Public relations

Abstract

Think back to the GCL Jerry launch campaign. I concluded at the time that it was not as successful as it could have been because Biffin and Smart did not pay sufficient attention to the importance of public relations. Much time and effort (and money) was spent on advertising but little was done to help the Jerry’s reputation. This was a shame since GCL already enjoyed a name for reliability and expertise and the advertising would have been helped considerably had Biffin and Smart made more use of what was already there (in terms of GCL’s good reputation with the public).