Chapter 17
Public Relations and Publicity
In This Chapter
Understanding the different types of public relations
Generating publicity for your business with the media
Writing and disseminating news releases and preparing for media interviews
Managing bad publicity
L et’s smash two notions right up front:
Public relations is not simply whitewashing.
Publicity is not free advertising.
There! With those two misconceptions out of the way, count on this chapter to confirm what public relations is, what publicity is, and how you can use each of them to increase your company’s visibility, supplement and reinforce your advertising, and enhance your reputation in your market and industry.
If you wait until you face an image problem to launch a public relations program, you will have waited too long. Use public relations and publicity to enhance your image, not just to right a wrong or fix an image disaster.
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