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An article in newspaper or a story on radio or television will attract public attention and stimulate public interest and create awareness and build creditability for the cause you're promoting, then you and your organization can profit from this most important visibility Why attract publicity? One of the main reasons P.R professionals seek publicity and not advertising the significant word here is Creditability, publicity is regarded as more credible then advertising; to attract positive publicity requires establishing a good working relationship with the media.
This is of course easier said then done, your job as public relations professional is to provide the media with none biases information about your organization whether it is electronic or print with and you do this by furnishing them with a press release...
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