A twenty first century company is not only going to need the ability to please their customers, but to delight them. In order to accomplish this goal, employees need to understand who the company is, and what it stands for. Not only do they need to understand these values, but an employee needs to be committed to upholding them on an everyday basis. Every employee represents their company individually, and the impression that they give the customer is the perception that the customer will have of the company. This is something that many employees don't think about, or don't care about. Many fast food restaurants are good examples of this. These companies are operated in such a manner that their employees don't have any pride, or satisfaction in what they are doing. If you have been to a fast food restaurant lately, you can see how that reflects in the service that you get.

Another method is to create a distinguished history for a company. This would include how the company was started, who

Even though media can have a negative impact on a company, if it is used to its full advantage, it can be a very effective way of getting publicity. Newspapers are always looking for people and things to write about. Radio and television stations are always looking for people to interview and things to talk about. These stories are free of charge, and are of greater value than a commercial would be. People know that a commercial is paid for and designed under the companies own perspective of itself. People are more likely to pay attention to what a newspaper article, or a television interview gets across to them than a commercial. The reason for this is because the information is coming from a source outside of the company, and is therefore more trustworthy. This is not to say that advertising is not effective. A good publicity campaign should be worked in with an advertising campaign, not used in its place. Using these two elements together is the most effective way to catch the public's attention. One example of how well these two elements work together is, "Because of good public relations and advertising campaigns, most North Americans believe that the world's best coffee comes from Columbia." If the public believes your product or service is exciting, they will give you their business.

There are many aspects to effective public relations. Employees must alw

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Approximate Word count = 935
Approximate Pages = 4 (250 words per page double spaced)