COMM411: Public Relations

2.1.2: Fundamental Terms and Concepts

• Steven R. Van Hook's "Marketing Fundamentals” URL

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  Watch this video, which summarizes the fundamentals of marketing terminology and practices. Many of the terms and concepts found in public relations are rooted in the foundations and traditions of marketing. Pay extra attention to the key concepts of targeting, positioning, demographics, and segmentation. These topics are critical when defining public relations audiences and the methods to reach them.