6-15. PLANNING: CREATING AN AUDIENCE PROFILE, SELECTING MEDIA [LO-1], Chapter 3 You are in charge of public relations for a cruise line that operates out of Vancouver.

You are shocked to read a letter in a local newspaper from a disgruntled passenger, complaining about the service and entertainment on a recent cruise. You will have to respond to these publicized criticisms in some way.

a. What audiences will you need to consider in your response?

b. For each of these audiences, which medium (or media)

should you use to send your message?