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10 PRINCIPLES OF PUBLIC RELATIONS
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By Arnold Anderson
Public relations is how a company interacts with the public,
maintains ties to its community and gets important company information
out to consumers and other interested parties. A small business needs to

be adept in the practice of public relations and avoid looking to public
relations practices only as means to react to a scandal. Practicing public
relations means following basic principles that develop a positive
reputation for your company in the marketplace.

Deceit
Never deceive the public with any information you release. A lie
will be uncovered and the resulting fallout from deceit can be worse than

the issue you were trying to cover up. Present the facts in a way that
sheds as much positive light on your company as possible.
Contact Information

Every piece of public relations material that comes from your
company should have contact information that includes a contact name,
phone number, email address and mailing address. Give the public a

chance to follow up on the information you released and the media a
chance to present further information if they find the story interesting.
Target Information
Using a press release distribution service can cost money and make

the process of getting information out to the public an expensive
proposition. Prior to releasing information, target the audiences that you
feel would have the greatest interest in your press release or marketing

data.
Photographs
A well-written press release can help the public understand the
point you are trying to make. Including a pertinent picture with your

press release can give the public a visual image that will either add
emphasis to your message, or clarify any potential confusion that your
message may cause.

Media Relations
A public relations professional's best allies are journalists. Good
media relations will not only get your press releases printed in spots

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Anderson A. 10 Principles of Public Relations / Arnold Anderson. –
Available at:http://smallbusiness.chron.com/10-principles-public-relations-10661.html