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Create and nourish relationships rather then just make transactions: we must do this as maintaining existing customers is less expensive then getting new ones, brand loyaltyWe do this by getting to know them well and using this knowledge when communicating with them. Credible communication strengthens the relationshipFocus on all stakeholders rather then just shareholders and customersThis determines the long-term value of the brand and effects profitability positivelyWe do this by ensuring the stakeholders perspective of PR is incorporated in the objectives of the org