210 lines
4.9 KiB
HTML
210 lines
4.9 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 is Public Relations?</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="Who Should Be Reading This Guide?"
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HREF="who_should_read.html"><LINK
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REL="NEXT"
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TITLE="How Public Relations Differs from Advertising"
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HREF="pr_vs_advertising.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="who_should_read.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="pr_vs_advertising.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_is"
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></A
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>1.2. What is Public Relations?</H1
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><P
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>You have news to share—information that
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would benefit the Linux community. You have some idea of the
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people you want to reach with your news and views. Now the
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problem becomes: How to reach them in the most effective way? The
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better the communications between you and your audience, the
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higher the profile of your organization.</P
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><P
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>Generating publicity is not as complex as you might think.
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Most of the success of public relations centers on knowing what
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to do and when. Implementing these initiatives can dramatically
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increase awareness of your business.</P
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><P
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>Public relations (PR) is often confused with advertising,
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merchandising, promotion, or any of a dozen other buzz words in
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the marketing communications vocabulary. (By the way,
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<EM
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>marketing communications</EM
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> is a broad term that encompasses all of these disciplines.)</P
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><P
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>Public relations is about doing something newsworthy that
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you want to communicate, and then telling your audience (or very
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likely, several audiences) what you have done.</P
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><P
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>One of the most common public relations vehicles is the
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brief <SPAN
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CLASS="QUOTE"
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>"New Product"</SPAN
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> announcement
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you see in magazines and trade publications. Often only a few
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lines or a paragraph in length, these announcements herald the
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launch of future products or services. These short announcements
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are typically triggered by a new product release, which may be
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accompanied by various forms of communications such as internal
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announcements to the organization's employees
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and external news releases to the media, stockholders, user
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community, and other groups. News releases trigger a chain of
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events that result in visibility.</P
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><P
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>There are some important terms that may help you understand
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public relations. <EM
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>News media</EM
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>
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refers to all the places where people read or hear about news,
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including newspapers, magazines, television, radio, and the
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Internet.</P
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><P
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>A <EM
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>news release</EM
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>, sometimes referred to as a press release, is a printed or
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electronic document issued by organizations who want to
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communicate news to editors, journalists, industry writers, or
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other media groups. Journalists write about the story for
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publication (if it is considered newsworthy), while editors
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control whether the story actually appears in a newspaper,
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magazine, website, or broadcast.</P
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><P
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>A news release contains important facts, quotes from key
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people, dates that the news happened (or will happen), and
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contacts for additional information. The news release is concise
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and usually runs no longer than two pages.</P
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><P
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>Public relations, then, can be thought of as the process
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that delivers your news to the people you want to reach through a
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broad, influential, and far-reaching news media community.</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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BORDER="0"
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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="who_should_read.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="pr_vs_advertising.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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>Who Should Be Reading This Guide?</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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>How Public Relations Differs from Advertising</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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> |