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

History
20th Century Insurance was established in 1958 and was the first company of its kind to sell automobile insurance without a middleman, known in the industry as a broker or agent. This direct sales approach allowed 20th to offer insurance at a much lower premium than its competitors. To......

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Title: 20th Century (Public Relation)
Approximate Word Count: 3149
Approximate Pages: 13 (250 words per double-spaced page)

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