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Eric Yaverbaum
,
Ilise Benun
Public Relations For Dummies
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a hook or theme that engages an editor’s attention
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Publicity must have an angle
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Advertising is repeatable; PR is not.
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Define each target audience
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What do you offer that is unique or special? What are customers looking for? And how well do you fill those needs?
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What do you offer that is unique or special? What are customers looking for? And how well do you fill those needs?
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a win-win partnership among publicists
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use PR to communicate your message, build your image, motivate desired behavior, and generate greater revenues and profits.
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