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Learning Goals
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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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