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20th Century (Public Relation) MARKETING 438 PUBLIC RELATIONS MAJOR CASE PRESENTATION 20TH CENTURY INSURANCE COMPANY BY Branson C. Nicholson Nichelle Cox Rhonda Porter 1lb4198 02/17/99 Instructor: Paula Becker UNIVERSITY OF PHOENIX Long Beach Campus Table of Contents History, Position, Targeted Market, Goals Page 3 Northridge Earthquake, Crisis Page 4 Comeback Kid, Results of PR Campaign Page 6 Developing a Crisis Plan, Page 7 Crisis Team, Milestones for Communication Page 8 Issues Page 9 Plan Approval, Anticipated competitive responses Page 11 Recommended press release Page 14 References Page 15 Appendix A Page 16 Approximate words: 3072 Approximate pages: 13

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