There are two words that surround the industry of public relations that do not do it justice, spin and publicity. Public relations is neither of these things.
Many times consumers think that public relations reps will 'spin' information in order to make their client's information newsworthy or interesting. However, if you are a good PR person you will never tell something that is untrue.
Publicity does not always mean positive media exposure, it just means media exposure. True public relations professionals will create a positive and honest reputation for their client in their market. However, if a company receives one-time positive media exposure the benefits will not last forever.
So, what you should remember about good public relations professionals? They should always be looking for proactive ways to reach out and keep ongoing PR. They should make sure to always build long lasting mutually beneficial relationships between their clients and its target public. They will know their public and understand how to meet their needs and lastly create a dialogue that best reaches them.
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