After reading Chapter 10, you should know and understand: - what public relations is, and how it differs from journalism and advertising;
- how to design and implement a successful public relations plan;
- how to choose the best medium or media for your message;
- what your written and interactive PR options are;
- what makes for good public relations communication;
- how to write an effective news release; and
- what role ethics plays in the world of spin.
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