Public relations
A. should be used mostly to counteract any competitive promotions or negative publicity.
B. is an element of promotion that should be handled on a continuous basis.
C. should be used solely to respond to emergencies that could significantly damage the company's reputation.
D. is paid communication that helps enhance a company's image by highlighting its philanthropic efforts.
E. is generally not given much weight because the information is generated by the company itself.
Answer: B
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