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PR: Brand management help from your media friends

What thoughts are stirred when you hear the term, “public relations?”

You might think of press releases. Or more imaginatively, maybe the image that comes to mind is a news conference — where a company spokesperson tries to put a positive spin on reports that their latest product is “unsafe for any use… and is hazardous as waste.”

Certainly such functions are aspects of PR. They are also quite different from what pops into our heads when someone says “advertising.” We almost instinctively think of multi-million dollar ads during the Super Bowl or perhaps loud radio commercials for a local car dealer.

But like its marketing cousin, PR’s every activity has one objective — to promote a brand image that will resonate with its target audience.

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