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where the public will see them, they can also result in personal
interviews that will gain your company even more exposure.
Tools
Understand all of the public relations tools at your disposal and

know how to use them. Press releases, speeches, personal interviews,
seminars, web broadcasts and direct mail pieces are just some of the
tools a public relations professional can use to reach the target audience.

Timing
Some public relations pieces can be scheduled for release well in
advance. For example, the announcement of a new product is something
a public relations professional can coordinate with the marketing group

to get the timing right. But a public relations group should also be
prepared to release important information on a moment's notice to
coincide with a scandal or corporate emergency.

Availability
Reporters cannot confirm information in time to make print
deadlines if you are not available at all times. Availability is critical for a

public relations professional, and that means giving all of your contact
information to the media and remaining on call at all times.
Stay Active

Your company should not wait for moments to present public
relations materials. You should remain active in finding new ways to get
information to the consumer or media. Make yourself available for
speeches and seminars, and become an active member in professional

and civic organizations.
Fact Checking
Never release information until it has been thoroughly checked for

accuracy. Develop a fact-checking system for press releases and all
public relations materials that will get the information to all pertinent
parties to sign off on before it is made public.

ASSIGNMENTS
1. Name basic principles of public relations according to the article.
2. Comment the following statement: “Never deceive the public with

any information you release”.
3. What should contact information include?
4. Why is it important to include a pertinent picture with your press

release?
5. Why should PR-professionals have contacts with journalists?