Selecting Media: Identifying an Audience
Barbara Lin is in charge of public relations for a cruise
line that operates out of Vancouver. She is shocked to read a letter in a local
newspaper from a disgruntled passenger, complaining about the service and
entertainment on a recent cruise. Lin will have to respond to these publicized
criticisms in some way. What audiences will she need to consider in her
response? What medium should she choose? If the letter had been published in a
travel publication widely read by travel agents and cruise travellers, how
might her course of action differ?
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