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service can cost money and make the process of getting Fact Checking - Never release information until it has been
information out to the public an expensive proposition. Prior thoroughly checked for accuracy. Develop a fact-checking
to releasing information, target the audiences that you feel system for press releases and all public relations materials
would have the greatest interest in your press release or that will get the information to all pertinent parties to sign
marketing data. off on before it is made public.

Photographs - A well-written press release can help the Importance of written communication in
public understand the point you are trying to make.
Including a pertinent picture with your press release can PR:
give the public a visual image that will either add emphasis Public relation for any company is essential for maintaining
to your message, or clarify any potential confusion that your a positive image with consumers and the general public.
message may cause. Part of practicing good public relations means alerting the
media to the company's stance in response to public
Media Relations - A public relations professional's best allies concerns, maintaining high levels of customer satisfaction
are journalists. Good media relations will not only get your and being an active member of the local community.
press releases printed in spots where the public will see Written communication is an essential part of a successful
them, they can also result in personal interviews that will public relations plan. Understanding the importance of
gain your company even more exposure. written communication in public relations practice will assist
you in making good corporate policies.
Tools - Understand all of the public relations tools at your
disposal and know how to use them. Press releases, Continuity - With properly structured written
speeches, personal interviews, seminars, web broadcasts communication, there is less room for misinterpretation
and direct mail pieces are just some of the tools a public than with verbal communication. A single corporate
relations professional can use to reach the target audience. statement on an issue that deals with public relations can
be circulated among company employees, the press and the
Timing - Some public relations pieces can be scheduled for general public. It allows the company to be represented by
release well in advance. For example, the announcement a single statement and creates a sense of continuity. It is
of a new product is something a public relations professional effective public relations practice to make sure a company
can coordinate with the marketing group to get the timing sends a single and consistent message.
right. But a public relations group should also be prepared
to release important information on a moment's notice to Collaboration - When working on a single public relations
coincide with a scandal or corporate emergency. statement, a company needs input from its departments.
For example, a public relations statement regarding an
Availability - Reporters cannot confirm information in time incident that occurred in the manufacturing division needs
to make print deadlines if you are not available at all times. to be reviewed by the management of the manufacturing
Availability is critical for a public relations professional, and division, the company's executive team and the corporate
that means giving all of your contact information to the attorneys before being officially released. A written
media and remaining on call at all times. statement creates a common template that all involved
parties can work with to create a coherent pubic relations
Stay Active - Your organization should not wait for moments statement.
to present public relations materials. You should remain
active in finding new ways to get information to the Broad Appeal - A public relations professional must often
consumer or media. Make yourself available for speeches address several different types of target audiences at the
and seminars, and become an active member in professional same time. For example, a statement regarding a defective
and civic organizations. home cleaning product would need to be directed to the

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12 PR COMMUNICATION AGE July - December 2020