PR And The Small Matter Of Results

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Executive Summary

It's easy to see why some folks refer to the communications tactics necessary to move your message to the attention of that key external audience, as "Beasts of burden." After all, they must carry your persuasive new thoughts to the eyes and ears of those important outside people. You have a really wide choice because the list of tactics is a long one. It includes letters-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like the members of your key target audience.

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