The Public Relations Strategist

Benchmarking Public Relations: The Volvo Story

Publication Date: 1998, Fall

Source: SO02 Public Relations Strategist
Product Code: 6K-039833
Organization/Author/Firm: Anders Gronstedt and Anders Hogstrom
Industry: Transportation / Automotive
Specialization(s): Research - Evaluation / Measurement
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Attaining "world class public relations" was the mandate that the Volvo Car Corporation wished to achieve. How Volvo methodically went about understanding and emulating world-class public relations forms the basis of this article