The guiding principles of PR are creating connections by being an open networker, making time for your social media activity, developing a global mind-set, and using news and content to put forward a message about anything, whether a service, a product, a business, an organization, or a campaign. We now know that PR is not advertising, but is all about relationships, punchy storytelling, image shaping, and engagement; it is an ongoing influence that has been able to withstand the test of time. While the rise in digital media has shaken up traditional ideas of press coverage and in today’s online world, PR is about making business social. While every SME and organization type is dependent on its reputation, PR strategy can ...

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