Choosing and Using Public Relations
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In many cases, a company’s introduction to PR can be by way of a PR project. A particular need is identified, perhaps not very sharply, a programme devised and carried out and, once the occasion is past, the PR toolkit is put away until next time. It is a better introduction to PR than no introduction at all, and some effective programmes can arise in this way. However, there is more to be gained by treating PR as part of a policy of ongoing communication: and that is a management function.
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