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PR Information
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Announcing a new book, movie or seminar? Then you've probably created a press release - sharing the: who, what, when, where, how and why of your special newsworthy item.However, there is a lot more to a press release than just creating one. A PR Question For Chinese Managers As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers - tutored as they have been by European, North American and other PR specialists - continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations. Youve Done PR the Hard Way Long Enough As a business, non-profit or association manager, let the tacticians handle the special events, brochures and press releases from now on.You have better things to do. Make the Media Your Friend The media (newspaper, radio, television) can be of enormous help to the small and home based business. So, it is very important that you develop a relationship with them. Yes, There is a PR Sweet Spot And here it is: public relations alters individual perception leading to changed behaviors among the key outside audiences of a business, non-profit or association manager. It happens when the manager applies positive actions affecting the behaviors of those important external audiences that most affect his or her operation. Can Media Coverage Build An Online Business? You Bet It Can! As someone with expertise in media relations, I've been asked if media coverage and publicity can build an online business. The real question is whether what happens offline really matters online. Something New For Managers? 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