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By Trevor Morris

This booklet is essential for a person attracted to Public Relations in New Europe Whether you're operating in PR, learning PR, a journalist facing PR, or simply drawn to this attention-grabbing and speedy becoming industry, this book deals readers a necessary perception into how PR works.

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A general duty of fair dealing toward clients and employers, past and present. This seems straightforward and unexceptional, but of course the difficulty lies in deciding what constitutes “fair dealing”: this can be quite flexible, and there is always a danger of interpreting the term in a self-serving way. It is usually a mistake to flout the accepted rules of the business community so a knowledge of generally accepted practice in the circumstances, together with reliance on one’s individual conscience, is crucial.

The structure of the PR industry grow very rapidly. They are then often bought by larger, betterestablished firms. Many of the large international PR firms can trace their origins to the early decades of PR in America in the twentieth century and still retain the names of their original founders and owners. However, over recent decades they have largely ceased to be independent businesses. 1). (Sometimes advertising agencies may lend their name to the PR consultancies in particular markets, as for example McCann Erickson does in parts of the New Europe).

As described above, consumer PR is used alongside other marketing techniques, such as advertising and sales promotions. It can be undertaken in-house, but very often consultancies with a particular flair for consumer PR are brought in to run specific campaigns. The first challenge for consumer PR people is – normally – to get any kind of media coverage at all for their client’s product. Given the huge number of products in circulation in any modern economy, getting a particular product into the media represents a challenge, which is compounded by the fact that most products are not intrinsically interesting from a news editor’s point of view.

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