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Good PR Should Begin at the End
By: Doug Bedell
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Public relations is an "up front" craft. That is, the most important parts of a PR campaign occur during the planning phase, before any presentation even occurs. On behalf of the Institute for Public Relations, Molly McKenna Jandrain concludes "Measurement Week" by listing some "guiding principles" of good PR practice. The first, of course, is: "Before you do anything, define what success looks like. What is most important? Who are you trying to reach?" PR tactics are futile if they're not decided upon coherently with the desired end kept foremost.  

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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