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6. What are the main PR-tools according to this article? Add your tools.
The figure given below can help you.

Fig. 6.1 PR Tools

7. Why is availability critical for public relations professionals?
8. Why is fact-checking system for press releases so important
nowadays?
9. What principle of public relations is the most important for you?

10. Summarize the text.

Text 4

ETHICAL PUBLIC RELATIONS: NOT AN OXYMORON
44
By Steven R. Van Hook
The Public Relations department is frequently the ethical heart of
an organization. Internal and external PR communications control of the
flow of good and bad news to the staff and community. The

PR team copes with company crises. PR pros sit at the elbows of top
officers drafting a company's mission statements, its strategies, its
vision.

44
Hook Van S. Ethical Public Relations: Not an Oxymoron / Steven R. Van Hook. –
Available at: http://aboutpublicrelations.net/aa052701a.htm