186 lines
4.0 KiB
HTML
186 lines
4.0 KiB
HTML
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
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<HTML
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><HEAD
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><TITLE
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>What Public Relations Can Do</TITLE
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><META
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NAME="GENERATOR"
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CONTENT="Modular DocBook HTML Stylesheet Version 1.7"><LINK
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REL="HOME"
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TITLE="Guide to Managing Media and Public Relations in the Linux Community
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"
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HREF="index.html"><LINK
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REL="UP"
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TITLE="Introduction"
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HREF="intro.html"><LINK
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REL="PREVIOUS"
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TITLE="How Public Relations Differs from Advertising"
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HREF="pr_vs_advertising.html"><LINK
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REL="NEXT"
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TITLE="The Benefits of a Public and Media Relations Program"
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HREF="x71.html"></HEAD
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><BODY
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CLASS="section"
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BGCOLOR="#FFFFFF"
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TEXT="#000000"
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LINK="#0000FF"
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VLINK="#840084"
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ALINK="#0000FF"
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><DIV
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CLASS="NAVHEADER"
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><TABLE
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SUMMARY="Header navigation table"
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WIDTH="100%"
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BORDER="0"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TH
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COLSPAN="3"
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ALIGN="center"
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>Guide to Managing Media and Public Relations in the Linux Community</TH
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></TR
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><TR
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><TD
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WIDTH="10%"
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ALIGN="left"
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VALIGN="bottom"
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><A
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HREF="pr_vs_advertising.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="80%"
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ALIGN="center"
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VALIGN="bottom"
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>Chapter 1. Introduction</TD
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><TD
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WIDTH="10%"
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ALIGN="right"
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VALIGN="bottom"
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><A
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HREF="x71.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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></TABLE
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><HR
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ALIGN="LEFT"
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WIDTH="100%"></DIV
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><DIV
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CLASS="section"
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><H1
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CLASS="section"
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><A
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NAME="what_pr_can_do"
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></A
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>1.4. What Public Relations Can Do</H1
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><P
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>Since public relations communicates your messages through
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the news media, all the power of the media is brought to bear
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when the public—those viewers, listeners, or
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readers you want to reach—learns about your
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news.</P
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><P
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>Think of what this means: high interest level, credibility,
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implied objectivity, and possibly implied endorsement by the
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journalist or publication reporting the information. There is
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also an urgency conveyed when news is reported in the
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media—and that news has the potential to reach
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a tremendously large audience.</P
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><P
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>With exposure comes awareness. An important goal of public
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relations—in any medium—is to make people aware of what
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your organization is, what it offers, and what it does. Never
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underestimate the value of such awareness. In flashier terms,
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it's called <EM
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>buzz.</EM
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></P
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><P
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>Creating awareness for your organization is important for
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the development and utilization of its programs and initiatives.
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You must inform the public and educational and training
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institutions about what you offer and how you can meet their
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needs. Public relations is probably the most valuable tool in
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accomplishing this. A well-implemented public relations
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initiative will help present your organization's offerings to their best
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advantage.</P
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><P
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>Public and news media relations also positions you to enter
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new marketplaces and exposes new Linux programs to new
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audiences—all without the expense associated
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with an advertising program. A sustained public relations program
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allows you to ensure your programs are in front of appropriate
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decision-makers. This continuous flow of information creates a
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constant awareness and a constant influx of
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inquiries—especially when integrated with
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other powerful marketing communications tools such as brochures,
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trade shows, and so on.</P
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></DIV
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><DIV
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CLASS="NAVFOOTER"
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><HR
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ALIGN="LEFT"
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WIDTH="100%"><TABLE
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SUMMARY="Footer navigation table"
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WIDTH="100%"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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><A
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HREF="pr_vs_advertising.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="index.html"
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ACCESSKEY="H"
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>Home</A
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></TD
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><TD
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WIDTH="33%"
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ALIGN="right"
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VALIGN="top"
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><A
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HREF="x71.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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>How Public Relations Differs from Advertising</TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="intro.html"
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ACCESSKEY="U"
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>Up</A
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></TD
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><TD
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WIDTH="33%"
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ALIGN="right"
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VALIGN="top"
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>The Benefits of a Public and Media Relations Program</TD
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></TR
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></TABLE
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></DIV
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></BODY
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></HTML
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> |