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Healthcare Glossary
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Collateral PR
Materials such as a brochure or printed information about a company. Collateral PR often support media packs and therefore maintain links with the primary source. The consequence of attaining successful PR due to outside coverage is referred to as collateral PR. This may occur when a product or service is compared favourably to a rival’s in a neutral publication.
See also:
Promotional mix
Public relations
Related terms
Duplication, Point-of-purchase displays, Added value, DRIP Framework, Ad rotation, Advertising, Cost-effectiveness (in media/advertising), Desired outcomes, Corporate reputation, Market development, Full-service agency, Buzz, Above the line, Campaign, Reach,
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