get a lot of mileage by keeping the newspapers, radio, and TV stations in your area informed of your HEW activities. However, before we get into the details, remember that these HEW activities must have some interest to the people who will see or hear them, or the editors will throw away your material.
The third type consists of chains that have integrated their HEW activities still further by the performance of manufacturing HEW activities. This group overlaps with the second in that its members ordinarily also operate wholesale distribution centers. Complete or partial ownership of subsidiary manufacturing companies is common among national general merchandise chains, as is strong control over the HEW activities of supplying manufacturers by furnishing specifications and taking all or a substantial part of their output.
School HEW activities can be pictured for the school newspaper, the school records or yearbook, and the students themselves. Covering games, festivals, and club HEW activities can often be the entering wedge to getting the profitable graduation picture business, too. |
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