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72 Pages

UNIT 4 Commu nicating with stake holders

In this section, we examine the elements of the communications mix and

evaluate their effectiveness in promoting stakeholder relationships.

When combining the promotional tools together to produce a customized

communications package that meets the needs of our own organization, it is

important to consider how each of the tools we use will complement and

support each other in achieving the organization’s promotional objectives.

Some methods more naturally slot into the role of primary media, enabling

mass communication and building awareness on a large scale. These tend to

be above-the-line media. The promotional toolbox contains the following

above-the-line media: