Myth: PR Controls the Press

 

Some publicists make high claims of their reach and influence. Such an approach will simply not work because the stories that are featured are always controlled by the editors/ producers. PR professionals do not control the press; however, a good PR practitioner will build ongoing relationships with specific target media to understand what content a journalist is looking for. Public relations is about communicating with the press in a smart, effective way to maximize opportunities to be featured

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