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2, Chapter 14. • PR across Frontiers When your potential audience tops 340 000 000 people in 12 different countries with nine official languages, you want to be sure that you have a set up willing and able to deliver your programme. So when the Consumer Policy Service of the EC needed to develop a detailed and comprehensive information campaign for consumers, 28 European communications companies - including the Worldcom Group- were invited to submit evidence of interest and capability. Subsequently four organisations were invited to make full recommendations.

Public Relations Cannot Confer Credibility, Unless Content, Source and Method of Delivery are Credible 0 Content Does what is said match your experience and expectations? Sales of the traditional timber preservative creosote were threatened by knocking copy advertisements for some branded preservatives, which were claimed to be more effective. The creosote traders set up their own Council and complained to the Independent Broadcasting Authority, the Advertising Standards Authority and Internal Complaints Bureau about what they saw as the scurrilous and inaccurate claims of the brands.

The firm employs 100 engineers worldwide and 80 per cent of their job is pre-sales support. What they provide is information and reassurance before the customer buys. Nearly all their work is telephone-based, but they also carry out on-site surveys and aftersales troubleshooting whenever and wherever necessary. In the UK alone, Black Box sends out 200 000 catalogues. Each year, seven engineers handle 8000 telephone inquiries apiece, mainly as 'sanity checks'. According to managing director Roger Croft, customers like to confirm that what they have read in the catalogue is right and that what they plan to do with the equipment is correct.

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